Aju Business Daily

SEOUL -- LG Electronics will make its foray into the market for non-face-to-face live commerce, also known as live stream commerce, to sell kitchen appliances at discounted prices through its official website. This is the first time for a major company to sell products using a self-owned channel without reaching out to consumers via social media.

Live commerce services which garnered popularity in South Korea this year due to a COVID-19 pandemic are a new form of marketing promotion that uses social media and video content platforms as online shopping channels. The marketing method follows the basic form of traditional live TV home shopping shows involving hosts but live commerce services invite shoppers to interact with hosts and ask questions about products using chatting features.

LG said in a statement on October 15 that the company will launch a live commerce show through its official website at 8:30 p.m. (1130 GMT) to sell dishwashing machines and induction range ovens at discounted prices. The company pledged special events to provide gifts.

Naver, the largest web portal operator in South Korea, and Kakao, the operator of the country's favorite messenger app Kakao Talk, have launched live commerce services for individual sellers and retailers. According to Naver, more than 50,000 shoppers participated in a live commerce show selling beauty products in May.