Scaling marketplace search with AI

Mar 7th 2023 ai

It is clear that for online businesses and especially for Marketplaces, content discovery can be especially challenging due to the vast amount of data they must manage: millions of stock-keeping units (SKUs) divided into hundreds of different categories; terabytes of data related to product descriptions and images; hundreds, if not thousands, of different vendors publishing content; and user-generated content (e.g., reviews) that has minimal quality control. 

This is one of the areas in which machine learning can really shine by improving content discovery for even the largest B2C or B2B marketplace catalogs. In this blog, I’ll share why we’re so bullish on how AI (artificial intelligence) can power search and optimize discovery across marketplaces.

The complexity of search queries for online marketplaces

Often shoppers know exactly what they want, sometimes they’re searching for ideas for a possible solution. On marketplaces especially, the journey begins on the search bar. 

The Baymard Institute, which studies ecommerce UX, identified various types of queries that buyers input including:

• Specific searches like “iPhone” or SKU numbers
• Feature-related searches like “wax-free balm”
• Compatibility searches like “mpr compatible filter 10,000 square feet”
• Symptom-related searches like “something to help fall asleep”

With such a broad array of query types, search engines can struggle to interpret them and suggest the most relevant or correct choices. To add even more complexity, language is often ambiguous. “Bank” can mean a financial institution or the side of a river. The order of words in a query can matter, too. Buyers don’t always type words in the sequence they intended, use misspelled words, or use long tail phrases to describe what they want. A search for “fly fishing” is very different from “fishing fly”. 

A result for “fishing fly” (above) is different from a search for “fly fishing”

This problem is further compounded because items in marketplaces are often placed in one or more categories, such as the safety vests shown below. Search engines would ideally deliver the right product(s) from the correct categories, but for that, they need to understand intent. 

Search engines use data such as categories to improve results, and sometimes items are placed in multiple categories, which helps for browsing, but can be difficult for search.

The search bar needs to handle all these kinds of queries and return results instantly. Features like autocomplete can improve the process, but autocomplete is only as good as the algorithms it’s trained on. 

How to improve exact matches and similar searches

Broadly speaking, there are three stages of search: understanding the query, retrieving the data, and ranking the results. 

Search engines have introduced very sophisticated techniques for query understanding using natural language processing (NLP). On the back end of the process, ranking is influenced by a variety of factors, from merchandising and personalization, to clicks, recent conversions and other signals. The hardest part to date, however, has been retrieval. 

For the last two decades, retrieval has been managed through keyword search techniques that perform lookups to match keywords to their location in the search index. More sophisticated information retrieval techniques such as BM25 improve relevance for a given query. Even with improved query matching, however, site owners were still required to add rules, synonyms, keywords, and language packs to manage errors and avoid the dreaded no-results page.

Take the simple example of a search for a USB-C cable. The query can be submitted as “usbc” vs “usb-c” or “usb c”. Searches for these different variations can return many results, no results, or mismatched results. There are workarounds to these problems, but they can be time-consuming and never-ending. 

A recent innovation to address these problems has been the introduction of vectors embeddings and the use of deep learning to better understand the searcher’s intent. Keywords (and their associated tokens) are relatively binary in respect to search, particular words either exist or they do not. In contrast to keywords, AI search uses the mathematics of vectors to allow for the measurement of closeness (e.g., terminal devices and HVAC are in close proximity in vector space), thus the relationship of text is no longer binary but rather a distribution. Vectors can use hundreds, sometimes thousands, of dimensions to determine meaning. 

Whereas vector search is very good at delivering results based on similarity, keyword search still provides tremendous value for certain types of queries. When we marry these two technologies together into a single query result, this “hybrid search” offers even more relevance. Results are ordered from most to least relevant based on the combination of keyword and AI scoring. The optimized results are then sent into the ranking stage for a final sort based on machine and user-defined rules. However, to do this at scale requires a fresh approach to the data. 

AI models for retrieval

I’ve left out one of the most important pieces to this: optimizing vectors for marketplace scale. Scale and speed are absolutely vital for great results. Amazon found that every 100ms of latency cost them 1% in sales, Akamai found a similar result where 100 millisecond delays hurt conversion rates as much as 7%. (source)

Vectors are large floating point numbers that must be processed by specialist GPUs or high-end servers. Some of the most prominent methods for finding similarity between vectors include HNSW (Hierarchical Navigable Small World), IVF (Inverted File), and PQ (Product Quantization, a technique to reduce the number of dimensions of a vector). Each technique is designed to enhance a specific performance attribute, such as memory reduction with PQ or rapid but accurate search times with HNSW and IVF. To get best performance for a given use case, it is common practice to combine numerous components to create a ‘composite’ index.

While these techniques are quite good, they can be extremely expensive to implement and run, as well as ‘brittle’ with any changes to the index. We took a different approach. We use neural hashing to compress, or binarize, vectors to 1/10th their normal size. The new binary vectors are 500 times faster to compute than non-optimized vectors making them as fast, sometimes faster, than simple keyword search. It can be run on commodity hardware and CPUs so marketplaces can deliver results to their customers instantly without surprise fees.

The advantage to this approach is particularly evident when it comes to marketplace scale. Ecommerce businesses and marketplaces often update their search index daily or even hourly with new products, customer reviews, inventory changes, changing search trends, etc. Thousands, sometimes millions of changes occur. With our approach, results are automatically adjusted and re-optimized for conversion in near real-time. 

Neural hashes combined with keywords offers the best of both worlds by optimizing all queries, from head queries to the long tail. With tight budgets, thin margins, and a global scramble to find machine learning engineers and build data science teams, most businesses can’t afford to build this type of hybrid AI retrieval in-house. We designed our solution as a composable, API-first solution for any business to deliver great results out-of-the-box. Sign up here to learn more.

Ranking for results

After retrieving relevant results, a search engine needs to rank them. ​​Learning-to-rank (LTR) is a type of machine learning that improves ranking and assists with precision. It includes supervised, unsupervised, and reinforcement learning. There are also variations like semi-supervised learning. Each of these solutions offers AI ranking capabilities to deliver improved results over more simpler statistical methods.  

Positive reinforcement such as clicks, conversions, signups, ratings, etc., can be used to improve ranking automatically. At Algolia, our Dynamic Re-ranking (DRR) capability mainly uses clicks as there is significantly more available data (faster to get to higher confidence), but we also use later events if there is sufficient data. Results can be further refined with personalization, merchandising, and other curated results. While customers can rely on the automation, they still have control to display or rerank results however they want. 

We highly encourage organizations to connect as much business data as possible so search results can be optimized automatically. In fact, true AI search is also continually learning from clickstream data. There’s a smart interplay between AI-powered retrieval and ranking. 

• Better initial relevance drives higher interactions with visitors
• Higher clicks, conversions, and other positive signals improve re-ranking
• This is fed back into the retrieval engine to improve relevance

Next steps for marketplace retailers 

It took Amazon, eBay, and marketplace providers decades and thousands of specialist engineers to build scalable artificial intelligence for search. With our hybrid AI solution, Algolia NeuralSearch™ Search and Discovery, it can now be accomplished by anyone in minutes. Better results improve user experience, overall conversion rates, customer lifetime value, segment growth, and other KPIs. 

Algolia NeuralSearch™ Search and Discovery is coming soon! Sign up today to be the first to evaluate Algolia NeuralSearch for your marketplace.