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All Journal Social Sciences Insights Journal
Damanik, Sri Karyani
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Social Sciences

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Integration of machine learning in e-commerce: A systematic literature review on consumer behavior prediction and product recommendation Syamsuri, Abd. Rasyid; Arohman, Rifki; Saputra, Muhammad Renaldy; Ikhlash, Muhammad; Damanik, Sri Karyani
Social Sciences Insights Journal Vol. 3 No. 3 (2025): Social Sciences Insights Journal
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/sg7wnx04

Abstract

This systematic literature review examines the integration of machine learning (ML) in e-commerce, focusing on consumer behavior prediction and product recommendation systems. Following PRISMA guidelines, we searched Scopus, Web of Science, IEEE Xplore, and ACM Digital Library, identifying 1,247 records. After screening, 48 peer-reviewed articles (2019-2024) were included. This review makes three novel contributions: (1) a taxonomy of ML algorithms categorizing approaches by function (prediction vs. recommendation) and technique (supervised, unsupervised, deep learning); (2) a comparative analysis of algorithm performance across different e-commerce contexts; and (3) identification of specific research gaps requiring investigation. Findings reveal that hybrid recommendation systems combining collaborative filtering with deep learning achieve superior accuracy (mean improvement of 15-23% over single-method approaches), while gradient boosting methods (XGBoost, LightGBM) demonstrate the highest predictive performance for purchase behavior. Critical challenges include cold-start problems, data sparsity, algorithmic bias, and privacy concerns. We propose an integrative framework mapping ML technique to specific e-commerce applications and identify five priority areas for future research. Limitations include English-language restrictions and potential publication bias toward positive results.
Co-Authors Abd. Rasyid Syamsuri Arohman, Rifki Muhammad Ikhlash Saputra, Muhammad Renaldy