CJ Onstyle boosts live commerce unit

South Korea's CJ OnStyle announced on Wednesday that it broadened its mobile live commerce division by introducing programming, marketing, and new channel planning teams.

The company aims to cultivate merchandise planners (MDs) and producers (PDs) with expertise in mobile live commerce.

This indicates a strategic shift towards more specialized and interactive online shopping experiences.

Next month, CJ OnStyle will update its mobile app to feature short-form videos at the top of the screen, aiming to grab viewers' attention quickly.

The app will also introduce a new section where users can browse and watch these videos, similar to social media feeds.

Following the app's update, CJ OnStyle plans to increase its live broadcasting content by 70% compared to last year.

This move is part of the company's strategy to focus more on live online sales and depend less on traditional TV shopping.

Write to Young Chan Song at 0full@hankyung.com