Algorithms significantly shape personalization in online shopping by analyzing user behavior and preferences. When users interact with e-commerce platforms, algorithms track their activities, such as viewed items and purchase history. By applying techniques like recommendation systems, these algorithms predict and suggest products that align with individual tastes, enhancing user experience. Personalization leads to increased conversion rates, as tailored recommendations resonate more with customers. Additionally, dynamic pricing and targeted marketing can further engage users, making algorithms a vital component in optimizing consumer interactions and driving sales.