CJ OnStyle Surpasses 3 Million Mobile Orders via Short-Form Content in First Half of Year

One out of Three Mobile Visitors Arrived via External Short-Form Content
Unique Visitors from Short-Form Channels Up 2.7 Times
Order Value Through Short-Form Channels Up 3.2 Times

CJ OnStyle announced on July 8 that the number of mobile orders placed through short-form content surpassed 3 million units in the first half of this year.

This figure includes orders generated via short-form content distributed on external channels such as YouTube, TikTok, and Instagram, as well as orders placed after watching Shorts within CJ OnStyle’s own app. Effectively, this equates to one item sold every five seconds.

CJ OnStyle is strengthening its platform competitiveness by connecting product discovery to purchase through short-form commerce. CJ OnStyle

CJ OnStyle has built a "one-stop short-form commerce" structure by repurposing content IP accumulated through live commerce into short-form videos, distributing them across both external platforms and its own app, and seamlessly connecting customer acquisition to purchase. Notably, scenes that customers can instantly relate to—such as product usage, styling, and seasonal demand—are placed within the first three seconds to sustain viewer engagement and drive interest in the products. The core strategy is to integrate the entire process of content creation, distribution, and sales within a single platform.

The influence of short-form content became apparent from the customer acquisition stage. In the first half of this year, one out of every three unique mobile visitors (UV) to CJ OnStyle was acquired through short-form content on external channels. The number of unique visitors gained through short-form content increased by 2.7 times compared to the same period last year. Mobile order value via external short-form channels grew by 3.2 times year-over-year. In particular, the number of ordering customers under the age of 30 rose sixfold, marking the largest increase among all age groups. Additionally, the time spent on the mobile app in the first half of this year increased by 69% compared to the same period last year.

CJ OnStyle plans to further enhance its short-form commerce competitiveness by centering efforts around a dedicated short-form team. The company analyzes performance data by content type to identify video formats with high purchase conversion rates and incorporates these insights throughout the production process. In the second half of the year, CJ OnStyle aims to introduce AI-based content analysis and an automated short-form generation platform to further improve content production efficiency and purchase conversion performance.

A CJ OnStyle representative stated, "Globally, short-form commerce has already established itself as a major shopping trend, and we anticipate the domestic market will rapidly follow suit. We will lead the short-form commerce market by expanding our differentiated video commerce competitiveness into the short-form domain."

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