TV shopping in Asia is no longer a relic of the past—it’s a thriving £156 billion market, evolving rapidly to meet the demands of modern consumers. Once dominated by late-night infomercials and basic product demonstrations, TV shopping has adapted to the digital age with interactive features, multi-platform integration, and personalised experiences.

Despite fierce competition from e-commerce giants like Alibaba and Amazon, TV shopping in Asia remains resilient. Platforms in China, South Korea, and Japan are leading the charge, combining the familiarity of television with the convenience of mobile shopping. This unique blend of entertainment and retail is capturing the attention of millions across Asia.

So, what’s driving this growth, and where is the industry headed? Let’s explore the current state of TV shopping in Asia, the major players shaping the market, and the opportunities for future growth.

The Current State of TV Shopping in Asia

TV shopping, also known as teleshopping or direct response television shopping (DRTV), involves selling products through television broadcasts. Consumers are encouraged to place orders via phone, website, or mobile apps, with real-time product demonstrations creating a sense of urgency and trust.

Market Size and Growth

TV shopping in Asia is experiencing steady growth despite global market fluctuations:

The global TV shopping market was valued at approximately £156 billion in 2024.
Asia remains a key growth driver, contributing over 45% of the global market value.
By 2031, the market is projected to reach nearly £140 billion, even with a forecasted -1.6% CAGR due to shifting consumer habits.

Key Drivers of Growth

Several factors are fueling the rise of TV shopping in Asia:

Technological Integration: The introduction of mobile apps, QR codes, and interactive TV features makes it easier for consumers to make purchases instantly.
Consumer Trust: Live demonstrations and direct customer engagement increase product transparency and build credibility.
Convenience: TV shopping offers a unique mix of entertainment and retail, appealing to both older and younger audiences.
Multi-Platform Presence: Major TV shopping channels now have dedicated mobile apps and e-commerce platforms, allowing consumers to switch between screens seamlessly.

Challenges Facing the Industry

While the market shows promise, TV shopping in Asia faces significant hurdles:

Rising Competition: E-commerce platforms like Alibaba and Taobao provide faster delivery and a wider product range.
Consumer Mistrust: Past issues with misleading product claims have damaged consumer confidence.
Regulatory Constraints: Broadcasting and advertising regulations vary across regions, limiting market expansion for international players.

Key Players Shaping the Asian TV Shopping Market

The Asian TV shopping market is highly competitive, with regional giants and international brands fighting for market share.

Leading TV Shopping Brands in Asia

QVC – A global leader with a strong presence in Japan and China.
CJ Home Shopping (South Korea) – A pioneer in integrating TV shopping with mobile platforms.
HomeShop18 (India) – A dominant player in the Indian market known for innovative product offerings.
Jupiter Shop Channel (Japan) – A trusted name in Japan, known for premium product selections.
Naaptol (India) – One of the fastest-growing platforms, with a strong online and offline presence.

Case Study: CJ Home Shopping’s Success

CJ Home Shopping in South Korea has become a blueprint for success in the TV shopping industry:

The company generated over £2.1 billion in sales in 2023, with 60% of revenue coming from mobile platforms.
It successfully integrated live broadcasts with real-time mobile purchasing through QR codes and interactive TV apps.
The company’s focus on K-beauty and Korean lifestyle products has attracted a loyal customer base across Asia.

Emerging Trends in TV Shopping in Asia

TV shopping in Asia is evolving rapidly, driven by technological advancements and changing consumer preferences.

1. Rise of Multi-Platform Shopping

TV shopping is no longer limited to television broadcasts.

Platforms are integrating with social media and mobile apps, allowing consumers to shop through multiple touchpoints.
Popular platforms like Taobao Live and Douyin (China’s TikTok) are becoming key shopping destinations.
Features like click-to-buy buttons and QR codes during live broadcasts are driving higher conversion rates.

2. Personalised Shopping Experiences

AI and data analytics are transforming how TV shopping platforms engage with consumers:

Platforms like QVC and CJ Home Shopping use customer data to offer tailored product recommendations.
Real-time audience interaction and feedback create a sense of personal connection with the brand.
Personalisation boosts customer loyalty and increases repeat purchase rates.

3. Growing Demand for Premium and Health Products

Consumers in Asia are showing a growing preference for high-quality and health-oriented products:

Categories like skincare, wellness, and fitness are experiencing double-digit growth.
QVC’s success with health supplements and skincare products reflects this trend.
Premium packaging and exclusive product bundles create a sense of value and exclusivity.

4. Cross-Border Expansion

Asian TV shopping platforms are increasingly targeting overseas markets:

CJ Home Shopping has expanded into Southeast Asia, with growing market share in Vietnam and Thailand.
Chinese platforms like Taobao Live are leveraging their domestic success to enter Western markets.
Cross-border e-commerce partnerships with global brands are expanding product offerings and customer reach.

Conclusion: The Future of TV Shopping in Asia

TV shopping in Asia is well-positioned for continued growth, with several key trends shaping its future:

Hybrid Models: Combining live TV shopping with social media and mobile commerce will become the industry norm.
Enhanced Consumer Trust: Transparency in product descriptions, customer reviews, and return policies will strengthen consumer confidence.
AI and Automation: Predictive analytics and automated product recommendations will enhance the customer experience.
Sustainability: Eco-friendly products and packaging will appeal to environmentally conscious consumers.

TV shopping in Asia is no longer confined to traditional broadcasts. As consumer habits shift and digital integration deepens, the industry is poised to thrive. The rise of multi-platform shopping, personalised experiences, and premium product demand will shape the future of TV shopping in Asia.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic market.

TV Shopping in Asia: The £156 Billion Market Shaping Consumer Habits