The reason why online shopping platforms can so accurately recommend goods to users is related to the personalized recommendation algorithms behind them. At the beginning of the development of the online shopping platform, the platform users are fewer, the platform server does not have enough user data to support the personalized recommendation algorithm, and can only make up for it by using the rich product types. At this time, for different users, although the online shopping platform is not yet able to do personalized recommendation, but according to the basic information of the user's gender, age and region in the early stage, although it can be done for different ages and different genders of differentiated recommendations, but the same type of users will receive the same recommendations.

With the development of the network and smart phones, the phone becomes a personal item that can be completely anchored to a natural person, then some of the columns of people's operating behavior on the phone, has a very high analytical value. Nowadays, shopping platforms collect a lot of user data, which is fed back to the server and becomes a description of the person. As we learn about the online world, the web learns about us.

The online shopping platform describes the user's behavior through mobile user data called user profiling, for example, if you check out the teaching materials in the shopping platform, the shopping platform will be based on the age and gender information, you will be judged as a student or other status. If you stay in a certain attribute for a longer period of time, the shopping platform will recommend the same attribute to you again. The online shopping platform will also be based on consumption records, browsing records, search keywords, input method data, geographic location, education and learning data and networking online time, etc.

The various kinds of data labels make the user into a collection of data, through which the online shopping platform constructs a virtual individual in the online world, and through which the online shopping platform can accurately understand your needs, and quickly push the things you need to the online shopping platform. and quickly push what you need to your front.