Lotte Home Shopping Mobile Live Broadcast, Women Aged 40-50 Account for Half of Orders

Lotte Homeshopping announced on the 13th that, based on the order count of its live commerce service 'L.Live' from January to November this year, women in their 40s and 50s accounted for more than half of the orders. The number of orders also more than doubled compared to the same period last year.

According to Lotte Homeshopping, the content that received positive feedback from customers is the on-site live broadcast regularly held at Lotte Department Store Jamsil Branch since March. This involves selling popular products such as fashion, beauty, and accessories at the department store, an offline channel familiar to middle-aged customers.

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Thanks to this, the number of L.Live orders from women in their 40s and 50s increased by more than 130% compared to the same period last year. Orders from women in their 40s and 50s accounted for more than half of the total orders. By category, the purchase proportions were highest in the order of ▲clothing ▲accessories ▲sports & leisure ▲beauty ▲underwear, with the highest purchase rate between 8 and 9 PM.

Lotte Homeshopping plans to increase sales of fashion and beauty products reflecting the demands of women in their 40s and 50s, who have become core customers of live broadcasts. Additionally, they will continue to introduce unique content such as on-site live broadcasts. On the 17th, the outdoor brand 'Columbia's goose long down jacket will be sold via on-site live broadcast at Lotte Department Store Jamsil Branch. On the 22nd, exclusive winter new products from fashion brands such as Wooba, Paul & Joe, and Georges Rech will be showcased.

Lee Jeong-bae, head of Lotte Homeshopping's L.Live team, said, "The number of customers in their 40s and 50s using live broadcasts, once considered exclusive to the 20s and 30s generation, is rapidly increasing. We plan to expand product lineups reflecting their live broadcast usage patterns and continuously introduce unique content such as on-site live broadcasts to strengthen our competitiveness."

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