Live commerce is a home shopping-like online service that uses mobile shopping platforms or social media for live streaming. Two-way communication with viewers is possible and various inquiries about the product can be easily made through video chatrooms. Live commerce service is being adopted by department stores and cosmetics companies as demands for virtual shopping promotions had increased amid the COVID-19 pandemic.
CJ OnStyle said in a statement on October 1 that it will showcase 86 winter items from 13 brands including products from fashion brands such as "The AtG" and "Brooks Brothers" in a live commerce format. Han Hyun-min, the first South Korean model of Nigerian descent, and actress Go Eun-ah will be interacting with viewers in real-time during the shopping show.
Data released by Kyobo Securities' research center showed that the domestic live commerce market, standing at about 2.8 trillion won ($2.3 billion), is estimated to reach 10 trillion won in 2023. The main consumer group of the live commerce service is millennials and Generation Z while TV home shopping channels are still consumed by middle-aged viewers.
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