CJ Onstyle, a key player in South Korea’s e-commerce and TV shopping landscape under CJ ENM Co., is turning to mobile live-stream shopping as it seeks to overcome stagnation in the broader e-commerce market. On August 22, the company unveiled a slate of new live-stream shopping programs, covering categories from fashion and beauty to baby products, all hosted by popular Korean celebrities. The new shows will launch on Monday.
Facing challenges from declining viewership and rising channel fees in traditional TV home shopping, CJ Onstyle is betting on mobile commerce to drive growth. The company’s mobile live-stream revenue grew 81% in the first half of 2024, reflecting the sector’s rapid expansion. In contrast, its overall operating profit has plummeted from 179 billion won in 2020 to just 69.3 billion won (US$51.7 million) in 2023.
With the Korean e-commerce market growing at a modest 10% in the first half of 2024, compared to a 27% surge in the mobile live-stream market, CJ Onstyle sees an opportunity to capture a larger share by delivering more tailored, value-driven content. The company hopes its “blockbuster strategy,” which focuses on high-investment programs, will yield significant returns and establish new flagship content in the mobile commerce arena.
