Applications of Fusion Techniques in E-Commerce Environments: A Literature Review

The extreme rise of the Internet of Things and the increasing access of people to web applications have led to the expanding use of diverse e-commerce solutions, which was even more obvious during the COVID-19 pandemic. Large amounts of heterogeneous data from multiple sources reside in e-commerce environments and are often characterized by data source inaccuracy and unreliability. In this regard, various fusion techniques can play a crucial role in addressing such challenges and are extensively used in numerous e-commerce applications. This paper's goal is to conduct an academic literature review of prominent fusion-based solutions that can assist in tackling the everyday challenges the e-commerce environments face as well as in their needs to make more accurate and better business decisions. For categorizing the solutions, a novel 4-fold categorization approach is introduced including product-related, economy-related, business-related, and consumer-related solutions, followed by relevant subcategorizations, based on the wide variety of challenges faced by e-commerce. Results from the 65 fusion-related solutions included in the paper show a great variety of different fusion applications, focusing on the fusion of already existing models and algorithms as well as the existence of a large number of different machine learning techniques focusing on the same e-commerce-related challenge.