CJ OnStyle bets on creators with new matching platform ONTNER

CJ OnStyle said Wednesday it will officially launch ONTNER, a business matching platform connecting creators with brands, on Saturday, and expand its creator-driven content commerce operations.

Orders from creator collaborations in the first half of this year surged 330 percent from the same period last year, growing 4.3 times in a single year. First-half orders alone exceeded the company's full-year results for last year. Over the same period, the number of collaborating creators grew 3.2 times and partnering brands 4.3 times.

CJ OnStyle has been working with creators including "D'Elisa," who has 800,000 followers, "Casarim," a home-living specialist with 22 years of experience, and living creator "Dada Salim." A mobile live commerce session tied to one of these creators generated 3 billion won ($2.18 million) in orders within an hour.

ONTNER analyzes a creator's content characteristics, fandom and sales performance, then combines that data with product concepts and customer demand to suggest high-performing pairings. Creators focus on content production and engaging their fandom, while CJ OnStyle handles the full commerce pipeline — from product sourcing and content production to sales, delivery and customer service.

The company plans to continuously identify top-performing combinations by analyzing content engagement, product data, customer behavior and order data accumulated through collaborations. Creators whose reliability and growth potential are confirmed will be developed into proprietary CJ OnStyle commerce intellectual property, such as "Casalog" and "D'Elisa's Perspective."

"The competitiveness of content commerce hinges on who discovers a product, through what content, and whether that discovery leads to a purchase," a CJ OnStyle official said. "We will develop creators into a new engine of content commerce and build unrivaled content commerce capabilities connecting short-form video, mobile live commerce and creators."