Technology enhances the user experience in online shopping through personalized recommendations, streamlined navigation, and engaging interfaces. Tools like machine learning analyze user behavior and preferences to suggest products tailored to likely buyers, increasing conversion rates. Furthermore, features such as one-click purchases, chatbots, and virtual fitting rooms simplify the shopping process, making it more efficient and enjoyable. By employing augmented reality, retailers can also allow customers to visualize products in their own spaces. Overall, these technological advancements create a seamless, engaging, and customer-centric shopping experience online.