Lotte ON Launches Live Commerce 'ON Live'

[Asia Economy Reporter Seungjin Lee] Lotte ON will launch its live commerce service, 'ON Live,' on the 22nd.

'ON Live' can be viewed on the Lotte ON application and the official Lotte ON Instagram account. It introduces products from sellers on Lotte ON as well as various items from Lotte Department Store, Lotte Mart, LOHB's, and more. Customers can ask questions in real-time through the chat window while watching, and if they purchase products during the broadcast, they can receive additional benefits.

The first broadcast of 'ON Live' will start at 12 PM on the 22nd, featuring 10 types of the 'Joseph & Stacey' knit bag series, which has recently gained great popularity among young people. The broadcast will feature 'Bora Claire,' a famous fashion YouTuber with 230,000 subscribers, who will introduce hotel vacation styling. Additionally, the 10 featured products will be sold at up to 35% off the regular price for one day only on the 22nd.

Events for purchasing customers will also be held. During the broadcast, 10 customers who purchase and verify with a comment will receive a 'Lucky Pleats Knit S.' Among customers who leave a photo review after purchasing, 50 will be gifted an 'Everlasting Flower Charm' worth 50,000 KRW. Furthermore, 50 customers who make purchases in the 100,000 KRW, 200,000 KRW, and 300,000 KRW price ranges on a first-come, first-served basis will also receive prepared gifts.

On the 28th, stylist Su-kyung Seo will appear to introduce Maeil Dairies' Almond Breeze products, offering special prices and various gift events.

Meanwhile, Lotte ON incorporated video platform functions from its launch with the intention of introducing live commerce. Currently, Lotte ON’s video platform, 'ON TV,' simultaneously broadcasts product introduction videos and content from '100 Live,' the live commerce channel of Lotte Department Store. With the new launch of 'ON Live,' Lotte ON plans to provide customers with diverse content covering not only department store products but also items from the mart, LOHB's, and seller stores.

Additionally, Lotte ON plans to convert 'ON Live' into an open platform where sellers and customers can directly participate by the second half of next year. Once converted to an open platform, any registered seller will be able to schedule broadcasts and conduct live sales directly on 'ON Live,' increasing their sales revenue. Lotte ON intends to share the know-how accumulated through operation before the transition with the sellers.

Choi Hee-kwan, head of Lotte e-commerce O4O division, said, “Due to COVID-19, live commerce, which goes beyond untact to ontact, is becoming increasingly important as a distribution channel. ‘ON Live’ launched on Lotte ON will grow not only as a platform for selling our own products but also as an open live commerce platform accessible to all registered sellers.”

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