Lotte Homeshopping Launches Influencer Commerce 'Celeb Lounge'

Lotte Homeshopping has launched the influencer commerce platform 'Celeb Lounge'.

[Asia Economy Reporter Lim Chunhan] Lotte Homeshopping announced on the 15th that it will launch an influencer commerce platform called ‘Celeb Lounge,’ which conducts one-person group purchase special markets linked to SNS accounts of show hosts and influencers.

With the rise of contactless shopping due to COVID-19, one-person markets where individuals recommend and plan products based on SNS have been spreading. In response, a new concept platform integrating influencers, SNS, and commerce was planned. This is an attempt to expand the target of home shopping, which mainly focuses on middle-aged and older generations through TV media, to mobile commerce and younger audiences. By leveraging the expertise of home shopping, it aims to increase customer satisfaction through reliable products and content, as well as prompt customer service including delivery, cancellations, and refunds.

Celeb Lounge will be scheduled frequently. About 20 Lotte Homeshopping show hosts and influencers will participate, conducting live broadcasts through their individual SNS accounts and selling specific products as short-term group purchase specials. Customers can communicate in real time about product information and inquiries, and purchase products through links attached after watching the live broadcast.

In the launch broadcast on the 15th, the ‘Han Sehwa Market,’ led by fashion specialist show host Han Sehwa, will sell the ‘Ojani Bag,’ which gained attention as worn by singer Sunmi, at a discount of up to 52%. On the 17th, beauty specialist show host Lee Hwijin will sell various sets of ‘Dr. Bronner’s Pure Castile Soap,’ a best product at the Health & Beauty (H&B) store.

A Lotte Homeshopping official said, “As one-person markets have become a hot topic, we planned a new platform in the form of a cell market. We will communicate with customers through markets that reflect the personalities of our show hosts and influencers, moving beyond simple product sales. In the future, we plan to increase the proportion of unique products linked with famous influencers and present differentiated and leading mobile content.”

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