Consumer shopping patterns are shifting from “purpose-driven shopping” to “discovery-based shopping. In the past, consumers primarily shopped with a specific goal in mind, searching for and purchasing items they needed. Today, however, it has become more common to discover products naturally while browsing video content and buying them on impulse.
According to the Ministry of Data and Statistics, last year’s mobile shopping transactions totaled 182.4654 trillion KRW (127.76 million USD), a 7.9% increase from the previous year. Mobile shopping also accounted for a staggering 75.3% of all online shopping transactions — the highest share ever recorded.
Live commerce is also soaring in popularity, riding the wave of the expanding mobile shopping market. According to Labangba Data Lab, which tracks shopping trends, the South Korean live commerce market reached 3.5 trillion KRW (2.45 billion USD) last year, marking a 15% growth compared to the previous year.
Leading this transformation is CJ ONSTYLE, the first in the industry to enter the mobile live commerce (MLC) market. While promoting trendy, high-engagement products, the company is creating differentiated IP and expanding its reach to external platforms through a variety of content formats, including short-form and mid-form videos. It is also building an “IP universe” that spans both TV and mobile live broadcasts, offering consumers new and immersive shopping experiences.
Visit CJ Newsroom’s official YouTube channel and explore the latest trends through our “TREND CODE” series, hosted by Jeongyoon Kwon.
