The ecommerce market in South Korea is expected to grow by 8.1% annually, reaching US$268.83 billion by 2025.
The ecommerce market in the country has experienced robust growth during 2020-2024, achieving a CAGR of 11.6%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 6.8% from 2025 to 2029. By the end of 2029, the ecommerce market is projected to expand from its 2024 value of US$248.71 billion to approximately US$349.81 billion.
The report provides a detailed assessment of the ecommerce market across all major segments, including retail shopping, travel, food service, media, healthcare, and technology categories. It analyzes sales channels, engagement models, device and operating system usage, as well as domestic versus cross-border flows and city-tier contributions. The study also covers payment instruments and consumer demographics by age, income, and gender to map evolving purchasing behavior. Together, these datasets offer a comprehensive view of ecommerce market size, customer behavior, and digital channel performance.
The publisher’s research methodology is based on industry best practices. It's unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
The ecommerce market in the country has experienced robust growth during 2020-2024, achieving a CAGR of 11.6%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 6.8% from 2025 to 2029. By the end of 2029, the ecommerce market is projected to expand from its 2024 value of US$248.71 billion to approximately US$349.81 billion.
Key Trends and Drivers
Retailers Accelerate Ultra-Fast Delivery and Next-Day Logistics Integration
- South Korea’s major ecommerce platforms are tightening delivery promises by integrating fulfillment assets more closely with last-mile networks. Coupang continues expanding its “Rocket Delivery” coverage, while Gmarket and SSG.com have strengthened partnerships with local courier networks. Convenience store chains such as CU and GS25 are also expanding online-to-offline delivery options, particularly for FMCG and fresh goods.
- Dense urban populations, high broadband penetration, and consumer expectations shaped by Coupang’s early investments have pushed the market toward delivery compression. The rise of home-based consumption and continued ecommerce adoption in grocery and household categories further heighten demand for predictable, rapid fulfilment.
- Delivery speed competition will intensify, pushing platforms to invest in micro-fulfilment, automation, and AI-based route optimisation. Logistics costs may also lead to more selective service tiers, where ultra-fast delivery is offered in urban clusters while standard delivery expands in suburban regions.
Cross-Border Ecommerce Expands as Consumers Seek Niche and Premium Goods
- South Korean shoppers increasingly purchase overseas products directly from platforms such as Amazon Global Store, Alibaba’s AliExpress, and iHerb. Domestic platforms like Coupang have also expanded their cross-border merchant onboarding, bringing more international brands into the marketplace in 2024.
- A strong appetite for global brands, especially in categories like beauty, health supplements, personal electronics, and hobby goods, underpins this behaviour. Currency stability and improved customs-clearance policies have also reduced friction. Recent public-sector efforts to streamline cross-border trade procedures have supported platforms offering lower-cost or duty-free imports within threshold limits.
- Cross-border competition will increase, with global platforms doubling down on Korea’s high-value consumer base. Domestic retailers may respond by deepening partnerships with foreign suppliers and offering faster cross-border delivery through bonded warehouses. Price competition in beauty and household categories is expected to intensify.
Live-Commerce and Video-Driven Shopping Gain Mainstream Adoption
- Retailers are shifting product discovery and engagement toward video-based formats. Naver Shopping Live continues to scale live-commerce programs with SMEs, and platforms like KakaoTalk Gift and Wemakeprice have incorporated video content into product feeds. Department store groups such as Lotte and Shinsegae have also expanded their live-commerce studios to showcase branded content.
- South Korea’s high social-media engagement and preference for mobile-first shopping experiences are core drivers. The regulatory shift where the Korea Communications Commission has increased oversight of live-commerce content has also pushed platforms to formalise production and compliance processes, increasing trust in the format. Retailers view live commerce as a way to reduce customer acquisition costs amid rising digital advertising costs.
- Live-commerce will mature, moving from discount-driven sessions to curated, interactive formats that emphasise brand storytelling. More retailers will adopt in-house studios, while creators and influencers will play a larger role in product launches. Regulation around transparency and consumer protection is likely to tighten further, improving ecosystem reliability.
Payments Shift Toward Mobile Wallets and Platform-Embedded Financial Services
- Mobile payment adoption is rising, led by Naver Pay, Kakao Pay, and Samsung Pay. Ecommerce players are increasingly integrating these wallets at checkout, and Kakao Pay has expanded its financial services to include installment and deferred payment options. Retailers are also using payment services to link loyalty programmes and personalised promotions.
- Growth in mobile banking adoption and demand for frictionless checkout experiences pushes consumers toward integrated payment options. The broader retail sector’s shift toward app-based ecosystems where search, communication, payment, and fulfilment coexist encourages users to consolidate behaviours within a single payment environment. Regulatory encouragement of secure digital payments further reinforces trust.
- Embedded finance will deepen, with ecommerce platforms offering instalments, subscription management, and loyalty-linked financial rewards. Wallet-based checkout is expected to account for a significant share of mobile transactions. The convergence of ecommerce and fintech services may lead to closer collaboration between retailers and financial institutions.
Competitive Landscape
Over the next 2-4 years, competition will intensify around fulfillment efficiency, cross-border sourcing, and live-commerce engagement. Consolidation among mid-sized players is likely as logistics and marketing costs rise. Global platforms are expected to gain share in discretionary categories, while local players deepen omnichannel and fintech integration to retain customers.Current State of the Market
- South Korea’s ecommerce market is highly consolidated, with a few large platforms shaping consumer expectations for delivery speed, breadth of assortment, and integrated digital services. Coupang remains a dominant operator with its nationwide fulfilment network and Rocket Delivery model. Naver Shopping maintains a strong influence through its search-led commerce ecosystem and merchant tools.
- SSG.com, Gmarket, and 11th hold meaningful category and user bases, each focusing on differentiated value propositions such as curated retail, cross-border offerings, or telecom-linked benefits. Price sensitivity, subscription-based loyalty programs, and high mobile shopping penetration define the overall market environment.
Key Players and New Entrants
- Coupang, Naver, and SSG continue to lead, while mobile-first platforms including KakaoTalk-based commerce and social gifting compete for share in everyday shopping behaviours. New competitive pressure is emerging from global entrants such as AliExpress and Amazon’s cross-border store, both of which have expanded their footprints over the past year through aggressive pricing and logistics improvements. Offline retailers such as Lotte and Shinsegae are strengthening omnichannel models by integrating department stores, supermarkets, and online platforms into unified shopping ecosystems.
Recent Launches, Mergers, and Acquisitions
- Recent activity includes Coupang’s continued investment in logistics automation and expansion of Rocket Fresh for online groceries. Naver has deepened partnerships with leading retailers and payment providers to strengthen merchant services and checkout adoption.
- Shinsegae Group advanced the integration of Gmarket and SSG.com operations to streamline supply chain and marketing capabilities. Global entrants like AliExpress have launched promotional partnerships with Korean SMEs to expand local seller adoption, and telecom operators continue exploring collaborations linking ecommerce with mobile subscriptions.
The report provides a detailed assessment of the ecommerce market across all major segments, including retail shopping, travel, food service, media, healthcare, and technology categories. It analyzes sales channels, engagement models, device and operating system usage, as well as domestic versus cross-border flows and city-tier contributions. The study also covers payment instruments and consumer demographics by age, income, and gender to map evolving purchasing behavior. Together, these datasets offer a comprehensive view of ecommerce market size, customer behavior, and digital channel performance.
The publisher’s research methodology is based on industry best practices. It's unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
Report Scope
This report provides a detailed data-driven analysis of the B2C ecommerce market in South Korea, focusing on the overall digital retail ecosystem and its growth trajectory. It examines key ecommerce segments, sales channels, and consumer behavior shaping the evolution of online purchasing in the country.South Korea B2C Ecommerce Market Size and Growth Dynamics
- Gross Merchandise Value
- Gross Merchandise Volume
- Average Value per Transaction
South Korea Social Commerce Market Size and Growth Dynamics
- Gross Merchandise Value
- Gross Merchandise Volume
- Average Value per Transaction
South Korea Quick Commerce Market Size and Growth Dynamics
- Gross Merchandise Value
- Gross Merchandise Volume
- Average Value per Transaction
South Korea B2C Ecommerce Market Segmentation by Ecommerce Vertical
- Retail Shopping
- Travel & Hospitality
- Online Food Service
- Media & Entertainment
- Healthcare & Wellness
- Technology Products & Services
- Other
South Korea B2C Ecommerce Market Segmentation by Retail Shopping Category
- Clothing, Footwear & Accessories
- Health, Beauty & Personal Care
- Food & Beverage
- Appliances & Electronics
- Home Improvement
- Books, Music & Video
- Toys & Hobby
- Auto Parts & Accessories
- Other
South Korea B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel
- Platform-to-Consumer
- Direct-to-Consumer
- Consumer-to-Consumer
South Korea B2C Ecommerce Market Segmentation by Travel & Hospitality Category
- Air Travel
- Train & Bus
- Taxi & Ride-Hailing
- Hotels & Resorts
- Other
South Korea B2C Ecommerce Market Segmentation by Travel and Hospitality Sales Channel
- Air Travel- Aggregator App
- Air Travel- Direct-to-Consumer
- Train & Bus- Aggregator App
- Train & Bus- Direct-to-Consumer
- Taxi & Ride-Hailing- Aggregator App
- Taxi & Ride-Hailing- Direct-to-Consumer
- Hotels & Resorts- Aggregator App
- Hotels & Resorts- Direct-to-Consumer
- Other- Aggregator App
- Other- Direct-to-Consumer
South Korea B2C Ecommerce Market Segmentation by Online Food Service Sales Channel
- Aggregator App
- Direct-to-Consumer
South Korea B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel
- Streaming Services
- Movies & Events
- Theme Parks & Gaming
- Other
South Korea B2C Ecommerce Market Segmentation by Engagement Model
- Website-Based
- Live Streaming
South Korea B2C Ecommerce Market Segmentation by Location
- Cross-Border
- Domestic
South Korea B2C Ecommerce Market Segmentation by Device
- Mobile
- Desktop
South Korea B2C Ecommerce Market Segmentation by Operating System
- iOS / macOS
- Android
- Other Operating Systems
South Korea B2C Ecommerce Market Segmentation by City Tier
- Tier 1
- Tier 2
- Tier 3
South Korea B2C Ecommerce Market Segmentation by Payment Instrument
- Credit Card
- Debit Card
- Bank Transfer
- Prepaid Card
- Digital & Mobile Wallet
- Other Digital Payment
- Cash
South Korea B2C Ecommerce Consumer Demographics & Behaviour
- Market Share by Age Group
- Market Share by Income Level
- Market Share by Gender
South Korea B2C Ecommerce User Statistics & Ratios
- Internet Users
- Ecommerce Users
- Social Media Users
- Smartphone Penetration
- Banked Population
- Ecommerce Per Capita
- GDP Per Capita
- Ecommerce as % of GDP
- Cart Abandonment Rate
- Product Retun Rate
South Korea B2C Ecommerce Operational Metrics by Ecommerce Segment
- Gross Merchandise Value by Segment
South Korea B2C Ecommerce Operational Metrics by Retail Shopping Category
- Gross Merchandise Value by Category
South Korea B2C Ecommerce Operational Metrics by Sales Channel
- Gross Merchandise Value by Channel
South Korea B2C Ecommerce Operational Metrics by Location
- Gross Merchandise Value by Location
South Korea B2C Ecommerce Operational Metrics by Device
- Gross Merchandise Value by Device
South Korea B2C Ecommerce Operational Metrics by Operating System
- Gross Merchandise Value by Operating System
South Korea B2C Ecommerce Operational Metrics by City Tier
- Gross Merchandise Value by City Tier
South Korea B2C Ecommerce Operational Metrics by Payment Instrument
- Gross Merchandise Value by Payment Instrument
Reasons to Buy
- Comprehensive Market Intelligence: Develop a complete understanding of the B2C ecommerce landscape in South Korea with fundamental ecommerce metrics such as gross merchandise value, gross merchandise volume, and average value per transaction across all major ecommerce segments.
- Granular Segmentation and Cross-Analysis: Analyse the online retail ecosystem through detailed segmentation covering ecommerce segments, retail product categories, travel and hospitality verticals, media and entertainment services, sales channels, devices, operating systems, cities, and payment instruments, enabling deep insight into evolving consumer shopping patterns.
- Operational and Performance Benchmarking: Benchmark marketplaces, direct-to-consumer platforms, aggregators, and category-focused players using KPIs such as GMV share, category-level performance, channel efficiency, device contribution, and payment mode penetration, supporting comparative assessment of platform strengths and competitive positioning.
- Consumer Behavior and Ecosystem Readiness: Understand how demographics, income groups, gender mix, device usage, and payment preferences shape online purchasing decisions, influencing category demand, cart abandonment behavior, product return tendencies, and the shift toward digital-first commerce.
- Data-Driven Forecasts and KPI Tracking: Access a structured dataset of 80+ ecommerce KPIs with historical and forecast values up to 2029, providing clarity on growth drivers, category expansion, sales-channel transitions, and payment-instrument evolution across the B2C ecommerce value chain.
- Decision-Ready Databook Format: Delivered in a standardized, analytics-friendly databook format aligned with financial modeling requirements, enabling ecommerce companies, consumer brands, payment providers, technology firms, and investors to conduct evidence-based market assessment and strategic planning.
Table of Contents
1. About this Report
2. South Korea Ecommerce Market Size and Future Growth Dynamics
3. South Korea Social Commerce Market Size and Forecast
4. South Korea Quick Commerce Market Size and Forecast
5. South Korea User Statistics and Ratios Of Key Performance Indicators
6. South Korea Ecommerce Market Size and Forecast by Ecommerce Segments
7. South Korea Ecommerce Market Size and Forecast by Retail Shopping Categories
8. South Korea Ecommerce Market Size and Forecast by Retail Shopping Sales Channel
9. South Korea Ecommerce Market Size and Forecast by Travel and Hospitality Categories
10. South Korea Ecommerce Market Share by Travel and Hospitality Sales Channel
11. South Korea Ecommerce Market Size and Forecast by Online Food Service Sales Channel
12. South Korea Ecommerce Market Size and Forecast by Media and Entertainment Sales Channel
13. South Korea Ecommerce Market Size and Forecast by Engagement Model
14. South Korea Ecommerce Market Size and Forecast by Location
15. South Korea Ecommerce Market Size and Forecast by Device
16. South Korea Ecommerce Market Size and Forecast by Operating System
17. South Korea Ecommerce Market Size and Forecast by City
18. South Korea Ecommerce Market Size and Forecast by Payment Instrument
19. South Korea Ecommerce by Consumer Demographics
20. Further Reading
List of Tables
List of Figures
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 110 |
| Published | November 2025 |
| Forecast Period | 2025 - 2029 |
| Estimated Market Value ( USD | $ 268.83 Billion |
| Forecasted Market Value ( USD | $ 349.81 Billion |
| Compound Annual Growth Rate | 6.8% |
| Regions Covered | South Korea |
