This photo, provided by Lotte Department Store shows its live commerce broadcast.
SEOUL, May 12 (Korea Bizwire) — Home shopping companies are stepping up competition in the field of live commerce, or TV home shopping-style mobile shopping, to address demand from the MZ generation, who are more acquainted with watching videos on mobile phones.
CJ OnStyle recently renovated the ‘live show’ tab on its mobile application to replace the front page’s television home shopping section with live commerce videos.
A new edition of live commerce shows is being hosted by social influencers who specialize in beauty products, products for children, and food.
GS Shop, too, now offers live commerce programs four times a day via its mobile app.
In addition, live chats and ‘proof photos’ are being incorporated to better engage with customers.
“We aim to come up with a live commerce platform that, unlike television, can fully meet customers’ expectations,” GS Shop said.
Ashley Song (ashley@koreabizwire.com)
