Lotte On expands live commerce support for small businesses, targeting 70 by year-end

Lotte On, the e-commerce platform of Lotte Shopping, said Friday it is participating in the "2026 Live Commerce Production and Operation Support Project" run by the Korea SMEs and Startups Agency and the Ministry of SMEs and Startups.

The project is part of a broader initiative to help small business owners expand their online sales channels. Lotte On plans to operate its "On Live" live commerce service with about 30 small businesses this month and expand the program to 70 companies by year-end.

The platform provides comprehensive support covering broadcast production through operations. It offers one-on-one merchandise consultant sessions with participating businesses, advising on product selection, pricing strategy and broadcast know-how. After each live broadcast, Lotte On supports replay services and other features to drive continued customer traffic and sales.

The program is already showing results. Small businesses that participated in On Live in July saw their sales increase by an average of about fivefold. Sellers such as Godam Sanghoe, which sells rice and agricultural products, have seen sales continue consistently even after their broadcasts, securing a sustained online sales channel.

This month, Lotte On has hosted a relay of live broadcasts featuring small businesses in the beauty and food sectors. Products showcased include wet wipes from Bebeang, a magnesium ion drink from E4A, an enzyme facial cleanser from SRB, a moisture care product from Skin MD, an eel and abalone health food special from Joeunmun Market, lotus leaf rice made with Hamyang-gun specialty ingredients from Hwashin Farming Association, and onions, potatoes and other produce from Sinsendang. On Friday, the platform is also airing a live broadcast for health management food products from Highfree.

Lotte On said it will continue to identify promising small businesses and expand its growth support programs. The company plans to broaden On Live in partnership with local governments and related agencies to help revitalize regional economies, and to operate a range of mutual-growth initiatives.

"Drawing on our accumulated live commerce expertise and merchandise consulting capabilities, we will continue to support small business owners in more easily expanding their online sales channels and showcasing the competitiveness of their products," said Kim Eun-su, head of Lotte On's brand marketing team.