Gmarket Strengthens AI-Based 'Hyper-Personalization' Service

Providing Customized Home Screens Based on Customers' Recent Behavior Patterns

Gmarket announced on the 27th that it will introduce an AI-based personalized service on the front page of its mobile application home screen. Currently, the beta version is being tested with about 10% of customers, and it plans to expand the service to all customers within the year. The core of this mobile revamp is 'hyper-personalization.' Since the mobile home screen is configured based on each customer's recent behavior patterns, the displayed content varies for each customer.

The biggest change is the arrangement of the daily special deals, 'Super Deal,' displayed prominently on the home screen. Using AI algorithms, it analyzes products that customers have recently purchased or browsed, search frequency, and time spent on specific product pages to provide personalized product recommendations. Previously, Gmarket placed recommended products at the top of the Super Deal section to encourage purchases, but the revamped screen abandons this fixed area and instead prioritizes products with high customer interest to extend browsing time and lead to actual purchases.

The user experience (UX) has also been simplified. For Super Deals, discount benefits available for each product are displayed together so that customers can enjoy all benefits with minimal taps. For example, if there is a wireless vacuum cleaner among the Super Deal products, a home appliance promotion allowing customers to download coupons is shown directly below the product image.

Live broadcasts such as G-Live products, home shopping items, and real-time popular products also provide personalized recommendations based on customers' recent behavior patterns. For instance, on days when G-Live features women's clothing, the broadcast is prioritized for customers who have recently browsed or purchased T-shirts.

Kim Tae-su, head of Gmarket PX Division, said, "This Gmarket mobile home revamp was carried out to improve user-centered UX and strengthen hyper-personalized customized services. After this beta test, we plan to update the service for all customers within the year."

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