Competition intensifies in South Korea’s home shopping firms

CJ OnStyle and GS Shop are ramping up their live commerce shows.

South Korea’s home shopping companies are stepping up competition in the field of live commerce, or TV home shopping-style mobile shopping, aiming to cater to the younger MZ generation, Korea Bizwire reported.

For instance, CJ OnStyle renovated the ‘live show’ tab on its mobile app to replace the front page’s television home shopping section with live commerce videos. A new edition of live commerce shows is being hosted by social influencers who specialize in beauty products, products for children, and food.

GS Shop is also now offering live commerce programs four times a day through its mobile app. In addition, live chats and ‘proof photos’ are being incorporated in the app, aiming to better engage with customers.