'MZ Taste Targeted'... Hyundai Home Shopping's Mobile Commerce 'Shora' Surpasses 200 Billion Won in Orders

Monthly Average Order Amount Per Person Up 13% Year-on-Year
Order Amount Per Person Among 2030 Generation Soars 56%

Hyundai Home Shopping's mobile live commerce channel 'Shora' has surpassed 200 billion KRW in annual order amount. Since its launch in 2018, Shora has maintained double-digit growth rates annually over the past three years.

Hyundai Home Shopping announced on the 14th that Shora's order amount last year reached 202 billion KRW. The average monthly live broadcast order amount per person was 365,000 KRW, which the company explained as an effect of an increase in loyal customers. This represents a 53% increase compared to 2021, two years ago, and a 13% increase compared to the previous year. Considering that the average monthly order amount for TV home shopping is about 280,000 KRW, the amount spent shopping while watching mobile live broadcasts is more than 30% higher than on TV.

On the 9th, a beauty sales broadcast was held at the 'Shora' studio, Hyundai Home Shopping's mobile live commerce channel.
[Photo by Hyundai Home Shopping]

In particular, the order amount per customer in their 20s and 30s on Shora surged by 56% compared to the previous year. While TV home shopping orders peak at 10 a.m., Shora's prime time was found to be from 6 to 8 p.m. and 9 to 11 p.m., during after-work hours and before bedtime. Park Bong-seok, head of Hyundai Home Shopping's Shora team, said, "Unlike TV home shopping, where the main purchasing group is people in their 40s and 50s, Shora, a mobile live commerce targeting customers in their 20s and 30s, changed its name from Shopping Live to Shora early last year and consistently introduced unique products and content. As a result, the number of customers who repeatedly visit and shop has increased, and the order amount per person is also rising rapidly."

Hyundai Home Shopping explained that actively planning new concept programs targeting the MZ generation (Millennials + Generation Z) was effective. Representative newly launched programs include 'Guhaewat Shora,' which sources and sells popular products; 'Jaengyeodu Shora,' where daily necessities can be purchased at super special prices; and 'Jupjup Hashora,' a broadcast specialized in selling refurbished (repackaged display items) products. Since May last year, they have also been operating 'Jipbang Shora,' the industry's first live broadcast hosted alone by a show host from home.

Hyundai Home Shopping plans to pursue qualitative growth of Shora this year by expanding the premium product lineup and applying artificial intelligence (AI) technology. This month, they have already launched new programs such as 'Transparent Show,' a luxury-specialized program using augmented reality (AR) technology, and 'Backstage Show,' which discovers and introduces K-fashion designer brands based on SNS. Kim Joo-hwan, executive director of Hyundai Home Shopping's sales strategy division, stated, "We will strengthen premium MD and introduce AI show hosts who broadcast together with existing show hosts to accelerate Shora's establishment as the epitome of mobile shopping channels by enabling customers to experience Shora more easily and diversely in their daily lives."

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