Pion Corporation, an AI agent marketing solution company, said on April 28 that its project with Naver Shopping Live produced results in which AI outperformed sales from broadcasts featuring human shopping hosts. The company said it has run AI production tests since February to change what it described as a high-cost, low-efficiency structure. It said it completed a proof of concept in two months and entered regular operations across categories including fashion, electronics, food and living.

Coupang said on April 26 it is helping merchants at traditional seafood markets expand online sales channels and shift to digital operations, driving growth into 10 billion won-revenue small and medium-sized businesses. Ten small businesses from major seafood markets and ports have joined Rocket Fresh, including sellers in Busan’s Jagalchi market and Noryangjin. Coupang said some merchants increased sales through direct transactions and early-morning delivery, while its seafood origin-direct purchasing volume rose in 2025.