South Korea’s TV commerce firms foray into live broadcast

The country’s live commerce market has been growing at a rapid pace.

South Korea’s major T-commerce or television-based shopping operators are launching live broadcasting programs to sell their products through TV channels, Korea Bizwire reported.

Amongst the top three firms—K-shopping, SK Stoa and Shinsegae TV Shopping—the latter two introduced live broadcasting through their TV channels. T-commerce generally relies only on recorded content for sales, but hosts struggle 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.

As the country’s live commerce market is growing at a rapid pace, the T-commerce industry expects live broadcasting to contribute to boosting sales.

When K-shopping offered live broadcasting both through its TV channel and mobile app simultaneously for about an hour from 11 AM, its sales marked a 3.7-fold increase compared to when live broadcasting was offered only through its mobile app.