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Korea Online Shopping : Top E-commerce Trends

AJ Marketing - Korea Online Shopping : Top E-commerce Trends

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 65% of South Korean internet users aged 16 to 64 purchased a product or service online in a week? 45% order groceries, while 25.4% use an online price comparison service. 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.

AJ Marketing - Korea Online Shopping : Top E-commerce Trends - weekly online shopping activities in Korea

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!

AJ Marketing - Korea Online Shopping : Top E-commerce Trends - CONNECT

The Top E-Commerce Trends in Korea are ⬇️

1. The Dominance of the "Big Three"

Coupang, Naver, and SSG E-commerce

AJ Marketing - Korea Online Shopping : Top E-commerce Trends - Domestic E-commerce Companies Statistics in Korea

When it comes to e-commerce in Korea, there are three names that stand out above the rest: Coupang, Naver, and SSG E-commerce. These three companies are leading the pack when it comes to e-commerce service payments domestically. Naver has a 17% market share among all domestic e-commerce companies, while holds 15% and Coupang 13%.

Coupang recorded 22 trillion won in sales in 2021, the highest since its foundation in 2010. This rapid growth is a testament to Coupang's popularity and effectiveness as an e-commerce platform. Coupang is also preferred by Gen Zs as their shopping platform.

Naver, another strong player in the e-commerce space, is also investing heavily in commerce. Although Naver's main business is not e-commerce, the company has been making significant strides in this area by focusing on smart stores, an open market method, and launching brand stores and shopping live since June of 2021. These efforts have paid off and Naver's commerce businesses are growing rapidly, driving sales growth.

Shinsegae Group, on the other hand, the company behind SSG E-commerce, has been making strategic acquisitions. For example, the company acquired the entire stake in Starbucks Korea and added the No. 1 coffee shop brand to its portfolio. In addition, Shinsegae is expanding its influential brands within each market, such as the fashion platform W Concept.

The "Big Three" are dominating the Korean e-commerce market and shaping the industry with their innovative strategies and rapid growth. Understanding their influence is crucial for success in the Korean e-commerce landscape.

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

AJ Marketing - Korea Online Shopping : Top E-commerce Trends - 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 Report Factory curates images of influencers and celebrities wearing garments and clothing by featured brands. This imagery makes use of the influencers' good taste and style, which in turn influences the creators' viewers to purchase the products involved.

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

AJ Marketing - Korea Online Shopping : Top E-commerce Trends - 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.


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!

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