GS Shop's innovative short-form service, Shufflepick, is experiencing rapid growth, thanks to the integration of generative AI technology. As of March 26, 2025, the company reported a remarkable 40% increase in order amounts for Shufflepick in the first quarter of 2025, compared to the previous quarter prior to the app's launch in September 2024. This surge in sales is accompanied by a significant milestone: cumulative page views (PV) have surpassed 240 million, indicating a growing trend of customers engaging with the platform to explore and purchase products through short-form videos.
The impressive growth figures are attributed to GS Shop's advanced personalized content recommendations powered by AI. By analyzing customer data, including search terms, shopping cart items, and previously viewed content, GS Shop tailors its recommendations to individual preferences. The company has noted that as data accumulates, the accuracy of these personalized suggestions continues to improve, enhancing the overall user experience.
GS Shop has effectively employed content strategies that leverage popular celebrity programs such as 'Soyoujin Shop' and 'Jangshinyoung Shop', as well as brand initiatives like 'The Collection' and 'Show Me the Trend'. These strategies have proven successful, with content summarizing broadcasts featuring these celebrities generating over 1.5 million views within just ten days.
Moreover, Shufflepick is not only a platform for established brands but also plays a crucial role in promoting unique brands such as 'Core Authentic', 'Simple Bio', and 'Vu'. The service has also been instrumental in branding new products like 'Easy Do' and 'Rowan'. In the first quarter, content related to these new products amassed approximately 2 million views, showcasing Shufflepick's expanding role as a marketing channel.
In terms of pre-promotion, Shufflepick has significantly contributed to broadcast performance through Integrated Marketing Communications (IMC). A standout example is the 'Daewoong Pharmaceutical Easy Do Cushion', which is renowned for its unique formulation. The pre-promotion efforts via Shufflepick led to a complete sell-out during the product's launch broadcast, with some components selling out in subsequent broadcasts as well. Over three broadcasts, a total of 13,000 sets were sold, rapidly establishing the product as a hit in the market.
Looking ahead, GS Shop plans to double the amount of content available on Shufflepick starting in the second quarter of 2025. This expansion will be based on generative AI technology and product data registered online, with the expectation that an increase in content will also lead to higher sales figures.
Lee Myung-jae, head of the brand marketing team at GS Shop, stated, "Shufflepick is becoming a core service that transforms customer experiences related to GS Shop's main programs, exclusive products, and new launches. Through innovative content and bold attempts utilizing generative AI technology, we aim to provide a differentiated shopping experience for customers and a competitive marketing channel for our partners."
As the retail landscape continues to evolve, GS Shop's Shufflepick service stands out as a prime example of how generative AI can drive sales, enhance customer engagement, and redefine the shopping experience in the digital age. With its innovative approach and commitment to personalization, GS Shop is not only adapting to market demands but also setting new standards for the future of e-commerce.
