韩国在线购物行为市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

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BRANDSDigitalshoppingbehaviorinSouthKoreaCHAPTER

01OverviewPercentageofpopulationusingtheinternetinSouthKoreafrom2000to2021SouthKorea:internetpenetration2000-2021100%90%80%70%60%50%40%30%20%10%0%2000

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20213/statistics/255859/internet-penetration-in-south-koreaSouthKoreaisoneofthebestconnectedcountriesworldwide,witharound97.57percentofitspopulationusingtheinternet.Inaddition,SouthKoreawasamongthecountrieswiththehighestaveragemobileinternetconnectionspeedworldwide.ReadmoreNote(s):SouthKorea;2000to2021Source(s):ITU;MinistryofScienceandICT(SouthKorea)Shareofdigitalandnon-digitalonlyconsumersinSouthKoreain2021Digitalandnon-digitalconsumershareSouthKorea2021Non-digitalconsumer17.9%Digitalconsumer82.1%4Description:AccordingtoasurveyonconsumerlifeinSouthKoreain2021,about82.1percentofrespondentsweredigitalconsumers,whilearound17.9percentofrespondentswerenon-digitalconsumers.Participantsstatedthattheyusedinternetoronlineshoppingthemost.ReadmoreNote(s):SouthKorea;May14toJune23,2021;10,000respondents;20yearsandolderSource(s):KCA;SouthernPostDistributionofdigitalconsumptioninSouthKoreain2021,byagegroupDistributionofdigitalconsumptionSouthKorea2021,byagegroup120%96.5%95.9%100%80%60%40%20%0%91.1%79.2%57.6%20-29years30-39years40-49years50-59years60-69years5Description:InasurveyonconsumerlifeinSouthKoreain2021,about96.5percentofrespondentsintheir20sstatedtheyweredigitalconsumers.Accordingtothesource,theshareofrespondentsintheir60sasdigitalconsumersincreasedbyatenfoldcomparedto2019.ReadmoreNote(s):SouthKorea;May14toJune23,2021;10,000respondents;20yearsandolderSource(s):KCA;SouthernPostE-commerceshoppingusagerateinSouthKoreafrom2019to2021E-commerceshoppingusagerateSouthKorea2019-202190%83.6%80%70%60%50%40%30%20%10%0%44%201920216Description:Accordingtoasurveyontheusageofe-commerceinSouthKoreain2021,about83.6percentofrespondentsstatedthattheyhadusede-commerce.Thiswasdoubletheamountofthee-commerceusageratein2019.

ReadmoreNote(s):SouthKorea;May14toJune23,2021;10,000respondents;20yearsandolderSource(s):KCA;SouthernPostOnlineshoppingsalesgrowthinSouthKoreafrom2016to2022E-commercesalesgrowthinSouthKorea2016-202226%24.6%24%22%20%18%16%14%12%10%22.1%21%19.6%19.4%19.2%12.3%2016Q32017Q32018Q32019Q32020Q32021Q32022Q37/statistics/261340/b2c-e-commerce-sales-growth-in-south-koreanthethirdquarterof2022,theonlineshoppingtransactionsinSouthKoreagrewby12.3percentcomparedtothesameperiodinthepreviousyear.Overtheyearsonlineshoppingsaleshavecontinuedtoincrease,onlyrecentlyslowingdownalittle.ReadmoreNote(s):SouthKorea;2016to2022Source(s):StatisticsKoreaOnlineshoppingtransactionvolumeinSouthKoreafrom2010to2022(intrillionKoreanwon)E-commercesalesvolumeSouthKorea2010-202225020015010050209.88187.08159.44135.26113.7391.99201764.91201653.89201545.338.534.07201229.07201125.20201020132014201820192020202120228Description:Thevalueofe-commercesalesinSouthKoreaamountedtoalmost210trillionSouthKoreanwonin2022.Thepopularityofonlineshoppingviadifferente-commercechannelshascontinuouslygrownoverthelastyears.ThiswasespeciallytrueinthelastyearduetotheeffectsofCOVID-19,astheSouthKoreane-commercemarketexperiencedanincrease.ReadmoreNote(s):SouthKorea;2009to2022Source(s):StatisticsKoreaOnlineshoppingtransactionvalueofleadingproductcategoriesinSouthKoreain2022(inbillionSouthKoreanwon)OnlineshoppingtransactionvalueSouthKorea2022,bycategorySalesinbillionSouthKoreanwon05,00010,00015,00020,00025,00030,000Food&beverages26,641.1426,593.96FoodservicesHomeelectricappliances,electronicandtelecommunicationequipmentClothing20,839.4719,315.2916,715.2816,530.87TravelarrangementandtransportationservicesHouseholdgoodsCosmetics11,099.679,460.669,128.757,325.836,112.585,197.995,197.62Agriculture,livestockandfisheryproductsComputersandcomputer-relatedappliancesE-couponservicesSportsandleisureappliancesGoodsforinfantsandchildrenFurniture9Description:In2022,theonlineshoppingtransactionvaluewasthehighestinthefoodandbeveragescategory,asonlineshoppersspentabout26.6trillionSouthKoreanwononfoodandbeverages.Anotherleadingproductcategorywasfoodservices.

ReadmoreNote(s):SouthKorea;2022;preliminarydataSource(s):StatisticsKoreaDifferente-commercechannelsusedforpurchasesduringthelastthreemonthsinSouthKoreaasofJune2022Channelsofe-commerceusedSouthKorea2022Shareofrespondents0%

10%

20%30%40%50%60%70%80%90%88.5%100%E-commercemarketplaces(e.g.Shopee,Lazada,Amazon,AliExpress,etc)Retailer/Brandwebsites28.82%Shoppingapps25.41%C2Cmarketplaces(e.g.Ebay,Etsy,Carousell,etc)Socialcommerce(e.g.Facebook,Instagram,TikTok,etc)Others19.9%14.3%2.14%10Description:AccordingtoasurveyconductedbyRakutenInsightononlineshoppingbehavioramongSouthKoreansasofJune2022,alargemajorityof88.5percentofrespondentsansweredthattheyusedonlinemarketplaces,suchasAmazonorCoupangforonlinepurchasesduringthelastthreemonths.Directlypurchasingitemsonaretailerorbrandwebsitecameinsecondwitharespondents'shareofaround29percent.

ReadmoreNote(s):SouthKorea;June12to30,2022;7,667respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

02OnlineshoppingchannelsUsagerateofe-commerceshoppingchannelsinSouthKoreain2021,bychannelE-commerceshoppingchannelusagerateSouthKorea2021,bychannelShareofrespondents0%

10%20%30%40%50%60%60.1%70%Mobileshopping(mobile-based)TVhomeshopping40.3%Internetshopping(PC-based)36.3%Financialplatform(openbankingappssuchasToss)Socialmediaplatformshopping(Instagramshopping,Kakaotalkshopping,etc.)Interpersonaltransactionplatformshopping(C2C)*Directoverseaspuchase(includingoverseaspurchaseoperators)25.5%20.8%16.6%9.4%12Description:Accordingtoasurveyontheusagerateofe-commerceshoppingchannelsinSouthKoreain2021,about60percentofrespondentsstatedthattheyusedmobileshoppingthemost.Otherpopulare-commerceshoppingchannelswereTVhomeshoppingandPC-basedinternetshopping.ReadmoreNote(s):SouthKorea;May14toJune23,2021;10,000respondents;20yearsandolder;*WebsitessuchasKarrotMarket,Bunjang,andJoongonara.

ReadmoreSource(s):KCA;SouthernPostUsagerateofsocialmediashoppingplatformsinSouthKoreafrom2017to2021SocialmediashoppingplatformsusagerateSouthKorea2017-202125%20%15%20.8%10%6.8%5%4.1%20190%2017202113Description:InasurveyontheusagerateofdifferentshoppingplatformsinSouthKoreain2021,about20.8percentofrespondentsstatedthattheyusedsocialmediashoppingplatforms.Thiswasa16.7percentincreasecomparedtotheusageratein2019.Socialmediaplatformsarebecomingmorepopularasshoppingchannels.ReadmoreNote(s):SouthKorea;2017to2021;10,000respondents;20yearsandolderSource(s):KCA;SouthernPostUsagerateofTVhomeshoppinginSouthKoreafrom2017to2021TVhomeshoppingusagerateSouthKorea2017-202145%41.8%40.3%40%35%30%25%20%15%10%5%27.3%0%20172019202114/statistics/1342973/south-korea-tv-home-shopping-usage-rate-2021InasurveyontheusagerateofdifferentshoppingplatformsinSouthKoreain2021,about40.3percentofrespondentsstatedthattheyusedTVhomeshopping.Accordingtothesource,thiswasa13percentincreasecomparedtotheusageratein2019.ReadmoreNote(s):SouthKorea;2017to2021;10,000respondents;20yearsandolderSource(s):KCA;SouthernPostUsagerateofPC-basedinternetshoppinginSouthKoreafrom2017to2021PC-basedinternetshoppingusagerateSouthKorea2017-202145%40.1%40%35%30%25%20%15%10%5%36.3%31.9%0%20172019202115Description:InasurveyontheusagerateofdifferentshoppingplatformsinSouthKoreain2021,about36.3percentofrespondentsstatedthattheyusedcomputer-basedinternetshopping.Accordingtothesource,thiswasa4.4percentincreasecomparedtotheusageratein2019.ReadmoreNote(s):SouthKorea;2017to2021;10,000respondents;20yearsandolderSource(s):KCA;SouthernPostUsageofmobileshoppingviasmartphoneinSouthKoreaasofDecember2022,byageSmartphoneshoppingusageSouthKorea2022,byageShareofrespondents30%

40%0%10%20%50%60%70%80%15to19yearsold20to29yearsold30to39yearsold40to49yearsold50to59yearsold62.7%66.7%66%64.5%52.8%16Description:AccordingtoasurveyamongSouthKoreansinDecember2022,66.7percentofconsumersintheirtwentieswhoshoppedduringthelastyearstatedthattheyusedtheirsmartphoneforonlineshopping.Shoppingonlineviasmartphonewasmorecommonamongtheyoungergenerations,whereasforrespondentsintheirfiftiestheusagedroppedtoaround53percent.ReadmoreNote(s):SouthKorea;December17to21,2022;1,860*;15-59years;peoplewhoshoppedduringthelastyear;*Outof2,000totalrespondentsinthissurvey.

ReadmoreSource(s):NASMEDIA;OpensurveyShareofpeoplehavingtriedquickcommerceinSouthKoreain2022QuickcommerceusagerateSouthKorea2022Didnotusebefore34.8%Usedbefore65.2%17Description:AccordingtoasurveyconductedamongSouthKoreanconsumersaged20to49yearsold,around65percentofconsumersansweredthattheyhavetriedquickcommercebefore.Accordingtothesource,fooddeliveryserviceCoupangEatswasthemostusedquickcommerceserviceamongrespondentsintheirforties.ReadmoreNote(s):SouthKorea;2022;20-49yearsSource(s):MezzoMediaCHAPTER

03Leadingshoppingwebsites&appsMostpopularonlineshoppingpropertiesinSouthKoreaasofMay2023,bynumberofuniquevisitors(inmillions)MostpopularonlineshoppingwebsitesSouthKorea2023,bynumberofvisitorsNumberofuniquevisitorsinmillions0123456789gmarket.co.kr11st.co.kr7.644.954.57auction.co.krtmon.co.kr4.143.872.92.772.372.312.2119Description:Basedonsampleddata,CoupangsawmoretrafficthananyotherSouthKoreanonlineshoppingwebsite,witharound7.64millionuniquevisitorsinMay2023,followedbyGmarketwhichhasbeenaleaderintheSouthKoreane-commercemarketforalongtime.ReadmoreNote(s):SouthKorea;May2023Source(s):NielsenKoreanclickNumberofonlineshoppingapplicationdownloadsinSouthKoreafrom2020toJuly2022(inmillions)E-commerceapplicationdownloadnumberSouthKorea2020-20222.01.731.81.61.41.21.00.80.60.40.20.01.361.2820202021asofJuly202220Description:UntilJuly2022,e-commerceapplicationsrecorded1.28milliondownloadsinSouthKoreathatyear,alreadynearingthepreviousyear'svalueof1.36milliondownloads.Assmartphonesandothermobiledeviceshaveovertakenstationarycomputersintermsofpopularityforonlineshopping,thenumberofapplicationdownloadshavenaturallyfollowed.ReadmoreNote(s):SouthKorea;2020toJuly2022Source(s):MobileAction;SemrushUniquenumberofgeneralmobileshoppingmallusersinSouthKoreafromJuly2022toJuly2023,byapplication(inmillions)GeneralmobileshoppingmalluniqueusernumberSouthKorea2022-2023,byappJuly2022July2023353025201510529.0828.019.16

9.0411Street6.42

6.36GMarket4.764.524.193.873.513.52

3.22Auction3.55

3.2GSShop2.612.62.78

2.470.50CoupangAliExpressTMONWemakepriceAlwayzHomeandShopping21Description:AccordingtodatacollectedinJuly2023,SouthKoreanopen-marketshoppingapplicationCoupanghadroughly29millionusers.11Streetplacedsecondwitharoundninemillionusers.CoupangisalsoknownastheSouthKoreanAmazon.ReadmoreNote(s):SouthKorea;July2022toJuly2023;51.2millionusers;AndroidandiOSusersSource(s):WiseappUsagerateofpaidmembershipsforleadingmobileshoppingappsinSouthKoreaasofJune2022,byageUsagerateofpaidmembershipsformobileshoppingappsSouthKorea2022,byageShareofrespondents40-49years

30-39years15%

20%

25%50-59years10%20-29years30%0%5%35%40%45%50%RocketWOW(Coupang)NaverPlus(Naver)SmileClub(G-market)TUniverse(SKTelecom)LotteONers(LotteON)KurlyPass(Kurly)Supersaver(Tmon)Noexperiencewithmembership22Description:AccordingtoasurveyconductedbyOpensurveyinJune2022ontheusagerateofpaidmembershipsformobileshoppingappsinSouthKorea,about46.3percentofrespondentsintheirthirtiesusedRocketWOWmembership.RocketWOWisthepaidmembershipofSouthKoreanonlineretailerCoupangwhichoffersspecialservicessuchasguaranteednextdaydeliveryandevenincludesthecompany'sSVODserviceCoupangPlay.

ReadmoreNote(s):SouthKorea;June11to13,2022;1,800respondents;20-59years;Respondentswhopurchaseditemsviaonline/mobileshoppingwithinthelastmonthSource(s):OpensurveyCHAPTER

04MobileshoppingNumberofmobilephoneinternetusersinSouthKoreafrom2018to2028(inmillions)SouthKorea:mobilephoneinternetusers2018-20285044.144.1444.1644.1844.1843.6643.7943.8943.9844.0543.374540353025201510502018201920202021202220232024202520262027202824Description:ThenumberofmobileinternetusersinSouthKoreawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.1millionusers(+0.23percent).Thenumberofusersisestimatedtoamountto44.18millionusersin2028.Notably,thenumberofmobileinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):SouthKorea;2018to2028Source(s):DigitalMarketInsightsUsagerateofmobileshoppingwithinthelastthreemonths2017to2021Mobileshoppingusage2017-2021100%92.1%92.1%91.3%90%80%70%60%50%40%30%20%10%0%83.9%84.2%2017201820192020202125Description:AccordingtoasurveyamongSouthKoreansin2021ontheirusageofmobileshopping,around92.1percentofsurveyedconsumersstatedthattheyusedmobileshoppingduringthelastthreemonths.Almost94.5percentofrespondentsstatedthattheyhadusedmobileshoppingviasmartphonebefore.Especiallymobileshoppingviasmartphonewaspopular,asmorethanhalfofmenandalmosttwooutofthreewomeninSouthKoreausedtheirsmartphonesforonlineshopping,[...]

ReadmoreNote(s):SouthKorea;July9to12,2021;1,000respondents;20-49yearsSource(s):OpensurveyE-commerceshoppingdevicesusedduringthelastthreemonthsinSouthKoreaasofJune2022MostuseddevicewhileshoppingonlineSouthKorea2022Shareofrespondents40%0%10%20%30%50%60%70%80%90%Smartphone/MobileDesktop/PCLaptop84.36%43.84%22.8%Tablet7.85%Others5.8%26Description:AccordingtoasurveyconductedbyRakutenInsightononlineshoppingbehavioramongSouthKoreansasofJune2022,morethan84percentofrespondentsansweredtheypurchasedgoodsonlineusingtheirsmartphoneorothermobiledevices.Anotherroughly43.8percentofrespondentsshoppedonlineusingtheirdesktopcomputer.ReadmoreNote(s):SouthKorea;June12to30,2022;7,667respondents;16yearsandolderSource(s):RakutenInsightUsageofmobileshoppingviasmartphoneinSouthKoreaasofDecember2022,bygenderSmartphoneshoppingusageSouthKorea2022,bygender80%67.3%70%58.8%60%50%40%30%20%10%0%MenWomen27Description:AccordingtoasurveyconductedamongshoppersinSouthKoreain2022,67.3percentoffemalerespondentswereusingtheirsmartphoneforonlineshopping.Thesamewastruefor58.8percentofmeninthatsurvey.

ReadmoreNote(s):SouthKorea;December17to21,2022;1,860respondents;15-59years;peoplewhoshoppedduringthelastyearSource(s):NASMEDIA;OpensurveyCHAPTER

05ConsumerbehaviorAmountspentoninternetshoppingpermonthinSouthKoreaasofSeptember2022(in1,000SouthKoreanwon)MonthlyaverageexpenditureononlineshoppingSouthKorea2022Shareofrespondents0%5%10%15%20%25%30%35%40%Lessthan10k10-20k1.3%1.3%20-30k1.9%30-50k5.6%50-80k21.9%80-100k100-150k150-200kOver200k3.2%16.4%12.5%36%29Description:AccordingtotheinternetusagesurveyconductedinSouthKoreain2022,themonthlyaverageexpenditureononlineshoppingamountedtoaround192.76thousandSouthKoreanwon.Inparticular,about36percentoftherespondentsreportedtospendover200thousandSouthKoreanwonpermonthforinternetshopping.ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;25,000households;12yearsandolder;internetshoppersSource(s):KoreanInternet&SecurityAgency;MinistryofScienceandICT(SouthKorea);NIALeadingpaymentmethodsusedwhileshoppingonlinewithinpreviousyearinSouthKoreaasofSeptember2022LeadingpaymentmethodswhenonlineshoppingSouthKorea2022Shareofrespondents0%10%20%30%40%50%60%70%CreditcardMobileeasypayment-credit/debitcardlinkedBanktransfer-internetbanking,mobilebanking,ATMDebitcard63.8%56.1%29%26.4%Carrierbilling16.2%Mileageandpoints13.7%Prepaidcardandgiftcertificate9.1%30Description:AccordingtoaninternetusagesurveyconductedinSouthKoreain2022,around63.8percentoftherespondentsreportedtohaveusedtheircreditcardwhenbuyingsomethingonline.Accordingtothesamesurvey,consumersspentaround192.76thousandSouthKoreanwonpermonthononlineshopping.ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;25,000households;12yearsandolder;internetshoppersSource(s):KoreanInternet&SecurityAgency;MinistryofScienceandICT(SouthKorea);NIAFrequencyofinternetshoppingusagepermonthinSouthKoreaasofSeptember2022OnlineshoppingfrequencypermonthSouthKorea2022Lessthanonce15.5%1-2times14.7%2-3times20.4%3ormoretimes49.4%31Description:AccordingtotheinternetusagesurveyconductedinSouthKoreain2022,about49.4percentofrespondentsstatedthattheyshoponlineatleastthreetimesamonth.Anotherone-in-fiverespondentsansweredtheymadeonlinepurchasestwotothreetimespermonth.ReadmoreNote(s):SouthKorea;August1toSeptember30,2022;25,000households;12yearsandolder;internetshoppersSource(s):KoreanInternet&SecurityAgency;MinistryofScienceandICT(SouthKorea);NIAShareofrespondentswhochangedtheironlineshoppingusagecomparedtothepastyearinSouthKoreaasofJune2022ChangeinusageofonlinepurchasesSouthKorea2022Shareofrespondents0%10%20%30%40%50%60%MoreSameasbefore32.09%55.13%Less12.19%Idonotmakepurchasesonline0.6%32Description:AccordingtoasurveyconductedbyRakutenInsight,morethanoneintwoSouthKoreanrespondentsansweredtheydidnotchangetheironlinepurchasebehaviorcomparedtothepreviousyear.Ontheotherhand,roughly32percentofrespondentstheyincreasedtheironlineshoppingcomparedtobefore.ReadmoreNote(s):SouthKorea;June12to30,2022;7,713respondents;16yearsandolderSource(s):RakutenInsightReasonsfordiscontinuingonlineshoppingusageinSouthKoreaasofJune2022ReasonstodiscontinueshoppingonlineSouthKorea2022Shareofrespondents0%10%20%30%40%50%60%Iprefershoppinginaphysicalstoreandbeingabletoinspecttheproductbeforebuyingit56.82%Itismucheasiertofindbetterdealsinphysicalstores22.2%Iwanttosupportlocalbrickandmortarshops,especiallywithe-commercebeingmorepopular19.54%Ipreferinteractingwithasalespersoninaphysicalstoreandgettingtheirinputonproductstobuy18.15%Ihadnegativeexperienceswithusingthee-commercesitesandonlineshoppingOthers11.22%9.23%33Description:AccordingtoasurveyconductedbyRakutenInsightononlineshoppingbehavioramongSouthKoreansasofJune2022,around57percentofrespondentsansweredthattheirreasontostopshoppingonlinewasthattheypreferredphysicalshopsandlikedcheckingouttheproductsbeforepurchasing.Forroughlyanother22percentitwasimportantthattheywereabletofindbetterdealsinphysicalstores.ReadmoreNote(s):SouthKorea;June12to30,2022;1,658respondents;16yearsandolderSource(s