Naver Shopping is evolving from merely recommending suitable products using artificial intelligence (AI) to connecting the entire purchasing process, from product exploration to comparison, recommendation, and payment. The company plans to expand the application of its AI shopping agent and introduce payment functionality, allowing users to complete their shopping journey within the platform.
On October 25, Naver announced that it would pilot the payment feature within the AI shopping agent for select product categories on the Naver app, with plans to implement it by the end of the year. The AI shopping agent, currently available on the app and mobile web, will also be expanded to PC web browsers, enabling users to access it anytime and anywhere by logging into Naver.
Since launching the AI shopping agent in March, Naver has continuously enhanced its features. Users can now describe their desired conditions and situations in natural language, allowing the AI to analyze product information and reviews to recommend and compare suitable items.
Usage metrics show significant growth. According to Naver, as of August, the monthly active users (MAU) and daily average conversations of the AI shopping agent have increased approximately fivefold compared to its initial launch in March. The average daily transaction volume through the agent has also quadrupled during the same period.
Shopping behaviors have shifted from traditional keyword searches. Instead of simply entering product names, users are now presenting multiple conditions, such as price range and intended use. For example, a user might request, 'Please recommend a protein powder suitable for post-workout in the 70,000 won range.' The AI then filters and presents products that meet these criteria. Naver noted that complex inquiries involving two or more conditions are becoming increasingly common.
The digital and electronics categories account for the largest share of transactions, making up 40% of the total transaction volume through the AI shopping agent. These categories require careful comparison of specifications and features, as well as considerations like installation space for larger appliances. The AI's ability to organize information and compare differences based on conditions is seen as a valuable tool in the purchasing decision process.
Naver Plus Membership users are also heavily utilizing the AI shopping agent, with 78% of total transactions coming from members. This trend indicates that existing shopping service experiences and membership benefits are translating into increased use of the AI agent.
Naver plans to continue enhancing the accuracy and reliability of its recommendations. The company aims to strengthen the basis for product recommendations by utilizing user-generated content (UGC) from blogs and cafes, as well as actual purchase reviews, while also improving features that allow users to understand the reasons behind recommendations.
Industry experts note that previously, consumers often relied on separate price comparison sites to compare product prices and specifications. However, the AI agent is evolving the shopping experience by comparing and analyzing product information to assist in purchasing decisions. They predict that the role of AI will continue to grow throughout the entire process from product exploration to purchase.
* This article has been translated by AI.
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