F.G. MULTIMEDIA SERVICE
How can FashionGo enhance
the B2B purchasing experience
with multimedia content?
PRODUCT
Background
FashionGo’s model had long depended on commissions and ads from a small set of large sellers, which weakened platform control. Post-acquisition, the company needed new services that scale buyer acquisition and retention to rebalance platform power. Multimedia content became the lever to simplify B2B evaluation and build trust at scale. Because B2B purchases carry higher risk and complexity, buyers need fast, reliable proof—multimedia can compress that evaluation effort and build trust at scale.
Problem
After the acquisition, FashionGo needed to reduce dependence on a small group of major sellers and regain platform control by growing and retaining a larger, more diverse buyer base. That required new services that increase buyer touchpoints and strengthen buyer relationships. To rebalance platform power, FashionGo needed to make repeat purchasing easier by reducing the buyer’s evaluation burden. At the same time, we found a key B2B friction: buyers struggle to verify product value, pricing, and regulatory compliance through clear, reliable information, which lowers trust and ultimately increases cancellations and returns.
Solution
Designed a multimedia service that turns complex B2B product details into easy buying guidelines and structured seller/product storytelling inside FashionGo. By making pricing, packaging, compliance, and credibility easier to understand and validate, the service reduces buyer uncertainty and supports stronger buyer relationships. This also increases platform control by standardizing how product credibility is communicated—beyond what any single seller can influence.
STRATEGY
01. What to Achieve
Frame Question
How can we increase buyer confidence by simplifying complex B2B product evaluation through multimedia?
Outcomes
Expand product lines beyond apparel to unlock broader buyer demand
Reduce cancellations, returns, and refunds by improving decision clarity
Strengthen platform control by growing a healthier buyer/seller balance
02. Where to Play
Start with beauty and cosmetics, where demand is large and product value can be demonstrated clearly
Leverage relationships with Korean sellers and suppliers to accelerate sourcing and content creation
Prioritize high-consideration categories where trust and compliance drive purchase decisions
03. How to Win
Confidence before commitment: Buyers can understand product value, pricing logic, and compliance requirements through clear multimedia—reducing guesswork before placing large orders.
Faster, easier evaluation: Infotainment-style guidelines help buyers grasp complex details quickly, shortening the research time needed to compare options.
Lower purchase risk: By clarifying packaging, regulations, and seller credibility, buyers can make decisions with fewer surprises, which reduces cancellations and returns.
04. Capabilities to Implement
Build a platform-controlled multimedia server to protect exclusive B2B information
Establish a compliance process to validate safety and federal/state regulation alignment
Set up a production pipeline leveraging model agency partnerships for short-form content
Manage distribution channels including direct delivery to relevant buyer cohorts
05. Management System to Grow
Measure engagement through views, comments, and reviews as core success signals
Improve participation with UX that makes reading and interacting effortless
Maintain credibility with active moderation to prevent misleading or false signals
06. Next Step / Future Foresight
Launch a FashionGo Verified Item badge to provide a clear trust guideline for B2B buyers
Use verification to increase buyer retention and acquisition through stronger credibility
Grow vendor participation as the buyer base expands, strengthening platform governance
Use the verification layer as a foundation to expand additional buyer-facing services
