What: By embracing real-time interactive marketing and launching innovative products, Lotte Home Shopping is broadening its reach and attracting younger consumers in a saturated market.

Why it is important: Lotte’s strategy highlights how digital innovation and experiential retail can revitalize growth and engage new demographics in mature retail markets.

Lotte Home Shopping is redefining its business model by prioritizing live commerce and experiential retail to overcome stagnation in the traditional home shopping sector. Through its L-Live platform, the company has significantly increased both the number of broadcasts and overall order value, with a notable surge in viewership and sales, especially among women in their 30s and 40s. Overseas live broadcasts have proven particularly successful, achieving viewership rates ten times higher than standard domestic streams and expanding Lotte’s international footprint. The company’s focus on premium and exclusive brand offerings, along with the renewal of in-house brands and partnerships with international labels, has further strengthened its appeal to younger, digitally engaged consumers. Additionally, Lotte is diversifying into wellness with the launch of L:Bottle, a new beverage venture leveraging crowdfunding to tap into health-conscious trends. This multi-pronged approach demonstrates Lotte’s agility and commitment to innovation, positioning the company for sustained relevance and growth in an increasingly competitive retail environment.

IADS Notes: In January 2026, The Chosun Daily detailed Lotte’s expansion into live commerce and international markets. Inside Retail (June 2025) highlighted the company’s digital innovation and customer-centric strategy, while Maeil Business Newspaper and Forbes (January 2026) emphasised curated experiences and celebrity partnerships. Inside Retail (May 2025) noted Lotte’s profit growth and the importance of digital engagement and operational efficiency in a challenging market.

Lotte Home Shopping is expanding its business in all directions