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[00:00.15] For many of us, online shopping has made the process of purchasing goods a far simpler and more fluid process.

[00:08.12] 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.

[00:18.48] These days, we find the item we want or need online, click on it, and check out its description and user reviews.

[00:24.85] If it fits the bill, we send it to our basket and pay.

[00:28.83] There seems to be a wealth of options at our fingertips.

[00:34.68] But how do we know the options that pop up in front of us really are the best deals.

[00:41.05] And how might algorithms help or hinder us?

[00:42.38] Algorithms, simply put, are mathematical instructions which tell the computer how to solve problems.

[00:47.96] When shopping is involved, what is the problem they solve?

[00:56.72] Well, the algorithms instruct the computer which adverts to show and which products a user is most likely to splash the cash on.

[00:59.91] By analysing things we’ve previously bought or looked at, the algorithm can predict what goods we’re most likely to be enticed by.

[01:08.68] For some people, the idea of something guessing your preferences could sound a bit intimidating.

[01:13.99] But first, let’s look at the positives.

[01:16.65] Time is an important thing – something we don’t want to waste too much of.

[01:22.49] 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.

[01:31.79] They can also help us find the best deals.

[01:34.97] However, there are some people who have concerns about the impact of algorithms on our shopping experience.

[01:41.35] It is possible that algorithms may only select options from a limited number of brands, or may favour products from certain companies.

[01:49.58] There are also concerns that we aren’t always shown the cheapest or best deal, even though that’s what we’re searching for.

[01:56.49] Finally, some algorithms generate ads which tell you there are only a limited number of items you’re interested in left.

[02:03.66] They might just be there to manipulate you.

[02:07.11] So, the takeaway from this is that algorithms are here to stay, and it’s wise to know they exist.

[02:14.29] Whenever you’re shopping, be it online or off, make sure to shop around for the best deals.

[02:20.13] The first thing you see might not always be the best for you.