Ebay Japan, which operates the Qoo10 online mall, has confirmed it will create a new dedicated online fashion store this Spring.
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Although Qoo10 already focuses on fashion and cosmetics, the new mall will be fashion-only and offer an enhanced UI to make it easier to browse and buy fashion. Qoo10 aims to have 300 overseas and Japanese merchants signed up on the new platform this year with estimated GTVs of ¥10 billion (US $877 million) in the first year alone. Qoo10 says merchant selection will favour those with their own brands.
Qoo10 has seen strong growth of clothing and underwear in the past 18 months, partly because of the pandemic but also thanks to aggressive marketing to young women via social media. The company now wants to build on this momentum by implementing better production values for fashion display.
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It will, for example, allow merchants to post product and brand introduction videos with Qoo10 itself hiring production companies to help merchants. Videos will be possible on all items, including usage and coordination clips. A new AI-based recommendation engine will guide customers to appropriate content based on previous purchasing and viewing history as well as body shape.
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