Integrated operation of advertising, product and inventory data is changing the marketing landscape for shopping malls. Cafe24 said on Monday it is driving both advertising efficiency and sales growth for online brands through data-driven "total commerce marketing" that connects advertising, product and operations data in a single system.

Cafe24 said a perception is spreading in the online shopping market that growth has limits if companies only run ads. Even with the same advertising spend, performance can differ widely depending on which products are prioritised and how inventory is managed. In response, Cafe24 built a system that organically links ad performance with product and operations data.

The service consists of three parts: revenue-linked advertising, inventory data-based marketing (AIM) and a next-generation marketing solution (NextGen). "Revenue-linked advertising" is a model in which advertisers do not prepay ad fees and settle after sales occur. It is designed to lower the initial burden of advertising funds and make it easier for shopping malls to start marketing. "Inventory data-based marketing" supports ad strategies that focus on products with a higher likelihood of conversion by reflecting product and inventory flows in real time. The "next-generation marketing solution" combines AI functions with a big data-based ad operations system. It generates customised creatives using advertiser-specific data, and an AI agent analyses ad performance in real time to design optimal strategies.

Cafe24 CEO Jae-seok Lee (이재석) said, "The competitiveness of online shopping malls is no longer determined by ad performance alone." He added, "We will build an environment that can deliver higher performance by organically connecting advertising, product and operations data, and support brands' sustained growth."