Shinsegae International Launches Mobile-First Strategy... Targets 250 Billion KRW in Transactions This Year

[Asia Economy Reporter Seungjin Lee] Shinsegae International is launching a mobile-first strategy to strengthen its online competitiveness in the non-face-to-face era.

On the 15th, Shinsegae International announced that it has renewed the mobile interface of its own online mall, S.I.VILLAGE, into seven specialized sections. With a menu structure and services optimized for mobile, the company plans to increase customer usage and raise this year's online mall transaction volume to 250 billion KRW. This figure is about twice that of last year, representing the highest growth rate in the industry.

The reason Shinsegae International prioritized mobile in renewing its mall is that the online shopping market has rapidly expanded due to COVID-19, with mobile at the core of this growth. According to Statistics Korea, out of last year's domestic online shopping transaction amount of 161.1 trillion KRW, mobile shopping transactions accounted for 108.7 trillion KRW, representing 67.4% of the total. Similarly, about 85% of customers at Shinsegae International's own online mall, S.I.VILLAGE, made purchases via mobile.

In response to these consumer trends, Shinsegae International is focusing on enhancing customer shopping convenience centered on mobile. The biggest feature of this renewal is the creation of seven specialized sections by selecting categories frequently visited by customers, allowing users to move directly to their desired areas on the mobile screen.

The existing fashion category was separated into luxury and golf, which are rapidly growing sectors, and organized as distinct specialized sections. In the luxury section, customers can view over 60 overseas brands imported based on official distribution rights rather than parallel imports, all in one place. The golf section sells products not only from J.Lindeberg and Mark & Lona but also from Shinsegae Department Store’s directly managed golf shops.

Additionally, specialized sections were created for categories such as home, beauty, fashion, and lifestyle, and a new online select shop section called Select449 was established for those seeking designer brands. The initial screens of each specialized section were also subdivided into categories and arranged to be optimized for mobile, making it easier to find desired products. Shinsegae International expects this renewal to attract new customers and increase loyal customers.

Meanwhile, to commemorate the opening of the seven specialized sections, S.I.VILLAGE is holding a special event until the 21st of this month. Customers who click on at least one of the specialized section menus at the bottom of the initial screen will receive a 7% discount coupon, and those who purchase products using the 7% discount coupon will be given an additional 10% discount coupon.

A representative from Shinsegae International’s e-commerce team said, “The core of the mobile-first strategy is to dramatically improve customer shopping convenience and secure unparalleled competitiveness,” adding, “Our goal is to develop S.I.VILLAGE into Korea’s top luxury platform by providing differentiated content and shopping convenience.”

This content was produced with the assistance of AI translation services.