CJ O Shopping Plus Plays a Key Role as a Gateway for Small and Medium Enterprise Home Shopping

Expanding Sales Scale from T-Commerce Product Promotion to TV Home Shopping
Over 50 Partners Sold New Products Worth 120 Billion KRW in the First Half of the Year

[Asia Economy Reporter Seungjin Lee] CJ ENM O Shopping Division's T-commerce channel ‘CJ O Shopping Plus’ is playing the role of a ‘gateway’ for TV home shopping channels and is taking the lead in supporting sales channels for small and medium-sized enterprises (SMEs).

CJ ENM O Shopping Division announced on the 15th that the total sales of SME products sold through the linked T-commerce channel and TV home shopping channels exceeded 120 billion KRW in the first half of this year. SMEs are leveraging the advantages of T-commerce, which has relatively lower burdens such as sales commissions and product preparation quantities compared to TV home shopping, as a stepping stone to expand sales to TV home shopping.

A representative success case is the ‘Wellix Food Waste Processor,’ which has been very popular since last year. This product, first introduced on CJ O Shopping Plus in February 2019, uses a grinder and bio ceramic balls to process food waste without odor.

Last year, it achieved over 12 billion KRW in sales through more than 60 broadcasts on CJ O Shopping Plus. After confirming customer response, Wellix also entered the TV home shopping channel ‘CJ O Shopping’ in June last year and continues to see strong sales this year. This product recorded sales exceeding 9 billion KRW in the first half of this year through both T-commerce and TV home shopping channels.

The ‘Dr. 88,’ which activates cartilage cells using ultrasound, also started on T-commerce and extended to TV home shopping broadcasts, achieving 12 billion KRW in sales over one year and six months from January last year to the present. Additionally, the ‘Hong Seongdon Sleep Pillow’ is popular. This product was introduced through CJ ENM O Shopping Division’s SME support program ‘One Company One Premium Product’ in May via free sales broadcasts on both T-commerce and TV home shopping. It sold 10,000 sets within two months on CJ O Shopping Plus.

CJ ENM O Shopping Division is currently expanding sales of about 60 products from over 50 partner companies launched on CJ O Shopping Plus in the first half of this year to CJ O Shopping. The sales volume of these SMEs on CJ O Shopping Plus in the first half was about 30 billion KRW, and selling the same products on TV home shopping recorded sales exceeding 90 billion KRW.

TV home shopping has a high sales volume per unit time, which places a heavy inventory preparation burden on partners. In this regard, T-commerce is ideal for SMEs with weaker brand power. It allows broadcasts with smaller inventory and has relatively lower sales commission burdens, making it highly useful as a long-term sales channel. CJ ENM O Shopping Division is utilizing these advantages by using T-commerce as a ‘test bed’ for entry into TV home shopping, providing partners not just with simple sales opportunities but with chances for substantial growth, creating a ‘win-win’ business model.

A CJ ENM O Shopping Division official said, “The inflow of new products from T-commerce channels to TV home shopping is an encouraging phenomenon for the diversity of products in the overall market and the revitalization of the industrial ecosystem,” adding, “We will strengthen synergy between the two channels, T-commerce and TV home shopping, increase sales of high-quality SME products, and expand cases of mutual win-win with our partners.”

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