Korean e-commerce firms lock in shoppers with games, videos

11Clover. [Courtesy of 11Street Co.]

South Korean e-commerce companies are breaking down the barriers between gaming, over-the-top (OTT) media service, and traditional shopping as they strive to engage customers with diverse content and extend app usage.

11Street Co., SK telecom Co.’s e-commerce platform, announced on Tuesday that the cumulative number of accesses to its app-based game 11Clover surpassed 100 million since its launch in November 2023.

11Clover is a game within the 11Street app where users grow clover leaves by completing various missions, earning them rewards of their choice.

The game has appealed to customers with its combination of fun and practicality, allowing users to obtain products such as 6-year-old red ginseng, pollack roe seasoned seaweed, and towels.

Customers who played 11Clover were observed to spend more time on the e-commerce platform, navigating to key specialty sections and product pages.

The daily average page views of products within the 11Street app for the Shooting Delivery service increased by more than five times in the past three months from October 2023.

According to Nielsen Koreanclick, the average monthly usage time per person on the 11Street app also increased by 75 percent during the same period.

[Source: Coupang Inc.]

Coupang Inc., another major e-commerce player, is expanding its loyal customer base through its in-house OTT service, Coupang Play.

The service has consistently held the top spot in domestic OTT rankings since reaching the highest number of monthly active users in August 2023, according to mobile analytics service Mobile Index.

Globally, it holds the second position in the overall OTT rankings, following Netflix.

Coupang’s Wow Membership, included in Coupang Play, provides a variety of content, including movies, dramas, and entertainment, serving as a key factor in locking in customers.

While other OTT services typically charge around 10,000 won ($7.5) per month, Coupang Play offers unlimited video streaming and quick product delivery for just 4,990 won per month.

Media commerce platform PRIZM, known for its hotel accommodation deals, has also stepped into the limelight by live streaming award ceremonies.

Recently, PRIZM co-hosted the Korean Music Awards and exclusively broadcasted the event through its app, drawing the attention of young K-pop fans with a focus on high-quality video content.