Lotte ON, 'Home Appliances' Sold Better Than 'Clothing'

[Asia Economy Reporter Seungjin Lee] At LotteON, Lotte Shopping's integrated online shopping mall, sales of home appliances have surpassed clothing for the first time to take the top spot.

According to LotteON on the 9th, the product category with the highest sales immediately after its launch in April was home appliances. Home appliance sales accounted for 20.2% of total sales, which is about 5.7 percentage points higher than the same period last year.

Considering that clothing was the top-selling category in May and June of 2018 and 2019, it is analyzed that the synergy with Hi-Mart, one of the affiliates integrated with the launch of LotteON, has been significant.

In online malls, it is generally common for relatively mid- to low-priced clothing to have the highest sales proportion. Recently, the trend of purchasing high-priced home appliances has shifted from offline to online, greatly increasing the presence of home appliances in online malls.

LotteON explained, "The ability to experience product photos, videos, detailed prices, and features through social networking services (SNS) has greatly reduced the psychological burden of purchasing high-priced products online."

Meanwhile, targeting the 'homeconomy' group who enjoy leisure at home, LotteON will hold the 'Essential Home Appliances Amazing Week for Summer' event from the 13th to the 19th.

They will offer discounts on air conditioners, with up to 7% off on event models. Large TVs and refrigerators will also be offered at special prices. Event models of large TVs over 60 inches and large refrigerators over 800 liters will be available at discounts of up to 6%.

Park Seong-bae, Marketing Team Leader at Lotte e-Commerce, said, "As the non-face-to-face marketing market grows significantly, online demand for home appliances, which were generally purchased offline, is increasing. Even for high-priced items, we will do our best to ensure customers can purchase with trust under the best and optimal conditions through this event."

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