Machine learning plays a crucial role in ecommerce recommendation systems by analyzing user behavior to provide personalized product suggestions. By leveraging data on past purchases, browsing habits, and customer ratings, these systems can predict and recommend items that align with individual preferences. Machine learning algorithms continually learn and improve their accuracy over time, refining recommendations based on real-time interactions. This personalization enhances the overall shopping experience, increasing customer engagement and conversion rates. Ultimately, incorporating machine learning into ecommerce supports sales growth and fosters brand loyalty among shoppers.