The South Korean e-commerce giant will in coming weeks complete the refurbishment of the 13th floor of its Seoul headquarters, where it will house livestream e-commerce studios, The Korea Times reports.

The move signals Coupang’s ambitions in the increasingly lucrative and competitive livestream shopping space, which has already gained momentum in the country. The firm began experimenting with livestream cosmetics sales in March, while rivals like Kakao have also bet on the sales channel.

Coupang isn’t shying away from a fight: its soon to be completed livestream space will be more than ten times larger than the studio Kakao uses for its broadcasts, according to The Korea Times.