에이전틱 커머스' 이끈 네이버 AI 쇼핑 혁신 [커머스마케팅 대전]

Naver is pioneering 'agentic commerce' where AI agents actively manage the entire shopping journey rather than simply recommending products, marking a fundamental shift from search-driven to AI-orchestrated e-commerce. The Naver Plus Store demonstrates this approach's effectiveness with 46.2% growth in repeat customers and 2x increase in purchase frequency, suggesting AI-managed shopping experiences could become the dominant model for modern commerce platforms.