SK Broadband’s TV-based short-form commerce service, ‘B tv Hot Deal,’ has surpassed 10 billion won in cumulative sales within 10 months of its launch.
On the 30th, SK Broadband announced that B tv Hot Deal, which was introduced last November, exceeded 5 billion won in cumulative sales in June and reached 10 billion won in September, approximately three months later. Compared to the seven months it took to reach the first 5 billion won, the pace of sales growth has accelerated by more than two-fold since then.
B tv Hot Deal is a TV commerce service that introduces home shopping special-price products through short-form videos of about one minute on B tv channel 41. Customers can browse products using a remote control and then receive product links via smartphone to make purchases, or place orders by phone. Unlike traditional TV home shopping, which features a single product for an extended period at a set time, customers can view multiple products through short videos at their convenience.
Recently, daily necessities such as kimchi, rice, and toilet paper have recorded steady sales performance, driving growth. Offering free shipping on all products is also a strength. In particular, the service is easy to use for senior customers who are accustomed to TV and remote controls, providing a new shopping experience even for consumers who are not familiar with mobile shopping.
The number of participating home shopping companies has also expanded. A total of 11 companies are currently participating, including six TV home shopping firms—Lotte Home Shopping, Hyundai Home Shopping, NS Home Shopping, Home & Shopping, Public Home Shopping, and GS SHOP—and five data home shopping firms: SK Store, KT Alpha Shopping, Shopping NT, W Shopping, and Shinsegae Shopping.
SK Broadband does not charge intermediary fees to participating home shopping companies, thereby reducing the burden on partners and supporting the expansion of sales channels for SME (small and medium-sized enterprise) products.
In the case of Home & Shopping, 87% of its total sold products are composed of SME (small and medium-sized enterprise) items, accounting for 81% of its total order value from SME (small and medium-sized enterprise) products.
SK Broadband plans to expand the service scope of ‘B tv Hot Deal’ in the future to include not only IPTV but also B tv cable.
Shin Seung-sik, head of the Commerce Advertising Division at SK Broadband, stated, “This demonstrates that there is demand for customers to directly explore and purchase products on TV as well as mobile devices,” adding, “We will develop it into a representative symbiotic TV commerce model.”
in TECH
