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South Korea B2C E-Commerce Market 2017

South Korea B2C E-Commerce Market 2017

New yStats.com publication: South Korea’s advanced E-Commerce market still shows room for growth in the field of mobile

Not only does South Korea have Asia’s third biggest E-Commerce market, it is also one of the most progressive online retail markets both in Asia and worldwide. According to information from the yStats.com report, E-Commerce sales already made up nearly 20% of total retail sales in 2016 due to factors such as a developed Internet infrastructure and having the highest Internet penetration rate in the region. Over half of Internet users purchased products online and among them, 2 in 3 made monthly purchases.

Globally, the most popular categories of items purchased online consisted of travel, clothes and electronics and South Korea also followed suit in 2016. The online purchasing of groceries in South Korea is an outlier, underlines the yStats.com report. FMCG purchases completed online made up a double-digit share of retail sales in this category in 2016, whereas other more mature markets like the USA, the UK, and France had only single-digit shares. More than half of online grocery sales came from M-Commerce.

The degree of M-Commerce use is nearly unprecedented in South Korea, reveals the yStats.com report. Over half of online retail sales in South Korea came from mobile last year. Convenience is a major driver of M-Commerce, with smartphones ranking both as the most preferred device for online shopping and being used more frequently than computers.

M-Commerce has double the growth rate of total online retail sales, thus market players are becoming more accommodating to the field of mobile. Popular shopping apps like 11Street and Coupang both had a seven-digit number of users, but the leading player, Ebay Korea, still holds the largest market share of sales.


1. Management Summary
2. Overview & International Comparisons
Overview of B2C E-Commerce Market and International Comparisons, May 2017
B2C E-Commerce Sales in South Korea, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, Compared to Worldwide and Selected Territories in Asia, 2011, 2016 & 2021f
Retail E-Commerce Sales in South Korea, in USD billion, and CAGR, in %, Compared to Selected Countries in Asia-Pacific, 2016 & 2021f
Internet Penetration in South Korea, in % of individuals, Compared to Selected Countries in Asia-Pacific, 2014-2020f
Average Internet Connection Speed in South Korea, in MBPS, Compared to Selected Countries in Asia-Pacific, Q4 2016
3. Trends
Overview of B2C E-Commerce Market Trends, May 2017
Breakdown of Devices Most Used for Online Shopping, in % of Online Shoppers, January 2017
Mobile Shopper Penetration, in % of Internet Users, by Age Group and Total, Q3 2016
M-Commerce Share of B2C E-Commerce Sales, in %, 2016
M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016
M-Commerce Sales by Product Category, in KRW billion, and M-Commerce Share of E-Commerce Sales in Each Category, in %, 2016
Awareness and Usage of Online-to-Offline Services, in % of Internet Users, Q3 2016
Cross-Border E-Commerce Imports, in KRW billion, 2014 – 2016
Cross-Border E-Commerce Exports, in KRW billion, 2014 - 2016
Cross-Border E-Commerce Exports, in KRW billion, 2014 - 2016
Breakdown of Cross-Border E-Commerce by Country and Region, by Imports and Exports, in %, 2016
Breakdown of Cross-Border E-Commerce Exports and Imports by Product Category, in KRW billion, and Year-on-Year Change, in %, 2015 & 2016
4. Sales & Shares
Retail E-Commerce Sales, in KRW trillion, and Year-on-Year Change, in %, 2010-2016
E-Commerce Share of Total Retail Sales, in %, February 2016 & February 2017
Retail E-Commerce Sales Forecast, in USD billion, and CAGR, in %, by Two Comparative Estimates, 2016 & 2021f
5. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 – 2016
Online Shopper Penetration, by Device and Total, in % of Internet Users, Q3 2016
Breakdown of Online Shopping Frequency, in % of Online Shoppers, Q3 2016
Breakdown of Online Shoppers into Groups by Average Number of Online Purchases Per Month, by PC and Mobile Shoppers, in %, January 2017
6. Products
E-Commerce Sales by Product Category, in KRW billion, 2015 & 2016, and Year-on-Year Change, in %, 2016
Top 10 Product Categories Most Purchased Online, in % of Online Shoppers, Q3 2016
7. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, Q3 2016
Payment Methods Used in Online Shopping, in % of Online Shoppers, by PC and Mobile, Q3 2016
Purposes of Using Mobile Payments, in % of Mobile Payment Users, September 2015
8. Delivery
Overview of Delivery Services Offered by the Top 2 E-Commerce Players, May 2017
9. Players
Overview of B2C E-Commerce Players, May 2017
Top E-Commerce Platforms Purchased from, in % of Mobile Shoppers and PC Shoppers, January 2017
Top 10 E-Commerce Websites by Unique Visitors, in millions, and Reach, in %, April 2017
Top 10 E-Commerce Mobile Applications by Unique Users, in millions, and Reach, in %, March 2017

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