SK Broadband said on Tuesday that its TV-based short-form commerce service, B tv Hot Deals, has recorded cumulative sales of 6 billion won and cumulative sales volume of 270,000 orders in eight months since its launch.

B tv Hot Deals was launched after receiving regulatory sandbox approval from the Korea Communications Commission last year. The service on B tv channel 41 introduces discounted home shopping products in short-form videos of about 1 minute.

Customers browse products using the left and right buttons on a remote control and press the OK button to receive a mobile link on a smartphone to make a purchase. Phone orders are also available, as with existing home shopping.

The B tv Hot Deals channel is used by an average of 800,000 people a day. Partner home shopping companies increased to 10 from 5 at launch, and the number of products for sale rose to 174 a month from 40.

Participants include six TV home shopping companies, including Lotte Home Shopping, Hyundai Home Shopping, NS Home Shopping, Home & Shopping, Public Home Shopping and GS SHOP, as well as four data home shopping companies, including SK Stoa, KT Alpha Shopping, ShoppingNT and W Shopping.

SK Broadband said it has sold about 600 products through B tv Hot Deals, including daily necessities, fashion, home appliances and gold, and is adding about 30 new products each week. All products are delivered for free.

SK Broadband does not receive brokerage commissions from participating home shopping companies.

Choi Jeong-ha (최정하), head of Lotte Home Shopping's SNS content team, said sales have increased more than 20-fold from the initial level since joining the platform in December last year. She said it is a sales channel where small and medium-sized partner companies can verify product competitiveness in a short period because there is no burden of listing fees and sales commissions.

Shin Seung-sik (신승식), head of commerce advertising at SK Broadband, said the company would continue to strengthen the competitiveness of B tv Hot Deals through AI-based customer analysis and enhanced targeting.