A New Shopping Culture... Lotte Department Store '100LIVE'

[Asia Economy Reporter Seungjin Lee] Due to the impact of the novel coronavirus infection (COVID-19), contactless (non-face-to-face) shopping has expanded, and Lotte Department Store announced that its 'live commerce,' which introduces and sells products through live broadcasts on mobile, is gaining popularity. Live commerce is characterized by being freer than home shopping broadcasts and allowing real-time communication with viewers through chat on mobile devices.

Since December last year, Lotte Department Store has been conducting daily broadcasts through the live commerce channel '100LIVE' on its online shopping mall 'eLotte.' Starting with women's clothing brands and cosmetics targeting women in their 20s and 30s, it has expanded to products aimed at women and men in their 40s and 50s. Last month, the cumulative number of viewers for '100LIVE' reached 18,000, which is five times the number of live shopping viewers in December last year.

In particular, the 'Adidas Warehouse Clearance' broadcast at Lotte Outlet Paju Branch, conducted in collaboration with Naver on the 7th, achieved 46,000 views, breaking the previous record for the highest number of views on Naver live broadcasts (25,000 views). While simultaneously running live broadcasts and Naver shopping events, the number of orders reached 7,400, and sales hit 240 million KRW, marking the highest performance for a single brand.

Lotte Department Store analyzed that the participation of influencers (people with significant influence over consumers) combining entertainment elements and in-store experiential content attracted customer interest. It was designed to feel like watching a natural and entertaining variety show from the customer's perspective, successfully capturing both fun and product sales.

A Lotte Department Store official said, "We will strengthen 'live shopping' online as well and make efforts to generate traffic through fun that appeals to the millennial generation to establish it as a new distribution channel."