Introduction to Korea’s e-commerce market
South Korea has rapidly become one of the world’s most dynamic e-commerce markets. For North American brands looking to expand into Asia, Korea offers an exciting combination of high digital adoption, affluent consumers, and strong appetite for global products.
Korean consumers are among the most connected in the world. Over 96% of the population uses the internet, and more than 85% shop online. Mobile commerce accounts for over 70% of transactions, making Korea a leader in m-commerce innovation.
Market Size & Growth:
The e-commerce market exceeded $200 billion USD in 2023, up over 15% year-on-year.
Consumers expect fast shipping, transparent pricing, and high-quality service.
Younger generations are driving trends toward premium, wellness, and international brands.
Key Platforms
Korea’s e-commerce is centered on a few dominant platforms:
1. Coupang
The largest e-commerce marketplace, with over 18 million active users.
Known for Rocket Delivery, offering next-day or same-day shipping.
Ideal for fast-moving consumer goods and impulse purchases.
2. Naver Smart Store
Part of Naver, Korea’s most-used search engine.
Allows brands to build integrated storefronts within the Naver ecosystem.
Powerful search and advertising tools.
Consumer Behaviours
High trust in reviews and influencer recommendations.
Preference for Korean-language listings.
Strong interest in clean, functional, and innovative products.
Expectation of fast delivery and easy returns.
Why Korea is a Strategic Entry Point
Tech-savvy consumers eager to try new brands.
Gateway to broader Asian markets.
Sophisticated logistics infrastructure.
High per-capita spending on beauty, wellness, and CPG products.
Case Study: A Wellness Brand’s Success
A mid-sized Canadian supplement brand launched on Coupang in 2021. With localized listings, influencer campaigns, and Rocket Delivery, they grew sales by 300% in 6 months and South Korean market surpassed their domestic sales.
