In the fast-paced world of e-commerce, staying ahead of the competition requires more than just attracting new customers—it demands a strategic focus on retaining and engaging existing ones. For Gmarket, one of Korea’s leading e-commerce platforms, this shift in strategy became essential amid an economic downturn and intensifying competition. Partnering with Appier, Gmarket not only optimized its retargeting efforts to achieve an extraordinary 2,500% ROAS, but also significantly reduced MMP vs. internal metric gaps. This success story showcases how Appier’s AI-powered solutions and tailored strategies drove significant growth in GMV for Gmarket.
Appier’s AI-driven retargeting strategy was meticulously tailored to Gmarket’s unique needs, focusing on high-value users and leveraging Generative AI (GenAI) to enhance campaign performance. Here’s how Appier delivered exceptional results:
1. Initial Setup
Appier’s AI algorithms identified and excluded users with a high risk of cancellations or refunds, ensuring that ad spend was directed toward high-intent, high-value users. By expanding AI training to include additional behavioral signals from high-performing traffic sources, Appier enabled more precise segmentation and targeting.
2. Mid-Campaign Optimization
Regular optimization of user lists based on high-intent behaviors (e.g., users who purchased or added items to their cart within an hour) drove sustainable GMV growth
Continuous optimization and managed service by professional Account Managers reduced the discrepancies between MMP reports and internal metrics from 60% to under 10%. Instead of a self-serve approach, custom operations with daily communication ensured alignment with Gmarket’s internal metrics.
3. Scaling for Maximum ROAS
Appier achieved a remarkable 1.26X ROAS goal of 2500%—serving as the only partner guaranteeing ROAS.
With precise high-value user targeting and GenAI-powered personalization, Appier scaled up engagement and continuously delivered higher GMV per user compared to general ads, optimizing ad spend and maximizing ROAS.
Appier’s use of Generative AI played a pivotal role in scaling the campaign. By creating dynamic, personalized product titles, Appier boosted CTR by 10-20% and enabled the approval of 5X more products, accelerating scaling. These GenAI-driven titles are now fully integrated into all dynamic creatives across Kakao BizBoard, delivering personalized product displays for Gmarket’s customers.
Jimin Seo, Manager of the Growth Marketing Department at Gmarket, shared: "Unlike others, Appier's flexibility in guaranteeing ROAS and providing customized operations solved our concerns about efficient budget spending and performance measurement simultaneously. Particularly impressive were the AI algorithm that meticulously reflected our complex cancellation/refund logic and the prompt, accurate feedback from our dedicated AM. We look forward to continuing this partnership as a core operational channel for Gmarket's sustained growth."
Gmarket’s partnership with Appier showcases the power of AI-driven retargeting in achieving sustainable growth. By focusing on high-value users, leveraging GenAI for personalized engagement, and continuously optimizing campaigns, Appier helped Gmarket not only meet but exceed its GMV and ROAS targets. As e-commerce continues to evolve, Appier remains committed to delivering innovative solutions that drive measurable results for its clients.