'SK Stoa Shopping Live' Launches... Expanding Customers Through Strengthened Live Commerce

Every Thursday at 7 PM, 'Kim Wonhyo's Transparent Recipe' Broadcast
Real-time Quiz and Benefits Feature with Simultaneous 11st Streaming for Differentiation

[Asia Economy Reporter Jo In-kyung] SK Stoa announced on the 18th that it will officially launch live commerce broadcasts through its mobile live commerce platform, 'SK Stoa Shopping Live,' starting on the 19th.

Until now, SK Stoa has conducted live commerce broadcasts on various platforms such as 11st, OK Cashback, Naver, and Grip, based on different concepts. The company explained that as a result of efforts to find the optimal combination tailored to the characteristics of platforms and products?such as simultaneous broadcasting on TV and live commerce, selling products linked with SBS Media Commerce, and creating unique content using influencers and celebrities?it will introduce a live commerce platform with SK Stoa’s distinctive features.

As a latecomer in live commerce, SK Stoa Shopping Live plans to focus on its operation method, real-time communication with customers, and product differentiation. First, all broadcasts introduced through SK Stoa Shopping Live will be simultaneously streamed not only on the SK Stoa Mall but also on other platforms such as 11st and OK Cashback. This strategy aims to expand customer touchpoints and customer base. Simultaneous live commerce broadcasts with OK Cashback will start every Wednesday, and with 11st every Thursday.

Additionally, leveraging the advantage of real-time communication in live commerce, various features and fun elements have been added, such as real-time quizzes and immediate benefit redemption during broadcasts, beyond basic chat functions. Through this, SK Stoa plans to capture both empathy and enjoyment and provide an optimized shopping environment for customers.

To commemorate the launch of Shopping Live, SK Stoa will hold a total of three broadcasts on the 19th. Starting with a broadcast selling Linebassa sparkling water at 5 PM, followed by luxury accessories including Gucci at 7 PM, and Winia air conditioners at 9 PM.

On the evening of the 20th at 7 PM, a food-specialized program titled 'Kim Won-hyo’s Transparent Recipes' will be aired. This show, where comedian Kim Won-hyo tastes various foods and introduces special recipes, will be broadcast every Thursday at 7 PM simultaneously with 11st.

Furthermore, until the 31st, all customers who subscribe to Shopping Live will receive 1,000 won in reward points, and customers who purchase products during live broadcasts will be entered into a drawing throughout May to win Starbucks gifticons (50 winners per broadcast).

Shin Yang-gyun, head of SK Stoa’s DT Group, said, "We expect to fully demonstrate our broadcasting capabilities accumulated so far on SK Stoa Shopping Live, moving beyond the T-commerce area limited to recorded broadcasts." He added, "In the future, we will not only discover content and exclusive products that can create synergy with SKT ICT Family and Studio S but also showcase SK Stoa’s unique appeal through data-driven live commerce differentiation."