Unlocking eCommerce Growth:
The Power of AI in Personalization and Recommendation

Leveraging personalization and recommendation engines in e-commerce enhances customer experience and drives business growth. These tools tailor shopping experiences based on individual preferences, improving customer satisfaction and making the shopping process more efficient and engaging.

AI significantly enhances these systems by analyzing customer data to identify patterns and preferences. AI uses machine learning algorithms and other data sources to deliver accurate product recommendations, improving the shopping experience and boosting sales. By continuously learning from user interactions, AI adapts to evolving customer preferences, ensuring relevance. Additionally, AI-driven personalization optimizes marketing strategies by targeting each user individually, leading to more efficient marketing spend and higher ROI.

Developing and maintaining sophisticated recommendation engines requires significant technical expertise and execution resources, as well as continuous updates to adapt to changing customer preferences. As a resource-intensive technology, AI is expensive, often forcing retailers to compromise engine sophistication to lower costs.

Farfetch: An eCommerce Platform for 4 Million Active Customers

Farfetch, part of South Korean eCommerce giant Coupang, is a global platform for the luxury fashion industry, connecting consumers from 190 countries with luxury merchandise from over 1,200 brands, offering a unique shopping experience. The company operates through its digital marketplace, physical retail stores like Browns and Stadium Goods, and offers e-commerce and technology solutions for luxury retailers. Farfetch serves over 4 million active customers through its e-commerce platform.

To promote sales and drive customer engagement, Farfetch uses real-time personalized recommendations, developed in Vespa.ai, to match customers with items aligned with their style and persona. As a retail organization driven by lowering COGS, a critical requirement was an AI platform that majored in developer productivity, scalable execution efficiency, and model sophistication.

Vespa offers a versatile collaborative platform for building AI use cases, including recommendation, personalization, conversational AI, and enterprise search. Delivered as a cloud service with predictable pricing, Vespa is managed by experienced AI engineers who advise on AI execution and is supported by a vibrant community of thousands of AI professionals, ensuring ongoing development and sharing of industry best practices.

Benefits of Vespa to Farfetch

In their blog, Scaling Recommenders systems with Vespa Farfetch call out the following benefits of Vespa:

  • Efficient Data Handling: Vespa rapidly and effectively processes any scale data sets to make personalized recommendations. Data can be structured, unstructured, and vector using Vespa’s own vector database–recognized as a Leader and Forward Mover in the GigaOm Sonar Report for Vector Databases.
  • Advanced Ranking: Vespa uses multiple methods to evaluate and rank how well products match customer preferences, ensuring the most relevant items are suggested.
  • Keyword Search: Vespa finds products based on loosely defined keywords, making it easier for customers to find what they want.
  • Learning to Rank (LTR): Vespa has built-in capabilities to continuously learn and improve how products are ranked based on customer interactions and feedback.
  • Customized Filtering: Vespa is adjusted to include or exclude certain products based on specific criteria, ensuring recommendations are tailored to specific marketing goals.
  • High Performance: Vespa is optimized to run efficiently, ensuring quick responses and smooth user experiences.


The strategic use of personalization and recommendation engines is essential for staying competitive. Vespa addresses these challenges through a cost-effective AI platform, allowing eCommerce Managers to enhance customer engagement, drive sales, and optimize marketing efforts, ultimately building long-term customer loyalty.