Author(s): Bikramjit Pal
Personalization is a critical aspect of e-commerce, aiming to tailor the shopping experience to the unique preferences and behaviours of individual customers. With the advancement of machine learning techniques, e-commerce platforms have increasingly adopted personalized recommendation systems, dynamic pricing algorithms, and targeted marketing campaigns to engage customers and drive conversions. This paper explores the various personalization strategies employed in e-commerce, examines the role of machine learning algorithms in enhancing customer experience, and discusses the challenges and opportunities associated with implementing personalized solutions in the e-commerce landscape.