Lotte Home Shopping (Woori Home Shopping): how its people are moving

Banseog note · Oct 25, 2026

Lotte Home Shopping — rebuilding profit beyond TV

Where it stands now

Structural improvement — TV sales are shrinking, and profit is being lifted through high-margin products, mobile and overseas business

First-half 2026 revenue was KRW 471.0 billion (+2.7%) and operating profit KRW 46.3 billion (+90.5%), lifting the operating margin from 5.3% to 9.8%. Over the same period TV home shopping sales fell 7.0% to KRW 1.4438 trillion.

Second-quarter operating profit rose 62.7% from a year earlier on programming focused on high-margin products and cost efficiencies.

According to Korea's National Pension Service public workplace data, the number of people on the pension register was 887 in August 2026, down 38 (4.1%) from October 2025. In that period 123 people joined and 141 left.

Three decisions within a year

1. K-brand export platform 'Iseol': its pop-up at The Grove in Los Angeles drew 220,000 visitors in total, and from October 10 to November 30, 2026 it is running a pop-up in the Marais district of Paris with more than 40 brands from 33 small and medium-sized companies.
2. Annual event 'Gwangkeul Festival': from October 8 to 18 it recorded 1.2 million cumulative orders and an average of 1.3 million visitors a day. On November 14–15 it will hold the two-day Gwangkeul Concert at KINTEX, inviting 13,000 people.
3. More content on the mobile live channel 'L-Live': in August it scheduled a performance special selling family musical and ice show tickets live, among other moves to add mobile content aimed at customers in their 30s and 40s and families.

Three people it will look for

1. Mobile live commerce producer and merchandiser — the company's direction is to reduce reliance on TV and grow customers in their 30s and 40s on L-Live.
2. Overseas business development (K-beauty exports) — as Iseol widens from Los Angeles to Paris, someone is needed to handle local distributors and export talks.
3. High-margin product planning and sourcing — improved profit is coming from the product mix, so finding exclusive, high-margin products is an important role.

For HR

Live commerce producers and merchandisers are sought by other home shopping companies, e-commerce companies and beauty platforms alike. Now, with year-end events and Iseol's European pop-up under way, is the time to strengthen mobile and overseas roles.

For job seekers

A track record of generating sales through mobile live commerce rather than TV, or of opening overseas sales channels for small and mid-sized K-beauty brands, is worth the most right now.

A reading written from public sources. Sources: Newsway 2026-10-20 (first-half results, TV sales, Iseol Los Angeles); Newsis 2026-08-07 (second-quarter operating profit growth); Financial News 2026-10-11 (Iseol Paris pop-up); Financial News 2026-10-24 (Gwangkeul Festival results, Gwangkeul Concert); Electronic Times 2026-08-03 (L-Live performance special); Korea's National Pension Service public workplace data (people on the pension register). Team size is from Korea's pension register.