Home & Shopping

What Home & Shopping does

Home & Shopping (주식회사 홈앤쇼핑) is a privately-held Korean TV home shopping broadcaster and omnichannel retailer headquartered in Gangseo-gu, Seoul, founded in 2011 with 251-500 employees. The company was selected as a new TV shopping channel by the Broadcasting Communications Committee on June 23, 2011, and began nationwide broadcasting on January 7, 2012, with the stated mission of expanding sales channels for Korean SMEs and enhancing consumer rights. It operates an integrated retail platform spanning cable/satellite/IPTV/data broadcast TV, print catalog, T-commerce, M-commerce, the hnsmall.com e-commerce storefront, and iOS/Android mobile apps, supplemented by phone ordering via a 1666-1111 customer center.

The core product offering is a broad assortment of consumer goods — fashion, food, home goods, and electronics — sourced predominantly from Korean SMEs, with own-brand extension through the proprietary 'Slowurban' (슬로우어반) label registered across nine product classes and free-licensed to SME partners. Supporting systems include the partners.hnsmall.com vendor portal, an electronic contract system (ecs.hnsmall.com), a vendor onboarding portal (join.hnsmall.com), a regular delivery (정기배송) subscription service, and a Shopping Points loyalty program convertible to discount coupons. Distribution is enabled by partnerships with major Korean logistics providers (CJ Daehan Tongsang, Lotte Global Logistics, Hanjin, GS/CU networks, Coupang CLS), payment processors (NHN KCP, Smartro, Toss Payments, KG Mobility, Kakao Bank), identity providers (Naver/Kakao/Payco login), and overseas direct-purchase shipping partners.

The business model is retail margin on TV broadcast and online sales of third-party and own-brand merchandise, supplemented by subscription-based regular delivery revenue and vendor onboarding/contract service fees. Marketing is conducted through the broadcast channel itself, the e-commerce storefront, print catalogs, SMS/KakaoTalk notifications, and social media (Facebook). The company holds multiple regulatory and consumer-protection certifications including Information Security/PIMS, Consumer-Centered Management (CCM), Hazardous Product Blocking System operator status, and a 17th Digital Management Innovation Award from the Ministry of SMEs and Startups. No revenue, funding, or financial figures are publicly disclosed.

Name

Home & Shopping

Website

https://hnsmall.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

Home & Shopping is a private Korean TV home shopping broadcaster and omnichannel retailer, founded in 2011, that sells SME-sourced consumer goods across broadcast TV, catalog, e-commerce (hnsmall.com), and mobile apps to general Korean consumers, while operating a vendor onboarding ecosystem.

Ownership category

akta.pro rank

Product category

TV Home Shopping / Online Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)

akta.pro secondary industry

Home & Furniture Store-in-Store (CRAGAHAD)

Keywords

• TV home shopping
• Online retail platform
• Multi-channel commerce
• Consumer goods retail
• Mobile shopping app

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Distribution channels7 records

Marketing channels5 records

Core offering

Home & Shopping (홈앤쇼핑) is a Korean multi-channel TV home shopping and e-commerce retailer that sells a wide range of consumer products including fashion, food, home goods, beauty items, and consumer electronics. Products are sold through TV broadcasts on cable/satellite/IPTV, print catalogs, the hnsmall.com e-commerce site, mobile apps, and phone ordering, with supporting services including regular delivery subscriptions and a points-based loyalty program.

Product overview

Home&Shopping operates as a multi-channel TV home shopping and e-commerce platform, combining broadcast TV, catalog, and digital commerce. The core offering is the Home&Shopping (홈앤쇼핑) platform providing product sales and customer service. Supporting this are Home&Partners (홈앤파트너스) for vendor management, the Electronic Contract System (전자계약) for supplier agreements, and the Join Portal (입점사이트) for vendor onboarding. Additional services include a Regular Delivery (정기배송) subscription service, Shopping Points (쇼핑포인트) loyalty program, and a mobile app for convenient shopping. The company also licenses its proprietary SlowUrban (슬로우어반) brand to support small businesses.

Differentiator

Problem solved

Functional benefit

Brands

• 홈&쇼핑 파트너스 (Home&Shopping Partners): Private vendor/partner portal for vendors
• 홈앤쇼핑 입점 (join.hnsmall.com)

Products and services

• Home&Shopping (홈앤쇼핑) Retail Platform A comprehensive TV home shopping and e-commerce platform offering a wide range of consumer products including fashion, food, home goods, beauty items, and consumer electronics. Operates across TV broadcast, catalog, mobile app, and online channels with product listings, ordering, order tracking, and customer service, targeting general Korean consumers.
• Home&Partners (홈앤파트너스) Vendor Management Portal Private partner/vendor management portal for suppliers to manage product listings, orders, settlements, and communications with Home & Shopping. Accessible at partners.hnsmall.com.
• Home&Shopping Electronic Contract System (전자계약) An electronic contract management system for formalizing agreements with partner vendors, providing digital contract signing, management, and archiving capabilities for supplier relationships.
• Home&Shopping Join Portal (입점사이트) Vendor onboarding and registration portal where prospective suppliers can submit applications, check application status, register as partners, and manage their vendor profile and product proposals.
• Regular Delivery Service (정기배송) Subscription-based delivery service that automatically ships selected products at regular intervals based on customer-configured schedules, with automatic payment processing via credit card and KakaoTalk delivery reminder notifications.
• Shopping Points (쇼핑포인트) Loyalty Program Loyalty points system rewarding customers with points on purchases that can be converted to discount coupons for use on future orders.
• Home&Shopping Mobile App (홈앤쇼핑 앱) Mobile application for iOS and Android devices enabling customers to browse products, make purchases, track orders, and receive notifications, including app-only discounts and a convenient mobile shopping experience.
• SlowUrban (슬로우어반) Proprietary Brand Proprietary fashion and lifestyle brand owned by Home & Shopping, registered 2019-01-04 (valid until 2029-01-04), offered to small and medium enterprises for free licensing to support domestic manufacturers across apparel, footwear, bags, leather goods, furniture, and home furnishings categories.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• CJ대한통운 (CJ Daehan Tongsang)coreChannel Partner/ Reseller/ DistributorPrimary logistics partner for product delivery and shipping. Handles domestic product delivery services under the company's outsourcing arrangement.
• 롯데글로벌로지스 (Lotte Global Logistics)coreChannel Partner/ Reseller/ DistributorLogistics partner handling product delivery and logistics center operations for Home & Shopping.
• 한진 (Hanjin)coreChannel Partner/ Reseller/ DistributorExpress delivery partner for product shipping and returns.
• 지에스네트웍스(GS)/비지에프네트웍스(CU) (GS Networks/BF Networks)coreChannel Partner/ Reseller/ DistributorLogistics and delivery network partner for domestic product distribution.
• 쿠팡로지스틱스유한회사 (Coupang Logistics CLS)coreChannel Partner/ Reseller/ DistributorLogistics partner for product delivery services, including safe number service (안심번호서비스).
• 스마트로 (Smartro)coreTechnology or IntegrationCredit card payment processing partner for card transactions.
• NHN KCPcoreTechnology or IntegrationPayment gateway provider for card payments, easy payment solutions, and mobile payment processing.
• 토스페이먼츠 (Toss Payments)coreTechnology or IntegrationQuick account transfer payment and easy payment solutions provider.
• 케이지모빌리언스 (KG Mobility)coreTechnology or IntegrationMobile phone payment processing service provider.
• 나이스평가정보, 에스씨아이평가정보, 한국모바일인증 (Nice Evaluation Information, SCI Evaluation Information, Korea Mobile Authentication)coreTechnology or IntegrationIdentity verification and authentication service providers for member registration and non-member ordering.
• 주식회사 카카오뱅크 (Kakao Bank)coreTechnology or IntegrationKakao Bank identity verification for non-member ordering and password reset authentication.
• LG U+, SK브로드밴드, 휴머스온, 커넥트웨이브 (LG U+, SK Broadband, HumusOn, ConnectWave)coreTechnology or IntegrationSMS/MMS/LMS and KakaoTalk notification transmission service providers.
• 커머스웨어 (Commerceware)coreTechnology or IntegrationEmail sending service and system development/operation partner for e-commerce platform.
• 메타엠, 대성글로벌네트웍, 휴넥트 (MetaM, Daesung Global Networks, HuneXt)coreTechnology or IntegrationCustomer consultation and support service providers.
• 주식회사 LGCNScoreTechnology or IntegrationChatbot operation and maintenance service provider.
• SGI 서울보증보험 (SGI Seoul Guarantee Insurance)coreOthersPerformance guarantee insurance provider for vendor partners. Vendors are required to obtain guarantee insurance through SGI Seoul Guarantee Insurance for TV sales (general goods 10 million KRW/1 year, A/S goods 30 million KRW/3 years, food products 30 million KRW/1 year).
• 나이스디앤비 (Nice D&B)coreTechnology or IntegrationCredit evaluation agency used by vendor partners for credit rating. Results are automatically transmitted to Home & Shopping. Contact: 02-2122-2550.
• 한국중소벤처기업유통원 (Korea SME Distribution Agency)minorChannel Partner/ Reseller/ DistributorPartner for the '일사천리' SME support program, providing vendor recruitment for TV home shopping. Applications accepted 26.04.27 ~ 26.11.30.
• 해피키즈, 엘케이파트너스, 주식회사 림인터내셔널, 폴로믹스, 엠케이하이드, 바이저머니, 뉴스타코리아, 이카루스, 네이처굿minorChannel Partner/ Reseller/ DistributorOverseas direct purchase shipping and customs clearance service providers for overseas product delivery.
• 주식회사 브이투브이 (V2V)minorChannel Partner/ Reseller/ DistributorProduct delivery service provider for vendor-drop shipping.

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Coupang: Korea's largest e-commerce platform with end-to-end Rocket Delivery logistics. Competes directly with Home & Shopping's online channel and is also a logistics partner via Coupang Logistics, representing both opportunity and existential competitive threat.
• 11st (SK Planet): Major Korean general merchandise marketplace operated by SK Planet selling fashion, food, home goods, and electronics. Overlaps with Home & Shopping's online assortment and competes for the same Korean consumer wallet share.
• Naver Shopping: Korea's dominant product search and comparison-shopping platform operated by Naver. Home & Shopping lists on Naver Shopping as a channel, but Naver's scale and search-driven traffic make it both a customer acquisition channel and a competitive substitute for hnsmall.com.

Direct peers

• CJ O Shopping (CJ ENM): One of Korea's largest TV home shopping operators under CJ ENM, offering the same multi-category TV+broadcast+online+mobile retail format targeting Korean consumers. Most direct competitor given matching business model and nationwide broadcast.
• Hyundai Home Shopping: Hyundai-affiliated Korean TV home shopping and department store retailer with multi-channel commerce including online mall hmall.com. Competes head-to-head with Home & Shopping for Korean TV and online shoppers.
• Lotte Home Shopping: Korean TV home shopping channel affiliated with Lotte Group, operating nationwide broadcast plus online commerce (lotteimall.com). Direct competitor in TV home shopping with broader retail group backing.
• NS Home Shopping: Korean TV home shopping channel with combined broadcast, catalog, and online (nsmall.com) retail operations, similar in scale and channel mix to Home & Shopping. Closely comparable omnichannel home shopping peer.
• GS Shop: Top-tier Korean TV home shopping channel operated by GS Group, broadcasting nationwide with integrated online and mobile commerce platforms. Direct competitor in the same broadcast license tier and target customer base.

Emerging players

• Kakao Style (Zigzag): Kakao-affiliated fashion commerce platform that overlaps with Home & Shopping's fashion/apparel assortment and increasingly competes for the same Korean mobile-first shoppers. Emerging digital-native peer with strong Kakao distribution.

Regional players

• SK Stoa (SK Telecom): Korean IPTV/data broadcast shopping channel operated by SK, competing in the same TV home shopping license category as Home & Shopping but distributed primarily through SK Broadband IPTV subscribers rather than nationwide over-the-air broadcast.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hnsmall.official
• LinkedInlinkedin.com/company/hnsmall

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments8 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home & Shopping