Impact of personalization in e-commerce

Abstract

This literature review aims to understand where personalization stands in e-commerce and what strategies are available to date. Personalization is a subject that is not yet fully understood by all businesses and, therefore, it becomes a practice not yet widely used in Portugal. However, this area has been the subject of concern and curiosity, especially in the aspects related to artificial intelligence and machine learning and, in the near future, there may be a fully automatic and efficient personalization.
In a first step, we will briefly discuss some concepts about e-commerce, especially in Portugal, and we will also discuss personalization in e-commerce. Next, the methodological approach and the respective results will be presented. We will also discuss the concept of personalization; the need for personalization by companies; the techniques, typologies and strategies that serve personalization.
To conclude, the emerging trends of personalization and future perspectives will be presented.