What Naver’s New ThingsBook Platform Could Mean for Poshmark Sellers
Poshmark parent company Naver is launching ThingsBook, a taste‑based, UGC‑driven social media platform built around collecting and organizing “favorite things” rather than follower counts or ephemeral posts - raising questions about how the consumer-to-consumer fashion marketplace might fit into the company's broader social strategies.
ThingsBook is described by Naver as a “personal museum” where users collect, organize, and share favorite items and experiences (books, movies, travel, fashion, food, hobbies, etc.).
The product is being developed through Naver’s U.S subsidiary U.Hub as a next‑gen social blogging/curation platform tailored specifically to North American users.
When Poshmark was acquired by Naver in 2023, press releases highlighted the Korean company's plan to “pair Poshmark’s discovery‑based social shopping platform with Naver’s technological capabilities” and to leverage global content and data for AI‑driven recommendations.
Those plans have recently been accelerating as CEO Manish Chandra and several other co-founding executives stepped down last year with Naver's Executive Chairman and President of Investments Namsun Kim taking the helm at Poshmark.
Since then Poshmark has announced partnerships with Google and Perplexity, and controversial changes impacting visibility and discovery on the platform.
Liz Morton
Naver hasn’t publicly described any integration plans between ThingsBook and Poshmark, but AI model training, cross-platform engagement signals for personalization, and advertising are all plausible crossover points.
One near-term test could be turning ThingsBook into a discovery layer that deep-links into Poshmark - for example, “favorite things” posts that generate “similar items on Poshmark,” or curated shelves that pull live inventory from Poshmark’s catalog.
Over time, ThingsBook taste signals (what users collect, linger on, save, and share) could also influence what buyers see inside Poshmark through search ranking, “Just for You,” Promoted Closets, and live-shopping recommendations.
Naver has a long history of building tools around bloggers and community leaders through Naver Blog and Cafe, so it will not be surprising if we eventually see features like one‑click or simplified “share to ThingsBook” from Poshmark listings, letting sellers or influencers build collections that include live Poshmark inventory.
The company is also likely to lean heavily on creator ambassador/affiliate programs where power curators on ThingsBook might earn fees, credit, or visibility boosts when their collections drive Poshmark sales.
In fact, the ThingsBook Instagram page is already soliciting applications for a Creator program ahead of the site's official launch planned for later this month - and while it currently appears to be exclusively focused on ThingsBook, it wouldn't be difficult to eventually turn this into a way to connect the new social media platform with Poshmark in the future.
Naver could also potentially leverage cross‑property signals such as email, device-level identifiers, or Single Sign On (SSO) for inference-level matching that a ThingsBook user and a Poshmark buyer are the same person, which could have trust and fraud prevention benefits in addition to allowing for more personalized shopping experiences.
However, any such functionality is likely to face privacy and regulatory constraints in the U.S.
Whatever the company has planned for optimizing these two business units, you can bet AI will be highly involved, which makes Poshmark's recent hiring of Praveen Rokkam as Head of AI particularly interesting.
Rokkam most recently led the recommendations team for Instagram Feed, Reels and Explore at Meta with previous positions also working on ad ranking for IG and search quality for Facebook Marketplace as well as stints at IBM, Veveo, and Microsoft - giving him highly relevant experience to draw on for both on-site AI-powered search and discovery optimization for Poshmark as well as potential crossover opportunities with other Naver subsidiaries.
What Does It Mean For Poshmark Sellers?
It's too early to tell what if any impact Naver's launch of ThingsBook will have on Poshmark sellers and I would caution against making any big changes at this point in time.
That being said, it's not a bad idea to think about where Naver may be going with this and how to best be prepared.
Here are a few ideas Poshmark sellers should keep in mind with the rollout of ThingsBook:
Inventory and branding need to be “collection‑ready”
ThingsBook is built around neatly organized, aesthetically coherent collections or "mood boards", so listings that are photographed and titled in ways that fit into specific curated collections (e.g., consistent backgrounds, strong style keywords, clear category tagging) are more likely to be usable as building blocks in taste‑driven feeds.
Sellers who treat their closet like a brand, not just a random assortment of miscellaneous items, will be best positioned if Naver builds collection‑level merchandising for ThingsBook that pulls from Poshmark.
And while Poshmark has not said so explicitly, potential crossover to ThingsBook could also be one reason they are continuing to test switching to using portrait (tall, vertical) images despite seller backlash to earlier tests - images with that aspect ratio tend to perform better on many social media apps and that will likely be true for ThingsBook as well.
Liz Morton
And as always, none of this replaces the fundamentals: accurate descriptions, competitive pricing, fast shipping, and consistent listing activity.
Expect more volatility - and more black‑box AI
If Naver eventually decides to pipe ThingsBook data into its models, recommendation and search behavior on Poshmark could change in ways that are hard to diagnose at the listing level.
Visibility may start to depend not only on your on‑platform activity but also on how similar users behave on ThingsBook - what kinds of aesthetics they save, what categories they cluster together, and which creators they follow.
For sellers, the usual advice (high‑quality photos, competitive pricing, consistent activity) will remain necessary but may not be enough to maintain previous sales volume if off‑Poshmark signals enter the equation.
Since it's not clear when or even if Naver might start to integrate ThingsBook and Poshmark, at this point sellers should simply be aware that it could happen and that they may see unexplained changes in visibility if it does.
Potential new buyer funnels and roles
If Naver executes well, ThingsBook could become a relatively “native” shopping inspiration feed for North American users in a way that Posh Parties and sharing have not fully achieved outside the existing seller base.
That might widen the buyer pool beyond the current Poshmark core base, especially if Naver cross‑promotes ThingsBook through Webtoon, Band, or their other properties.
There's also an opportunity for ThingsBook to open up new hybrid roles for non‑selling curators who build collections and send traffic to professional sellers - and while that could have positive benefits for some, many sellers will no doubt have concerns that any potential crossover promotion might favor only select larger sellers or accounts run directly by Poshmark staff, as we've seen with recent Posh Show trends.
Liz Morton
Not all of these potential pathways to integrate ThingsBook with Poshmark will happen, and some may never materialize, but together they show the potential direction of travel Naver may be considering for 2026 and beyond.
For now, the near‑term impact for sellers seems likely to be through incremental features - new share surfaces, new recommendation behavior, new promotional programs - so the smart move is to optimize for algorithm‑friendly, brand‑coherent inventory on Poshmark while keeping a close eye on ThingsBook as it's scheduled to officially launch on January 26, 2026.
