Ably Corp., operator of the women’s fashion platform Ably, announced on June 18 that it has become the first vertical commerce platform to surpass 10 million monthly active users (MAU).

According to app and retail analytics service Wise App·Retail, Ably’s MAU exceeded 10.05 million last month, marking an all-time high. The platform showed high usage rates across almost all age groups, from teenagers to those in their 50s. Notably, the number of female users in their 20s and 30s reached 4.61 million, accounting for approximately 80% of the South Korean population in that age group (5.97 million).

Last month, the Ably app was launched approximately 660 million times. This translates to over 20 million accesses per day. The average monthly usage time per person, which indicates app engagement, was also the longest at 1 hour and 1 minute.

Ably attributed the app’s activation to its advanced AI personalization recommendation technology, which enables cross-recommendation across fashion, beauty, digital, lifestyle, and food categories. Unlike existing e-commerce recommendation services that primarily focused on price comparisons for identical products, Ably has developed and applied AI recommendation technology that analyzes customer preference big data to suggest products tailored to individual styles since its initial launch.

The expansion of content that users can view and enjoy, such as “webtoons and web novels,” “AI chat,” “AI profile,” and “community,” also contributed positively. Customers who visited for product exploration and purchase naturally encountered content, which became a driving force for app visits.

Kang Suk-hoon, CEO of Ably, said, “From the early days of our startup, we viewed data as a core asset and focused on advancing technology, including AI personalization recommendation technology, which led to the choice of 10 million users.” He added, “We will continue to strengthen our technological competitiveness to provide the experience where customers stay the longest and most frequently across commerce and content.”