Content Commerce Strategy for the Age of Discovery Shopping
Session Overview
The way people discover and buy products is fundamentally changing. Search is no longer always the starting point. Increasingly, consumers encounter products while scrolling through social platforms, watching content, and following creators they trust.
The traditional linear funnel — discovery, purchase, sharing, and rediscovery — is giving way to a more fluid cycle in which content itself becomes the gateway to commerce. Content is no longer simply a tool that drives traffic to a store. In many cases, the content itself has become the store.
CJ OnStyle has been testing this shift in practice by expanding its content capabilities into mobile live commerce, commerce IP, and AI-powered content creation. By matching products with the lifestyles and interests of its audience, the company has built new forms of commerce that go far beyond traditional product-selling broadcasts.
In this session, Donghoon Sung will share the successes and failures behind that transformation, along with practical lessons on how organizations can adapt their strategy, content capabilities, and operating models for the next era of commerce.
The next evolution is already emerging. If content becomes the store, then increasingly, people themselves become the storefront. Influencers and creators with distinct lifestyles and communities are becoming powerful curators, connecting brands with customers through relationships rather than traditional sales channels.
The future of commerce will not be built around a linear funnel. It will be built around discovery, content, creators, communities, and relationships — where customers can move seamlessly from inspiration to purchase and back again.
Speaker
Head of Platform Division
He built his expertise at global consulting firms including Accenture, where he led numerous strategy and M&A projects for companies across the retail industry.
He later joined the CJ Group holding company, where he was responsible for strategy across major affiliates including CJ ENM and CJ Olive Young, helping shape portfolio expansion and long-term growth strategies for some of the group's core businesses.
Today, he leads the Platform Division at CJ OnStyle, where he is driving the development of a new commerce ecosystem centered on content-driven video commerce.
His work focuses on expanding customer fandom through content, helping brands solve both commerce and branding challenges, and building new models that connect content, creators, audiences, data, and transactions.