In recent years, remarkable progress has been made in knowledge-modelling techniques. These techniques have become more sophisticated to handle the intricate real-world problems they aim to address. In the realm of e-commerce, they play a crucial role in creating systems with intelligent behaviors, much like how a human seller reasons and acts. Such systems are now seen as intelligent assistants that enhance the functionality of existing shop systems. And with this, the importance of elevating the interaction level between humans and these systems has become quite evident. I. The Evolution of Knowledge-Modelling in E-commerce 1. Adapting to Complexities 2. Creating Intelligent Systems II. The Need for Advanced Interaction 1. Recognizing the User 2. Meeting Information Needs III. Comparison with Traditional Approaches 1. Limitations of Simple Catalogues 2. The Advantage of AI-Powered Interaction In the world of e-commerce, leveraging AI techniques for advanced interaction through intelligent assistants is becoming a necessity. By evolving knowledge-modelling and focusing on improving how systems interact with users, businesses can provide a more personalized, efficient, and satisfying shopping experience, which ultimately benefits both the customers and the e-commerce enterprises themselves.