Cafe24 on Oct. 27 introduced a new AI technology-based reporting function called AI Report to its data analysis service Cafe24 Analytics, it said. The company said it comprehensively analyzes self-operated online store data to identify key performance and changes, and includes problem diagnosis, directions for improvement and expected effects in a single report. It said the feature reduces the burden on operators of having to compare and interpret multiple indicators one by one.

AI Report is generated by choosing either a period report or a custom report depending on the purpose of analysis. The period report comprehensively analyzes shopping mall performance and changes on a daily, weekly or monthly basis. For a custom report, users enter questions in natural language through a conversational interface, such as sales trends for a specific product or performance by advertising channel. It selects and analyzes data that matches the request and then compiles it into a report.

Five perspectives are provided, including comprehensive, marketer, data analyst, product planner and manager, allowing users to receive the same data tailored to the selected viewpoint. Detailed analysis covers eight areas: sales trends and time bands; advertising and acquisition channels; UTM advertising; products and categories; purchase funnel; cart abandonment; new and repeat purchases; and search and acquisition paths. Custom reports select only the areas related to the request.

Reports consist of a performance summary and key insights. The performance summary includes 8 key indicators, such as total sales, purchase conversion rate and average order value, along with changes compared with the comparison period. The insights include supporting figures, improvement measures and expected effects, and analysis results are visualized with charts and tables. Where improvements are needed, users can move directly to the relevant shopping mall admin settings screen to carry out the suggested actions.

Cafe24 earlier this year unveiled a natural language-based AI Assistant. The company said the scope of support has expanded from directly exploring needed data to comprehensively analyzing performance for use. Cafe24 plans to continue upgrading related functions.

Cafe24 CEO Jae-seok Lee (이재석) said, "How well you understand and use data is becoming an important factor that determines the competitiveness of an online business." He added, "We will continue to upgrade the data utilization environment so that data accumulated in self-operated online stores can lead to new growth opportunities and business strategies by using AI technology."