Lepere Achieves 1.95 Million Views and 2.7 Billion KRW in Transactions Over 7 Months of Live Commerce

[Asia Economy Reporter Seungjin Lee] Leferi announced the live commerce growth indicators from January to July 2021.

The beauty influencer business group Leferi revealed on the 3rd that the cumulative number of viewers for live commerce conducted with affiliated creators from January to July 2021 exceeded approximately 1.95 million views, and the cumulative transaction amount surpassed about 2.7 billion KRW.

According to an analysis of live commerce data conducted over seven months by Leferi's commerce marketing team, the transaction amount increased by an average of 22% each month, and the average number of viewers was about 30,000 views. The number of sessions increased by 1200% in the first half of 2021 compared to the second half of 2020. The number of creators conducting live commerce also expanded significantly by 533% in the first half compared to the second half of last year.

Representative creators who stand out in live commerce include Leo J, Minsco, Arang, and Daisy. These creators have continued a series of sellouts, such as selling out within one minute in all markets they have conducted so far. Among them, Leo J is continuing his popularity by launching an entertainment-type shopping channel called ‘Leoflix’ under his own name on Naver Shopping Live on the 16th of last month.

Regarding the items sold through live commerce, color cosmetics such as cushions and eyeshadows accounted for the highest proportion at 53%. This was followed by basic cosmetics such as creams and essences at 35%, food at 7%, body and hair products at 3%, and living and others at 2%. Especially from this year, the market is gradually expanding into living and lifestyle areas through collaborations with brands such as Dyson and Lotte Hotel beyond beauty items.

The live commerce with the highest number of viewers was the market held in February to commemorate the launch of IOPE 5th generation air cushion with creator Daisy, which recorded a cumulative 240,000 views, marking the highest. Other live sessions ranked high on Naver Shopping Live, including the live with Arang and VDL with 200,000 views, and the live with Minsco and Sulwhasoo with over 170,000 views.

Leferi launched the industry's first ‘social market’ service linking influencer marketing with commerce in September 2017, achieving 147% sales growth in three years. Since the second half of last year, it has accelerated live commerce, expanding the influencer commerce business by nurturing related creators and expanding into the home sector.