Capturing 'Life' More 'Vividly'... Live Commerce is Rising

Broadcasting Dairy Products in the Jeju Wind
Visiting Production Sites and Discovering Hidden Products

# On the morning of the 14th, at a ranch located in Wolpyeong-dong, Jeju, GS Shop's mobile live commerce team for ‘Shoppy Live’ broadcasted a dairy product sales show outdoors, undeterred by the midwinter Jeju wind, featuring yogurt, milk jam, mozzarella, and more. Twelve cows grazing freely on organic grass in a UNESCO-designated biosphere reserve appeared together, emphasizing that the products were made from fresh raw milk. GS Shop sold Hallabong and Redhyang citrus fruits, antibiotic-free pork donmahawk and handmade sausages, hairtail, mackerel, and dried yellow corvina at Jeju citrus farms, livestock farms, and restaurants near the harbor until the next day. When a magnitude 4.9 earthquake struck offshore Jeju, viewer comments inquiring about the production team’s safety appeared during the following day’s broadcast.

Visiting Directly and Finding SME Products

On the 17th, Seonghee Jo, GS Shop’s fresh food MD, said, "We visited Jeju to introduce local specialties so that families could prepare abundant tables with fresh ingredients directly shipped from production areas for Christmas and year-end, and sales were over 60% higher than broadcasts conducted in the studio."

GS Shop sought to convey vivid on-site experiences by traveling to distant production sites, delivering a sense of presence comparable to terrestrial or TV home shopping.

Some companies have sought out products from small and medium-sized enterprises and small business owners with strong product appeal but low recognition, adding new stories and designs, and targeting generations unfamiliar with live commerce broadcasts through programs to secure new customers.

Last month on the 25th, Emart held the ‘Emart Rediscovery Project, Jeju 6th Industry Product Exhibition’ through SSG.com’s own live commerce ‘SSG.LIVE’. This program was planned to strengthen the competitiveness of local farms and manufacturers by selling processed agricultural, fishery, and livestock products from various regions, promoting coexistence with local communities. All items debuting on SSG.LIVE, such as savory traditional snacks and grain snacks containing mandarin orange juice, were products discovered through Emart’s Rediscovery Project. In line with the spirit of co-prosperity with SMEs, Emart covered all shipping costs and also sells these products at its Yongsan, Mokdong, Shin Jeju, Seogwipo, and Jeju stores.

Fashion Programs Targeting the 40-60 Age Group

NS Home Shopping’s live commerce ‘Enrabang’ launched a fashion and beauty program ‘Enrabang X Joamom’ on the 14th, in collaboration with the women’s clothing online shopping mall ‘Joamom’, targeting middle-aged female customers. Since the brand already has a strong fan base mainly among the 20-50 age group online, it aims to attract the 40-60 age group, the main customer base of traditional TV home shopping, through live commerce broadcasts, and expects to expand its customer base by building an online ‘New Middle-Aged Empathy Community’ with customer participation groups and influencer-linked content.

An NS Home Shopping official said, "The first shopping live broadcast simultaneously aired on our own channel Enrabang and Naver recorded over 10,000 viewers and received a good response."

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