Recommenders' influence on buyers' decision process

Online stores offer an increasingly large set of products. Interactive decision aids are becoming indispensable tools assisting users as they search for an ideal product to purchase. For an e-commerce website, adopting the correct tools can affect its survival: effective product recommender tools are increasingly recognized by online stores as effective means to sell more products; on the other hand, sites that do not employ intelligent tools will not only see poor purchase volumes but also experience less traffic because consumers are more likely to return to a site employing recommender systems.