OneSearch: A Preliminary Exploration of the Unified End-to-End Generative Framework for E-commerce Search

Abstract

Traditional e-commerce search systems employ multi-stage cascading architectures (MCA) that suffer from fragmented computation and optimization objective collisions across stages, ultimately limiting their performance ceiling. We propose OneSearch, the first industrial-deployed end-to-end generative framework for e-commerce search, featuring three key innovations: (1) Keyword-enhanced Hierarchical Quantization Encoding (KHQE) to preserve hierarchical semantics and distinctive item attributes while maintaining strong query-item relevance constraints; (2) multi-view user behavior sequence injection that constructs behavior-driven user IDs and incorporates both explicit short-term and implicit long-term sequences; and (3) a Preference-Aware Reward System (PARS) with multi-stage supervised fine-tuning and adaptive reward-weighted ranking to capture fine-grained user preferences. Extensive offline evaluations demonstrate its superior performance, while online A/B tests achieve statistically significant improvements: +1.67\% item CTR, +2.40\% buyer, and +3.22\% order volume. OneSearch reduces operational expenditure by 75.40\%, improves Model FLOPs Utilization from 3.26\% to 27.32\%, and has been successfully deployed across multiple search scenarios in TEST, serving millions of users daily. Code and datasets will be made publicly available.