CJ OnStyle is transforming consumer decision-making from "search" to "discovery" by enhancing video content centered on mobile live commerce and short-form videos. The strategy focuses on enriching the shopping experience where customers can examine product information comprehensively, resolve questions through real-time interaction, and then make purchase decisions.
According to industry sources on May 20, CJ OnStyle is concentrating on reducing consumers' "consideration time" through content. By providing detailed information via mobile live commerce and short-form content while supporting real-time Q&A, the company has strengthened its "digital showroom" experience that replaces physical retail stores.
Last year, CJ OnStyle launched its "IP Universe" strategy, expanding content intellectual properties to 54, primarily through mobile live commerce. By combining celebrities with core product categories including fashion, beauty, home goods, and children's products, the company enables customers to naturally discover product value within lifestyle content.
This content enhancement has proven particularly effective for high-priced items requiring comparison and research. One in three mobile live commerce purchases last year involved orders with average transaction values exceeding 200,000 won ($145), demonstrating the establishment of video-based purchasing patterns. CJ OnStyle showcases premium products ranging from Dyson and Roborock appliances costing millions of won to brands like Fissler, Max Mara, and Artemide, strengthening both information delivery and purchase conversion capabilities.
Products that first gained popularity on CJ OnStyle are now expanding to offline channels. Notable examples include Roborock's robot vacuums and Minix's food waste processors. The platform now functions as a "brand incubating stage" that amplifies premium brand value and spreads it across the broader market.
Differentiated logistics services have also contributed to this success. CJ OnStyle currently operates logistics services including "Baro Arrival" and "Baro Exchange," offering same-day exchanges beyond fast delivery. The strategy recognizes that post-purchase satisfaction is essential to premium shopping.
These changes are reflected in payment metrics. According to WiseApp·Retail, an app and payment retail analysis service, CJ OnStyle ranked first among domestic online general malls in 2025 for both average payment per transaction (200,594 won) and average payment per customer (288,064 won). CJ OnStyle is the only online general mall with average transaction values exceeding 200,000 won.
"Since sufficient information and trust determine purchases, we are strengthening both video content planning and product sourcing so customers can understand products and gain confidence," a CJ OnStyle official said.