Kurly, a South Korean online grocery platform, said Thursday that cumulative views of its live commerce broadcasts in the first quarter of this year rose 40% year-on-year.
Kurly conducted a total of 47 live broadcasts through the end of March. Average views per session reached approximately 240,000, with broadcasts featuring fresh food, home meal replacements (HMR) and beauty products. Among them, a broadcast for derma brand Cetaphil hit 500,000 views, setting a quarterly record.
Kurly's live broadcasts begin at 8:30 p.m. on its proprietary app. The sessions are differentiated by exclusive products and packages available only on Kurly, offering distinct quality and discount benefits. All items ordered during broadcasts are delivered by the next morning through the company's early-dawn "Saetbyeol Delivery" service.
HMR products drew particularly strong customer response. "Geodae Gomtang" and "Obongjip," which aired in January and February, recorded per-minute order counts of 420 and 200, respectively. Kurly's private-label brand "KF365 Hanwoo" (Korean beef), broadcast in March, achieved a purchase conversion rate approaching 7% relative to viewership, the highest for the quarter. Apples, strawberries and Korean pork also each posted conversion rates above 5%.
"Customers are steadily turning to our live broadcasts because of the curated, carefully selected product offerings and the convenience of ordering during the show and receiving delivery by the next morning," a Kurly official said. "This year, we plan to expand our product lineup and further strengthen purchase benefits and the shopping experience to deliver the unique shopping enjoyment that only Kurly can offer."