Celebrating its tenth anniversary on the 30th, ONE Store has announced its 'All in ONE Store' vision. The goal is to move beyond the traditional download-centric model, offering developers and users a new set of choices. They have introduced 'ONE Web Shop,' a web-based D2C payment platform, and 'ONE Play Games,' which allows for instant, installation-free gameplay—effectively creating an ecosystem where downloading, paying, and playing all happen under one roof.

Since its 2016 launch as a joint venture between the three major Korean telcos and Naver, ONE Store has grown into a domestic powerhouse, hitting a cumulative transaction volume of 8 trillion won and 7.4 billion downloads. In 2018, it became the first in the app market industry to reduce in-app payment fees from 30% to 20%. This resulted in a total of 1.2 trillion won saved or returned to developers and users through fee reductions and loyalty benefits. This strategy has kept the company in the number two spot for cumulative game transactions in Korea since 2019.

The newly minted 'ONE Web Shop' is a web-based D2C payment infrastructure provided by the platform. Drawing on its years of experience, ONE Store offers a reliable environment for both developers and users. Developers can integrate their web shops without needing to build entirely new versions, leveraging existing ONE Store in-app payment specs for a competitive fee of 8%, including PG charges. Users can access these shops via in-game links, the ONE Store app, or external channels across Android, iOS, and PC. With 40 products already lined up, the official launch is set for the end of May.

'ONE Play Games' allows users to dive straight into various titles within the ONE Store app without the hassle of downloading. By partnering with Tencent, a global leader in the mini-game market, ONE Store is bringing a new gaming experience to domestic players. This service provides users with friction-free discovery and developers with a new channel for exposure and revenue. Using ONE Store’s existing login and payment infrastructure, the cycle from launching the game to buying items is supported stably within the app. The service will officially launch in May following a pilot phase.

Under the 'All in ONE Store' banner, the firm plans to accelerate mid-to-long-term growth using three pillars: the traditional app market, ONE Web Shop, and ONE Play Games. By increasing content and dwell time, they expect synergy that drives transaction volume while diversifying their growth model. CEO Park Tae-young noted, "We are expanding the role of the app market to lead change," adding, "We intend to usher in the next generation of app stores where downloading, paying, and playing all happen in one place."