Naver is set to redefine e-commerce with the launch of its AI-driven shopping app, the Naver Plus Store, on March 12. CEO Choi Soo-yeon discussed the company’s AI strategy at the 3rd AI Action Summit General Assembly in Paris, emphasizing how artificial intelligence will enhance consumer experiences by predicting shopping needs and recommending products in advance.
AI-Powered Shopping Experience
The Naver Plus Store will use AI to analyze sales data, purchase history, and user interests to offer personalized product recommendations. This aligns with a global trend of integrating AI into e-commerce to improve the shopping experience and optimize supply chains.
A major change coming with the app is a shift in the fee structure for sellers. Instead of the traditional “inflow commission,” Naver introduces a “sales commission” model. Smart Store sellers will be charged a 0.91% marketing fee for transactions from external users, while Brand Store sellers will pay 1.82%. Smart Store sellers will face a 2.73% fee for transactions within the app, and Brand Store sellers will be charged 3.64%. These changes could impact sellers’ profitability and marketing approaches.
Logistics Expansion and Rebranding
Naver is also rebranding its logistics service from “Naver Arrival Guarantee” to “Naver Delivery.” The service will now offer Today, Tomorrow, and Desired Day Delivery options. By the end of the year, the company plans to expand its same-day Today Delivery service, which ensures orders placed by 11 a.m. arrive the same day, beyond the Seoul metropolitan area.
This logistics expansion highlights the growing demand for faster, more reliable delivery options in South Korea’s competitive e-commerce market. Companies like Naver and Coupang continuously innovate to meet consumer expectations in a tech-savvy and highly connected environment.
AI Commerce and Consumer Privacy
As AI becomes more deeply integrated into e-commerce, consumer privacy and data usage concerns are also increasing. Naver’s AI-driven approach analyzes user purchase histories and behavior patterns, raising questions about data protection and transparency.
With these new advancements, Naver is positioning itself as a leader in AI-powered commerce. The upcoming launch of the Naver Plus Store and the expansion of its logistics services reflect the company’s commitment to innovation in a rapidly evolving market.
