Cafe24 said on Wednesday it has applied "WebMCP" to its shopping mall solution, the first such move by a domestic commerce platform. As a result, D2C shopping mall operators that sell directly to consumers can support agentic commerce, in which AI agents carry out shopping, without separate development or integration. All shopping malls built on Cafe24 are covered.

WebMCP is an integration method that enables AI agents to directly execute a web page's functions. Through WebMCP, predefined functions can be called immediately using a set input format, improving speed and accuracy. This differs from the existing method in which AI interprets and manipulates on-screen buttons and input fields.

Cafe24 supports 11 functions needed for the shopping process, from product browsing to purchase and order checks. They include product search, viewing detailed information, selecting options and quantities, adding items to a cart, viewing the cart, changing quantities, deleting items, buying a single item immediately and moving to the order form, and viewing order lists and detailed histories. The platform absorbed the technical implementation burden that individual shopping malls would find difficult and provided them as basic functions.

For example, if a consumer asks an AI to "find sneakers under 50,000 won," products that meet the criteria are searched and displayed. If further requests follow, such as checking a 270 mm size, adding to the cart, or ordering a single item, the AI agent executes the required functions in sequence. The results are immediately reflected on the shopping mall screen, and it automatically moves to related pages in line with the shopping stage. Consumers can check progress directly on the screen.

The functions are currently available in a browser AI environment in which an AI agent directly executes web page functions. The supported option includes the built-in browser of the ChatGPT desktop app, while the Chrome browser can be tested after installing a WebMCP-support extension and completing developer settings. Users handle login and final payment themselves. Cafe24 earlier launched a dedicated app on OpenAI's "Apps in ChatGPT" and plans to strengthen linkage functions between AI services and its online stores.

Lee Jae-seok (이재석), CEO of Cafe24, said, "As AI moves beyond recommending products and participates in the actual shopping process, new possibilities are opening up for online business operators as well." He added, "Cafe24 will support anyone so they can grow their business in the new commerce environment, regardless of the pace of technological change or the scale of their business."