OneMall: One Architecture, More Scenarios -- End-to-End Generative Recommender Family at Kuaishou E-Commerce

TL;DR

OneMall is a unified, end-to-end generative recommendation framework for e-commerce at Kuaishou, integrating multiple scenarios with a Transformer-based architecture and reinforcement learning, leading to significant business metric improvements.

Contribution

It introduces a comprehensive architecture unifying diverse e-commerce scenarios with novel components like semantic tokenization and RL-based optimization, tailored for large language model integration.

Findings

Achieved over 13 ext% GMV increase in product-card scenario

Generated 15.32 ext% more orders in Short-Video scenario

Deployed at Kuaishou serving 400 million users

Abstract

In the wave of generative recommendation, we present OneMall, an end-to-end generative recommendation framework tailored for e-commerce services at Kuaishou. Our OneMall systematically unifies the e-commerce's multiple item distribution scenarios, such as Product-card, short-video and live-streaming. Specifically, it comprises three key components, aligning the entire model training pipeline to the LLM's pre-training/post-training: (1) E-commerce Semantic Tokenizer: we provide a tokenizer solution that captures both real-world semantics and business-specific item relations across different scenarios; (2) Transformer-based Architecture: we largely utilize Transformer as our model backbone, e.g., employing Query-Former for long sequence compression, Cross-Attention for multi-behavior sequence fusion, and Sparse MoE for scalable auto-regressive generation; (3) Reinforcement Learning Pipeline: we further connect retrieval and ranking models via RL, enabling the ranking model to serve as a reward signal for end-to-end policy retrieval model optimization. Extensive experiments demonstrate that OneMall achieves consistent improvements across all e-commerce scenarios: +13.01\% GMV in product-card, +15.32\% Orders in Short-Video, and +2.78\% Orders in Live-Streaming. OneMall has been deployed, serving over 400 million daily active users at Kuaishou.