Query Rewriting in TaoBao Search

Sen Li, Fuyu Lv, Taiwei Jin, Yukun Zheng, Tao Zhuang, Qingwen Liu, Xiaoyi Zeng, James Kwok, Qianli Ma

Abstract: In e-commerce search engines, query rewriting (QR) is a crucial technique that improves shopping experience by reducing the vocabulary gap between user queries and product catalog. Recent works have mainly adopted the generative paradigm. However, they hardly ensure high-quality generated rewrites and do not consider personalization, which leads to degraded search relevance. In this work, we present Contrastive Learning Enhanced Query Rewriting (CLE-QR), the solution used in Taobao product search. It uses a novel contrastive learning enhanced architecture based on “query retrieval−semantic relevance ranking−online ranking”. It finds the rewrites from hundreds of millions of historical queries while considering relevance and personalization. Specifically, we first alleviate the representation degeneration problem during the query retrieval stage by using an unsupervised contrastive loss, and then further propose an interaction-aware matching method to find the beneficial and incremental candidates, thus improving the quality and relevance of candidate queries.We then present a relevance-oriented contrastive pre-training paradigm on the noisy user feedback data to improve semantic ranking performance. Finally, we rank these candidates online with the user profile to model personalization for the retrieval of more relevant products. We evaluate CLE-QR on Taobao Product Search, one of the largest e-commerce platforms in China. Significant metrics gains are observed in online A/B tests. CLE-QR has been deployed to our large-scale commercial retrieval system and serviced hundreds of millions of users since December 2021. We also introduce its online deployment scheme, and share practical lessons and optimization tricks of our lexical match system.