Naver Shopping Live Short Clip Transaction Amount Doubles... Half Are Small and Medium-Sized Merchants

Naver announced on the 12th that the total number of Naver Shopping Live short clip contents in the first quarter of this year increased by 102% compared to the previous quarter. Participating sellers increased by 119%, and transaction volume nearly doubled.

Naver Shopping Live has been operating a beta service called ‘Short Clip’ since September last year, allowing product sales activities through short videos of about 2 minutes. Compared to live broadcasts conducted hourly, short clip content requires relatively less production time, reducing the production and operational burden on sellers.

In fact, 80% of short clip content was created by small and medium-sized enterprises (SMEs), accounting for more than 50% of related transaction volume. Since tools are provided for sellers to independently create, edit, and upload short clips within the service, it is analyzed that SME participation in short clip production is high.

Naver plans to enhance features that support easy short clip creation for SMEs and strengthen short clip display exposure. Recently, a dedicated short clip exposure tab was newly established within the Shopping Live service home area. By the end of this month, an 'automatic short clip creation feature' will be added, targeting replay live content, which includes extracting highlight sections with good viewer reactions and keyword sections using Clova technology. Based on the existing vision technology and artificial intelligence (AI) video editing technology integrated into Naver Shopping Live, along with 'highlight clip extraction' and 'product section clip extraction,' Naver will support the short-form transformation of high-quality live content created by SMEs and plans to advance related technologies so that relevant content can be matched to user search intent in future searches.

Song Jae-hoon, the lead manager of Naver Shopping Live, said, "The importance of video content in product registration and purchase is increasing, and especially short clips are expected to become an essential element for the evolution from live commerce to video commerce." He added, "We will expand support for related technologies so that SMEs using Naver Shopping Live can create short and entertaining videos using AI, recommendations, and various new technologies, attract loyal customers, and help increase sales."