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AI-Based Product Recommendations Boosting E-Commerce Sales



Cross-selling is a technique that comes from traditional offline stores, where the seller encourages the customer to buy additional products that complement their main purchase or meet their other needs. It’s a win-win strategy that not only increases the order value but also enhances customer satisfaction.

With the emergence of AI-based algorithms that can gather information and analyze consumer behavior, cross-selling has become an even bigger sensation. These algorithms can provide personalized suggestions and adapt in a matter of seconds. The businesses implementing this approach have already seen a large increase in their sales and customer satisfaction.

How AI Assists in Cross-Selling

There are several ways in which AI can assist an e-commerce platform with sales and cross-selling. They are all based on constant consumer behavior analytics.

Enhances Personalization

The biggest use of AI is definitely for personalization. By collecting and analyzing massive amounts of consumer data including purchase history, browsing patterns, demographic information, likes, and dislikes, AI algorithms can provide hyper-personalized recommendations for every online buyer. Such suggestions will be tailored to individual customer preferences and can even anticipate the needs the customers didn’t know they had.

Moreover, algorithms help us to address the “choice overload” — an abundance of available products online that often leads to a decrease in customer satisfaction. When you receive personalized picks tailored to your preferences, you don’t have to waste time and energy scrolling through endless items that you don’t need. You can quickly scan through things that you already liked/looked for before/need without even realizing it.

Offers Predictive Analytics

Another feature that will be very beneficial for businesses utilizing AI for cross-selling is predictive analytics. If personalization is more about the customers and their needs, predictive analysis helps e-commerce platforms decide what to sell, anticipate upcoming trends, and predict potential cross-selling opportunities.

Algorithms use sophisticated predictive analytics models to analyze historical data and learn about customer behavior and purchase patterns through the years to obtain insights about future trends. By putting these skills to use, platforms can enhance their relevance among competitors, increase conversion rates, and allocate their resources more effectively without spending the funds on something that won’t be popular among consumers.

Adapts in Real Time

Besides analyzing historical data and identifying trends based on it, AI algorithms can also monitor customer interactions and feedback. You can target not only one specific platform like yours, but also other e-commerce shops, or even the specific brand or product or the type of customer, etc.

By doing so, AI algorithms can help you adjust cross-selling strategies to optimize relevance and effectiveness and suggest only the most relevant products to your customers. Moreover, the monitoring process is constant, so you can adapt and modify your offer almost in real time.

Provides Seamless Integration Across Channels

As marketing becomes omnichannel, we get used to utilizing different devices simultaneously. For example, you saw a clothing ad on Instagram, clicked on it, added the top you liked to the cart, and then decided to check it out from your laptop. Of course, you expect to see this same top waiting in your cart on the desktop version of the website. Moreover, you feel frustrated if it’s not there and start contemplating whether you need it at all.

Here, AI comes in handy as well. It facilitates integration by aligning cross-selling efforts across multiple channels and platforms, delivering a consistent and unified experience for customers regardless of their preferred mode of interaction whether it’s online, offline, or on mobile devices. We, as customers, expect a seamless and cohesive experience across all touchpoints, and AI is a powerful tool to achieve such cohesion.

AI-Powered Cross-Selling Strategies in Practice

Artificial intelligence technology has been around for some time. So, it’s not just theory anymore — we can easily find AI-powered strategies in practical use. Here are some examples.

Jiffsy — First Store Display App With AI Recommendations

AI can be used for different purposes. For example, in Jiffsy — an app working directly with fashion brands — artificial intelligence is utilized to create modern and unique storefronts without the need to use code and know all the intricacies of backend development.

With the help of Jiffsy, each e-commerce platform can create and maintain a mobile-first storefront with AI recommendations. The app uses Jamstack and PWA technologies that can’t be matched by any Shopify theme. Jiffsy features a unique product feed powered by artificial intelligence.

It can provide personalized recommendations for visitors, which are based on their browsing and purchase history. Through this feature, customers can discover new products based on their fashion preferences. Such feeds increase brand engagement, resulting in higher sales.

Alibaba Mobile Apps With Personalized Product Recommendations

One of the first and largest e-commerce players that started using AI was Alibaba Group, which was established in 1999 and includes different businesses including Taobao, AliExpress, Banggood, etc. These apps are famous around the world for the precise work of algorithms, allowing them to offer customers hyper-personalized recommendations.

Alibaba has its own generative AI called Tongyi Qianwen, which is one of the largest and most powerful AIs known. It has been integrated into the Group’s apps to produce marketing materials, create images, and generate action plans, but it can also analyze large quantities of data like consumer demographics and behavior to provide personalized product recommendations. It does it so successfully that it is now the best-known e-commerce titan in the East and is often compared to Amazon.

In a Nutshell

Artificial intelligence is one of the fastest-growing technologies that are shaping our world today. It has many applications, but it is the most known to users thanks to the personalization capabilities it provides. AI algorithms can collect and analyze massive amounts of data and use it to learn about consumer behavior, predict trends, offer personalized recommendations, provide seamless integration between devices, and adapt in real time. It works for businesses by enabling cross-selling and up-selling options, increasing revenue, and boosting customer satisfaction by meeting their needs and offering tailored experiences.

Sorina Mihaila is the Femtech World editor, covering technology, research and innovation in women's health and wellbeing.

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Firm secures US$1.9m grant to support women entrepreneurs in Africa

eha Impact Ventures aims to support women-owned small- and medium-sized enterprises



Evelyn Castle, chief executive officer at eHA Impact Ventures / Source:

The impact investing enterprise eHA Impact Ventures (EIV) has been awarded a US$1.9m grant from the non-profit organisation eHealth Africa (eHA) to support women entrepreneurs in Africa.

eHA’s board of directors approved the donation as part of its effort to “strengthen” healthcare delivery systems and support vulnerable populations.

The grant, the organisation said, will be deployed to “upscale” women-funded companies to improve the health and wealth of African women, their families and their communities.

The donation is hoped to address the US$42bn funding gap for women entrepreneurs in Africa and help female founders have better access to funding opportunities.

In addition, the funds are expected to support health interventions like the pre-screening of cervical cancer and improve delivery of blood and blood products to healthcare facilities.

“The grant will be instrumental in boosting the economic capacity of women across Africa by supporting high-impact women-owned businesses,” said Evelyn Castle, chief executive officer at EIV, who founded the firm in 2021.

“Furthermore, it will [help us] upscale funding, mentorship and training programmes to help women create thriving businesses that drive economic growth in their communities.”

My Le, board executive at eHealth Africa, said: “These donations could not have come at a better time as  women continue to struggle to meet up with both health and economic demands. Thus we are optimistic that the funds will go a mile in bridging fiscal gaps for women and other vulnerable groups to lead healthier lives.

“Supporting women will go a long way in not just improving their societal impact but also contribute immensely to sustainable development especially in the African region.”

Recognising women’s “vital” role in building strong health systems, Atef Fawaz, CEO of eHealth Africa, added: “We acknowledge the profound impact women have in strengthening healthcare systems, aligning with our vision at eHealth Africa.”

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Menstrual product wins innovation award in Switzerland

Egal’s innovation consists of a roll of pads that operates in a similar fashion to a toilet paper roll and comes in its own dispenser



Penelope Finnie, chief executive officer at Egal

Pads on a Roll, a menstrual product that can be dispensed in public stalls similar to a toilet paper roll, has won a prestigious award at the Women’s Health Innovation Summit Europe in Basel. 

Each year the Women’s Health Innovation Summit (WHIS) helps promising start-ups raise their brand awareness and pitch their solutions in front of investors and industry leaders.

Egal, the company behind Pads on a Roll, has been honoured with this year’s Women’s Health Innovation award after the WHIS selection committee recognised the start-up as an innovative company poised to disrupt the European women’s health landscape.

“Egal Pads is so honoured to have been chosen for the Women’s Health Innovation Award,” Penelope Finnie, Egal chief executive officer, told Femtech World.

“The other nine finalists were amazing companies run by wonderful people. The whole conference was a testament to the importance of the femtech movement.

“For us, it was particularly exciting as the EU is the next market we are focusing on. We hope that having period products available in stalls just like toilet paper is, will become the norm as it is necessary for equality.

“We also hope that by winning, it brings attention to this easily solved but long ignored issue,” Finnie added.

Egal’s innovation consists of a roll of pads that operates in a similar fashion to a toilet paper roll and comes in its own dispenser.

Egal aims to sell Pads on a Roll to universities and public schools

Each roll contains 40 pads and can be placed directly in stalls, unlike the typical tampon dispensers that often require money to access the products and are located outside the stall.

The pads are less expensive to maintain than products in vending machines because they are easier to refill, and require less space and packaging.

Research shows that 20 percent of girls in the US and UK have missed school due to lack of access to period products, with more than 90 per cent of menstruators having experienced jammed, broken or empty dispensers in public toilets.

Egal aims to solve this issue by selling Pads on a Roll to universities and public schools.

The Boston-based company has done pilots at various universities across the US and is hoping to develop a flushable version of the product in the future.

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‘It’s hard to stay healthy’- experts raise alarm over ‘pervasive’ economic challenges in US

A report highlighting women’s struggle with economic stress in the US has prompted experts to demand change



Experts have raised concerns over the “pervasive” economic and health challenges women in the US are facing, after a damning report exposed significant financial stress.

national survey of women over 25 has found that American women face significant economic stress, with half of women reporting feeling “uncertain” or “worried” when thinking about how to pay for healthcare later in life and low-income and rural women reporting challenges to staying healthy today.

The report, which highlighted financial difficulties among women for the second year in a row, has prompted experts to speak out and demand change.

“The recent findings from the National Council on Aging (NCOA) and Women’s Institute for a Secure Retirement (WISER) underscore the pervasive economic and health challenges confronting American women, particularly those from low-income and rural communities,” Georgie Kovacs, women’s health expert and founder of Fempower Health, told Femtech World.

“Many women juggle caregiving responsibilities for their children while managing employment, often in environments that offer limited support.

“The scarcity of healthy food options in low-income areas, coupled with restricted access to essential healthcare services, exacerbates their daily struggles, impacting both their mental and physical health and that of their families.”

Underlining the “profound” impact of the menopause transition, Kovacs said women across the country are in desperate need of enhanced workplace policies and better access to specialised care.

“Our approach to addressing these challenges cannot be piecemeal – we require comprehensive systems that integrate childcare, health services, job security and mental health support, ensuring that no aspect of a woman’s health is overlooked,” she explained.

“It is imperative that we view the economic insecurities faced by women through a holistic lens, recognising the interconnectedness of health, employment and wellbeing.

“It’s time for all stakeholders, including government bodies and private sectors, to unite in crafting and implementing solutions that are as multifaceted as the lives of the women they aim to support.”

Katie Higgins, chief commercial officer at fertility benefits platform Progyny, called on employers to do more to support women, arguing that the pressure of financial uncertainty could “erode” self-esteem, strain relationships and compound parental stress.

“Balancing financial pressures with caregiving responsibilities can heighten feelings of guilt and inadequacy, impacting maternal mental health.

“Employers play a vital role in empowering women to prioritise their health without financial barriers through comprehensive benefits that include family building, fertility, maternal leave and menopause.”

Lois Quam, chief executive officer at sexual and reproductive health organisation Pathfinder International, noted that there is an important connection between health and income, meaning that women with the least financial resources often find themselves unable to access health services and modern innovations.

“From rural areas to the wealthiest cities in the world, women everywhere are being left behind. In the US and globally, they get paid and promoted less than men and leave the workforce at greater numbers to raise their children.

“Closing the gender pay gap could help keep women in the workforce, especially when childcare is so costly and inaccessible,” she told Femtech World.

Author and women’s health expert, Dr Mindy Pelz, encouraged women to “take control” of their health.

“It’s hard to stay healthy, even without the added pressure of economic stress,” she said.

“Many women just can’t rely on the American healthcare system to take care of them. That’s why I’m such an advocate for taking your health into your own hands.

“Simple lifestyle changes like intermittent fasting, meditation, cold exposure, walking 10,000 steps a day, avoiding electronics before bed might seem small on their own, but if you add them together and are consistent with them over time, they can make a huge difference.”

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