Fast Delivery and Fresh Strategies: Home Shopping in South Korea Adapts for 2025 | Be Korea-savvy

Fast Delivery and Fresh Strategies: Home Shopping in South Korea Adapts for 2025


TV Homeshopping (Image courtesy of Yonhap)

TV Homeshopping (Image courtesy of Yonhap)

SEOUL, Jan. 17  (Korea Bizwire) — South Korea’s home shopping industry is rapidly evolving its delivery services and diversifying business models to align with changing consumer trends, aiming to boost competitiveness and profitability through personalized services.

Expanded Delivery Services

Leading home shopping companies are enhancing their delivery systems through strategic partnerships with logistics firms. On January 10, 2025, Shinsegae Live Shopping partnered with CJ Logistics to introduce the “Same-Day Delivery” and “Sunday Delivery” services.

Customers in the Seoul metropolitan area can now receive products ordered between midnight and 10 a.m. on the same day. Additionally, items purchased on Saturdays are now delivered on Sundays, thanks to CJ Logistics’ seven-day delivery system launched on January 5.

CJ OnStyle expanded its delivery options in late 2024 with the introduction of the “Overnight O-NE” service, allowing customers who purchase items before 9 p.m. on weekdays to receive their orders the next morning.

In September 2023, CJ OnStyle partnered with CJ Logistics to launch the industry’s first “O-NE” delivery service. (Yonhap)

In September 2023, CJ OnStyle partnered with CJ Logistics to launch the industry’s first “O-NE” delivery service. (Yonhap)

 

Leveraging its Gunpo logistics center and CJ Logistics’ infrastructure, CJ OnStyle also offers services like “Today O-NE,” “Tomorrow O-NE,” and “Sunday O-NE.” The company now applies these services to about 40% of its broadcast products and is extending them to mobile live commerce channels.

GS Shop introduced its “Holiday Next-Day Delivery” service in October 2024, ensuring Sunday delivery for items purchased during Saturday broadcasts in Seoul, Incheon, and parts of the greater metropolitan area, with plans for broader expansion.

NS Home Shopping signed a partnership with Lotte Global Logistics to launch the “Promise Delivery” service, offering customers in Seoul flexible delivery slots—early morning, morning, afternoon, and evening. NS Home Shopping already operates express services like “Fast Delivery,” “Today Service,” and same-day courier deliveries.

Hyundai Home Shopping’s “Quick Delivery” guarantees next-day delivery for orders placed before 4 p.m. on weekdays. In June 2024, it upgraded its logistics center by relocating from Gunpo to Hwaseong and partnered with Lotte Global Logistics to integrate advanced automation systems.

The South Korean TV home shopping industry is facing a severe downturn with broadcast revenue plummeting to a five-year low. (Image courtesy of GS Shop)

The South Korean TV home shopping industry is facing a severe downturn with broadcast revenue plummeting to a five-year low. (Image courtesy of GS Shop)

Diversified Business Strategies

Home shopping companies are implementing diverse strategies to enhance profitability. NS Home Shopping began live broadcasts an hour earlier at 5 a.m. starting January 10, 2025, to target the growing 60-70 age demographic, which has shown increased early morning TV viewership. Sales during this time slot rose 7.5% year-on-year.

Lotte Home Shopping is accelerating its character IP business with the official domestic launch of the mobile game “Bellygom Matchland.”

Initially tested in markets like the UK and Canada in 2024, the game has surpassed 20,000 downloads, with 70% of users being women in their 20s to 40s. Lotte plans to expand Bellygom’s presence through merchandise and mobile game promotions.

CJ OnStyle aims to increase its portfolio of mobile and TV video content intellectual properties (IP) from 40 to 50 in 2025. The company is also expanding its reach across YouTube, TikTok, and Instagram by adapting popular mobile programs for TV and vice versa. Notably, the mobile hit “Get It Beauty Friends” will debut as a TV program in February 2025.

Industry insiders emphasize that home shopping companies are focusing on enhancing delivery and personalized services to meet customers accustomed to fast e-commerce deliveries. Beyond product sales, the goal is to provide differentiated consumer experiences.

Ashley Song (ashley@koreabizwire.com) 

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