How TMON Strengthens Its Live Commerce Competitiveness: What Is the Strategy?

Strengthening Production Capabilities for TVON, an In-House Live Commerce Platform

[Asia Economy Reporter Kim Cheol-hyun] TMON has embarked on strengthening the capabilities of its own live commerce platform, TVion, into a 'content commerce platform.' Following a significant increase in personnel to expand broadcast production, it has partnered with the global company TikTok to nurture professional 'commerce creators.'

The most notable development is the signing of a strategic partnership (MOU) with TikTok. This is the first time TikTok has collaborated with a domestic e-commerce company. Starting with the MOU, the two companies plan to establish a cooperative system to create a commerce ecosystem optimized for 'short-form content.'

Based on this, creators active on TikTok will be supported to produce commerce-linked content. Additionally, a program to nurture professional 'commerce creators' is being prepared. Live commerce-specialized show hosts will be selected and trained from among TikTok creators, and opportunities to appear on TMON live commerce will be provided.

Also, since August, TMON has completed preparations to expand broadcast production by integrating the TVion broadcast production team and significantly increasing personnel. The number of live broadcasts in the third quarter more than doubled compared to the first quarter of this year, and sales also nearly tripled.

Content that appeals to viewers beyond simple product sales is also being produced. Representative examples include 'Donzzul Show' and 'Mission Parasable.' Recently, aiming to support franchise and small business brands, TMON has co-planned and launched the food live commerce 'Baegalive' with production partners. Starting this month, TMON plans to continue launching various concept-based content-type broadcasts.

A TMON official stated, "Since TMON first started live broadcasting in domestic e-commerce in 2017, we have been striving to evolve into a content-type shopping platform based on know-how and competitiveness from over 3,000 live broadcasts. Moving forward, we will do our best to maximize effectiveness by not only selling products but also coexisting with local governments and small businesses."