According to an embodiment of the present disclosure, an electronic shelf label includes a display configured to receive a touch input from a user and display information to a user on a screen; and a controller configured to control the screen displayed by the display based on the input received through the display, the display is configured to receive a division input, a virtual cell selection input, or a virtual cell adjustment input from the user and the controller is configured to: generate a plurality of virtual cells by dividing the screen based on the division input, assign a unique code to each of the plurality of virtual cells, and adjust the plurality of virtual cells or the unique code based on the virtual cell selection input or the virtual cell adjustment input.