Naver Tests Streamlined Purchase Process to Compete with Coupang in Shopping Experience

Naver has launched an experiment to significantly reduce the purchase steps on product detail pages. The initiative aims to eliminate unnecessary procedures during checkout or adding to cart to boost conversion rates. From the 13th to the 24th, Naver will conduct an 'A/B test' on smart stores, brand stores, shopping windows, and vertical product detail pages, exposing a new UI to a randomly selected portion of users. The test focuses on simplifying the purchase flow by removing options where possible, allowing direct quantity selection and immediate checkout or cart addition. UI changes include displaying expected order amounts with discounts and delivery costs on product pages, with PC buttons renamed to 'Buy Now.' Items with multiple options or rental products retain their original process. Naver stated the goal is to improve user experience for items with no options or single-choice options, verifying convenience improvements. The test reflects a broader strategy to enhance the shopping experience from search to checkout, reducing platform churn and boosting seller conversion rates. Naver is also accelerating delivery and return benefits to strengthen its commerce competitiveness, including potential introduction of unlimited returns for Naver Plus Membership users. Industry observers view these changes as competitive moves against Coupang, which has solidified its dominance through free returns and one-touch purchasing.