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한국관련자료
The landscape of B2C e-commerce marketplaces in the Republic of Korea
UNESCAP
2024.03.05
The Republic of Korea shows a particularly high internet penetration rate (97%) and a large proportion of e-commerce users (77%). Nevertheless, the density of B2C marketplaces is in the middle range with a total of 173 B2C marketplaces for a population of 51.6 million (35.1% of the total traffic in the region studied).
Over the period 2019-2022, traffic on the 173 B2C marketplaces remained relatively stable, at 8 billion visits per year and slightly above. Among them, online shopping malls account for the largest proportion of marketplaces (61.3%) and capture most of the traffic (76.3%).
The e-commerce market in the Republic of Korea is dominated by domestic companies (52%), followed by the United States (22%) and China (4%). On the total of 173 online marketplaces, there is an important geographical diversity considering the 16 other countries with companies holding marketplaces.
The e-commerce market is diluted with the Top 10 online marketplaces capturing only 67.6% of total traffic. This Top 10 is largely dominated by online shopping malls, 7 in total, and B2C marketplaces are all owned by domestic companies.
Regarding the ease of selling on these B2C marketplaces, only 45% allow foreign sellers to operate and 41% offer open registration to online sellers. A moderate proportion of these marketplaces are fully transactional (62%) but, as a corollary, 63% require trading fees to sell online.
The country has a larger proportion of generic B2C marketplaces (60%) than specialized marketplaces (40%). Among the 69 specialized marketplaces, 33% specialize in fashion, accessories, and shoes (capturing only 18% of the traffic). The traffic dynamics also show that consumers’ preferences lean towards buying automotive parts (capturing 38.5% of the traffic) and cultural content (18.5%).