Korea Online Shopping: Top E-commerce Trends
- info831035
- Aug 25
- 6 min read
Updated: Sep 8
As marketing experts, we're always keeping an eye on the latest trends in e-commerce, especially in a country like Korea where the online shopping industry is thriving.
Did you know that over 64% of South Korean internet users aged 16 to 64 purchased a product or service online in a week? 43% order groceries, while 23.2% use an online price comparison service (DataReportal). With its high level of technological advancement and strong consumer culture, it's no surprise that e-commerce is a major driving force in the Korean economy.
In this article, we'll take a deep dive into the top e-commerce trends in Korea. We'll provide insights and analysis on each trend and explore their impact on the Korean e-commerce market. Knowing these trends will help you in your digital marketing efforts in South Korea.
So, whether you're an industry veteran or just starting out, this article will provide valuable insights and help you stay ahead of the game in the highly competitive world of Korean e-commerce. Let's get started!
The Top E-Commerce Trends in Korea are ⬇️
1. The Dominance of the "Big Three"
Coupang, Naver, and Shinsegae Group
When it comes to e-commerce in Korea, three companies dominate the conversation: Coupang, Naver, and Gmarket. Coupang is the clear leader, controlling 37.7% of the domestic e-commerce market as of 2023 (Business.gov.uk).
Coupang recorded nearly ₩40 trillion in sales in 2024, securing its position as the top player in Korean e-commerce. Its strong logistics network, investments in AI-driven operations, and expansion into international markets such as Taiwan continue to drive its rapid growth (KFriday, Investors.com).
Naver has become Coupang’s strongest rival by expanding beyond its core search and advertising business into e-commerce. In Q2 2025, Naver reported total revenue of KRW 2.915 trillion, up 11.7% year-over-year, with its commerce division growing 19.8% year-over-year to KRW 861.1 billion. This growth reflects the success of Naver’s Smart Store platform, Naver Pay integration, and Shopping Live service (Naver Corp, JoongAng Daily).
Shinsegae Group, the operator of SSG.com, remains the country’s third-largest e-commerce player. In December 2024, Shinsegae announced a joint venture with Alibaba International to integrate its Gmarket operations with AliExpress Korea, a move designed to enhance its competitiveness in the marketplace sector (Reuters, Wall Street Journal).
The “Big Three”, Coupang, Naver, and Shinsegae Group, are reshaping South Korea’s e-commerce industry with rapid growth, new business models, and strategic partnerships. Their influence continues to define one of the most competitive online retail markets in the world.
2. Google & YouTube
The Quest for Shopping Supremacy
As the online shopping trend in South Korea continues to thrive, tech giants Google and YouTube are entering the market, with the goal of disrupting the current e-commerce landscape.
With the new shopping features being introduced to YouTube Shorts, the video platform aims to offer users a more seamless and convenient shopping experience. YouTube has incorporated affiliate marketing and the ability to purchase items directly through videos. The platform will also pay YouTubers or influencers 45% of the revenue made through displaying ads between videos on Shorts. This could result in a shift in consumer behavior, as users opt for more interactive and engaging shopping experiences through video content.
Google, on the other hand, has made major changes to its Google Shopping Ads platform, making it easier for merchants to sell their products globally. The platform has transitioned from a paid service to a free ecommerce ecosystem, allowing any merchant to participate and sell their products anywhere in the world. To participate in the free Google Shopping Ads program in South Korea, merchants need to first create a South Korean feed and opt into the program. This move by Google could increase competition for domestic e-commerce companies and impact the current e-commerce landscape in South Korea.
Overall, the entry of Google and YouTube into the South Korean e-commerce market could have a significant impact on the current players, as they look to shake the status quo and offer new and innovative shopping experiences to consumers.
3. Personalized Shopping
The Rise of Customized Curation
The demand for personalized shopping experiences is on the rise as online shopping continues to grow in South Korea. This is where customized curation comes into play, offering consumers a shopping experience that is tailored to their specific needs and preferences.
One major player in this trend is Naver, who in 2020 introduced the "For You Ranking" feature, providing personalized recommendations to its users. This feature uses artificial intelligence and machine learning algorithms to analyze consumer behavior and suggest products that match their preferences. This not only makes the shopping experience more efficient, but it also helps increase consumer satisfaction and builds brand loyalty.
The rise of customized curation in e-commerce not only benefits consumers but it also provides valuable insights to retailers and brands. By analyzing consumer behavior, retailers and brands can gain a better understanding of their target market and adjust their strategies accordingly.
4. The Evolution of E-commerce
From Market to Social Media Hub
The evolution of e-commerce in South Korea has seen a shift from a traditional market platform to a social media hub. This trend is largely driven by the rise of influencer marketing, which has become an increasingly important aspect of e-commerce in recent years.
Influencer marketing allows retailers and brands to reach out to a wider audience by partnering with popular social media influencers. These influencers have a large following of consumers who trust their recommendations and are more likely to make a purchase based on their endorsement.
In South Korea, this trend is particularly prevalent on platforms such as Instagram and TikTok, where influencer marketing has become a key component of their e-commerce strategy. Brands can now collaborate with influencers to create product lines, launch new products, and offer exclusive discounts and promotions to their followers.
Take a look at how Musinsa collaborates with influencers to showcase outfits during its Hannam branch Super Sale. This Reel highlights the influencer’s personal styling of Musinsa Standard pieces, using her fashion sense to inspire viewers. The engaging visuals and curated looks leverage her taste and authenticity, which in turn encourage her followers to explore and purchase the featured products.
This shift towards a social media-based e-commerce model has not only changed the way consumers shop, but it has also provided new opportunities for retailers and brands to reach and engage with their target market.
5. Convenience and Fast Delivery
Emergence of Same-Day Delivery Services
In recent years, online shopping in South Korea has become more convenient with the emergence of same-day delivery services. One of the leading e-commerce companies, Coupang, has made it possible for customers to receive their purchases on the same day as their order. This has revolutionized the shopping experience, allowing customers to receive their products more quickly and efficiently.
In addition to Coupang, other companies have also recognized the importance of fast delivery services. Naver and CJ Logistics have strengthened their cooperation program to offer both same-day and dawn delivery options. This means that customers have even more flexibility and convenience when it comes to receiving their purchases. Similarly, SSG also offers early morning or dawn delivery services.
The emergence of same-day delivery services has made online shopping more convenient for customers in South Korea. This trend is set to continue, with e-commerce companies constantly seeking new ways to improve the customer experience.
Conclusion
The e-commerce landscape in South Korea is rapidly evolving, driven by convenience, speed, and personalization. From the dominance of the "Big Three" e-commerce players, to the emergence of fast delivery services and the evolution of e-commerce to a social media hub, the future of online shopping in South Korea is full of exciting possibilities.
As online shopping continues to grow and become a vital part of the consumer experience, it's essential for businesses to stay ahead of the curve and take advantage of the latest trends and technologies. So, buckle up and get ready for the ride!
Frequently Asked Questions (FAQs)
Who are the biggest players in South Korea's e-commerce market?
The three dominant companies in South Korea’s e-commerce market are Coupang, Naver, and Shinsegae Group (operator of SSG.com). Coupang leads with around 37.7% market share, followed by Naver and Shinsegae, who are rapidly expanding through innovative services and strategic partnerships.
How popular is online shopping in South Korea?
Over 64% of South Korean internet users aged 16 to 64 purchase products or services online weekly. The country has one of the highest internet penetration rates and a strong consumer culture, making online shopping a major part of daily life.
How important is influencer marketing for Korean e-commerce?
Influencer marketing is very influential in South Korea, especially on platforms like Instagram and TikTok. Brands collaborate with popular influencers to create engaging content and product lines, driving sales and building authentic consumer trust.
How significant is same-day delivery in Korean e-commerce?
Same-day delivery is a crucial differentiator, especially with leaders like Coupang offering ultra-fast delivery. Other companies, including Naver and CJ Logistics, have also expanded fast delivery options, making convenience a top priority for Korean consumers.
How can foreign businesses tap into the Korean e-commerce market?
Foreign businesses can participate by partnering with major platforms like Coupang or Naver Smart Store, localizing their offerings for Korean consumers, and utilizing fast delivery services and influencer marketing to gain trust and visibility.
