11st, 1st Anniversary of Content Commerce... Luxury and Home Stay Among 'Popular' Choices

11st celebrated the 1st anniversary of launching 'Content Commerce,' which provides personalized shopping information based on customer shopping algorithms.

[Asia Economy Reporter Lim Chunhan] 11st announced on the 21st that it has marked the first anniversary of launching ‘Content Commerce,’ which provides personalized shopping information based on customer shopping algorithms.

According to 11st, an analysis of customer usage data from last year revealed that popular content keywords were duty-free shopping, luxury goods, and staying at home.

Through the shopping content specialty section ‘ContentLab,’ 11st offers over 13,000 personalized shopping contents across 16 categories including fashion, beauty, food, overseas direct purchase, travel, living, and electronics. Customers can view the latest trends by category, such as “Camping Chairs to Watch Out For! A Quick Look at Different Types,” “Recommended Mask Strap Styles,” and “Top 5 Sleeveless Dresses Perfect to Wear Now.”

In particular, last year, due to the impact of COVID-19, customers most frequently sought content related to vicarious satisfaction and revenge consumption. Based on cumulative views, popular contents included duty-free shopping enjoyed from home (170,000 views), women’s luxury wallets (160,000 views), Nike kids’ sneakers (150,000 views), Nike shoes (110,000 views), and best luxury bags (95,000 views).

The cumulative number of visitors last year surpassed 20 million, and in the recent six months, the number of visitors increased by more than 70% compared to the same period last year. 11st analyzed that more customers are entering the content corner and browsing trends as if obtaining the latest shopping information from a salesperson in an offline store, helping them make purchase decisions.

An official from 11st said, “As the number of users browsing 11st’s content steadily increased last year, ContentLab is establishing itself as a popular corner within 11st that leads non-face-to-face shopping. We will continue to improve the curation function based on algorithms and become the most distinctive commerce portal with content leadership among e-commerce companies by providing shopping information that customers need first.”