By 14 March 2024 | Categories: Misc



Business News sponsored by Vodacom Transformation of Work:

“In the dynamic and ever-changing world of ecommerce, an online shopping platform lives or dies by its ability to connect customers with the products they need. For many years, search engines have relied on matching keywords to deliver search results. However, with the advent of semantic search technology, this approach is changing and marks a significant leap forward in the evolution of online retail,” says David Van Vuuren, Head of Product: Machine Learning at Superbalist. 

A substantial 43% of online shoppers reportedly prefer using search engines to navigate e-commerce sites. Notably, websites with advanced search functionality, including semantic search capabilities, experience a substantial 24% increase in revenue per visitor compared to those without such features. So, what sets semantic search apart? Unlike traditional keyword-based search algorithms that focus on exact matches, semantic search interprets the context and intent behind user queries.

This technology transcends the limitations of keyword matching, delivering more relevant and nuanced results for an intuitive user experience. Semantic search is forward-thinking as it uses deep query intent understanding, allowing online shoppers to see relevant search results. 

This means that Superbalist customers can now search for the items they want without the frustration of having to use exact keywords to turn up the results they want. In the context of ecommerce, semantic search is poised to transform the way shoppers interact with online platforms. Its implementation is particularly crucial in the fashion industry, where consumer expectations for a personalised experience continue to rise.

Described as having a fashion-savvy, personal shopper powered by AI, semantic search at Superbalist is designed to set a new standard for online shopping. For instance, when a shopper queries "red dresses for a summer wedding," a semantic search engine analyses the query to understand the user's intent, returning results suitable for a specific occasion and season rather than those merely containing the exact phrase "red dresses".

Superbalist, as a forward-thinking online retailer, has embraced the forefront of innovation. Globally, several brands have integrated semantic search, and locally, Superbalist stands out as one of the pioneers. The incorporation of semantic search technology into the platform represents a significant milestone in the evolution of online retail, making it easier for customers to shop across the platform’s stable of curated brands. 

Beyond enhancing the search experience, semantic technology offers benefits for both retailers and customers. By analysing the semantics of product descriptions, user reviews, and other content, retailers can provide highly relevant product recommendations tailored to each shopper's unique preferences. This not only increases conversion rates but also contributes to greater customer satisfaction and loyalty.

In addition to refining the search experience, semantic technology plays a pivotal role in optimising product discovery and recommendation systems. Retailers can intelligently suggest relevant products by analysing user behaviour and preferences, curating a personalised shopping experience. With ecommerce spending projected to reach $36 billion in 2023—an impressive 20% increase from 2022—Superbalist recognises the importance of leveraging technology to ensure an optimised shopping experience. In a landscape where 73% of retail consumers use multiple channels to shop, aligning search functionalities with the advanced capabilities of semantic search becomes a strategic imperative for online retailers.



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