[Edaily Reporter Lee So-Hyun ] Cafe24 Corp.(042000)has implemented web-integrated technology that enables AI agents to search for products, add them to a shopping cart, and proceed to checkout on all online stores built on its platform. This allows online store operators to offer an Agent AI-based shopping experience without the need for separate development or integration work.

Cafe24 Corp. announced on the 22nd that it has implemented “WebMCP (Web Model Context Protocol),” a web functionality integration method for AI agents, into its online store solution.

Cafe24 Corp. explained that it is the first domestic commerce platform to implement WebMCP.

WebMCP is a method that connects AI agents so they can directly execute functions provided by web pages. Whereas AI previously recognized and operated buttons or input fields displayed on web pages on-screen, WebMCP allows AI to directly call predefined functions according to specified input methods.

Standardization discussions for WebMCP are currently underway within the community group of the World Wide Web Consortium (W3C), an international web standards organization, with companies such as Google and Microsoft also participating in the discussions.

“Find me sneakers under 50,000 won”… AI Takes Care of the Shopping Cart, Too

Cafe24 Corp. supports 11 functions necessary for the shopping process—from product search to purchase and order confirmation—through WebMCP.

These include product search, viewing detailed information, selecting options and quantities, as well as adding items to the shopping cart, viewing the cart, changing quantities, deleting items, and emptying the cart. It also supports purchasing a single item directly, moving the entire shopping cart or selected items to the order form, and viewing the order list and detailed order information.

For example, if a user asks the AI, “Find me sneakers under 50,000 won,” it will search for and display products that match the criteria. If the user then asks, “Check if size 270 mm is available,” “Add it to my cart,” or “I’ll just order this item,” the AI will sequentially perform the tasks—from verifying product information to adding the item to the cart and moving it to the order form.

The results are immediately reflected on the actual online store screen, and users are directed to relevant pages according to their shopping stage, allowing them to check their progress directly.

Pre-installed on All Cafe24 Corp. Online Stores

Cafe24 Corp. has implemented this feature by default at the platform level so that individual online store operators do not need to develop the WebMCP functionality themselves.

The company explains that any Cafe24 Corp.-based direct-to-consumer (D2C) online store can utilize the Agent AI shopping environment without any separate development or integration work.

Currently, this feature is available in the “Browser AI” environment, where the AI agent can directly execute web page functions.

It is supported by the built-in browser in the ChatGPT desktop app, and on Chrome, users can test it by installing a WebMCP-compatible extension and configuring developer settings. However, users must perform the login and final payment themselves; the AI does not handle these steps.

Previously, Cafe24 Corp. launched a dedicated app on OpenAI’s “Apps in ChatGPT” platform, enabling users to browse products from its online store directly within ChatGPT.

The company plans to continue expanding integration between various AI services and its online stores to strengthen its AI-based shopping infrastructure.

Lee Jae-seok, CEO of Cafe24 Corp., stated, “As AI moves beyond simply recommending products to actively participating in the actual shopping process, new possibilities are opening up for online merchants,” adding, “We will support everyone—regardless of the pace of technological change or the scale of their business—so they can grow in this new e-commerce environment.”