This file photo shows the captured image of its live commerce broadcast. (Yonhap)
SEOUL, April 7 (Korea Bizwire) — Six out of 10 Seoulites have made a purchase using live commerce, or TV home shopping-style mobile shopping, a survey showed Wednesday.
According to a survey conducted by the Seoul Metropolitan Government of 4,000 consumers between 20 and 60 years of age, 2,315 or 57.9 percent of the total said they had used live commerce before, more than two times higher than the figure recorded in a 2020 survey.
The ratio of those with such experience did not vary by gender and was evenly distributed throughout the entire age range. This result can be contrasted with TV home shopping, in which those in their 40s and 50s showed a higher level of usage rate.
The item purchased most often through live commerce (multiple responses possible) was food (54.8 percent), followed by daily necessities (44 percent), clothes and fashion items (39.5 percent), agro-fishery products (23.2 percent) and cosmetics and perfumes (19.3 percent).
The most popular platform was Naver Shopping Live at 84.1 percent, followed by Kakao Shopping Live at 54.6 percent, Coupang Live at 47.6 percent and TMON TVON LIVE at 31.7 percent.
Among consumers that had used live commerce, 15.6 percent or 361 persons said they had suffered damages related to their purchase. By type of damage, false and exaggerated advertisements accounted for the largest share at 60.1 percent.
Ashley Song (ashley@koreabizwire.com)
