Create transparency, prevent product returns.
All criteria relevant for decision making is displayed in a results list which makes it easy for the user to compare different products.
Reduce the number of costly product returns and incorrect orders by providing users with all the relevant information they need. This way, you can also make them aware of any special product features.
Users only receive reasoning which fits their individual needs and wishes which makes them more likely to buy. The matching engine can also focus on recommending more expensive products which encourages upselling.