eBay Korea "Sales Prodigy, 1.5 Billion Won in Sales from 3 Broadcasts"

Variety-type live commerce 'Jangsang-ui Sindong' capture (Photo by eBay Korea).

[Asia Economy Reporter Yuri Kim] eBay Korea announced on the 21st that its newly launched real-time entertainment-style live commerce program, 'Jangsa-ui Sindong,' recorded cumulative sales of 1.5 billion KRW after just three broadcasts.

eBay Korea explained, "On the day of the broadcast, up to 83% of the daily sales of participating brand products occurred through live commerce, demonstrating significant effectiveness."

'Jangsa-ui Sindong' is a program created in collaboration with CJ ENM, incorporating entertainment elements, and consists of digital content and live commerce. The broadcasts were held on the 10th, 14th, and 17th through Gmarket and Auction, selling 'LG Objet Collection,' 'LF Hazzys,' and 'Amorepacific Sulwhasoo,' respectively.

During the one-hour broadcasts, cumulative sales reached 530 million KRW. When including sales until midnight of the broadcast day, while discount benefits were maintained, total sales exceeded 1.54 billion KRW. Combining the sales of participating brand products on the day of the live broadcast amounted to 2.7 billion KRW, indicating that the participating brands also benefited from the live commerce advertising effect. On the first day, 83% of the daily sales of 'LG Objet Collection' were made during the live broadcast, and on the 17th, 47% of the daily sales of 'Amorepacific Sulwhasoo' were made through 'Jangsa-ui Sindong.'

The real-time cumulative viewership reached 655,000. Including replays, a total of 960,000 viewers watched. The 'Sulwhasoo' episode broadcast at 8 PM on the 17th attracted 100,000 viewers within 15 minutes of starting and 400,000 viewers during the one-hour broadcast. eBay Korea explained, "This is more than three times (208%) the number of viewers compared to when the same products were sold on other companies' live commerce platforms."

Yoo Doo-ho, head of eBay Korea's Smile Marketing Office, said, "'Jangsa-ui Sindong,' a live commerce program launched with a differentiated concept, has recorded success from the start, leading to a flood of participation inquiries from brand companies for subsequent broadcasts." He added, "Based on the strong partnerships we have built with brand companies, we plan to introduce differentiated live commerce focused on big brands that are difficult to find in existing live commerce or home shopping."

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