SSG.com, the e-commerce affiliate of Shinsegae Group, is carving out its lifestyle business division. The strategy is to move away from a unified platform approach and establish an independent decision-making and management system to respond to market changes.

SSG.com announced on the 27th that its board of directors had approved a spin-off of the lifestyle business division. After securing approval for the spin-off plan at an extraordinary general meeting of shareholders at the end of October, the company plans to complete the related procedures on December 1. As a result, SSG.com will be split again seven years after the launch of the integrated entity.

The surviving entity will remain SSG.com, and the new entity will be named Shinsegae Mall (tentative). The shareholding ratio will be 65 to 35, with Emart holding 65.1% and Shinsegae 34.9%, and shareholders will receive shares in the existing and new entities in proportion to their current holdings.

SSG.com will focus on online grocery shopping and commerce operations. Shinsegae Mall plans to operate primarily around fashion, beauty, and lifestyle categories.

Even after the corporate split, business linkages aimed at customer convenience will continue. Following the spin-off, the Shinsegae Mall platform will remain integrated within the existing SSG.com app, allowing consumers to purchase lifestyle products. Shinsegae Mall also plans to expand customer touchpoints by strengthening its own platform while connecting to various channels such as SSG.com.

An SSG.com representative said, “Through the spin-off, the company expects to enhance the specialization of each business and respond more quickly to market changes based on an independent decision-making structure,” adding, “Even after the split, the company will maintain strong customer touchpoints and necessary business linkages to continuously reinforce competitiveness.”

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