11st Launches Short-Form Service 'Play'... From Product Reviews to Recommendations

From Product Usage Tips to Lifestyle Advice in Shopping Content
Connecting to Related Product Purchases

11st announced on the 29th that it will launch a new service called 'PLAY,' which offers shopping content enjoyed through short videos (short-form) of around 30 seconds.

11st PLAY, which opened on the 24th, is a service where users can watch various types of short-form videos related to shopping, such as product reviews, recommended items, and usage tips, as well as travel and lifestyle tips.

11th Street short-form content 'Play'. [Image provided by 11th Street]

This service can be accessed through the 'PLAY' button at the bottom of the 11st app. Like other short-form platforms, the service provides basic features such as comments, likes, and sharing within the videos. Additionally, product pages are linked within the videos, allowing users to click and purchase any product they like while watching.

As of the launch date, 11st PLAY offers about 1,500 videos. PLAY consists of videos created by professional content creators, videos from 11st sellers, and videos produced by 11st itself. Currently, there are about 100 '11Creators' who have signed content production contracts with 11st, with a goal to expand to 500 in the future. Later, customers who have made purchases will also be able to register and participate by uploading their own review videos.

Kwack Won-tae, CSO (Chief Strategy Officer) of 11st, stated, "We will strive to provide customers visiting 11st with a new content shopping experience they have never had before by continuously combining various functions introduced by 11st."

Previously, through the video review service, which was the first in the industry, 11st has built a video review database of about 16 million videos, with 10,000 to 20,000 voluntary customer review videos uploaded daily. Customers can access information about shopping and product reviews through short videos of around several tens of seconds, especially for product categories of interest such as pet supplies, baby products, and easy-to-cook foods.

Meanwhile, to celebrate the launch of the PLAY service, 11st plans to hold a lottery event until the 12th of next month, giving various prizes to customers who watch PLAY videos and leave comments on their favorite videos or share them on social media.

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