Live Commerce 'Elive'
Broadcast Live with Enhanced On-site Presence
Department Store In-store Broadcast Orders Quadruple Increase
Lotte Homeshopping has embarked on a new attempt through 'L Live,' a live commerce platform that enhances on-site engagement. Last month, TV L Live's order amount increased by 40% compared to the previous month, demonstrating the potential for mobile transition.
First, they increased customer attention with unique broadcast concepts. In January, a show host entered an aquarium to sell aquarium tickets, and live broadcasts were conducted at a popup site where customers could immediately pick up Sokcho's famous 'Manseok Dakgangjeong' (sweet crispy fried chicken). The hamburger steak planned with YouTuber Jjuyang was live-streamed as a direct cam broadcast from the home shopping live broadcast site on L Live, garnering over 300,000 views.
Since last month, they have been operating fixed on-site broadcasts at Lotte Department Store Jamsil branch with an 'Open Run' concept. The average order amount per broadcast at the department store on-site broadcast is more than four times higher than that of regular broadcasts. The broadcast held at the outdoor brand 'Discovery' store on the 2nd also saw order amounts more than four times higher compared to its launch.
Programs targeting the 30s and 40s age group are also popular. In November last year, Lotte Homeshopping launched a new program called 'Hunnamdeul' featuring comedian Lee Sang-hoon through L Live. This program is the first in the home shopping industry to focus on hobbies of men in their 30s and 40s as a fixed mobile program. During the first launch broadcast selling limited edition figures, the number of chats increased tenfold compared to previous broadcasts. Lotte Homeshopping explained that continuous interest has been maintained in subsequent broadcasts as well.
Lee Bo-hyun, head of Lotte Homeshopping's Content Division, said, "As part of strengthening L Live's competitiveness, we are gaining customer responses through various approaches, from unique products such as hobby goods and pet supplies to broadcasts with fun concepts," adding, "As live commerce becomes more common, we will continue to lead the industry’s mobile live market by presenting broadcasts full of sensible products and vibrant content."
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