第1668期:Algorithms and online shopping

For many of us, online shopping has made the process of purchasing goods a far simpler and more fluid process. No longer do we have to head to the shops to browse and peruse various objects, wandering round endless aisles, before finally settling for the first thing we saw. These days, we find the item we want or need online, click on it, and check out its description and user reviews. If it fits the bill, we send it to our basket and pay. There seems to be a wealth of options at our fingertips. But how do we know the options that pop up in front of us really are the best deals. And how might algorithms help or hinder us?

对于我们中的许多人来说，在线购物使购买商品的过程变得更加简单和流畅。我们不再需要前往商店浏览和细读各种物品，在无尽的过道中徘徊，然后才最终满足于我们看到的第一件事。这些天，我们在网上找到我们想要或需要的物品，点击它，然后查看它的描述和用户评论。如果符合要求，我们会将其放入购物篮并付款。我们的指尖似乎有很多选择。但是我们怎么知道出现在我们面前的选项真的是最划算的。算法如何帮助或阻碍我们？

Algorithms, simply put, are mathematical instructions which tell the computer how to solve problems. When shopping is involved, what is the problem they solve? Well, the algorithms instruct the computer which adverts to show and which products a user is most likely to splash the cash on. By analysing things we’ve previously bought or looked at, the algorithm can predict what goods we’re most likely to be enticed by. For some people, the idea of something guessing your preferences could sound a bit intimidating. But first, let’s look at the positives.

简单地说，算法是告诉计算机如何解决问题的数学指令。当涉及购物时，他们解决的问题是什么？好吧，这些算法会指示计算机显示哪些广告以及用户最有可能在哪些产品上花钱。通过分析我们之前买过或看过的东西，该算法可以预测我们最有可能被哪些商品所吸引。对于某些人来说，猜测您的偏好的想法听起来有点吓人。但首先，让我们看看积极的一面。

Time is an important thing – something we don’t want to waste too much of. By telling the computer to show us adverts for things we are interested in, it can save us a lot of time sifting through things or services that don’t match our criteria. They can also help us find the best deals.↳

时间是一件重要的事情——我们不想浪费太多。通过告诉计算机向我们展示我们感兴趣的事物的广告，它可以为我们节省大量时间来筛选不符合我们标准的事物或服务。他们还可以帮助我们找到最好的交易。

However, there are some people who have concerns about the impact of algorithms on our shopping experience. It is possible that algorithms may only select options from a limited number of brands, or may favour products from certain companies. There are also concerns that we aren’t always shown the cheapest or best deal, even though that’s what we’re searching for. Finally, some algorithms generate ads which tell you there are only a limited number of items you’re interested in left. They might just be there to manipulate you.

但是，有些人担心算法会影响我们的购物体验。算法可能只从有限数量的品牌中选择选项，或者可能偏爱某些公司的产品。还有人担心我们并不总是显示最便宜或最好的交易，即使那是我们正在寻找的。最后，一些算法生成的广告会告诉您只剩下有限数量的您感兴趣的商品。他们可能只是在那里操纵你。

So, the takeaway from this is that algorithms are here to stay, and it’s wise to know they exist. Whenever you’re shopping, be it online or off, make sure to shop around for the best deals. The first thing you see might not always be the best for you.

因此，从中得出的结论是算法将继续存在，并且知道它们的存在是明智的。每当您购物时，无论是在线还是离线，请务必货比三家以获得最优惠的价格。您看到的第一件事可能并不总是最适合您的。

词汇表

fluid 流畅的
head to 前往（某地）
browse 随便看看、浏览
peruse 浏览
wander round 逛来逛去
aisle （商场、超市货架间的）走道
settle for 无奈选择，只好接受
click on 用鼠标点击
description （商品）描述
user review 用户评价
fit the bill 符合要求
basket （网购结账前商品所在的）购物篮
a wealth of options 选择众多
at one’s fingertips 触手可及
pop up 突然出现
algorithm 算法
hinder 阻碍
advert 广告
splash the cash 花大笔钱，挥霍
goods 商品
entice 引诱，吸引
sift through 筛选
brand 品牌
shop around 货比三家