Lamoda has customized the home page in the mobile application

To do this, the algorithms analyze the behavior of more than 17 million users of the platform every month. Preferences are created based on interaction history, such as purchases made, items added to cart, favorites, and product cards viewed. The AI ​​takes into account a list of brands, price range, suitable size and other individual parameters.

Lamoda Chief Product Officer Tatyana Umryaeva noted that customization is one of the company’s priorities. Going forward, the retailer plans to introduce customization to its look selections and wardrobe offerings.

Based on test results, the personalized homepage increased the rates of adding items to cart and making purchases, and also increased the number of users returning to the platform, the company said in a statement.

The new functionality is now available in the Lamoda app for iOS and Android.

• Lamoda appeared in 2011 and is now one of the largest online platforms in Russia and the CIS for the sale of products from the field of fashion, beauty and lifestyle. The site contains more than 10 million products from 4 thousand local and global brands.
• The company has been actively implementing tools using machine learning models since 2023. Thus, in March last year an AI service for selecting clothes appeared, in May – the possibility of receiving offers in the form of capsule images collected by AI, in August, a virtual clothing try-on service, and in June 2024, Lamoda. introduced its own machine learning model that determines defects between products.