South Korean mobile messenger giant Kakao has officially launched live commerce service “Kakao Shopping Live“ on its messenger application, the company announced Monday.

The new service embedded in KakaoTalk allows sellers to promote their products via live streaming on the messenger application. Customers could directly engage with vendors through the livestream and make purchases on the messenger, the company explained.

Kakao said the company plans to air at least one live shopping program at launch and later add more regular programs, as well as collaborations with luxury brands. The company added it would introduce ways in which small- and mid-sized sellers can broadcast their own livestreams.

Kakao will hold sales events to promote the official launch. Between Monday and Wednesday, Kakao will showcase products from cosmetics firm Amorepacific, Samsung Electronics and Hyundai Department Store, via its new streaming service. From Thursday to Wednesday next week, the company will introduce products from small- and mid-sized firms and local social enterprises.

By Shim Woo-hyun (ws@heraldcorp.com)