E-commerce by very nature generates big data which has mine of information hidden in it. As customers search products, shortlist them, buy them and pay for them, they leave a trace of their preferences, behavior and habits. E-commerce companies are using machine learning to decipher customer’s buying behavior, their price elasticity and brand preferences. With this information, e-commerce players are using intelligent automation to prompt customers with ‘next best action’ in terms of campaigns, new launches or recommendations. Such interventions are known to improves sales by 10-30% at minimal extra investment. MAcine learning is further helping these players in intelligently routing their packages to cutting down delivery time and reducing cost.

As buyers get used to self-help based online buying intelligent systems will play a big role in success of online players.