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 sales	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

A 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, additional fees for remote/island 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: Members·CRM

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

When not to use this skill

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

Precautions

• Policies vary by builder and change frequently. Must check the official site before actual registration.
• PG sign-up 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).