The discussion on establishing a dedicated T-commerce channel for small business products, a campaign promise of President Lee Jae-myung and a long-standing wish of the small business sector, is expected to gain significant momentum in the second half of this year.
According to the Broadcasting and Media Commission's report released on May 25, the commission plans to develop detailed policy measures for the introduction of a dedicated T-commerce channel aimed at supporting small and medium-sized enterprises (SMEs) and small business owners in expanding their market access. Specific timelines for implementation will be discussed once these policy measures are finalized.
In February, the responsibility for establishing the small business T-commerce channel was transferred from the Ministry of Science and ICT to the Broadcasting and Media Commission. With the commission now able to meet the required quorum for decisions, discussions that had previously stalled are now gaining traction. Industry experts suggest that if the dedicated T-commerce channel for small business products is fully implemented, it could create a competitive landscape between Public Home Shopping and Home & Shopping, marking a significant test of the management capabilities and policy initiatives of the newly appointed leaders of both companies, Lee Il-yong and Kwon Jin-mi.
T-commerce, a blend of television and commerce, allows viewers to order products directly using their remote controls while watching TV. Unlike live broadcasts, recorded shows can continuously display and sell products, providing a viable solution for enhancing market access for small businesses.
This approach is particularly seen as effective for micro and small enterprises. A survey conducted from November 10 last year to January 28 this year among 856 small businesses engaged with TV home shopping and T-commerce revealed that 36.3% expressed willingness to use a T-commerce channel if introduced.
The persistent demand from the small business sector for the establishment of a T-commerce channel stems from the inequalities faced in competition with large home shopping companies. Currently, there are ten domestic T-commerce operators, including Hyundai Home Shopping, Lotte Home Shopping, CJ OnStyle, GS Shop, NS Home Shopping, KT Shopping, Shopping N, SK Stoa, W Shopping, and Shinsegae Shopping. In contrast, Public Home Shopping and Home & Shopping, which focus on expanding market access for small business products, rely solely on one live TV channel, limiting their growth potential.
A representative from the small business sector stated, "To provide practical market access for small business owners struggling with rising prices and sluggish domestic demand, the establishment of a T-commerce channel is urgent."
* This article has been translated by AI.
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