The app store presents a competitive scenario, with thousands of similar apps vying for user attention. The key to creating successful e-commerce apps lies in being different. For this reasons, most online businesses want to have unique features integrated into their apps. Machine learning is one of the most popular technologies that mobile app developers are relying on. A subfield of Artificial Intelligence, this technology is effective for adding the elements of usability and virality to the app. It enables the mobile application to entice new users as well as reinforce the connection with the existing ones.
Machine Learning: A Technology That Makes Machines Intelligent
Understanding the technology is essential before delving deeper into the benefits it can bring for e-commerce applications. Machine learning is the ability of machines (specifically, computers) to learn without being explicitly programmed. The technology is a powerful form of Artificial Intelligence and lets machines access data and enable them to learn for themselves. They can discover the patterns buried within data and tune it to match human analysis and thinking.
The potential that the technology has for applying critical business analysis to practical decision-making makes it suitable for e-commerce mobile applications.
The integration of machine learning algorithms, thus, empowers the apps with the ability to analyze information and use it for decision-making. All in all, they can serve personalized customer experiences to the buyers and take the business to the next level.
How Machine Learning Can Add Value To An E-Commerce App
The benefits of integrating this futuristic technology in an e-commerce app are immense. It makes the app capable of delivering unmatched customer experiences in more than one ways. Let us see how machine learning can enhance business applications.
Personalization
Over the years, personalization has been recognized as the cornerstone of success by e-commerce sellers. Buyers are more likely to shop if they are pursued with personalized campaigns. With a machine learning-empowered app, the sellers are able to gather relevant data related to user behavior, demographics, and preferences. They can use this data for predictive analysis and deliver personalized product recommendations and notifications to the users. The data can also serve as a tool for framing targeted advertising strategies for increasing overall sales and profits of the business.
Improved Browsing Experience
Apps with the machine learning functionality are capable of collecting useful customer data and use it to their advantage. Metrics such as search history, click-through and sell-through rates, etc serve as useful tools for improving the entire browsing experience. The data can be used to make searches more intuitive by integrating them into ranking, suggestions, voice searches, and query understanding. The users may actually get an impression that the app is communicating with them, which makes the experience much more compelling. A smoother browsing experience translates into booming sales for the e-commerce store.
Trend Forecasting For Strategic Planning
The benefits of the technology for e-commerce applications extend to long-term business strategies too. It opens up a gold mine of strategic data for the enterprise, with key details regarding user behaviors patterns and demographics. Machine learning also aggregates trends and information from open sources such as social media and YouTube product reviews. The aggregated data can be effectively harnessed to forecast future trends and plan long-term marketing strategies. It would not be wrong to say that machine learning technology serves as a powerful forecasting and strategic planning tool for the business.
Secure Transactions And Fraud Prevention
Security of online transactions and customer data is perhaps the biggest concern for online sellers. For this reason, they are constantly engaged in finding robust security solutions to strengthen their selling process. Machine learning, coupled with innovative recognition technologies such as biometrics, can make online transactions safer than ever. The technology makes user identification and authentication processes easy and secure. There is no longer a need to memorize passwords and user login becomes extremely secure. Machine learning also minimizes the chances of online frauds as it builds a strong defense system for the app. The technology can be used for constant monitoring of online activities and trigger an alarm whenever it detects anything amiss.
Addition Of Audio And Visual Recognition Features
The machine learning technology takes e-commerce apps to the next level by adding rich features such as audio and visual recognition. These features have the power to engage the users by interacting with them in real-time mode. They can be used to create conversational chatbots which make a great alternative to human customer support. In fact, there are chances that these smart virtual assistants may actually replace their human counterparts in future. They have the capability of predicting the user behavior as well as returning feasible solutions based on the behavior analysis.
Conclusion
Even though machine learning is still an evolving technology, yet it is making big leaps for the e-commerce industry. It is already manifesting itself in the form of conversational commerce as a majority of apps today include chatbots or virtual assistants. The integration of this technology in mobile apps could be the smartest investment that a business makes. Surveys have shown that these apps perform far better in terms of sales and marketing reach. The effective cost of investing in machine learning, thus, comes down as the business is able to increase its revenues in the long run. The future looks bright as soon the technology is poised to become an integral part of every e-commerce application.
