SK telecom Co. is moving to sell its television commerce (T-commerce) subsidiary, SK stoa Co., as part of broader group-wide restructuring efforts.

According to investment banking industry sources on Thursday, SK telecom is pursuing the sale of management control in SK stoa and has appointed Samil PricewaterhouseCoopers as the lead manager for the deal. The sale process is reportedly driven by growing investor interest in the T-commerce sector.

SK stoa operates a digital home shopping platform specializing in T-commerce, a form of TV-based e-commerce where consumers order and pay for products using a remote control rather than via the internet or mobile devices. In Korea, major players in the T-commerce market include SK stoa, KT Alpha Co., Shinsegae Live Shopping Inc., W Shopping, and TRN Inc.

The company was formed in 2017 after the T-commerce division was spun off from SK broadband Co. It became a wholly owned subsidiary of SK telecom in April 2019, when SK broadband merged with Tbroad, a cable TV operator under Taekwang Group. SK telecom acquired full ownership, reflecting its strategic focus on expanding its commerce business.

SK stoa recently posted stable financial results. According to its audit report, the company recorded 302.3 billion won ($222.7 million) in revenue and 8.1 billion won in operating profit in 2024, an increase of nearly 120 billion won in revenue compared to 2019.

Based on its performance, the company is reportedly valued between 70 billion and 80 billion won. Several investors interested in the home shopping business have already expressed interest in the transaction.

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