Enter 2021.01.25 06:00
Kakao “Increased from 10 million in November to 20 million in January”
A week later, Naver said, “We turned from 45 million to 100 million.”
Storm growth with portal, messenger, pay, cloud, etc.
On the 19th,’Samsung Electronics Galaxy Brand Day 2021!’ was held on the live commerce platform’Naver Shopping Live’. This live Internet broadcast, which was held for two hours from 7 pm on the same day, recorded more than 500,000 views. Show hosts introducing products were also amazed by the number of viewers increasing by 100,000 units. The products sold are the Galaxy S21 series, the Galaxy Book Ion 2, and the Galaxy Tab S7 series, which are newly released by Samsung Electronics. When purchasing during live, additional reserves and free memory upgrades were given as benefits. In the chat window, there was a line of reactions that hesitated to live or not, saying, “I don’t know when this opportunity will come again.”
Live commerce, where consumers and sellers shop while having real-time conversations, is hot. Since various live commerce platforms began to emerge last year, the number of views and transactions are growing faster and faster. In particular, Internet companies such as Naver and Kakao are putting on existing platforms such as portals, messengers, and pay on their backs to create outstanding synergy with live commerce.
According to the information technology (IT) industry on the 25th, the live commerce platform’Kakao Shopping Live’ exceeded the cumulative number of views of 20 million as of the 13th. It was announced on November 20 last year that it had exceeded 10 million times, and the number of views accumulated over the preceding six months doubled in about a month. During the past month (December), the amount of transactions increased 38 times from May last year when the beta service was launched, and doubled from October, the official opening month.
As a result, Naver also announced on the 19th that “the cumulative number of views (number of views) exceeded 100 million after 6 months of release.” Likewise, the cumulative number of views at the end of November last year was 45 million, which has doubled in the meantime. Naver also added that in December last year, the transaction amount exceeded 20 billion won and the cumulative number of buyers is about 1 million.
In the industry, traditional retailers such as Lotte, Shinsegae, Hyundai, and CJ are also jumping into live commerce, but they believe that the platform powers Naver and Kakao are likely to take advantage in the future. Internet companies have the potential to attract enormous traffic based on popular platforms such as Naver Portal and Kakao Talk. Here, it has all the services necessary for live commerce such as video production, transmission, and payment services. Another strong point is that it is linked with Naver Pay and Kakao Pay. Live commerce viewers can easily purchase products with a few clicks of a button. The points earned at the time of purchase are solsol in that they have the effect of buying cheaper than other places.
Being able to seamlessly receive the rapidly increasing traffic is also a core competency of live commerce. This is because the number of viewers is now hundreds, thousands to hundreds of thousands, but it could be millions in the future. Naver is a cloud company that already operates two data centers. In addition, K-pop community platform’V Live’ and’online class’ accessed by elementary, middle and high school students nationwide in Corona 19 have verified these capabilities. V Live was a hot topic because it was known that J-Hope, a member of BTS, performed a surprise live in May of last year, and recorded 6.9 million views at that time. Kakao is also evaluated as having an advantage over the cloud business through Kakao Enterprise, a subsidiary of artificial intelligence (AI).
