In reality, I don’t believe there is an absolute winning strategy that always works in business. However, there is a way to achieve relatively significant effects with low costs in e-commerce. That is to quickly adopt newly released features within the marketplace where you are present. If your brand has reached a certain scale, the platform’s merchandise directors will likely reach out first, saying, “We are preparing to launch a new feature. Would you be interested in piloting it?” Large companies sometimes miss out on such opportunities due to slow and hesitant decision-making. Regardless of the brand size, the e-commerce department should always be at the forefront of trends. Creating such an atmosphere is the responsibility of the e-commerce head. As the organization grows, it becomes impossible for one person to oversee each platform and market. To avoid missing out on such opportunities, it is essential to instill such culture and processes within the organization in advance. Team members should be encouraged to track significant changes in the platforms and markets they are responsible for, either through specialized agencies like us or internally, so that they can quickly try out new features when they are released.
Introducing newly released features from the platform carries a relatively low risk burden. Platforms also need an appropriate sample size to test the new features they release, so they intentionally drive traffic to them. Therefore, even if the effect is not significant, the possibility of a decrease in sales is minimal once your brand is selected as a pilot. So what about brands that are not large enough for MDs to propose pilot tests? The same principle applies. You should quickly adopt any new features that your brand can leverage. All platforms are putting their all into enhancing online shopping, so new features are constantly being released. Just with Naver, it’s hard to keep up with features such as regular subscriptions, worry-free returns, CLOVA MD product recommendations, Wonple Deals, Guaranteed Arrival, and more. Among these, the features or products chosen by consumers will continue to thrive, while those that are not popular will eventually disappear. However, this is the platform’s concern, and the brand just needs to wisely utilize the traffic from the new features. Typically, newly released features are often exposed in various sections of the platform, so merely participating in these new products can yield marketing effects even greater than the adoption cost.
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