commerce-marketplace-d2c

D2C Store Operations Guide

Overview

A D2C (Direct-to-Consumer) store is an operating model whose strengths compared with marketplaces (Coupang, Naver) are **no fee burden + 100% brand control**. This skill provides an integrated guide to the policies, SEO, ad integrations, and payment options of three Korean D2C builders (Cafe24 / Imweb / MakeShop).

Trigger Keywords

D2C store, D2C, Cafe24, cafe24, Imweb, imweb, MakeShop, MakeShop, own shopping mall, brand shopping mall, independent mall, own shopping mall, own mall, no-code shopping mall

Channel Comparison

Item	Cafe24	Imweb	MakeShop
Korean market share	No. 1 (up to 50%)	Strength in design and new brands	Mid-sized (NHN Commerce)
No-code friendly	Medium (skin editing required)	Very high (drag and drop)	중
Design freedom	High (HTML/CSS control possible)	High (design-first)	중
Free plan	Available (some fees)	Available (with limitations)	Available
Payment options	Wide range including KG Inicis/Toss/Naver Pay/KakaoPay, etc.	Toss/Inicis/Naver Pay	KG Inicis/Toss
Overseas payments	Supported	Supported (limited)	Supported
Suitable stage	Stable operation from KRW 50 million to billions in revenue	New and design-focused brands	Mid-sized

Workflow

Step 1: Choose a channel

Recommended scenario	Channel
New brand, design is key, fast launch	Imweb
Korean standard operations, stability, large-scale expansion	Cafe24
Use the NHN ecosystem, Payco integration	MakeShop

Step 2: Domain + hosting setup

Buy your own domain (Gabia, AWS Route53, WhoIs)
Configure DNS A record / CNAME
HTTPS (provided by default by most builders)

Step 3: Design (skin/theme)

Cafe24: Purchase and customize from the skin market (KRW 500,000-5,000,000)
Imweb: Free templates + drag and drop, highest design freedom
MakeShop: Standard skin + customization

The 1080×12720 composite detail page can be uploaded as is (supported by all builders).

Step 4: Payment + shipping

Payment (Korean PG)

KG Inicis (most common)
Toss Payments (good UX, recently rising market share)
Naver Pay·KakaoPay (essential for easy payment)
Payco (NHN ecosystem)

Shipping

CJ Logistics, Hanjin, Lotte Global Logistics, Korea Post
Clarify the brand store's shipping fee policy (free shipping threshold, extra fees for islands and remote areas)
Automatic waybill registration (Smart Delivery·Goodsflow integration)

Step 5: Search·Advertising Integration

Naver Search Registration

Naver Search Advisor site registration
Submit sitemap.xml
Mobile compatibility check

Google SEO

Search Console site registration
robots.txt + sitemap.xml
Clarify meta description
Structured data (Product schema.org)

Advertising channels

Naver Search Ads (brand keywords + category keywords)
Google Search·Display
Facebook·Instagram (Meta Business Suite)
Kakao Moment (KakaoTalk ads)

Step 6: Membership·CRM

Membership signup policy (separate easy signup + marketing consent)
Email·SMS marketing (24-48 hour rule)
Points/tier system operation
First purchase coupon → repurchase inducement → loyal customer tier

Step 7: Operational KPIs

KPI	Recommended targets
Ad ROAS	300%+ (recover operating costs)
New purchase conversion rate	1-2%
Repurchase rate	30%+ (brand loyalty)
Average order value	Varies by category
Cart abandonment rate	60% or less

Output format

{
  "channel": "cafe24 | imweb | makeshop",
  "domain_setup": {
    "domain": "brand.com",
    "https_enabled": true,
    "naver_search_console": "registered",
    "google_search_console": "registered"
  },
  "payment_methods": ["네이버페이", "카카오페이", "토스페이", "신용카드"],
  "shipping_courier": ["CJ대한통운"],
  "ad_channels": {
    "naver": {"budget_monthly": 1000000, "keywords": ["..."]},
    "meta": {"budget_monthly": 1500000, "audience": "..."},
    "kakao": {"budget_monthly": 500000}
  },
  "kpi_targets": {
    "roas": "300%+",
    "conversion_rate": "1.5%",
    "repurchase_rate": "30%"
  },
  "checklist": [
    "도메인 + HTTPS",
    "결제 PG 등록",
    "배송 정책 명시",
    "네이버·구글 검색 등록",
    "Meta Business Suite 연동",
    "이메일·SMS 마케팅 설정"
  ]
}

Usage examples

"I'm going to build a vegan cosmetics brand store with Cafe24, what should I do first?"
"I'm a new fashion brand — which is better, Imweb vs Cafe24?"
"Recommend an ad channel mix for a brand store"
"How to integrate Payco with MakeShop"

Related skills

moai-seller:commerce-detail-page-copy — Detail page copy (also usable as-is for the brand store)
moai-seller:commerce-detail-page-image — 1080×12720 composite image
moai-seller:commerce-integrated-strategy — Channel mix, ad ROI, retention strategy
moai-cs:cs-channel-message — Ad·email·push copy
moai-marketer:marketing-campaign-planner — Campaign planning
moai-marketer:marketing-landing-page — shadcn/ui-based marketing landing page (brand store supplementary page)

When not to use this skill

Marketplace registration: commerce-marketplace-coupang, commerce-marketplace-naver
Crowdfunding: commerce-marketplace-crowdfunding
Curation channels: commerce-marketplace-curation

Precautions

Builder policies change frequently. Must check the official site before actual registration.
PG signup requires business registration. Mail-order sales business report is also mandatory (competent city/county/district office).
For the first 1-3 months of brand store operation, simultaneous marketplace operation is recommended (to secure traffic).

References

File	Load conditions
references/d2c-strategy.md	When a strategy is needed to shift from marketplace dependence to a focus on your own store
references/cafe24.md	When you need practical know-how for opening, domain setup, and operating Cafe24 (No. 1 in own-store market share)
references/imweb.md	When you need to open and operate an Imweb (no-code, design freedom) site