Starbucks to boost business with e-commerce affiliates
A customer orders beverages and food on Starbucks Korea's mobile application in Seoul on Dec. 10, 2020. Korea Times fileBy Kim Jae-heunStarbucks Korea will strengthen its collaboration with e-commerce affiliates such as SSG.com and Gmarket Global to expand its online sales by utilizing live commerce, the largest coffee chain operating here said Monday. E-mart, the country's largest discount store chain operator, has a 67.5 percent stake in Starbucks Korea and also controls SSG.com and Gmarket Global.Starbucks Korea has been seeking to diversify its online business with its popular special gifts and e-coupons for caffeine beverages. In December, it held a live commerce show on Naver selling special Christmas tumblers, mugs, pouches and kettles. Live commerce is a new marketing strategy where a company sells products through a livestream on a digital platform, often in collaboration with social media influencers. However, Starbucks Korea said it has no plans to open the live video shopping service on its own platform. Membership on Starbucks' mobile application here in Korea has grown
