AI-driven commerce strategy accelerates as Naver Plus Store outpaces rivals in downloads and user growth
Naver’s standalone AI-powered shopping app, Naver Plus Store, has become the fastest-growing e-commerce platform in South Korea this year, according to newly released data from market intelligence firm Sensor Tower. Launched in March, the app topped both download volume and download growth among domestic e-commerce apps between January and October — a rare feat in a market long dominated by Coupang.
Although Coupang continues to lead in monthly active users (MAU), Naver Plus Store ranked second in MAU growth, signaling strong early momentum. Analysts say the trend validates Naver’s strategy of separating shopping services into an independent, AI-focused app designed to improve discovery, personalization, and user engagement.
Rapid Adoption Driven by AI and Platform Synergy
Following its debut, Naver Plus Store quickly climbed to No. 1 on both Google Play and the Apple App Store. Between March and May, it was the most downloaded app in Korea — even surpassing ChatGPT. By October, cumulative downloads approached 8 million, reflecting unusually rapid traction for a new commerce platform in a highly saturated market.
Demographic data from Sensor Tower shows that the app is resonating with key consumer groups:
- 58% of users are women, a demographic that drives Korea’s household and lifestyle spending.
- 41% of users are aged 35–44, a segment known for high purchasing power and strong loyalty in online retail.
Industry experts attribute the app’s growth to Naver’s strengths in AI-driven personalization, integrated search functions, and seamless connection with Naver’s broader ecosystem of content, reviews, and influencer communities.
Global Market Context: Mobile Shopping Enters a Mature Phase
Sensor Tower placed Naver’s rise within a broader global trend. Worldwide, China-based Temu led in both downloads and MAU growth this year, while India’s Blinkit topped global download growth.
Global e-commerce app activity reflected the sustained shift to mobile shopping:
- 6.35 billion e-commerce app downloads in 2024, up 45% from 2019
- 6.5% average annual growth since the pandemic
As digital consumption stabilizes, the report noted that many major markets are entering a mature phase, where the battle is shifting:
- From acquiring new users → to retaining existing users
- From basic catalog browsing → to highly personalized, AI-enhanced shopping
Emerging Markets Become New Growth Engines
Sensor Tower emphasized that the strongest growth in e-commerce apps now comes from emerging regions:
- Latin America
- Africa
- Middle East
These markets are benefiting from rising smartphone penetration and improved payment and logistics infrastructure. For global e-commerce players, this shift signals the need for region-specific strategies and low-cost logistics models.
Digital Advertising Becomes a Strategic Battleground
The rise of mobile shopping is also reshaping digital advertising patterns. Shopping apps are now among the largest ad spenders globally. In the United States alone, e-commerce companies invested $19 billion in digital ads between January and October.
Analysts expect the same competitive pressure to intensify in Korea as:
- Naver doubles down on AI-driven recommendations, content integration, and creator-commerce links
- Coupang focuses on logistics speed, Rocket Delivery, and its subscription-based ecosystem
These diverging strategies signal the beginning of a more segmented and technologically differentiated e-commerce market.
Naver’s Strategic Bet on AI Shows Early Payoff
For now, Naver Plus Store’s trajectory suggests that Naver’s shift toward an independent, AI-led commerce model is resonating with Korean consumers. The platform’s strong engagement among middle-aged shoppers, rapid MAU growth, and ecosystem-driven stickiness all point to a credible challenge against Korea’s long-standing market leader.
As AI-powered curation, personalized feeds, and integrated content-shopping experiences become the norm, analysts say Naver Plus Store is well positioned to help reshape Korea’s next phase of e-commerce competition.
