SOUTH KOREA B2C E-COMMERCE MARKET 2018 PUBLICATION DATE: MAY 2018
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South Korea B2C E-Commerce Market 2018
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QUESTIONS
ANSWERED
IN THIS REPORT
What projections are made for B2C E-Commerce sales in South Korea through 2021?
How high is the share of mobile shopping in South Korea’s E-Commerce?
Which product categories are most popular among online shoppers in South Korea?
Who are the B2C E-Commerce market leaders in South Korea in terms of online sales?
What are the top 3 countries from which cross-border online shoppers in South Korea purchase?
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RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
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SOUTH KOREA B2C E-COMMERCE MARKET 2018
THE FOOD AND BEVERAGE CATEGORY HELPS DRIVE THE GROWTH OF
B2C E-COMMERCE IN SOUTH KOREA
South Korea’s B2C E-Commerce market is the third largest in Asia and one of the
most advanced in this region and worldwide. More than one-fifth of overall retail sales in
South Korea was online in 2017, with a projection of further increase through 2021. The
yStats.com report reveals that mobile shopping is one of the drivers of this growth. The
vast majority of online shoppers in South Korea make purchases via smartphones,
making M-Commerce the leading mode of online retail with more than one-half of overall
digital sales.
In the food and beverage segment, close to three-quarters of E-Commerce sales
were on mobile in 2017. The same category was also one of the leaders of the online
growth rate, according to statistics cited in the yStats.com report. In terms of the E-
Commerce revenue size, food and beverage ranked fourth behind travel, clothes and
household goods.
Another finding of the yStats.com report is the strong preference of online
shoppers in South Korea for credit card payment. Mobile payment services such as
Samsung Pay, Naver Pay and Kakao Pay are also gaining popularity, collectively ranking as
the fourth most used payment method for digital purchases.
eBay Korea is the E-Commerce leader in South Korea. Generating the highest
revenue among the online platforms in 2017, eBay also became one of the largest
retailers in the country. Its main competitors include SK Telecom’s 11st, store-based
retailer Lotte and Internet portal Naver, as revealed in a ranking of major E-Commerce
platforms by sales volume cited in the yStats.com report.
SOUTH KOREA B2C E-COMMERCE MARKET 2018
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MANAGEMENT SUMMARY
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
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
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
USERS & 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
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SOUTH KOREA B2C E-COMMERCE MARKET 2018
TABLE OF CONTENTS (1 OF 2)
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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
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
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
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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SOUTH KOREA B2C E-COMMERCE MARKET 2018
TABLE OF CONTENTS (2 OF 2)
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SOUTH KOREA B2C E-COMMERCE MARKET 2018
REPORT-SPECIFIC SAMPLE CHARTS
GENERAL METHODOLOGY OF OUR 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 solely 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 all
obtained 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 always 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.
METHODOLOGY OF OUR SOUTH KOREA B2C E-COMMERCE MARKET 2018
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.
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.
SOUTH KOREA B2C E-COMMERCE MARKET 2018
7
Southeast Asia B2C E-Commerce Market 2018
Vietnam B2C E-Commerce Market 2018
Malaysia B2C E-Commerce Market 2018
Singapore B2C E-Commerce Market 2018
Thailand B2C E-Commerce Market 2018
Indonesia B2C E-Commerce Market 2018
Asia-Pacific Online Payment Methods: Second Half 2017
Asia-Pacific Cross-Border B2C E-Commerce 2017
Asia-Pacific M-Commerce 2017
May 2018
April 2018
April 2018
April 2018
April 2018
March 2018
February 2018
February 2017
June 2017
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Global E-Commerce Marketplaces 2018
Global Online Payment Methods: Second Half 2017
Global Mobile Payment Methods: Second Half 2017
Innovation Trends in Global Retail and Payments 2017
Global Digital Gaming 2017
Middle East B2C E-Commerce Market 2018
GCC B2C E-Commerce Market 2018
March 2018
February 2018
February 2018
October 2017
August 2017
January 2018
February 2018
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North America B2C E-Commerce Market 2017
Latin America B2C E-Commerce Market 2017
Europe B2C E-Commerce Market 2017
December 2017
October 2017
July 2017
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Western Europe B2C E-Commerce Market 2017
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UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
China B2C E-Commerce Market 2018
India B2C E-Commerce Market 2018
Asia-Pacific B2C E-Commerce Market 2018
May 2018
May 2018
May 2018
€ 950
€ 950
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SOUTH KOREA B2C E-COMMERCE MARKET 2018
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