CJ OnStyle said on the 23rd that this year its annual cumulative unique visitors (UV, unique viewers) for mobile live commerce (live shopping) surpassed 80 million. This is the highest ever, meaning that based on Korea's adult population of about 40 million, people watched live shopping roughly twice per person a year.
An analysis of live shopping order data showed that Millennials and Gen Z accounted for 51% of orders, exceeding half. The analysis said the consumption pattern is becoming clearer in which viewers discover a product while watching content and complete a purchase with a single click, rather than searching and comparing products and then checking a detailed page.
Sales were concentrated in high-involvement categories such as beauty, fashion, living, and home appliances. In particular, orders with an average order value of 200,000 won or more accounted for one-third of total sales. The assessment is that content-driven live shopping, which provides sufficient explanations and user experiences, led to purchases of high-priced, high-involvement products.
The company cited its "content IP (intellectual property) universe" strategy, which it ramped up this year, as a driver that boosted live shopping performance. Centered on mobile live shopping, CJ OnStyle expanded its content IP to 54 this year and linked it with short-form and influencer commerce. Through the third quarter of this year, the cumulative live shopping transaction amount increased 52.2% from a year earlier.
Viewer and brand responses were also positive. The cumulative number of customers who applied for live shopping alerts rose 79% from a year earlier, and the number of customers brought in through short-form content distributed on external channels such as Tving and Instagram increased 77%. The number of brands operating live shopping this year doubled compared with 2023, and the number of brands choosing live shopping as their first launch channel increased 30% from a year earlier.
A CJ OnStyle official said, "This year, centered on live shopping, we expanded a discovery-driven shopping ecosystem that encompasses short-form and influencers," and added, "Going forward, 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."