In this post we present a few possible directions for using the new A.I. Transformer in the field of E-Commerce.

The sections are not ordered in a particular way (as we are not sure where the size of the realistic impact will be the biggest):

Better personalized product recommendations than NCF?

Data Scientists like Denis Rothman present this case that Transformer models could be used not with natural language, but behavior data from E-Shops to predict better what they are likely to buy.

https://www.youtube.com/watch?v=QByLSKFSk0w

Other large platforms seem to do it already : Papers with Code - Behavior Sequence Transformer for E-commerce Recommendation in Alibaba or apply it for specific cases like size : (PDF) PreSizE: Predicting Size in E-Commerce using Transformers or Winning the SIGIR eCommerce Challenge on session-based recommendation with Transformers

We use already for a while Neural Collaborative Filtering as a standard AI recommendation algorithm in Boxalino: CJP - Collaborative Filtering on Purchases

However, this algorithm mainly showed good results for predicting the next purchase of logged in customers (and less clear results for cross-selling, up-selling or behavior-based recommendations for non logged in customers which we call VJP).

It could be interesting to see if a Transformer model could provide better results for the non typical of personalized recommendations based on the purchase history (which we call CJP).

“Best Next Click”: Visitor Pathways Optimization

Identifying and reporting on the key patterns (positive or negative, or simply important) of the visitor journey is not easy to do in a way which shows valuable and usable insight to our clients.

Maybe a Transformer model trained on the online behaviors could highlight important navigation flows (sequences / patterns) and make suggestions where the flows are failing (dead-ends, …) or are working well and should be amplified (with more traffic).

As example, the a session (or a visit) can be viewed as a sequence of steps (events) mainly (but not 100%) corresponding to a sequence of page views.

To make it simple, we can consider here for the description a page view (the event) as URL visited of a web-site.

Each of these event represent a step in the session journey and has the following properties:

Detailed information about the Records (event and request):

Event

Request:

Similarity between products, contents and across both

Transformer models are well adapted to work with NLP for which the textual description of products as well as the textual content of blog articles / magazine.

Such content could be used for several reasons (as highlighted in other sections of the post) but one of them could be the creation of similarities / related contents between products, between contents and between products and content.

Generate Texts for SEO

Our clients use SEO tools like SEMRush which could be (but are not yet) exported to Google BigQuery (https://www.semrush.com/kb/5-api ).

Our clients who use such tools are able to identify many (small) opportunities that they have to improve each time manually.

Generating SEO improvement (new texts, better texts based on suggested keywords, etc.) could be a massive win.

Boxalino could automate the implementation of these SEO texts on the web-site and provide this way a feed-back loop if the SEO data are exported to BigQuery to check and fine-tune the results automatically.

The logic could also simply improve / enrich the product textual description as described here:

https://machine-learning-company.nl/technisch/transformer-based-language-models-for-large-scale-e-commerce-product-data-enrichment/

It is also important to mention that we have (sometimes) the product description of competitors. So comparing the text and make it more unique could be a strong advantage.

A/B test different texts

Boxalino can easily provide different textual content for a product page or a content page in a personalized or a/b tested way.

Currently, this option is not used because of the challenge of automatically creating an alternative version of the textual description of thousands of products and/or contents.

To be able to “change the tone”, “change the style”, or other type of systematic changes of the textual content could be very interesting to a/b test and to use for personalization.

Generate Texts for Landing Pages

Boxalino generates many landing pages for which a list of products is displayed. Adding automatically generated texts to these landing pages would make them directly more effective for SEO and SEA.

Here is an example showing a list of products and 2 random banners on top (which is not optimal):

https://www.mcdrogerie.ch/t-Eisen

Generate Small Netflix-like label from filter

Boxalino generates mechanically small prompts on the home page of e-shops like Qualipet based on filters:

https://www.qualipet.ch/

For example : “NEUHEITEN VON HARMONY FÜR IHRE KATZE”

is generated from a filter on the property : “new” the brand “Harmony” and the animal “cat”.

The mechanism is very limited and can easily generate non-optimal prompts.

It would be interesting to see if a Transformer model would be able to generate better prompts.

Emotional analysis of user comments

Understanding better for which product (or group of products) user comments are positive or not could be valuable for many aspects (as described here):

https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0247984