Home&Shopping Expands Live Commerce 'PangLIVE'

Expectations for Acquiring New Customers in 2030

[Asia Economy Reporter Kim Cheol-hyun] Home&Shopping (CEO Kim Ok-chan) announced on the 22nd that it will expand its 'live commerce (live broadcast)' to target the MZ generation (born early 1980s to early 2000s) who are familiar with mobile devices.

Home&Shopping converted 'PangLIVE,' which has been operating since November 2018 to expand contact points with young customers familiar with mobile and video, into a mobile live broadcast. While the existing content mainly delivered one-way information through videos, the upgraded 'PangLIVE' is characterized by strengthened real-time communication with viewers.

During the live broadcast, viewers can ask questions or share opinions about the broadcast through the live chat window, and the host can immediately reflect viewers' questions and reactions in real time to create a broadcast together with the audience.

Through 'PangLIVE,' Home&Shopping plans to actively appeal not only to housewives, the main customers of TV home shopping, but also to the MZ generation by introducing competitively priced mobile-exclusive products, small and medium-sized enterprise products with competitive advantages but no sales channels, and local seafood products.

A Home&Shopping official said, "We are making efforts to introduce many small and medium-sized partner company products through PangLIVE and extend them to TV home shopping broadcasts," adding, "We will do our best to support sales channels for small and medium-sized enterprise products through content expansion in the future."

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