Title: Decoding the digital market: understanding how machine learning shapes e-commerce

Authors: Abiy Abinet Mamo; Soumya Rajan Mishra; Fadil Mohammed Surur; Hitesh Mohapatra

Addresses: School of Computer Engineering, Kalinga Institute of Industrial Technology (KIIT) (Deemed to be University), Bhubaneswar – 751024, Odisha, India ' School of Computer Engineering, Kalinga Institute of Industrial Technology (KIIT) (Deemed to be University), Bhubaneswar – 751024, Odisha, India ' School of Computer Engineering, Kalinga Institute of Industrial Technology (KIIT) (Deemed to be University), Bhubaneswar – 751024, Odisha, India ' School of Computer Engineering, Kalinga Institute of Industrial Technology (KIIT) (Deemed to be University), Bhubaneswar – 751024, Odisha, India

Abstract: Machine learning (ML) has intricately woven itself into the fabric of e-commerce, exerting a profound influence on its evolutionary path. This research paper conducts a thorough exploration of the dynamic intersection between ML and e-commerce, offering a detailed examination of various ML algorithms applied in this domain. Through illuminating case studies, the practical applications of these algorithms are elucidated. The paper also scrutinises the contemporary landscape, dissecting the challenges faced in implementing ML within e-commerce settings. In addition, it outlines future directions and emerging trends, presenting a forward-looking perspective that enriches the ongoing discourse on the symbiotic relationship between ML and the continually evolving landscape of e-commerce.

Keywords: machine learning; e-commerce; emerging trend; social impact; ML classifier.

DOI: 10.1504/IJEB.2026.151462

International Journal of Electronic Business, 2026 Vol.21 No.2, pp.216 - 243

Received: 26 Feb 2024
Accepted: 03 Jan 2025
Published online: 02 Feb 2026 *

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