• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2025 > Volume 13 Number 1 (2025) >
JOEBM 2025 Vol.13(1): 142-148
DOI: 10.18178/joebm.2025.13.1.858

The Application of Machine Learning in E-commerce

Xinran Feng
Ulink High School of Suzhou Industry Park, Nantong City, Jiangsu Province, China
Email: fxr2568226391@163.com (X.R.F.)

Manuscript received October 5, 2024; revised December 14, 2024; accepted January 22, 2025; published March 24, 2025.

Abstract—With the help of advanced computer technology, big data, and algorithms, AI has developed from expert systems to deep learning and machine learning. This transition has opened up opportunities for AI to handle complex tasks and has revolutionized various industries. This paper presents and illustrates three e-commerce tasks: predicting purchases, segmenting customers, and analyzing baskets. Multiple algorithms, such as decision trees, cluster analysis, association rules, etc., are introduced for these tasks. Additionally, we explain how to use machine learning techniques to assess value and performance and provide context for the analysis findings. It also describes the findings of the analyses and explains how to use machine learning techniques to assess performance and value. The decision tree is the most accurate of the nine classifiers used in the same period and is more accurate in processing and predicting the results when it comes to car purchases. To ascertain the features of particular purchases and provide businesses with tailored advice to boost sales, clustering analysis was employed in the second customer segmentation case. In the third basket analysis example, association rules are employed to ascertain the frequency of purchases made by various customers as well as the quantity of goods they plan to buy simultaneously. This information helps managers better arrange the goods to increase sales.

Keywords—e-commerce, machine learning, purchase prediction, customer segmentation, basket analysis

Cite: Xinran Feng, "The Application of Machine Learning in E-commerce," Journal of Economics, Business and Management, vol. 13, no. 1, pp. 142-148, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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