RibbonCar enhances contactless purchasing experience with live streaming and consultations

As the live commerce market grows, real-time communication-based purchasing methods are expanding into the automotive sector. Riboncar, a non-face-to-face direct certified used car platform, is also supporting consumers in checking vehicle conditions without visiting a showroom through live broadcasts and one-on-one live consultations.

According to Labangba Data Lab, a commerce analysis firm, the domestic live commerce market grew from 2 trillion won in 2022 to around 4 trillion won last year. With market growth continuing—such as Ably seeing a transaction volume increase of up to 24 times among live-participating sellers in the fourth quarter of 2025—real-time communication-focused sales methods are spreading across various industries, including fashion and beauty.

This trend is also evident in the automotive industry. As online purchasing experiences have expanded since the pandemic, checking vehicle conditions and receiving consultations via live commerce is becoming a new non-face-to-face purchasing channel in the car market. For instance, at the Kia Certified Used Car Centre's Pyeongtaek direct store, professional consultants operate live consultation services upon customer request, and Mercedes-Benz official dealer Hansung Motors has also introduced and consulted on vehicles through 'Hansung Live' on its YouTube channel.

In particular, used cars are often referred to as 'one and only' products, with specifications varying by vehicle, making information gaps between sellers and consumers common. Therefore, in a non-face-to-face purchasing environment, a system that allows consumers to transparently check vehicle information and immediately consult on any questions is crucial.

In response to these market changes, Riboncar has developed a real-time communication-based used car purchasing method. It launched 'Ribonshow', a real-time car live broadcast, in 2020, and since 2021 has been operating 'Riboncar Shopping Live Broadcast', a home shopping format featuring a show host and professional sales managers. This broadcast introduces vehicles live daily, showing exterior and interior conditions and key features in real time, helping consumers intuitively assess the vehicle. Additionally, vehicles are grouped into various themes based on price range and purpose, enabling consumers to compare and explore cars that fit their budget and needs.

Furthermore, for customers who find it difficult to visit in person or need additional consultation while watching a live broadcast, Riboncar also offers 'one-on-one customised live video consultations'. With this service, introduced by Riboncar, customers can select a desired vehicle and schedule on the vehicle detail page of the website, then check the vehicle's condition through a real-time video connection. This allows consumers to obtain specific vehicle information that is hard to grasp online through real-time consultations with professional sales managers.

To ensure the operation and quality of its live broadcast services, Riboncar has also built dedicated infrastructure. It established exclusive live broadcast studios at two locations—Cheongna and Busan—for the first time in the industry, offering one-on-one live consultation services nationwide.

Additionally, Riboncar operates a direct quality management system that oversees the entire process—from vehicle acquisition and inspection to merchandising and delivery—so that consumers can purchase with confidence even in a non-face-to-face environment. Riboncar inspects vehicle conditions based on its patented precision inspection standard, 'RQI (RebornCar Quality Inspection)', and its Reconditioning Centre (RTC), which conducts RQI, has received certification for used car workshop processes from the global certification body TÜV SÜD for seven consecutive years.

Based on this verified quality management system, Riboncar transparently and consistently communicates vehicle conditions during live broadcasts and one-on-one consultations. As a result, as of 2024, cumulative sales through live broadcasts have exceeded 1,000 units, and cumulative viewing time has surpassed 4,000 hours, driving a shift in non-face-to-face used car purchasing methods.