Changing Consumer Behavior with 'Discovery Shopping'... Rising as a Key Marketing Strategy by 2025
As consumer behavior shifts from 'search' to 'exploration' among the 2030 generation, insights into recent ecommerce environment changes are gaining attention. Consequently, content-based shopping methods, or 'discovery shopping,' are emerging as a key trend, signaling significant changes in advertising strategies across industries.
E-commerce's Key Keyword: 'Discovery Shopping'
According to the newly released '2025 Industry Analysis Report' by CJ Mezzomedia, ecommerce consumer behavior is moving away from the existing 'search-focused' structure, highlighting a stronger flow where products are 'discovered' through natural content exploration and led to purchase.
“A method where consumers without intent to purchase are led to buy naturally while exploring content”
69% of respondents reported experiencing this pattern, while 53% said it led to actual purchases, with a satisfaction rate of 55%, showing a relatively positive response. This indicates a consumer structure where emotional and preference-based exploration outweighs functional search.
Key advertising channels in the ecommerce sector continue to be centered around Naver and Kakao, alongside segmented platform operations enabling targeted advertising. This structure organically meshes with discovery shopping strategy to guide consumer purchase decisions.
Differentiated Strategies in Media Utilization Across 5 Major Industries
The '2025 Industry Analysis Report' also analyzed marketing strategies and media consumption patterns focusing on five industries: ecommerce, cosmetics, food & beverages, OTT, and finance. A common core identified was the difference in advertising platforms primarily used, based on industry characteristics.
For example, the OTT sector showed Google's highest dominance, particularly emphasizing the impact of shorts content on YouTube and sports livestreams on subscription decisions. Real-time sports content significantly influenced OTT subscription decisions, with 64% of respondents noting its impact.
The structure where online video consumption naturally leads to brand engagement mirrors the same pathway of content and interaction-based shopping. The rate of experiencing bundled OTT products was 58%, and satisfaction was as high as 69%, showcasing strong influence through product composition and price competitiveness.
Cosmetics Industry Advancements: SNS Focus and the Rise of Second Brands and Devices
In the cosmetics sector, the concentration of advertising execution on Meta platforms, particularly Instagram, stands out, reflecting the behavior of the 2030 generation using SNS as a primary means of information exploration.
Another feature is the growth of ultra-low cost second brands and beauty devices through distribution channels like Daiso. Survey results show 70% of respondents had experience purchasing cosmetics from Daiso, with satisfaction reaching 75%.
“Reasons for use focused specifically on benefits like elasticity improvement (53%) and facial line management (39%)”
Beauty devices were notably used by women in their 30s, reflecting expectations for practicality and visible effects rather than functionality.
Food & Beverage Industry's 'Slow Aging' and 'Retro Sentiment' Strategies
The food & beverage industry, targeting both health and sentiment, is gaining attention with two keywords: 'slow aging' and 'retro products.'
42% reported practicing slow aging, with realistic goals like dieting (50%) and improving eating habits (43%) as main reasons. Additionally, the rate of experience purchasing 'retro products' was 61%, showcasing a trend of nostalgia-inspiring products spanning broad generations.
The buying routes differ by generation: people in their 20s primarily purchase retro products from convenience stores, whereas those in their 40s from large supermarkets, suggesting a need for tailored channel strategies for product information exposure.
Main advertising platforms in the food & beverage sector include Google, Meta, and Naver, aligning with discovery paths of encountering brand content during the exploration process rather than search-focused shopping.
Financial Industry: Portal-Centered Exploration and the Rise of PLCC
The financial sector is anchored by Google's and Naver's advertising with high portal search traffic, reflecting financial products' reliance on trust and comparative analysis, maintaining search-focused information exploration as a main strategy.
The exploration-driven consumer trend notably stands out in the cosmetics industry, with significant attention on advertising strategy development leveraging this change. is committed to providing practical and trustworthy information to accompany your successful brand journey.
