2021 IEEE 6th International Conference on Intelligent Computing and Signal Processing (ICSP 2021)
The Design of Cross-border E-commerce
Recommendation System Based on Big Data
2021 6th International Conference on Intelligent Computing and Signal Processing (ICSP) | 978-1-6654-0413-6/20/$31.00 ©2021 IEEE | DOI: 10.1109/ICSP51882.2021.9409014
Technology
Jin Chen
Yango University
FuZhou, China
Abstract—With the outbreak of the new technological
revolution cross-border e-commerce came into being, building a
new way for enterprises to export goods, a trade method that binds
commodity trade with Internet information technology to form a
convenient and open trade system and achieve trade
interconnection of global economies. Many Chinese enterprises
participate in cross-border e-commerce exports, but their export
marketing strategies have drawbacks, and their marketing
targeting and precision are not high, which hinder Chinese cross­
border e-commerce enterprises from carrying out international
marketing. In the context of big data, cross-border e-merchants
can use collected data to establish a customer database, build a
customer portrait model through machine learning technology,
and use personalized recommendation systems to realize accurate
marketing with two-way customer interaction. To address the
problems in cross-border e-commerce marketing in the context of
big data, this paper studies the user behavior data generated by
cross-border e-commerce. Based on a large amount of low-value
density behavioral data of cross-border e-commerce consumers,
this paper designs a cross-border e-commerce precision marketing
system applicable to processing user behavioral data, and provides
a reference for those who are engaged in cross-border e-commerce.
Keywords-big data; cross-border e-commerce; recommendation
algorithm; recommendation system; machine learning
I. I n t r o d u c t io n
The emergence of cross-border e-commerce has led to a shift
in the path of international trade. A new generation of
information technology, represented by big data, cloud
computing, mobile Internet, Internet of Things, etc., has started
to emerge overlappingly, and through the continuous efforts of
all parties involved in the cross-border e-commerce industry,
China has created the world's most abundant cross-border trade
platform [1]. The expansion of the export scale of cross-border
e-commerce enterprises has enabled China to transform and
upgrade the way it conducts trade activities. Cross-border e-
commerce has caused a huge impact on traditional marketing,
and the commodity marketing model has begun to change from
the crude and wasteful model of the past to an increasingly
precise and intensive model with a high return on investment,
measuring marketing effectiveness as well as investing in
precise market segmentation, and precision marketing has begun
to develop rapidly. Big data is the use of all the data for analysis
978-1-6654-0413-6/21/$31.00 ©2021 IEEE
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Chunqiong WU*
Yango University
Engineering Research Center of Business Intellgent in Bin Data
for Fujian Province
FuZhou, China
Corresponding author: cqwu@ygu.edu.cn
and processing, the entire analysis and processing process is
faced with huge, high-speed diversified information volume of
real data [2].
The recommendation system helps users search for
information resources that they may like now and in the future
from the large amount of information in the network by
analyzing the connection patterns between users' evaluations
and historical preferences of different items in big data sources,
so as to further provide users with corresponding
recommendation services [3]. The improvement of
recommendation algorithm is based on the use of big data
processing technology, and the massive data processing
technology is more adapted to the needs of recommendation
system with the development of parallel computing. Among
them, Hadoop is an open source framework capable of
distributed processing of massive data, Map Reduce is the core
computing framework of Hadoop, Spark is a distributed batch
processing engine based on memory, its biggest feature is small
latency, Spark is more suitable for data processing, machine
learning, interactive analysis, it is more widely used in the
commodity precision marketing recommendation system Spark
is more suitable for data processing, machine learning,
interactive analysis, and it is more widely used in the product
accurate marketing recommendation system [4].
II. B i g D a t a Pr o c e s s in g Te c h n o l o g y
The development of big data has become the technical
support for business innovation and cross-border e-commerce.
In the context of big data, the boundary between retail
consumers and Internet users is disappearing, the boundary
between traditional trade enterprises and cross-border e-
commerce enterprises is blurring, and data has become the
linkage axis, profoundly driving all participants in the whole
trade field. As cross-border e-commerce has Internet attributes,
big data can directly bring opportunities and challenges for
cross-border e-commerce [5]. Big data technology can
professionally analyze and process massive information, and it
can extract useful information from the redundant big data
through data processing to accurately segment the global cross­
border e-commerce market, realize the analysis of global cross­
border e-commerce market demand, realize the tracking of
logistics and distribution, realize the design optimization of
 product categories, and realize the standardized analysis of algorithm is used to prevent the Matthew effect to optimize the
product packaging. recommendation algorithm based on hot ranking.
Data mining is to search and mine the hidden knowledge and S pa rk M l lib

Zookeeper Distributed Orchestration Service System

M a h o u t M a c h in e
information with potential business value from the huge, H B a s e C o lu m n a r L e a rn in g
M a c h in e
L e a rn in g
S pa rk S tre a m in g
S trea m
missing, chaotic, noisy, random and other application data of S to ra g e Database A lg o r ith m
L ib r a r y
A lg o r ith m P ro ce ssin g T o o ls

actual production and business processes [6]. From the L ib r a r y

viewpoint of data itself, data mining usually requires data S tr o m stre a m in g

Pig Streaming Shark Big Data
cleaning, data transformation, data mining practical, Hive Data r e a l-tim e
Data Analytics
implementation process, pattern evaluation and knowledge Warehouse c o m p u tin g
Warehouse fra m e w o rk Query System
representation. The basic process of big data mining is shown in
Figure 1. Spark Distributed In­ MapReduce Sqoop inter­
Memory Computing distributed computing database ETL
Framework framework tool

Kafka Releases
Subscription
YARN Resource Management Scheduler
Messaging
System

Flume Log
HDFS Distributed File Storage System
Collection

Figure 2. Hadoop ecosystem architecture

B. Content-based recommendation algorithms

Figure 1. Basic process of big data mining
The Hadoop open source framework provides the foundation
platform for big data mining, and the Hadoop ecosystem in a
broad sense refers to the open source components or products
related to big data technology, including Mapreduce, HDFS,
distributed application orchestration service Zookeeper,
structured distributed data warehouse Hive, unstructured
distributed data warehouse HBase, general-purpose computing
engine Spark, log collection tool Flume, distributed message
queue Kafka, etc. The Hadoop ecosystem architecture is shown
in Figure 2.
III. Pr e c is e m a r k e t in g s y s t e m r e c o m m e n d a t io n
ALGORITHM
A. Recommendation algorithm based on hotness ranking
This recommendation algorithm, also known as popularity-
based recommendation, is an algorithm that makes
recommendations based on the popularity of a product. Usually,
this recommendation algorithm selects the products with the
highest popularity ranking in the e-commerce platform as the
recommendation results to show to customers. The ranking of
this recommendation algorithm is based on the product sales
popularity, which mainly includes parameters related to the
number of clicks, views, purchases or high ratings. The
recommendation algorithm based on hotness ranking has the
advantages of easy implementation, good performance and helps
to solve the user cold start problem. The recommendation
algorithm based on hot ranking mainly focuses on solving
business problems, and its generalization energy is poor. Usually,
multi-dimensional evaluation indicators are introduced, decay
weights are introduced considering the time factor, and the MAB
The content-based recommendation algorithm requires
inputting metadata of items, finding the intrinsic connection
between items, and then recommending products for users based
on their past favorite items [7]. The content-based
recommendation is derived from item data information, and the
user can intuitively understand the reason for the
recommendation, which has strong interpretability and can
avoid the cold start problem. The schematic diagram of the
content-based recommendation algorithm is shown in Figure 3.
C. Recommendation algorithm based on purchase probability
prediction
The core of this recommendation algorithm is to predict the
probability of the user to purchase the item. The prediction
algorithm uses machine learning binary classification models,
and these models can output the classification result with
probability, which is the predicted purchase probability. The
main machine learning methods include random forest, logistic
regression, factorization, etc. Random forests are combinatorial
classifiers containing multiple weak classifiers-decision tree
stakes, whose output categories are jointly determined by the
results of all weak classifiers such as plural, voting, and
weighted voting [8]. Random forest builds a single decision tree
by row sampling and complete splitting, so that each decision
tree becomes an expert proficient in a narrow domain, and the
final result is obtained by voting all the decision trees in the
random forest, ensuring the algorithm has strong generalization
ability.
Logistic regression is a machine learning classification
model that derives its idea from linear regression, which is
essentially a log-linear model, simple to implement, easy to
parallelize, easy to scale massively, fast to iterate, easy to
interpret using features, and the predictive output of this
probabilistic model is between 0 and 1. Logistic regression
requires a lot of feature engineering work to obtain better

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 predictive power, its model effectiveness depends on engineers'
domain knowledge and experience, and lacks general guidance
methods [9].
Figure 4. Architecture of accurate marketing recommendation system based on
User3
Figure 3. Schematic diagram of content-based recommendation algorithm
IV. Th e d e s i g n o f c r o s s -b o r d e r e -c o m m e r c e
RECOMMENDATION SYSTEM BASED ON BIG DATA TECHNOLOGY
A. User behavior-based framework structure
The system architecture is an abstract model of a user
behavior-based recommendation system, trying to depict the
hierarchical structure and relationship of the components in the
recommendation system. The responsibility of the filtering
candidate layer is to filter a subset of recommended products
based on certain rules, and this layer is at the bottom of the
architecture [10]. The filtering candidate layer may contain
multiple filtering substrategies, which are parallel to each other.
The second layer of the architecture is the ranking candidate
layer, where the ranking is based on rules, policies or machine
learning models. Machine learning algorithms such as logistic
regression, random forest, factorial decomposer, and deep neural
network are usually used as specific models [11]. The model
output needs to be transformed into a ranked list of products
output to the next layer after certain processing, direct
probability value reverse ranking or introducing additional
models to learn the ranking provided to the personalized output.
The architecture of the product accurate marketing
recommendation system based on user behavior is shown in
Figure 4.
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user behavior
B. Personalized recommendation-based precision marketing
system design for cross-border e-commerce
In data processing technology, Hadoop-based big data
processing method is to store the intermediate calculation results
in the disk first, and each data access operation involves access
to external storage media, which makes the recommendation
efficiency reduced [12]. spark is a memory-based computing
framework, and the continuity of the computation process will
also make the recommendation algorithm computation
efficiency increased.
The functions that need to be realized within the cross-border
e-commerce precision marketing system include: completing the
data storage function; the precision marketing system processes
massive rating and tagging data through the big data platform
and completes the offline recommendation display; starting the
algorithm module after the system receives the data to update the
recommendation results in real time; when a new user logs in for
the first time, the system provides non-personalized product
recommendations for that user. According to the specific
requirements of cross-border e-commerce recommendation
system based on personalized recommendation, its system
architecture can be divided into user visualization layer, business
logic layer, recommendation algorithm layer and data service
layer and other layers. Among them, the user visualization layer
can interact with the system directly. The business logic layer is
responsible for connecting the user layer with the data layer and
handling user operations. In the recommendation algorithm
layer, the recommendation algorithm will combine with Spark
recommendation engine and use business data to provide
recommendation service for users. The data service layer mainly
completes the real-time operation of the business database. The
architecture of the cross-border e-commerce precision
marketing system based on personalized recommendation is
shown in Figure 5.
C. Cross-border e-commerce real-time recommendation
design
Based on the product recommendation system design of the
above model, the real-time recommendation module design
based on the model is added. The offline module performs
preference calculation based on all rating records of users, while
the real-time calculation can reflect the recent preferences of
users. When a user gives a high rating to a product, it indicates
that the user may like other products similar to the product in the
recent period; conversely, when a user gives a poor rating in
feedback, it indicates that the user will not buy other products
 similar to the product in the recent period. Therefore, in the
design of real-time product recommendation, in order to make
the recommendation result meet the user's recent preferences,
the system needs to update the recommended products to the
user in real time based on the user's rating result of the product.
Real-time recommendation of commodities places more
emphasis on this phenomenon, i.e., the system's reaction when
one or more new data arrives, and the accuracy requirement for
recommended commodities can be relaxed appropriately.
I________________________________________________________________ j
Figure 5. Architecture of cross-border e-commerce precision marketing system
based on personalized recommendation
The design workflow of real-time product recommendation.
The system writes a received rating data to the log and uses the
log collection tool to collect and filter the process; the data is
passed into the real-time recommendation algorithm engine,
which is combined with the cached data and the product
similarity matrix of the main database for calculation and returns
the result to the database. Usually, we consider that the user's
habits in the recent period have similarity. When the user rates a
product, we get that rating data, and we first extract the products
similar to that product based on the product similarity matrix,
and extract the product's recent K ratings, and calculate the
recommendation priority score for each alternative product,
merge and update with the previous real-time recommendation
results, and write back to the real-time recommendation list.
V. Co n c l u s i o n
This paper explains the concept of cross-border e-commerce
precision marketing and related algorithms, and analyzes the
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value and importance of using information such as consumers'
personal information and transaction data of purchased goods
for companies in implementing cross-border e-commerce
precision marketing. On the basis of these data, data mining
techniques are used to mine the rules with business value. In this
paper, after studying Hadoop ecology, distributed file system,
distributed computing engine, and common recommendation
algorithms, we study the design of cross-border e-commerce
recommendation system based on big data technology. We give
the general architecture design of cross-border e-commerce
accurate marketing recommendation system based on different
perspectives, hoping to obtain better recommendation effect.
Due to time constraints, the design of cross-border e-commerce
marketing system is not implemented in this paper, and the
detailed design and verification analysis will be continued in the
subsequent research.
Ac k n o w l e d g e me n t
This paper was supported by the project of “Engineering
Research Center of Business Intellgent in Bin Data for Fujian
Province” .
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