Shoplive, April 9, 2026 — Shoplive, a global video commerce solution company led by CEO Kiyoung Kim, today released key data from its 2026 Video Commerce Playbook, based on an analysis of live commerce operations conducted through its platform.

The data shows that the independent video commerce market, centered on brand-owned D2C channels and vertical platforms, is seeing both quantitative and qualitative growth, particularly around higher-priced premium products. This marks a different trend from the open live commerce market led by major portals such as Naver and Kakao.

D2C and vertical platform live commerce expands, with registered products up 53.6% year over year

In 2025, the number of products registered for live commerce by Shoplive’s domestic clients exceeded 100,000, up 53.6% from the previous year. The figure is based only on products that were actually scheduled for live sessions by major vertical platforms and brand-owned stores.

This indicates that live commerce is expanding beyond a simple increase in broadcast volume, with a wider range of product categories and price points now being featured.

Shoplive provides technology that enables vertical platforms and brand-owned stores to operate their own live commerce channels outside of Naver and Kakao Shopping Live. With category-leading platforms such as Musinsa, Ohouse, Yeogi Eottae, and eBay using Shoplive’s solution for live commerce operations, the data serves as a meaningful indicator of the current state of Korea’s D2C and vertical platform-led live commerce market.

Higher-priced product segments gain momentum, with items over KRW 3 million up 3.3x

The most notable change was the growth of higher-priced product segments. According to Shoplive’s analysis of registered product prices, the number of items priced over KRW 1 million nearly doubled in 2025 compared to the previous year. Their share of total registered products also rose to a record high.

The increase was even more pronounced among items priced over KRW 3 million. Products in this segment grew 3.3x year over year, while their share of total registered products more than doubled. The average product price also increased by approximately 15% from the previous year.

Together with the overall increase in registered products, the growing share of ultra-premium products suggests that live commerce is evolving into a channel capable of supporting not only lower- and mid-priced items, but also premium products that require detailed explanation and trust-building.

Premium product portfolios expand into living, travel, services, and more

This shift appears to be driven by the growing entry of high-ticket categories into live commerce. Living and travel are two representative examples.

Ohouse, which began operating live commerce in April last year, has continued to feature high-priced products such as large home appliances and furniture. Brands including Kyungdong Navien, Bodyfriend, and Winix have also been actively operating live commerce through their own D2C channels. The living and home appliance category, in particular, showed clear growth in higher-priced product registrations.

Premiumization was also evident in the travel category. Mode Tour introduced a premium travel package priced at KRW 7.6 million through live commerce, while Yeogi Eottae has recently begun using live commerce as a full-fledged sales channel.

Live commerce is also expanding into high-consideration service categories. SK Rent-a-Car has introduced popular vehicles such as the Hyundai Grandeur, Genesis G80, and Tesla Model S through live sessions, leading to long-term rental contracts. Other high-priced items, including pure gold bars worth over KRW 10 million and original artworks priced in the KRW 30 million range, have also appeared in live commerce.

This trend is not limited to newly emerging categories. In fashion, which has long been one of live commerce’s core categories, higher-priced product segments have also become more established, further broadening the product portfolio featured through live commerce.

However, this does not mean that the entire market is uniformly shifting toward higher prices. While the median product price remained relatively stable, the average price increased. This suggests that market growth is being driven less by an overall price increase and more by the rapid expansion of products in the upper price tiers.

Global markets show a similar trend; full 2026 Video Commerce Playbook to be released at April 15 webinar

Similar trends are also emerging in global markets. eBay recently stated in its earnings announcement that eBay Live GMV grew approximately sevenfold year over year on a run-rate basis, while continuing to expand live events centered on luxury and collectibles.

Shoplive will release the full 2026 Video Commerce Playbook, which includes these data insights along with video commerce trends and brand success cases, at its webinar on April 15. The webinar, titled “How to Drive Spring and Summer Sales with Video Commerce,” will cover Shoplive’s latest product updates, video commerce trends and success cases, and live commerce insights from beauty platform Hwahae.

Registration is available through the Shoplive website until April 13.

“Live commerce is evolving beyond a simple sales channel into a format that can effectively introduce high-priced, high-consideration products where explanation and trust are critical,” a Shoplive spokesperson said. “We hope this playbook and webinar will serve as practical references for companies building their video commerce strategies.”

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