Timon's 'Jang Yoon-seok Effect' Emerges... Content Commerce Performance

Recorded Double-Digit Growth Rates in Both January and February Compared to the Previous Year

CEO Jang Yoon-seok

The performance of e-commerce company TMON has noticeably improved this year. Both January and February recorded double-digit growth rates compared to the previous year. It is evaluated that the 'content commerce' strategy proposed by CEO Jang Yoon-seok, who took the helm of TMON in June last year, is proving effective.

According to TMON on the 29th, product sales last month increased by 28% compared to the same period last year. Following a growth rate in the 10% range in January, it showed a significant increase for two consecutive months. By category, sales increased by 76% year-on-year in computers and digital products, 67% in overseas direct purchases, 56% in baby and children’s products, and 37% in fashion and beauty. With the 'With Corona' phase, travel sentiment is gradually recovering, leading to a 32% increase in accommodation and airline-related sales. TMON explained that although sales in the travel sector plummeted last year due to COVID-19, the number of travelers, mainly domestic, has significantly increased this year, showing signs of recovery.

Not only overall sales but also customer indicators have risen. In February, the average purchase amount per TMON customer was around 86,000 KRW, a 34% increase compared to the same period last year. Especially, paid membership 'Super Save' customers recorded an average of around 240,000 KRW per person, nearly doubling compared to last year.

External surveys also confirm the growth trend TMON has shown this year. According to Nielsen Korean Click’s survey, the number of unique users visiting TMON in January was 7.4 million, a 4.4% increase from the previous month. This was the highest among the top five companies in the social commerce and open market category. The average monthly usage days per customer was eight, indicating that most customers visited TMON about twice a week.

The company analyzed that the 'content commerce' initiative, which CEO Jang began in earnest last year, has taken off. Since Jang’s appointment, TMON has focused on strengthening content competitiveness by producing original content, differentiated live broadcasts, and discovering specialized products. Content commerce, continuously introduced through programs like ‘Advertising Genius Syndrome’ and ‘With TMON,’ has blended with shopping elements such as products, increasing customers’ shopping cart sizes and leading to sales growth. A representative example is ‘Advertising Genius Syndrome,’ which recently started its second season; season one, which ended in January, achieved cumulative views of 1.5 million, average sales of 210 million KRW, and sold out all initially prepared products in every episode.

TMON plans to continue differentiating itself from existing distribution companies by chemically combining commerce assets with content DNA. To this end, it plans to develop concrete business models with major content platforms such as TikTok and AfreecaTV. A TMON official emphasized, "We will strengthen the direction of content commerce so that consumers can empathize through fun and storytelling content, naturally connecting with commerce."

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