Zigzag: New Teen Purchases Double in Q1

Kakao Style's style commerce platform, Zigzag, is recording explosive growth by perfectly capturing the hearts of teenagers. In the first quarter of this year (January-March), the number of new teenage buyers surged by more than double (103%) compared to the previous year, and new teenage subscribers also increased by approximately 60%, proving a strong influx of young customers. Driven by this enthusiasm, the total transaction volume from teenage customers rose by 45%, the number of buyers by 70%, and the number of orders increased by 56%, showing comprehensive growth across all fronts. In particular, teenagers' love for 'K-beauty' shined brightly on Zigzag. The transaction volume in the beauty category skyrocketed by a staggering 197%, establishing itself as a core driving force of teenage consumption. In terms of app usage as well, the average DAU (Daily Active Users) of teenage customers in Q1 increased by 74% compared to the previous year, and in 'Talk Lounge', a communication space, the proportion of teenage customers was the highest, demonstrating high participation. According to a credible IGAWorks Mobile Index survey as well, Zigzag maintained its solid position as the number one fashion platform most frequently paid for by women under 20 throughout the first quarter. Behind this remarkable growth was the precise analysis of teenage customers' shopping patterns and the implementation of customized strategies accordingly, which played a crucial role. Since last year, Zigzag has consistently run exclusive promotions for customers aged 10 to 23, and received strong positive responses with special exhibitions targeting teenagers' interests during seasonal events like New Year, back-to-school, and White Day. Across the entire app, by prominently featuring content and products that customers aged 10-23 would like and maximizing user experience by advancing personalization technology, Zigzag significantly contributed to the increase in purchase conversion rates. A Kakao Style official stated, "Proactively identifying the needs of teenage customers, who will be the main drivers of future consumption, and strengthening our selection, content, and price competitiveness were crucial. Going forward, we will further increase the inflow and loyalty of teenage customers with Zigzag's unique differentiated customized services, fast delivery, and advanced personalized recommendation technology, thereby solidifying our position as an 'essential' commerce platform for women in their teens, twenties, and thirties."