Recent trends in Online-to-Offline(O2O) Commerce Platform

Online to offline (O2O) services, which refers to services that connect online and offline, have been evolving in recent years. As mobile devices have become increasingly utilized, O2O services are becoming a new business model for connecting and extending mobile information and offline purchases, including marketing, payments, and couponing. However, the business model of most O2O service providers is based on revenue models related to their day-to-day service areas, which are already saturated and unable to generate revenue beyond intermediary fees. In order to overcome this limitation, planning a business model in the area of information services or specialized services should be the strategic orientation of startup companies’ O2O service business. Therefore, this study aims to analyze the recent market and technology trends of the rapidly expanding O2O service business and suggest the direction of business strategies for startup companies in the O2O service sector. In particular, we analyze the technology and business models of O2O service models that have recently attracted attention, such as Korean beauty, tourism, and pet care services, and suggest future development directions. The results of this study are expected to help SMEs and startup companies set the direction for the development of O2O technologies and services.