'Has the Golden Era of SmartStore Ended?' - Naver's Commerce Ecosystem at a Crossroads
Naver is completely pivoting its advertising platform strategy toward a brand-centric approach. Major brands are investing more to adapt to this ecosystem, while small sellers are increasingly being marginalized. Here's why small commerce sellers find themselves struggling to navigate between Naver and Coupang.
❶ Point of View | What Has Changed
Naver's advertising platform is no longer for everyone. Naver is boosting its commerce advertising revenue while simultaneously building a "customized ecosystem" centered around Naver Plus Membership and Brand Stores. In this structure, advertising efficiency is concentrated among major brands, and individual sellers are gradually losing their foothold.