Moves by brand-owned online store platforms to boost practical marketing capabilities for e-commerce brands are accelerating. Global e-commerce platform Cafe24 said on Monday it will hold a marketing-focused conference for e-commerce brands, "Cafe24 Marketing Playbook 2026", at 2 p.m. on Aug. 12 at Gabin Art Hall in Seoul.

The event will cover data-driven marketing strategies, know-how for growing brand-owned online stores and how to use creator commerce. Speakers will include working-level experts from Cafe24's marketing center who have directly designed and executed marketing for a range of brands. It will also introduce real growth cases. Park Jung-hoon (박정훈), a director at travel suitcase brand Inport, is set to present how the company shifted from an open-marketplace-centered structure to its own store and came to generate more than 70 percent of total sales through its own store.

Content commerce strategies using creators will also be a key topic. Cafe24 plans to share how to use its revamped YouTube Shopping affiliate program and its operating strategy for matching brands with creators. The session was prepared as the wider use of AI narrows gaps in marketing technology between companies, putting the focus on securing and using data as a factor that determines results.

Cafe24 Chief Executive Lee Jae-seok (이재석) said, "This event will not stop at introducing strategies, but will also provide opportunities for execution that brands can lead to actual growth, such as collaboration with creators." The event will be free and participants can apply on the Cafe24 website. A lucky draw will also be held on-site, offering prizes including support for creator collaboration worth 10 million won and support for producing AI short-form content.