UNDR: User-Needs-Driven Ranking of Products in E-Commerce

Online retailers often offer a vast choice of products to their customers to filter and browse through. The order in which the products are listed depends on the ranking algorithm employed in the online shop. State-of-the-art ranking methods are complex and draw on many different information, e.g., user query and intent, product attributes, popularity, recency, reviews, or purchases. However, approaches that incorporate user-generated data such as click-through data, user ratings, or reviews disadvantage new products that have not yet been rated by customers. We therefore propose the User-Needs-Driven Ranking (UNDR) method that accounts for explicit customer needs by using facet popularity and facet value popularity. As a user-centered approach that does not rely on post-purchase ratings or reviews, our method bypasses the cold-start problem while still reflecting the needs of an average customer. In two preliminary user studies, we compare our ranking method with a rating-based ranking baseline. Our findings show that our proposed approach generates a ranking that fits current customer needs significantly better than the baseline. However, a more fine-grained usage-specific ranking did not further improve the ranking.