Improvement of User Experience as a Growth Factor of E-Commerce

The article analyzes the evolution and current stage of e–commerce, evaluates its advantages and drawbacks from the point of view of the consumers and sellers. The growth of e-commerce can be attributed to the widespread usage of the Internet and mobile devices, which facilitate the exchange of goods and increasing prevalence of online shopping among consumers due to the low price, wide range, and convenience of online stores. However, e-commerce has significant shortcomings - the lack of social interaction during the purchase process and the inability to comprehensively assess the quality of the purchased goods, which ultimately reduces consumer satisfaction. The use of the latest technologies such as big data analysis, machine learning, natural language processing, visual search, the use of chatbots and augmented reality, as well as the modification of traditional marketing tools with regard of the specifics of the digital sphere can compensate these shortcomings, contribute to the improvement of user experience.