Lotte Department Store "Live Commerce Channels Popular Amid Increase in Contactless Shopping"

Lotte Outlet Paju Branch Adidas Store 'Tear Down Live Shopping'

Achieves Highest Views and Sales on Naver Live Shopping

[Asia Economy Reporter Cha Min-young] Amid the increase in contactless shopping due to the impact of the novel coronavirus (COVID-19), Lotte Department Store's live commerce channel is gaining attention. Live commerce refers to introducing and selling products through live broadcasts on mobile devices.

Lotte Department Store announced on the 12th that since December last year, it has been conducting one live broadcast per day through the live commerce channel '100LIVE' on Lotte.com. Participating brands started with women's clothing brands and cosmetics targeting women in their 20s and 30s, and are gradually expanding to products aimed at women and men in their 40s and 50s. As of March, the cumulative number of live shopping viewers reached 18,000 times, which is five times more than the number of viewers during the entire month of December last year.

On the 7th, in collaboration with Naver, the 'Adidas Warehouse Tear Down' live shopping event at Lotte Outlet Paju Branch recorded 46,000 viewers, setting a new record for the highest views on Naver live broadcasts (previous record was 25,000 views). Simultaneously conducting live broadcasts and Naver shopping events, products worth 240 million KRW were sold, marking the highest sales for a single brand.

The department store explained that the participation of influencers combining entertainment elements and in-store experiential content attracted customer interest. Compared to home shopping broadcasts, live shopping is conducted via mobile, allowing freer interaction and real-time chatting with viewers. By adopting the characteristics of online one-person media broadcasting platforms familiar to the millennial generation, the broadcasts selling products are evolving into a new form of industry that incorporates fun and indirect experience elements.

Kim Myung-gu, Head of Digital Business Division at Lotte Department Store, said, "We will strengthen 'live shopping' online as well and strive to generate traffic through fun that appeals to the millennial generation to establish it as a new distribution channel."

This content was produced with the assistance of AI translation services.