Gmarket Expands Membership to Include Disney+ with Shopping Rewards

Gmarket has introduced a new paid membership that combines shopping rewards with the online streaming service Disney+. This strategy aims to broaden customer choices by adding content benefits to its existing shopping-focused subscription service, differentiating itself in the competitive e-commerce membership landscape.
 
On the 10th, Gmarket announced the launch of the 'Must Membership Life+' program. Members can earn up to 4% in Smile Cash on purchases made at Gmarket, with a 4% reward rate applicable for payments up to 50,000 won and a 2% rate for amounts exceeding that, up to 3.2 million won. The program also offers free returns on items eligible for the 'Star Delivery' service.
 
Additionally, the membership includes benefits for the 'ad-supported standard membership' of Disney+. Subscribers can access global content from Disney, Pixar, Marvel, Star Wars, as well as Disney+ original series and sports programs.
 
The existing 'Must Membership' focuses solely on shopping benefits, allowing members to earn up to 5% in Smile Cash based on their spending, with a maximum monthly reward of 70,000 won. Notably, if the monthly earnings do not meet the membership fee of 2,900 won, the difference is compensated in Smile Cash. Members can also receive the equivalent of the fee in rewards even in months without purchases.
 
The two membership options differ not only in fees but also in reward rates and benefits. Frequent shoppers may prefer the existing membership, while those looking to combine shopping with OTT services can opt for Life+ by paying an additional 2,000 won per month.
 
The launch of this service aligns with a trend in the e-commerce sector where paid memberships are expanding beyond shopping benefits into content offerings. Coupang has integrated its own OTT service, Coupang Play, into its Wow Membership, while Naver provides content benefits through its Naver Plus Membership, including access to Netflix.
 
Gmarket's partnership with Disney+ is seen as a move to attract new customers and increase the frequency of existing customers' platform usage. The company plans to expand its membership benefits into various areas related to daily life, starting with this collaboration with Disney+.