Machine learning contributes to personalizing e-commerce experiences by analyzing consumer behavior and preferences. By utilizing algorithms to track user interactions, e-commerce platforms can offer tailored recommendations, targeted advertisements, and personalized content. This enhances the shopping experience and increases conversion rates as customers are more likely to engage with relevant products. Furthermore, machine learning enables dynamic pricing strategies based on market demand and individual purchasing patterns. By continuously learning from data, e-commerce platforms can refine their strategies, creating a more user-centric and efficient shopping environment.