Unique Live Broadcast Succeeded... Lotte Home Shopping's Mobile TV 'ELive' Sales Up 40%

Lotte Homeshopping announced on the 12th that orders through on-site live broadcasts and one-person broadcasts via the mobile TV service 'ELive' have increased by more than 40%.

Since the 5th of last month, Lotte Homeshopping has been operating fixed on-site broadcasts selling popular products such as fashion and beauty at Lotte Department Store Jamsil Branch. This is due to the growing popularity of live broadcasts through mobile devices.

Lotte Homeshopping Mobile TV 'ELive'.
[Photo by Lotte Homeshopping]

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To provide viewers with a sense of vitality, the broadcasts were conducted at stores favored by younger audiences, such as the designer brand 'Pomelcamel' and the shoe select shop 'YConcept.' The average order amount per broadcast was four times higher compared to regular broadcasts, and since the launch, the total order amount on ELive in March increased by 40% compared to the previous month.

Lotte Homeshopping is also attracting customer attention with unique attempts that break the mold of traditional live commerce. In January, a show host entered a water tank to conduct an underwater live broadcast for aquarium ticket sales, and the hamburger steak planned with YouTuber Tzuyang was live-streamed as a direct cam broadcast filming the home shopping live broadcast scene at the time of the TV home shopping launch, garnering over 300,000 views.

Additionally, on the 19th, an on-site live broadcast will be conducted on a ship traveling between Busan and Shimonoseki to sell round-trip tickets for the Bugwan Ferry, and on the 23rd, products from the beauty brand Hera will be sold at Amorepacific’s pop-up store in Seongsu-dong.

Lotte Homeshopping explained that through these unique broadcasts, order amounts increase by up to 90% with each broadcast. The outdoor brand Discovery’s bag and shoe sales broadcast held on the 2nd saw orders increase more than fourfold compared to the launch broadcast. Going forward, Lotte Homeshopping plans to continuously expand on-site mobile live broadcasts in collaboration with Lotte Department Store.

Meanwhile, Lotte Homeshopping is also introducing programs featuring employees as show hosts, not just on-site live broadcasts. In February, they launched the mobile live broadcast program 'Sub PD’s Awesome Show,' where a home shopping PD explains products and responds in real time, recording over 1,000 chat messages within 60 minutes.

Bo-hyun Lee, Head of Content Division at Lotte Homeshopping, said, "We are receiving positive responses by presenting new forms of mobile live broadcasts that break away from traditional formats such as on-site live broadcasts and employee-hosted one-person broadcasts. We will continue to strengthen the competitiveness of mobile live broadcasts by offering bold and unique content formats that cannot be seen on TV home shopping."

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