[Edaily Reporter SHIN MIN JOON ] The home shopping industry, whose growth has stalled due to an economic downturn and a shrinking TV market, is seeking new avenues for growth beyond television. The industry is strengthening its online content, such as short-form mobile live commerce, and developing its own characters, such as “Belli-gom.” As the home shopping customer base continues to age, this strategy aims to attract new customers, particularly younger demographics.

According to the “2025 TV

Shopping Industry Report” released by

on the 17th,

sales (including data home shopping) for seven home shopping operators last year totaled 2.6181 trillion won, a 0.9% decrease from the previous year. TV broadcast sales have declined for the fourth consecutive year since 2021. The share of TV broadcast sales in total revenue also fell from 51.5% in 2021 to 46.7% last year.

The demographic composition of home shopping customers is also changing. While the proportion of middle-aged consumers in their 40s and 50s—who were previously the core consumer base—has declined, the proportion of older customers in their 60s and 70s is increasing. In fact, last year, the proportion of home shopping customers aged 60 and older reached 50.8%, exceeding half for the first time in history. In 2024, the proportion of customers in their 40s and 50s stood at 52%. As the traditional TV-centric home shopping consumer base weakens, the customer base is also aging.

Consequently, home shopping companies are seeking new growth drivers beyond TV. CJ OnStyle is targeting the online short-form commerce market. Short-form commerce refers to the practice of discovering products while watching short video content—rather than actively searching for them—and purchasing them immediately.

CJ OnStyle is already seeing results, with the number of mobile orders placed via short-form content exceeding 3 million in the first half of this year. The company has repurposed the intellectual property (IP) accumulated through its live commerce operations into short-form content, distributing it across external channels and its own app to create a one-stop short-form commerce structure that connects the entire customer journey—from acquisition to purchase—into a single seamless flow.

CJ OnStyle is further enhancing its competitiveness in short-form commerce by leveraging a dedicated short-form team. In the second half of this year, CJ OnStyle plans to introduce an AI-based content analysis and short-form auto-generation platform to improve content production efficiency and boost purchase conversion rates.

GS Holdings is strengthening its marketing efforts on social media (SNS) channels such as YouTube and Instagram. On Instagram, GS Holdings is expanding its content with a focus on the fashion and beauty categories. On YouTube, it is repurposing broadcast products favored by its core customer base into formats suitable for short-form content.

GS Holdings is producing short-form content tailored for social media, including curated content that recommends home shopping products based on seasonal trends, as well as videos from its flagship fashion programs such as “The Collection” and “Show Me the Trend.” In the second half of this year, GS Shop plans to expand its social media marketing using influencers and strengthen integration with commerce channels such as GS Shop Mobile Live. Through these efforts, the company aims not only to capture customer interest on social media but also to further increase conversion rates leading to traffic to GS Shop and actual purchases.

LOTTE SHOPPING CO., LTD. is accelerating its business centered on its proprietary character intellectual property (IP). “Belli-gom,” a character developed by LOTTE SHOPPING CO., LTD. in 2018, has amassed a cumulative total of 1.8 million subscribers. LOTTE SHOPPING CO., LTD. has recently been expanding the scope of its Bellygom IP by broadening collaborations with companies in other industries, primarily through offline retail channels. A prime example is the “Daiso × Bellygom Series” (featuring about 60 items, including plush toys, stationery, and home decor), a collaboration between LOTTE SHOPPING CO., LTD. and Daiso launched last month, which sold out within two weeks of its release.

In the first half of this year, sales of Bellygom merchandise increased by 30% compared to the same period last year. Building on Bellygom’s high brand recognition and dedicated fan base, LOTTE SHOPPING CO., LTD. plans to continue expanding collaborations not only through online and offline distribution channels but also with various industries and global partners.

HYUNDAI HOME SHOPPING NETWORK CORPORATION is focusing on business expansion through offline channels. The recently opened beauty concept store, Coasis, differs from existing concept stores that focus on color cosmetics; instead, it features a product lineup centered on skincare products targeting the 30–60 age group. The first Coasis store, located at Space One in the Namyangju Hyundai Outlet, attracts an average of more than 2,000 customers per day. This is more than double the average number of visitors to existing beauty stores at Hyundai Outlets. HYUNDAI HOME SHOPPING NETWORK CORPORATION recently opened its second through fourth Coasis stores in succession at the Cheonho branch of HYUNDAIDEPARTMENTSTORECO.,LTD and the Dongdaemun and Garden Five branches of Hyundai Outlet.

An industry insider stated, “The home shopping industry recognizes that growth is limited by relying solely on traditional TV home shopping and is actively seeking new revenue streams,” adding, “It is no exaggeration to say that the future success or failure of the home shopping industry hinges on its ability to discover new growth drivers.”