E-Commerce Search

Generative Retrieval (GR) has emerged as a promising paradigm for modern search systems. Compared to multi-stage cascaded architecture, it offers advantages such as end-to-end joint optimization and high computational efficiency. OneSearch, as a representative industrial-scale deployed generative search framework, has brought significant commercial and operational benefits. However, its inadequate understanding of complex queries, inefficient exploitation of latent user intents, and overfitting to narrow historical preferences have limited its further performance improvement. To address these challenges, we propose OneSearch-V2, a latent reasoning enhanced self-distillation generative search framework. It contains three key innovations: (1) a thought-augmented complex query understanding module, which enables deep query understanding and overcomes the shallow semantic matching limitations of direct inference; (2) a reasoning-internalized self-distillation training pipeline, which uncovers users' potential yet precise e-commerce intentions beyond log-fitting through implicit in-context learning; (3) a behavior preference alignment optimization system, which mitigates reward hacking arising from the single conversion metric, and addresses personal preference via direct user feedback. Extensive offline evaluations demonstrate OneSearch-V2's strong query recognition and user profiling capabilities. Online A/B tests further validate its business effectiveness, yielding +3.98% item CTR, +2.07% buyer volume, and +2.11% order volume. Manual evaluation further confirms gains in search experience quality, with +1.37% in page good rate and +1.65% in query-item relevance. More importantly, OneSearch-V2 effectively mitigates common search system issues such as information bubbles and long-tail sparsity, without incurring additional inference costs or serving latency.

Recent advances in Large Language Models (LLMs) have inspired a surge of scaling research in industrial search, advertising, and recommendation systems. However, existing approaches focus mainly on architectural improvements, overlooking the critical synergy between data and architecture design. We observe that scaling model parameters alone exhibits diminishing returns, and that the performance degradation caused by complex heterogeneous data distributions is often irrecoverable through model design alone. In this paper, we propose UniScale, a novel co-design framework that jointly optimizes data and architecture to unlock the full potential of model scaling. UniScale includes two core parts: (1) ES$^3$ (Entire-Space Sample System), a high-quality data scaling system that expands the training signal beyond conventional sampling strategies through intra-domain expansion with hierarchical label attribution and cross-domain searchification; and (2) HHSFT (Heterogeneous Hierarchical Sample Fusion Transformer), a novel architecture that effectively models the complex heterogeneous distribution of scaled data via Heterogeneous Hierarchical Feature Interaction and Entire Space User Interest Fusion, thereby surpassing the performance ceiling of structure-only model tuning. Extensive experiments on large-scale industrial datasets demonstrate that UniScale achieves significant improvements and exhibits clear scaling trends. Online A/B tests on a real-world E-commerce search platform confirm that UniScale consistently outperforms strong production baselines, achieving 1.70% and 2.04% increases in user purchase and Gross Merchandise Value (GMV).

Existing dialogue systems rely on query suggestion to enhance user engagement. Recent approaches mainly optimize generative models using click-through rate (CTR) models to align with user preferences. However, these methods are less effective in early-stage deployment scenarios, where click feedback is sparse and insufficient for training a reliable CTR model. To bridge this gap, we propose QualEQS, a quality-first iterative reinforcement learning framework for e-commerce query suggestion. We formalize actionable suggestion quality along three dimensions that directly affect downstream usability: answerability, factuality, and information gain. To continuously improve from online traffic without click supervision, we further propose group-level disagreement among candidate suggestions to identify ambiguous query contexts and mine hard training cases for iterative refinement. We also introduce EQS-Benchmark, a dataset of 16,949 real-world e-commerce queries for offline training and evaluation. Experiments show that our quality-based offline metrics correlate strongly with online performance, providing a practical evaluation recipe for sparse-feedback deployment. In both offline and online settings, QualEQS consistently outperforms strong baselines, yielding a 6.81% improvement in online ChatPV in a real-world enterprise-level conversational shopping assistant system.

When a traveler asks an AI search engine to recommend a hotel, which sources get cited -- and does query framing matter? We audit 1,357 grounding citations from Google Gemini across 156 hotel queries in Tokyo and document a systematic pattern we call the Intent-Source Divide. Experiential queries draw 55.9% of their citations from non-OTA sources, compared to 30.8% for transactional queries -- a 25.1 percentage-point gap ($p < 5 \times 10^{-20}$). The effect is amplified in Japanese, where experiential queries draw 62.1% non-OTA citations compared to 50.0% in English -- consistent with a more diverse Japanese non-OTA content ecosystem. For an industry in which hotels have long paid OTAs for demand acquisition, this pattern matters because it suggests that AI search may make hotel discovery less exclusively controlled by commission-based intermediaries.

Large language models offer transformative potential for e-commerce search by enabling intent-aware recommendations. However, their industrial deployment is hindered by two critical challenges: (1) knowledge hallucination due to insufficient encoding of dynamic, fine-grained product knowledge, and (2) security vulnerabilities under jailbreak attacks that threaten compliance. To address these issues, we propose SIA--a Synthesize-Inject-Align framework for building knowledgeable and secure e-commerce search LLMs. Our approach first synthesizes high-quality natural language corpus by combining structured knowledge graphs with unstructured behavioral logs, augmented with reasoning chains and safety-aware data. We then introduce a parameter-efficient pre-training strategy based on Depth Up-Scaling to inject domain knowledge while preserving general capabilities. Finally, a dual-path alignment method via multi-task instruction tuning and adversarial training strengthens both task performance and safety robustness. The framework has been deployed at JD.com, China's largest self-operated e-commerce platform, where A/B tests across five core search scenarios demonstrate significant improvements in key business metrics, validating its industrial effectiveness and scalability.

Modern e-commerce search is evolving to resolve complex user intents. While Large Language Models (LLMs) offer strong reasoning, existing LLM-based paradigms face a fundamental blindness-latency dilemma: query rewriting is agnostic to retrieval capabilities and real-time inventory, yielding invalid plans; conversely, deep search agents rely on iterative tool calls and reflection, incurring seconds of latency incompatible with industrial sub-second budgets. To resolve this conflict, we propose Environment-Aware Search Planning (EASP), reformulating search planning as a dynamic reasoning process grounded in environmental reality. EASP introduces a Probe-then-Plan mechanism: a lightweight Retrieval Probe exposes the retrieval snapshot, enabling the Planner to diagnose execution gaps and generate grounded search plans. The methodology comprises three stages: (1) Offline Data Synthesis: A Teacher Agent synthesizes diverse, execution-validated plans by diagnosing the probed environment. (2) Planner Training and Alignment: The Planner is initialized via Supervised Fine-Tuning (SFT) to internalize diagnostic capabilities, then aligned with business outcomes (conversion rate) via Reinforcement Learning (RL). (3) Adaptive Online Serving: A complexity-aware routing mechanism selectively activates planning for complex queries, ensuring optimal resource allocation. Extensive offline evaluations and online A/B testing on JD.com demonstrate that EASP significantly improves relevant recall and achieves substantial lifts in UCVR and GMV. EASP has been successfully deployed in JD.com's AI-Search system.

Modern e-commerce search engines, largely rooted in passive retrieval-and-ranking models, frequently fail to support complex decision-making, leaving users overwhelmed by cognitive friction. In this paper, we introduce CogSearch, a novel cognitive-oriented multi-agent framework that reimagines e-commerce search as a proactive decision support system. By synergizing four specialized agents, CogSearch mimics human cognitive workflows: it decomposes intricate user intents, fuses heterogeneous knowledge across internal and external sources, and delivers highly actionable insights. Our offline benchmarks validate CogSearch's excellence in consultative and complex search scenarios. Extensive online A/B testing on JD.com demonstrates the system's transformative impact: it reduced decision costs by 5% and achieved a 0.41% increase in overall UCVR, with a remarkable 30% surge in conversion for decision-heavy queries. CogSearch represents a fundamental shift in information retrieval, moving beyond traditional relevance-centric paradigms toward a future of holistic, collaborative decision intelligence.

Accurately mapping user queries to business categories is a fundamental Information Retrieval challenge for multi-category marketplaces, where context-sparse queries such as "Wildflower" exhibit intent ambiguity, simultaneously denoting a restaurant chain, a retail product, and a floral item. Traditional classifiers force a winner-takes-all assignment, while general-purpose LLMs hallucinate unavailable inventory. We introduce an Agentic Multi-Source Grounded system that addresses both failure modes by grounding LLM inference in (i) a staged catalog entity retrieval pipeline and (ii) an agentic web-search tool invoked autonomously for cold-start queries. Rather than predicting a single label, the model emits an ordered multi-intent set, resolved by a configurable disambiguation layer that applies deterministic business policies and is designed for extensibility to personalization signals. This decoupled design generalizes across domains, allowing any marketplace to supply its own grounding sources and resolution rules without modifying the core architecture. Evaluated on DoorDash's multi-vertical search platform, the system achieves +10.9pp over the ungrounded LLM baseline and +4.6pp over the legacy production system. On long-tail queries, incremental ablations attribute +8.3pp to catalog grounding, +3.2pp to agentic web search grounding, and +1.5pp to dual intent disambiguation, yielding 90.7% accuracy (+13.0pp over baseline). The system is deployed in production, serving over 95% of daily search impressions, and establishes a generalizable paradigm for applications requiring foundation models grounded in proprietary context and real-time web knowledge to resolve ambiguous, context-sparse decision problems at scale.

Embedding-based retrieval (EBR) for large-scale e-commerce search faces three intertwined challenges: graded (non-binary) relevance where engagement signals are noisy and intent-varying while business relevance guidelines admit acceptable-but-not-exact matches, false negatives in hard sample mining, and unstable similarity score separability across relevance levels, the last of which complicates hybrid search score fusion and downstream ranking. We propose Mine and Refine, a two-stage contrastive training framework that addresses all three. A lightweight LLM, fine-tuned with engagement-driven audit, serves as a guideline-aligned scalable labeler throughout training. Stage 1 establishes a robust global embedding space via label-aware supervised contrastive learning; Stage 2 mines hard samples, re-annotates them with the LLM labeler to mitigate spurious negatives, and refines the model through a multi-level extension of circle loss that enforces margin-controlled separation across relevance levels. Deployed in production e-commerce search across multiple product verticals, the approach delivers statistically significant lifts in user engagement and gross order value, and substantially improves retrieval and end-to-end relevance metrics.

Airbnb search must balance a worldwide, highly varied supply of homes with guests whose location, amenity, style, and price expectations differ widely. Meeting those expectations hinges on an efficient retrieval stage that surfaces only the listings a guest might realistically book, before resource intensive ranking models are applied to determine the best results. Unlike many recommendation engines, our system faces a distinctive challenge, location retrieval, that sits upstream of ranking and determines which geographic areas are queried in order to filter inventory to a candidate set. The preexisting approach employs a deep bayesian bandit based system to predict a rectangular retrieval bounds area that can be used for filtering. The purpose of this paper is to demonstrate the methodology, challenges, and impact of rearchitecting search to retrieve from the subset of most bookable high precision rectangular map cells defined by dividing the world into 25M uniform cells.

Query-product relevance prediction is fundamental to e-commerce search and has become even more critical in the era of AI-powered shopping, where semantic understanding and complex reasoning directly shape the user experience and business conversion. Large Language Models (LLMs) enable generative, reasoning-based approaches, typically aligned via supervised fine-tuning (SFT) or preference optimization methods like Direct Preference Optimization (DPO). However, the increasing complexity of business rules and user queries exposes the inability of existing methods to endow models with robust reasoning capacity for long-tail and challenging cases. Efforts to address this via reinforcement learning strategies like Group Relative Policy Optimization (GRPO) often suffer from sparse terminal rewards, offering insufficient guidance for multi-step reasoning and slowing convergence. To address these challenges, we propose TaoSR-AGRL, an Adaptive Guided Reinforcement Learning framework for LLM-based relevance prediction in Taobao Search Relevance. TaoSR-AGRL introduces two key innovations: (1) Rule-aware Reward Shaping, which decomposes the final relevance judgment into dense, structured rewards aligned with domain-specific relevance criteria; and (2) Adaptive Guided Replay, which identifies low-accuracy rollouts during training and injects targeted ground-truth guidance to steer the policy away from stagnant, rule-violating reasoning patterns toward compliant trajectories. TaoSR-AGRL was evaluated on large-scale real-world datasets and through online side-by-side human evaluations on Taobao Search. It consistently outperforms DPO and standard GRPO baselines in offline experiments, improving relevance accuracy, rule adherence, and training stability. The model trained with TaoSR-AGRL has been successfully deployed in the main search scenario on Taobao, serving hundreds of millions of users.

Associating user search queries with the correct brand entity is critical for e-commerce product retrieval, yet remains challenging due to the brevity of queries (three to four words on average), their lack of grammatical structure, and a catalog of hundreds of thousands of distinct brands. We formulate this as a brand entity linking task and develop two complementary solutions deployed at scale: (1) a cascaded pipeline that first detects brand mentions via sequence labeling and then disambiguates against a brand knowledge base, and (2) a single-stage approach that frames linking as extreme multiclass classification, directly mapping queries to brand identifiers. Through extensive multilingual evaluation (11 languages) and a controlled online experiment, we demonstrate that the proposed methods substantially improve brand recall while maintaining high precision, leading to measurable gains in customer engagement.