SEOUL — South Korean e-commerce pioneer G마켓 (Gmarket) is moving beyond its traditional model of search bars and price comparisons. The platform is launching a creator-driven affiliate marketing program aimed at capturing the growing market of social media shoppers.

Industry sources revealed on the 10th that Gmarket is rolling out "Gmarket Curator," a new initiative scheduled to debut in mid-to-late November. Under this program, content creators can feature Gmarket products on their social media channels and earn commissions based on sales generated through their content. The strategy creates a win-win ecosystem: sellers gain access to external promotional channels, while creators unlock a new revenue stream.

Shifting Shopping Habits: From Search to Discovery

This pivot comes in response to fundamental shifts in how online consumers shop. Historically, open markets relied on a search-and-compare model where shoppers initiated purchases with a specific product in mind.

In contrast, content commerce relies on "discovery"—shoppers stumble upon items while consuming posts, videos, or feeds on social media platforms. By tapping into the influence and fandoms of independent creators, Gmarket aims to expand its ecosystem beyond its app and website, pulling in younger, media-savvy consumers who prefer social browsing.

The shift is backed by compelling data. According to a survey by the Korean Press Foundation, 26.1% of domestic social media users use platforms for product purchases, with the adoption rate spiking to 44% among individuals aged 19 to 29.

Meanwhile, South Korea’s social commerce market is on a steep upward trajectory. Statista data shows the market grew from $1.5 billion (approx. 2.02 trillion KRW) in 2020 to $3.47 billion last year, boasting an average annual growth rate of 18.3%. This year, the market is projected to reach $4.22 billion (approx. 5.68 trillion KRW) and scale up to $6.03 billion by 2030.

A Industry-Wide Race for Creator Power

Gmarket is not alone in turning to creators to drive external traffic. Major Korean tech and retail platforms are adopting similar models:

Kakao launched the "Gift Giving Curator" feature last month, allowing users to recommend KakaoTalk gift items on blogs, YouTube, and Instagram for commissions.
Naver introduced "Shopping Connect" in July of last year, linking SmartStore products to Naver Clip short-form videos and blogs with performance-based rewards.
Looking Ahead
While turning casual social media interest into actual purchases remains a key challenge for the industry, Gmarket views the collaboration as a vital growth engine. The company appointed 150 brand ambassador creators last April as a stepping stone.

"Our goal is not just to target a specific demographic, but to broadly engage consumers who are accustomed to discovering and buying new products through content," a Gmarket representative stated. "We expect creator fandoms to draw in latent buyers while offering our existing customer base fresh items and a more entertaining shopping experience."

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