GS Shop Accelerates on TalTV... Launches Mobile Short-Form Content 'ShotPick'

Full-Scale Deployment of 'Mobile Shift 2.0'

GS Shop announced on the 25th that it has officially launched the ‘Short Picks’ service, which presents home shopping broadcasts and live commerce videos as short-form content, and will roll out ‘Mobile Shift 2.0.’

GS Shop officially opened Short Picks on its mobile app on the 20th for logged-in customers and will open it to all customers, including non-members, on the 27th. Short Picks is short-form content that edits product sales videos broadcasted on GS Shop’s TV home shopping, data home shopping, and live commerce channels into clips of about one minute. Approximately 1,000 curated contents focusing on high-interest product categories such as fashion, beauty, and food are displayed on the home tab, the app’s main screen.

This move aims to strengthen the mobile expansion strategy as the media focus shifts from TV to mobile. GS Shop expects that Short Picks will not only expand its customer base on mobile but also enable faster introduction of more products. Baek Seung-dae, manager of the Content Strategy Team, said, “Short Picks transfers the experience of discovering products on home shopping while channel surfing on TV to mobile. While customers used to find 1 to 2 products per hour on TV, they will discover more than 60 products per hour through Short Picks, making it an attractive service for partners as well.”

Before launching Short Picks, GS Shop conducted various tests over four months with 30% of its total customers. It was confirmed that the time customers spent using the app through Short Picks increased up to nine times compared to the overall average. Most notably, customers watched product demonstration videos twice as long as the average.

Starting with Short Picks, GS Shop will fully implement ‘Mobile Shift 2.0’ from next year. While ‘Mobile Shift 1.0’ involved moving customers who ordered via TV and PC to mobile with the advent of smartphones, ‘Mobile Shift 2.0’ is defined as acquiring a higher level of mobile competitiveness. GS Shop plans to link Short Picks viewing data with customer purchase data to provide personalized content for each customer and develop the service so that customers can create and share their own Short Picks like on social media.