Kakao unveiled the seven-year results of ‘Kakao Class,’ a digital transformation education program for small business owners, through the Kakao Policy Industry Research Brunch. This study was conducted by a joint research team of Chungnam National University’s Consumer Behavior Media Lab and Seoul National University’s Living & Retail Center (research leader Professor Lee Jin-myeong, Department of Consumer Studies, Chungnam National University).
Kakao Class is a training program for Kakao’s partners, prospective entrepreneurs, small business owners, and creators. It started as a joint project between Kakao and the Jeju Creative Economy Innovation Center in 2016 and is expanding its support area. We are helping small business owners quickly adapt to the digital era by providing training on how to open and use Kakao’s online shopping platform, ‘KakaoTalk Store’, and sharing know-how on using the Kakao service platform. Participants are provided with a variety of benefits, including the opportunity to participate in special exhibitions and support for advertising expenses, and the total number of participants so far is 2,647.
According to this study, among the businesses that participated in the in-depth course, 134 businesses that were able to analyze sales changes for one year before and after the training were analyzed, and it was found that Talk Store sales for one year after taking the course increased by an average of 185.7% compared to before, nearly tripling. Among these, 24 businesses saw their Talk Store sales increase more than 11 times.
The researchers conducted in-depth interviews with Kakao Class participants to analyze success factors and their effects, and explained that the reason for success was ‘strengthening digital capabilities through systematic programs.’ It is evaluated that Kakao Class was an opportunity to develop operational capabilities suitable for Kakao Commerce and learn operational know-how for each channel. According to in-depth interviews, small business owners evaluated that Kakao Commerce’s relatively low fees eased their financial burden and provided them with opportunities to expand new sales channels.
Professor Lee Jin-myeong, head of research, analyzed that “the strengthening of digital capabilities through systematic programs and the encouragement of confidence in online sales through the application of various benefits led to an increase in actual sales of Kakao Class students,” adding, “Kakao Commerce differentiates itself with a low commission-advertising cost system.” “We are creating a distributed distribution ecosystem,” he added.
Lee Jae-seung, head of Kakao’s Jeju cooperation team, said, “Kakao recognizes its social responsibility as a platform and is making efforts to grow together with small and medium-sized business owners.” He added, “We will continue to operate the program to actively contribute to the digital transformation of small business owners.” reported.
Source: Pangyo Techno Valley Official Newsroom
→ Go to ‘Asian Innovation Hub Pangyo Techno Valley 2022’ news