In 2021, homeshopping retained a fairly stable performance, albeit recording low value sales declines, as local consumers continued to spend greater time at home than usual, leading to increased screen time on digital devices, including televisions. The lifestyle change driven by the pandemic has meant that some products have experienced a sharp decline in demand, while others have benefited.
The intense competition between homeshopping players as well as the pressure from other retailing channels often leads to the risk of exaggerated advertisements. In 2021, Korea Communications Standards Commission (KCSC), gave warnings to major players for transmitting misleading advertisements on consumer products, such as home care, and steam cleaners.
Hyundai Homeshopping, celebrating its 20th anniversary, retained its leading position in the channel based on its strong focus on TV homeshopping sales. In contrast to major competitors, especially CJ Onstyle and GS Homeshopping, which have accelerated their investment in shifting online, Hyundai Homeshopping has held a relatively higher focus on capturing the attention of local consumers via television.
Since 2020, live commerce has emerged as a new sales channel in South Korea. Although the sales of goods sold through live commerce hold marginal share of e-commerce, major online players have scrambled to launch livestreaming shows to capitalise on the growing screen time of smartphone users and the popularity of online shopping.
Homeshopping is traditionally known as a shopping channel where consumers can purchase mass products. However, this long-standing perception is gradually changing as some players adopt a premiumisation strategy.
With the pandemic having significantly affected South Korean consumers’ lifestyles, players have explored selling products that have little exposure to homeshopping. For instance, Renault Samsung Motors Corp’s electric vehicle ZOE received hundreds of inquiries after being introduced via homeshopping for the first time, as consumers welcomed the convenient arrangement by the manufacturer to conduct test drives before making a purchase.
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Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing. Example brands include Otto, Neckermann, QVC.See All of Our Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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