iPhrase developed software that improved e-commerce sales, online service and support, and call center productivity by allowing website users to more easily find answers, make purchases and solve problems without expert assistance. For example, iPhrase technology was used to help interpret and understand online customer queries, even if they were misspelled or contained jargon, thereby improving the ability to increase sales. iPhrase software also enabled merchandisers to dynamically generate customised web pages with relevant products and shopping cart links, based on individual customer needs.