"Strengthening Live Commerce"… Home&Shopping Revamps 'PangLIVE'

Regularly scheduled 20 times a month... Pilot broadcast on the 1st surpassed approximately 250,000 views within 1 hour

A portion of the broadcast screen of Home&Shopping's live commerce 'Pang Live'.
[Photo by Home&Shopping]

[Asia Economy Reporter Junhyung Lee] Home&Shopping is intensifying its live commerce business. Home&Shopping announced on the 5th that it has scheduled its live commerce broadcast 'Pang Live (LIVE)' to air 20 times a month. A manager in their early 30s was specially appointed through an internal recruitment process.

With this reorganization, Pang Live will be broadcast regularly twice a day from Monday to Friday, at 11 a.m. and 9 p.m. Regular broadcasts will air 20 times a month, with pilot broadcasts aired occasionally.

Pang Live was officially launched last year. Compared to TV home shopping, it has lower broadcasting conditions and cost constraints, allowing small and medium-sized enterprises with smaller scales to conduct live commerce. Thanks to this, Home&Shopping explains that Pang Live is growing rapidly.

Lower commissions compared to TV home shopping are also an advantage. About 90% of all sellers on Pang Live are small and medium-sized enterprises. Home&Shopping intends to continuously support small and medium-sized enterprises in expanding their sales channels and revenue through Pang Live.

Home&Shopping plans to prevent the departure of its main TV home shopping customer base in their 40s and 50s through interactive broadcasts and fresh content, while actively targeting the 2030 MZ generation who are not familiar with TV home shopping. The number of brands using Pang Live as a brand marketing channel is also increasing. Recently, Sony launched a limited edition new product on Pang Live, recording sales of 100 million won within one hour of the broadcast.

Im Jaesung, head of the Home&Shopping live commerce team, stated, "We will continue to leverage Home&Shopping's strengths specialized in mobile and present a differentiated Pang Live service."

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