CJ OnStyle said on the 22nd that this year the annual cumulative number of unique visitors (UV) to its mobile live commerce, or live shows, surpassed 80 million, marking an all-time high. Unique visitors refers to pure viewers of the live shows.
Analyzing this year's mobile live show order data, CJ OnStyle found that Millennials and Gen Z, who are familiar with social media and video content consumption, accounted for 51% of orders. CJ OnStyle said that, rather than searching for products to compare and scrolling through detailed pages, a distinct consumption pattern is emerging in which viewers discover products while watching content with a single click and proceed to purchase.
This is the result of CJ OnStyle's "content IP universe," which it ramped up this year. Centered on mobile live shows, CJ OnStyle expanded its content intellectual property (IP) to 54 this year and organically linked short-form and influencer commerce to grow a discovery-driven shopping ecosystem. Cumulative mobile live transaction value through the third quarter this year rose about 52.2% from a year earlier.
In particular, CJ OnStyle's live shows have a high proportion of high-involvement products such as beauty, fashion, home, and appliances, making the role of content even more important in purchase decisions. Orders with an average order value of 200,000 won or more accounted for one-third of live show sales.
In addition, as celebrity IP live shows featuring Yoo In-na, Ki Eun-se, and Park Se-ri took hold, they were credited with driving a trend in which live shows are consumed as content beyond simple sales. Centered on large IP live shows, the cumulative number of customers who signed up for broadcast alerts increased 79% from a year earlier.
The number of brands operating live shows this year doubled from 2023, and the number of brands choosing live shows as their first launch channel increased 30% from a year earlier. A CJ OnStyle official said, "We will advance video commerce competitiveness that works not only in Korea but also globally and evolve into a global content commerce company leading K-lifestyle."