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GENERAL METHODOLOGY OF MARKET REPORTS

Secondary Market Research

The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are

based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and

company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for

reported data. As a result, companies gain a precise and unbiased impression of the market situation.

Cross referencing of data is conducted in order to ensure validity and reliability.

The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several

sources. If this is the case, all sources are mentioned on the chart.

The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.

Definitions

The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact

definition used by the source (if available) is included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main

idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time

period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple

answers were possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,

management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When

available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional

reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In

some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR

values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency

figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT

Report Coverage

This report covers the B2C E-Commerce market in South Korea. A broad definition of retail E-Commerce used by some original sources cited in this report

might include both B2C and C2C E-Commerce.

The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,

products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in

the region in terms of criteria relevant to E-Commerce.

Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border E-Commerce.

The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.

In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product categories purchased online.

The next section, “Payment”, covers the payment methods most used by online shoppers.

Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce.

Finally, the “Players” section includes information about the leading E-Commerce companies, including a ranking of top online shopping platforms by website

visits.

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DEFINITIONS

B2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from businesses to

consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-

to-consumer (C2C) sales.

E-COMMERCE SALES the total sales generated either on the E-Commerce market in a certain country or region, or the total sales

generated through E-Commerce by a player on the market.

M-COMMERCE M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic

transactions via mobile devices, such as mobile phones, tablets and smartphones.

OMNICHANNEL an approach to retail that strives to provide the customer with the seamless shopping experience across all

retail channels, such as in-store, online and mobile.

INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.

ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.

E-COMMERCE MARKETPLACE platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products

online whereas the marketplace operator acts as an intermediary.

CROSS-BORDER E-COMMERCE the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country

where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders.

The following expressions and definitions are used in this market report*:

Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective

charts

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TABLE OF CONTENTS (1 OF 2)

1. Management Summary

2. Overview & International Comparisons

• Overview of B2C E-Commerce Market and International Comparisons, April 2018

• Top 10 Countries Worldwide by Online Shopper Penetration, in % of Internet Users, incl. South Korea, Q2 2017

• Retail E-Commerce Sales, in USD billion, by Australia, China, Japan, India and South Korea, 2018f

• B2C E-Commerce Sales, in USD million, 2016 & 2021, Online Spending Per Capita, in USD, and B2C E-Commerce Share of Total Retail

Sales, in %, by China, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, Vietnam, 2016

• E-Commerce Share of FMCG Retail Sales in South Korea Compared to Selected Countries, in %, 2017e

• Share of Online Shoppers Who Make At Least Half of Their Online Purchases via Marketplaces, in % of Online Shoppers, by China,

India, Japan and South Korea, August 2017

• Share of Internet Users Accessing the Internet via Smartphone, in % of Internet Users, by Australia, China, Japan, India, Taiwan,

Thailand, South Korea, Singapore, Malaysia, and Vietnam, 2017

3. Trends

• Breakdown of Internet Traffic by Device, in %, March 2018

• Devices Used for Shopping Online, in % of Online Shoppers, September 2017

• Channels Used to Research and Purchase Products and Services, in % of Online Shoppers, January 2018

• Average Online Purchase Value, by PC and Mobile Shopping, in KRW, January 2018

• Product Categories Purchased Online, by Mobile and PC, in % of Online Shoppers, January 2018

• M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2013-2017

• M-Commerce Sales by Product Category, in KRW million, and M-Commerce Share of E-Commerce Sales in Each Category, in %, 2016

& 2017

• O2O Services Used, in % of Mobile Device Users, June 2017

• Top 3 Countries Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2017

4. Sales & Shares

• Retail E-Commerce Sales, in KRW trillion, and Year-on-Year Change, in %, 2010-2017

• E-Commerce Share of Total Retail Sales, in %, 2017

• Retail E-Commerce Sales, in USD billion, 2016 & 2018f

• B2C E-Commerce Sales, in USD billion, 2016 & 2021f

• B2C E-Commerce Share of Total Retail Sales, in %, 2016

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TABLE OF CONTENTS (2 OF 2)

5. Internet Users & Online Shoppers

• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 – 2017e

• Online Shopper Penetration, by Device, in % of Internet Users, 2016 & 2017

• Breakdown of Frequency of Online Shopping, in % of Online Shoppers, 2016 & 2017

• Breakdown of Average Monthly Online Shopping Spending, in % Online Shoppers, 2017

6. Products

• E-Commerce Sales by Product Category, in KRW billion, 2016 & 2017, and Year-on-Year Change, in %, 2017 vs. 2016

• Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017

• B2C E-Commerce Sales of Food and Drinks, in USD billion, 2016 & 2021f

7. Payment

• Daily Average Personal Credit Card Payment Value by Major Consumption Types, incl. Online and Home Shopping, in KRW billion, H1

2016 - H1 2017

• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2016 & 2017

• Payment Methods Used in Online Shopping, in % of Online Shoppers, by PC and Mobile, September 2017

• Top 5 Mobile Payment Services by Payment Volume, in KRW billion, January-August 2017

8. Delivery

• Problems Encountered When Shopping Online, in % of Online Shoppers, 2017

• Share of Cross-Border Online Shoppers Who Used Parcel Tracking Services, in % of Cross-Border Online Shoppers Who Had Been

Offered Parcel Tracking, 2017

• Overview of Delivery Options Offered by the Top 2 E-Commerce Players, April 2018

9. Players

• Overview of B2C E-Commerce Players, April 2018

• Turnover of Selected Major E-Commerce Platforms, in KRW trillion, 2017e

• Top 10 E-Commerce Websites by Unique Visitors, in millions, and Reach, in %, March 2018

• Top 10 E-Commerce Mobile Applications by Unique Users, in millions, and Reach, in %, March 2018

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1. Management Summary 09 – 11

2. Overview & International Comparisons 12 – 19

3. Trends 20 – 29

4. Sales & Shares 30 – 35

5. Internet Users & Online Shoppers 36 – 40

6. Products 41 – 44

7. Payment 45 – 49

8. Delivery 50 – 53

9. Players 54 – 58

23%

20%

23%

27%

27%

34%

37%

43%

46%

77%

23%

24%

24%

25%

30%

37%

40%

49%

51%

83%

0% 25% 50% 75% 100%

Online Voucher

Music Products

Paid Contents

Food, Groceries

Travel Products

Household Items

Cosmetics

Books, Magazines or Newspapers

Tickets/Bookings for Entertainment

Clothing, Footwear and Accessories

2017

2016

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The share of online shoppers in South Korea buying “Clothing,

footwear and accessories” increased from 77% in 2016 to 83% in 2017. South Korea: Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017

in % of Online Shoppers

Note: does not add up to 100% due to multiple answers possible; only the top 10 categories are included

Survey: 2017 data is based on a survey of 25,000 households and 62,540 household members aged 3+, conducted between August and September 2017;

2016 data is based on a survey of 25,000 households and 61,238 household members aged 3+, conducted between July and October 2016

Source: Ministry of Science, ICT and Future Planning, Korean Internet and Security Agency (KISA), March 2018, March 2017

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E-Commerce 20,9%

Other Retail 79,1%

Retail E-Commerce sales accounted for more than one-fifth (20.9%)

of overall retail sales in South Korea in 2017. South Korea: E-Commerce Share of Total Retail Sales, in %, 2017

Note: starting from January 2017, the source changed methodology of estimating retail E-Commerce sales by adapting the sample base in order to better reflect the amount of

transactions taking place on E-Commerce marketplaces (“shopping malls”); as a result, the figure for 2017 was revised from KRW 80 trillion to KRW 92 trillion; the historic

data was not revised based on the new methodology and hence is not comparable with the new 2017 figure; on the present graph the 2017 sales are based on the new

methodology (KRW 92 trillion) and are not comparable with the historic years

Definition: retail E-Commerce defined as transaction value of online shopping transactions, including sales of products, travel and miscellaneous services at specialized and general

malls of online and online/offline operators; B2C and C2C transactions are included

Survey: based on a survey of around 1,000 establishments operating online shopping sites, conducted on a monthly basis

Source: Statistics Korea, April 2018

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