KUALA LUMPUR, Feb 5 — Home shopping has hit our shores with a vengeance, with leading broadcaster Astro Malaysia Holdings Bhd leveraging on a strategic tie-up with leading South Korean home shopping player GS Home Shopping, to enter the e-commerce market in a major way. Astro will also be using mobile and web platforms to build its e-commerce presence.

A quick explanation here: While home shopping relies on the television as its medium of interacting with its audience, it still comes under the umbrella of e-commerce.

Malaysians will not be familiar with GS Home Shopping, but the company pioneered home shopping in South Korea in 1995 and today, is not only the market leader in the home shopping segment in its home base, but has a growing mobile commerce presence with over 10 million downloads of its app. It also has a presence in seven other countries, reaching 175 million households.

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