Cafe24 said on Monday that its analysis of usage of its data analysis service, Cafe24 Analytics, showed shopping malls that directly use data in operations had higher growth rates and larger transaction volumes. It said the same trend appeared across all bands with monthly transaction volume of 1 million won or more.

The analysis covered direct-to-consumer stores that generated won-denominated transactions over the past 30 days. Cafe24 said it compared transaction data by classifying malls that directly viewed and analysed customer, sales and traffic data in Analytics as “viewing malls”, and those that did not as “non-viewing malls.”

Year-on-year growth rates were higher for viewing malls than non-viewing malls across all four transaction-volume bands. The gap was 5.6 percentage points in the 1 million won to under 10 million won band, 4.7 percentage points in the 10 million won to under 50 million won band, 5.2 percentage points in the 50 million won to under 100 million won band, and 0.6 percentage points in the 100 million won or more band. Comparing malls with similar transaction volumes, viewing malls’ growth rate was 4.0 percentage points higher than the band average. The median transaction volume also led for viewing malls in every band, with band-by-band gaps of 4.3 to 35.8 percent. Cafe24 said the results were not driven by a few large malls pulling up the average.

The larger the business scale, the higher the share of malls directly viewing data. The share was 26.2 percent in the 1 million won to under 10 million won band, 41.2 percent in the 10 million won to under 50 million won band, and 56.3 percent in the 50 million won to under 100 million won band. It reached 73.4 percent in the 100 million won or more band.

Differences also emerged in usage frequency. In the 1 million won to under 10 million won band, viewing malls were recorded as checking an average of 20.7 pages over 6.1 days in the past 30 days. In the 100 million won or more band, that rose to 41 pages over 11.9 days. The viewing scope also expanded beyond basic indicators such as sales, traffic sources, advertising channels and products to detailed areas covering customers and the purchasing process, including members, shopping carts and data export. Cafe24 said checking data is becoming part of routine operating activity rather than simply understanding the current situation.

Cafe24 Chief Executive Lee Jae-seok (이재석) said, “Data accumulated in a direct-to-consumer store is an important asset that supports business operation and growth, and a core value that can be secured directly only through a direct-to-consumer store.” He said, “Regardless of business scale, we will continue to strengthen the analytics environment of Cafe24 Analytics so that all operators can use their data assets as an everyday management tool and continue making more sophisticated decisions.”