In this 22-minute conference talk from DSC EUROPE 24, explore the intricate architecture of e-commerce search engines with Milutin Studen. Dive into the essential components that power online shopping platforms, including keyword matching, semantic search, re-ranking mechanisms, recommendation systems, and personalization features. Understand how predictive and generative models collaborate to deliver relevant search results and enhance the user shopping experience. Gain valuable insights into the sophisticated machine learning technologies that operate behind the scenes of everyday e-commerce platforms, making online shopping more intuitive and efficient. The presentation was delivered on November 20th at the Data Science Conference in Belgrade.