[ET시선] 홈쇼핑, '미디어 커머스 플랫폼'으로 거듭나야

Home shopping faces structural decline as consumers migrate to mobile and social platforms, making regulatory relief essential but insufficient for recovery. The industry must undergo fundamental transformation into an AI-powered media commerce platform integrating TV, livestream, and short-form content. This represents a critical test of whether traditional retail models can reinvent themselves for the digital-native consumer.