This captured image provided by K-shopping shows the T-commerce company’s TV app live broadcasting.
SEOUL, June 15 (Korea Bizwire) — South Korea’s major T-commerce (television-based shopping) operators are launching live broadcasting programs to sell their products through TV channels.
Among the top three firms — K-shopping, SK Stoa and Shinsegae TV Shopping — the latter two introduced live broadcasting through their TV channels.
Featuring a combination of TV home shopping and Internet shopping, T-commerce, in general, relies only on recorded content for sales. This type of selling, however, has limits since it’s difficult for hosts to check consumer response in real time.
SK Stoa and Shinsegae TV Shopping are set to adopt the method of enabling their current app-based live broadcasting to be viewed through a section of a main TV screen.
Given that the nation’s live commerce market is growing at a rapid pace, the T-commerce industry expects live broadcasting to contribute to boosting sales.
In fact, when K-shopping offered live broadcasting both through its TV channel and mobile app simultaneously for about an hour from 11 a.m., its sales marked a 3.7-fold increase compared to when live broadcasting was offered only through its mobile app.
J. S. Shin (js_shin@koreabizwire.com)
