Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
In 2024, global e-commerce retail markets were valued at US$4.6 trillion, representing an increase in compound annual growth rate (CAGR) of 11.7% from US$2.9 trillion in 2020. South Korea was the 5th largest e-commerce retail market with US$178.9 billion (3.9% market share) in 2024.
In 2024, online retail sales via mobile phone mobile commerce (M-commerce) were valued at US$100.8 billion, at the growth rate of CAGR 19.1% from 2020 to 2024, followed by purchases via APP M-Commerce US$81.2 billion at the growth rate of CAGR 20.3% from 2020 to 2024.
In 2024, total online travel by device and platform were valued at US$42.6 billion, among which purchases via personal computer was US$22.2 billion.
Cross border e-commerce retail sales in South Korea were valued at US$6.2 billion in 2024 (3.5% market share), with domestic e-commerce retail sales representing US$172.8 billion (96.5% market share).
In 2024, foodservice sales by device and platform were valued at US$34.6 billion. Purchases via App reached US$32.9 billion. Purchase vial mobile phone reached US$31.99 billion while purchase via tablet reached US$887.8 million in 2024.
Coupang LLC and Naver Corp were the largest companies in terms of e-commerce sales in South Korea with retail values of US$55.5 billion and US$28.98 billion respectively in 2024.
Coupang (Coupang LLC) and Naver Marketplace (Naver Corp) were the top e-commerce brands in South Korea with US$30.9 billion and US$28.6 billion respectively in 2024.
Country economic profile
According to Worldmeter, the population in South Korea reached 51.7 million in 2024. In 2024, the gross domestic product (GDP) of South Korea South Korea's GDP in 2024 was around $1.87 trillion, according to Statista, making it a leading global economy.
Global e-commerce retail market
In 2024, global e-commerce retail markets were valued at US$4.6 trillion, representing an increase in CAGR (compound annual growth rate) of 11.7% from US$2.9 trillion in 2020. South Korea was the 5th largest e-commerce retail market with US$178.9 billion (3.9% market share) in 2024.
In the forecast period, global e-commerce retail markets are expected to continue to experience increasing growth, with a CAGR of 9.8%, attaining US$7.3 trillion by 2029. Similarly, South Korea is also expected to experience a positive CAGR of 6.2% as e-commerce retail sales reach US$242 billion by 2029.
Canada ranked 14th largest e-commerce market, growing at a CAGR of 10.5% from 2020 to 2024, representing a market share of 1.3% in 2024.
| Country | 2020 | 2024 | CAGR* % 2020-2024 | Market share % in 2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|---|
| World | 2,931,276.3 | 4,565,995.5 | 11.7 | 100 | 4,991,110.4 | 7,288,895.9 | 9.8 |
| China | 908,235.2 | 1,443,462.2 | 12.3 | 31.6 | 1,595,078.1 | 2,590,086.3 | 12.4 |
| United States | 865,160.7 | 1,271,245.8 | 10.1 | 27.8 | 1,359,334.5 | 1,768,629.3 | 6.8 |
| United Kingdom | 177,537.8 | 204,024.2 | 3.5 | 4.5 | 215,938.8 | 265,767.7 | 5.4 |
| Russia | 35,979.3 | 150,383.4 | 43.0 | 3.3 | 175,223.9 | 251,230.6 | 10.8 |
| South Korea | 110,954.6 | 178,974.3 | 12.7 | 3.9 | 183,939.7 | 242,018.2 | 6.2 |
| Germany | 98,900.4 | 116,511.0 | 4.2 | 2.6 | 123,662.1 | 167,117.2 | 7.5 |
| India | 36,577.1 | 79,526.5 | 21.4 | 1.7 | 92,950.7 | 157,794.0 | 14.7 |
| Japan | 107,582.7 | 127,463.0 | 4.3 | 2.8 | 130,583.0 | 144,763.4 | 2.6 |
| Indonesia | 28,197.2 | 68,032.5 | 24.6 | 1.5 | 76,876.8 | 137,319.5 | 15.1 |
| Brazil | 33,357.4 | 68,220.3 | 19.6 | 1.5 | 73,124.8 | 99,840.1 | 7.9 |
| Canada 14 | 41,052.1 | 61,110.5 | 10.5 | 1.3 | 64,580.6 | 80,621.8 | 5.7 |
Source: Euromonitor International, 2025 1: goods *CAGR: Compound Annual Growth Rate |
|||||||
South Korea's digital landscape
South Korea had 49.4 million internet users in 2024 with a CAGR of 0.6% from 2020 to 2024. Internet bank users represented 85.1% in 2024, increased from 76.2% in 2020.
| Category | 2020 | 2021 | 2022 | 2023 | 2024 | CAGR* % 2020-2024 |
|---|---|---|---|---|---|---|
| Internet Users (000) | 48,303.5 | 48,903.0 | 48,776.3 | 49,153.8 | 49,404.7 | 0.6 |
| Internet Use: Internet Banking (% of population) | 76.2 | 79.8 | 82.3 | 85.1 | 3.8 (2020-2023) | |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
||||||
In 2024, online retail sales via mobile phone M-commerce were valued at US$100.8 billion, at the growth rate of CAGR 19.1% from 2020 to 2024, followed by purchases via APP M-Commerce US$81.2 billion at the growth rate of CAGR 20.3% from 2020 to 2024. Mobile Web M-Commerce grew at a CAGR of 14.5%, mobile phone M-Commerce grew at a CAGR of 19.1% and Tablet M-Commerce grew at a CAGR of 13.4% from 2020 to 2024.
Forecasted growth is expected to continue at the rates varying from 0.5% (PC E-Commerce) to 11.0% (App M-Commerce) from 2024 to 2029.
| Category | 2020 | 2024 | CAGR* % 2020-2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|
| Retail E-Commerce By Device and Platform | 110,954.6 | 178,974.3 | 12.7 | 183,939.7 | 242,018.2 | 6.2 |
| Retail M-Commerce[1] By Platform | 51,971.1 | 103,805.1 | 18.9 | 106,887.4 | 165,104.8 | 9.7 |
| Retail - App M-Commerce | 38,822.4 | 81,175.6 | 20.3 | 84,654.8 | 136,541.7 | 11.0 |
| Retail - Mobile Web M-Commerce | 13,148.7 | 22,629.5 | 14.5 | 22,232.6 | 28,563.1 | 4.8 |
| Retail M-Commerce By Device | 51,971.1 | 103,805.1 | 18.9 | 106,887.4 | 165,104.8 | 9.7 |
| Retail - Mobile Phone M-Commerce | 50,152.2 | 100,794.7 | 19.1 | 104,108.3 | 161,637.6 | 9.9 |
| Retail - Tablet M-Commerce | 1,819.0 | 3,010.3 | 13.4 | 2,779.1 | 3,467.2 | 2.9 |
| Retail personal computer E-Commerce | 58,961.3 | 75,115.5 | 6.2 | 76,997.2 | 76,840.8 | 0.5 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate 1: Mobile commerce |
||||||
In 2024, total online travel by device and platform were valued at US$42.6 billion, among which purchases via personal computer was US$22.2 billion. Purchases via App reached US$18.9 billion while purchase via Web reached $1.6 billion. Purchase via mobile phone reached US$19.4 billion while purchase via tablet reached US$1.1 million in 2024.
All device types made increased in growth rates within the historic period, ranging from 30.4% (PC E-Commerce) to 87.2% (via Mobile Web) from 2020 to 2024. All types increases in growth rates, ranging from 7.5% (Tablet M-Commerce) to 16.2% (Mobile web m-commerce) from 2024 to 2029.
| Category | 2020 | 2024 | CAGR* % 2020-2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|
| Travel E-Commerce By Device and Platform | 12,521.4 | 42,578.3 | 35.8 | 48,366.1 | 72,046.6 | 11.1 |
| Travel M-Commerce[1] | 4,863.3 | 20,420.0 | 43.1 | 24,130.6 | 39,071.5 | 13.9 |
| Travel M-Commerce By Platform | 4,863.3 | 20,420.0 | 43.1 | 24,130.6 | 39,071.5 | 13.9 |
| Travel - App M-Commerce | 4,736.8 | 18,868.1 | 41.3 | 22,320.8 | 35,789.5 | 13.7 |
| Travel - Mobile Web M-Commerce | 126.4 | 1,551.9 | 87.2 | 1,809.8 | 3,282.0 | 16.2 |
| Travel M-Commerce By Device | 4,863.3 | 20,420.0 | 43.1 | 24,130.6 | 39,071.5 | 13.9 |
| Travel - Mobile Phone M-Commerce | 4,556.9 | 19,358.1 | 43.6 | 22,972.3 | 37,547.8 | 14.2 |
| Travel - Tablet M-Commerce | 306.4 | 1,061.8 | 36.4 | 1,158.3 | 1,523.8 | 7.5 |
| Travel personal computer E-Commerce | 7,658.1 | 22,158.3 | 30.4 | 24,235.5 | 32,975.1 | 8.3 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate 1: Mobile commerce |
||||||
Air travel E-Commerce recorded the biggest expense at US$15.1 billion in 2024, followed by Packages E-Commerce at US$10.5 billion and Experiences and Attractions E-Commerce at US$7.9 billion. Top three projected growth will be Air Travel E-Commerce at a CAGR of 18.2%, Experiences and Attractions E-Commerce at 7.8% and Lodging (Source) E-Commerce at 6.0% from 2024 to 2029.
| Category | 2020 | 2024 | CAGR* % 2020-2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|
| Travel E-Commerce By type | 12,521.4 | 42,578.3 | 35.8 | 48,366.1 | 72,046.6 | 11.1 |
| Air Travel E-Commerce | 3,101.1 | 15,083.2 | 48.5 | 18,679.0 | 34,780.9 | 18.2 |
| Car Rental E-Commerce | 142.9 | 320.5 | 22.4 | 335.2 | 374.1 | 3.1 |
| Cruise E-Commerce | 23.7 | 73.5 | 32.7 | 77.7 | 93.4 | 4.9 |
| Experiences and Attractions E-Commerce | 2,794.5 | 7,925.7 | 29.8 | 8,802.9 | 11,550.3 | 7.8 |
| Lodging (Source) E-Commerce | 3,321.3 | 6,296.9 | 17.3 | 6,821.7 | 8,427.1 | 6.0 |
| Packages E-Commerce | 2,261.4 | 10,546.1 | 47.0 | 11,173.3 | 13,918.3 | 5.7 |
| Surface Travel E-Commerce | 847.4 | 2,298.8 | 28.3 | 2,441.4 | 2,863.3 | 4.5 |
| Other Travel Products E-Commerce | 29.0 | 33.7 | 3.8 | 34.9 | 39.2 | 3.1 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
||||||
South Korea's e-commerce market: retail sales
E-commerce sales reached US$163.3 billion in 2024 with the growth of CAGR 12.7% from 2020 to 2024. Eyewear E-Commerce recorded the biggest growth of CAGR 20.2% followed by Drinks and Tobacco E-Commerce at a CAGR 19.1% and Home Care E-Commerce at a CAGR 16.7% from 2020 to 2024.
| Category | 2020 | 2021 | 2022 | 2023 | 2024 | CAGR* % 2020-2024 |
|---|---|---|---|---|---|---|
| Retail E-Commerce by Product | 101,222.6 | 118,599.0 | 132,356.5 | 148,868.5 | 163,276.1 | 12.7 |
| Fashion E-Commerce | 12,322.8 | 13,700.0 | 16,061.3 | 17,145.4 | 19,194.4 | 11.7 |
| Apparel and Footwear E-Commerce | 9,792.7 | 10,581.6 | 12,282.9 | 13,227.3 | 14,965.5 | 11.2 |
| Personal Accessories E-Commerce | 2,458.9 | 3,017.5 | 3,659.0 | 3,786.0 | 4,080.4 | 13.5 |
| Eyewear E-Commerce | 71.2 | 100.9 | 119.5 | 132.1 | 148.5 | 20.2 |
| Health and Beauty E-Commerce | 7,907.9 | 9,516.0 | 10,912.7 | 11,796.3 | 12,612.9 | 12.4 |
| Beauty and Personal Care E-Commerce | 4,692.4 | 5,595.0 | 6,367.7 | 6,886.8 | 7,374.5 | 12.0 |
| Consumer Health E-Commerce | 2,044.0 | 2,505.9 | 2,950.4 | 3,265.8 | 3,533.3 | 14.7 |
| Tissue and Hygiene E-Commerce | 1,171.5 | 1,415.1 | 1,594.5 | 1,643.7 | 1,705.1 | 9.8 |
| Appliances and Electronics E-Commerce | 14,176.4 | 16,367.8 | 16,597.5 | 15,801.3 | 16,352.0 | 3.6 |
| Consumer Appliances E-Commerce | 3,718.3 | 4,552.5 | 4,576.5 | 4,600.4 | 4,701.7 | 6.0 |
| Consumer Electronics E-Commerce | 4,178.8 | 4,773.2 | 4,581.1 | 4,233.9 | 4,416.4 | 1.4 |
| Toys and Games E-Commerce | 6,279.3 | 7,042.1 | 7,439.8 | 6,967.0 | 7,233.9 | 3.6 |
| Drinks and Tobacco E-Commerce | 1,708.0 | 2,125.4 | 2,459.8 | 3,090.9 | 3,439.4 | 19.1 |
| Foods E-Commerce | 12,930.2 | 15,343.7 | 17,668.8 | 19,370.0 | 21,174.1 | 13.1 |
| Home Products E-Commerce | 3,782.0 | 4,283.8 | 4,599.2 | 4,833.1 | 5,058.0 | 7.5 |
| Home Care E-Commerce | 571.2 | 747.4 | 888.1 | 988.5 | 1,058.5 | 16.7 |
| Home and Garden E-Commerce | 2,232.8 | 2,324.6 | 2,322.0 | 2,341.2 | 2,421.6 | 2.1 |
| Pet Care E-Commerce | 977.9 | 1,211.8 | 1,389.1 | 1,503.4 | 1,577.9 | 12.7 |
| Other Products E-Commerce | 48,395.2 | 57,262.3 | 64,057.2 | 76,831.5 | 85,445.2 | 15.3 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
||||||
Apparel and Footwear Specialist E-Commerce enjoys the fastest growth of CAGR 26.5% followed by Health and Beauty Specialist E-Commerce to a CAGR 24.2% from 2020 to 2024. Appliances and Electronics Specialist E-Commerce had the slowest CAGR of 1.0% from 2020 to 2024.
| Category | 2020 | 2021 | 2022 | 2023 | 2024 | CAGR* % 2020-2024 |
|---|---|---|---|---|---|---|
| Retail E-Commerce by Type | 101,222.6 | 118,599.0 | 132,356.5 | 148,868.5 | 163,276.1 | 12.7 |
| Marketplace E-Commerce | 44,386.4 | 57,829.8 | 67,316.3 | 78,830.9 | 89,741.0 | 19.2 |
| First-Party (1P) Marketplace E-Commerce | 14,717.5 | 19,833.6 | 24,046.2 | 27,829.2 | 33,550.5 | 22.9 |
| Third-Party (3P) Marketplac E-Commerce | 29,668.9 | 37,996.2 | 43,270.1 | 51,001.7 | 56,190.5 | 17.3 |
| Grocery E-Commerce | 2,027.6 | 2,566.6 | 3,241.4 | 3,485.8 | 3,681.9 | 16.1 |
| General Merchandiser E-Commerce | 37,298.4 | 41,108.2 | 42,954.0 | 46,194.1 | 47,325.9 | 6.1 |
| Apparel and Footwear Specialist E-Commerce | 1,726.4 | 2,092.0 | 2,838.8 | 3,546.0 | 4,426.5 | 26.5 |
| Appliances and Electronics Specialist E-Commerce | 4,032.9 | 3,671.6 | 3,835.7 | 3,984.1 | 4,201.0 | 1.0 |
| Health and Beauty Specialist E-Commerce | 500.4 | 881.7 | 1,320.0 | 1,246.7 | 1,189.6 | 24.2 |
| Home Products Specialist E-Commerce | 839.2 | 1,174.6 | 1,137.0 | 1,151.6 | 1,328.1 | 12.2 |
| Leisure and Personal Goods Specialist E-Commerce | 78.8 | 102.6 | 135.4 | 132.6 | 131.0 | 13.5 |
| Other E-Commerce Retailers | 10,332.4 | 9,171.8 | 9,578.0 | 10,296.6 | 11,251.1 | 2.2 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
||||||
Cross-border e-commerce
Cross border e-commerce retail sales in South Korea were valued at US$6.2 billion in 2024 (3.5% market share), with domestic e-commerce retail sales representing US$172.8 billion (96.5% market share).
| Country | 2020 | 2021 | 2022 | 2023 | 2024 | CAGR* % 2020-2024 |
|---|---|---|---|---|---|---|
| Retail E-Commerce | 110,954.6 | 130,001.8 | 145,082.0 | 163,181.5 | 178,974.3 | 12.7 |
| Cross-Border Retail E-Commerce | 2,929.2 | 3,562.0 | 4,047.8 | 4,960.7 | 6,210.4 | 20.7 |
| Domestic Retail E-Commerce | 108,025.4 | 126,439.7 | 141,034.2 | 158,220.8 | 172,763.9 | 12.5 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
||||||
In 2024, bill Payments E-Commerce By Device and Platform reached US$1.3 billion, Bill Payments M-Commerce reached US$710.3 million followed by purchases via personal computer US$570.7 million. Purchases via App reached US$453.9 million while purchase via Web reached $256.4 million. Purchase via mobile phone reached US$694 million while purchase via tablet reached US$16.3 million in 2024.
All device types made increases in growth rates within the historic period, ranging from 16.2% (via APP and mobile phone M-Commerce) to 6.5% (Tablet M-commerce) from 2020 to 2024.
| Category | 2020 | 2024 | CAGR* % 2020-2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|
| Bill Payments E-Commerce By Device and Platform | 821.3 | 1,281.0 | 11.8 | 1,459.9 | 2,520.0 | 14.5 |
| Bill Payments M-Commerce[1] | 424.6 | 710.3 | 13.7 | 823.1 | 1,489.8 | 16.0 |
| Bill Payments M-Commerce By Platform | 424.6 | 710.3 | 13.7 | 823.1 | 1,489.8 | 16.0 |
| Bill Payments - App M-Commerce | 278.5 | 453.9 | 13.0 | 526.8 | 962.4 | 16.2 |
| Bill Payments - Mobile Web M-Commerce | 146.1 | 256.4 | 15.1 | 296.3 | 527.4 | 15.5 |
| Bill Payments M-Commerce By Device | 424.6 | 710.3 | 13.7 | 823.1 | 1,489.8 | 16.0 |
| Bill Payments - Mobile Phone M-Commerce | 412.3 | 694.0 | 13.9 | 806.6 | 1,467.5 | 16.2 |
| Bill Payments - Tablet M-Commerce | 12.3 | 16.3 | 7.3 | 16.5 | 22.3 | 6.5 |
| Bill Payments PC E-Commerce | 396.7 | 570.7 | 9.5 | 636.8 | 1,030.2 | 12.5 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate 1: Mobile commerce |
||||||
In 2024, Ticketed Entertainment E-Commerce By Device and Platform reached US$5.5 billion, Ticketed Entertainment M-Commerce reached US$5.2 billion followed by purchases via personal computer US$225.6 million. Purchases via App reached US$5.1 billion while purchase via Web reached $104.8 million. Purchase vial mobile phone reached US$5.08 billion while purchase via tablet reached US$151.9 million in 2024.
Ticketed Entertainment E-Commerce By Device and Platform increased in growth by 18.7% from 2020 to 2024 while Ticketed Entertainment PC E-Commerce increased in growth by 10.2% from 2020 to 2024.
| Category | 2020 | 2024 | CAGR* % 2020-2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|
| Ticketed Entertainment E-Commerce By Device and Platform | 2,752.7 | 5,463.5 | 18.7 | 6,203.6 | 9,684.6 | 12.1 |
| Ticketed Entertainment M-Commerce[1] | 2,599.9 | 5,237.8 | 19.1 | 5,949.2 | 9,297.2 | 12.2 |
| Ticketed Entertainment M-Commerce By Platform | 2,599.9 | 5,237.8 | 19.1 | 5,949.2 | 9,297.2 | 12.2 |
| Ticketed Entertainment - App M-Commerce | 2,550.5 | 5,133.1 | 19.1 | 5,854.1 | 9,250.8 | 12.5 |
| Ticketed Entertainment - Mobile Web M-Commerce | 49.4 | 104.8 | 20.7 | 95.2 | 46.5 | −15.0 |
| Ticketed Entertainment M-Commerce By Device | 2,599.9 | 5,237.8 | 19.1 | 5,949.2 | 9,297.2 | 12.2 |
| Ticketed Entertainment - Mobile Phone M-Commerce | 2,506.3 | 5,085.9 | 19.4 | 5,794.6 | 9,111.3 | 12.4 |
| Ticketed Entertainment - Tablet M-Commerce | 93.6 | 151.9 | 12.9 | 154.7 | 185.9 | 4.1 |
| Ticketed Entertainment PC E-Commerce | 152.8 | 225.6 | 10.2 | 254.3 | 387.4 | 11.4 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate 1: Mobile commerce |
||||||
In 2024 Streaming Services E-Commerce By Device and Platform reached US$3.9 billion. Streaming Services M-Commerce reached US$3.0 billion followed by purchases via personal computer US$908.7 million. Purchases via App reached US$1.7 billion while purchase via Web was US$1.3 billion. Purchase vial mobile phone reached US$2.7 billion while purchase via tablet reached US$336.5 million in 2024.
All device types made increases in growth rates within the historic period, ranging from 12.2% (via APP, mobile Web, mobile phone) to 7.1% (via PC E-Commerce) from 2020 to 2024.
| Category | 2020 | 2024 | CAGR* % 2020-2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|
| Streaming Services E-Commerce By Device and Platform | 2,603.3 | 3,940.6 | 10.9 | 4,212.4 | 5,392.2 | 6.5 |
| Streaming Services M-Commerce[1] | 1,913.4 | 3,031.9 | 12.2 | 3,348.5 | 4,484.1 | 8.1 |
| Streaming Services M-Commerce By Platform | 1,913.4 | 3,031.9 | 12.2 | 3,348.5 | 4,484.1 | 8.1 |
| Streaming Services - App M-Commerce | 1,061.9 | 1,682.7 | 12.2 | 1,861.7 | 2,502.2 | 8.3 |
| Streaming Services - Mobile Web M-Commerce | 851.5 | 1,349.2 | 12.2 | 1,486.7 | 1,982.0 | 8.0 |
| Streaming Services M-Commerce By Device | 1,913.4 | 3,031.9 | 12.2 | 3,348.5 | 4,484.1 | 8.1 |
| Streaming Services - Mobile Phone M-Commerce | 1,680.0 | 2,695.3 | 12.5 | 2,990.2 | 4,044.7 | 8.5 |
| Streaming Services - Tablet M-Commerce | 233.4 | 336.5 | 9.6 | 358.3 | 439.4 | 5.5 |
| Streaming Services PC E-Commerce | 689.9 | 908.7 | 7.1 | 864.0 | 908.0 | 0.0 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate 1: Mobile commerce |
||||||
E-commerce market: foodservice retail sales
In 2024, foodservice sales by device and platform were valued at US$34.6 billion. Purchases via App reached US$32.9 billion. Purchase vial mobile phone reached US$31.99 billion while purchase via tablet reached US$887.8 million in 2024.
All device types made increases in growth rates, ranging from 18.1% (via App and mobile phone) to 15.0% (via tablet) from 2020 to 2024.
| Category | 2020 | 2024 | CAGR* % 2020-2024 | 2025 | 2029 | CAGR* % 2024-2029 |
|---|---|---|---|---|---|---|
| Foodservice E-Commerce By Device and Platform | 17,871.6 | 34,600.4 | 18.0 | 38,130.4 | 50,380.6 | 7.8 |
| Foodservice-M-Commerce[1] By Platform | 16,940.5 | 32,880.7 | 18.0 | 36,269.6 | 48,032.9 | 7.9 |
| Foodservice - App M-Commerce | 16,923.5 | 32,880.7 | 18.1 | 36,269.6 | 48,032.9 | 7.9 |
| Foodservice - Mobile Web M-Commerce | 16.9 | N/C | N/C | |||
| Foodservice - M-Commerce By Device | 16,940.5 | 32,880.7 | 18.0 | 36,269.6 | 48,032.9 | 7.9 |
| Foodservice - Mobile Phone ;M-Commerce | 16,432.2 | 31,993.0 | 18.1 | 35,326.6 | 46,928.1 | 8.0 |
| Foodservice - Tablet M-Commerce | 508.2 | 887.8 | 15.0 | 943.0 | 1,104.8 | 4.5 |
| Foodservice - Personal Computer E-Commerce | 927.5 | 1,712.7 | 16.6 | 1,853.1 | 2,337.7 | 6.4 |
| Foodservice Other Device E-Commerce | 3.6 | 6.9 | 17.7 | 7.6 | 10.1 | 7.9 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate 1: Mobile commerce N/C: Not calculable |
||||||
Top e-commerce companies and brands in South Korea
Coupang LLC and Naver Corp were the largest companies in terms of e-commerce sales in South Korea with retail values of US$55.5 billion and US$28.98 billion respectively in 2024. Of note, Shinsegae Co Ltd accumulated the largest growth of 40.3% as sales increased from US$3.5 billion in 2020 to the most recent value of US$13.5 billion in 2024. In contrast Lotte Group experienced the largest decline in growth rate (−1.0%), as sales declined from US$6.8 billion in 2020 to US$6.6 billion in 2024.
| Company | 2020 | 2021 | 2022 | 2023 | 2024 | CAGR* % 2020-2024 |
|---|---|---|---|---|---|---|
| Coupang LLC | 22,417.8 | 33,634.7 | 37,409.0 | 46,196.8 | 55,537.8 | 25.5 |
| Naver Corp | 15,928.2 | 23,822.4 | 25,263.9 | 28,604.4 | 28,979.5 | 16.1 |
| Shinsegae Co Ltd | 3,485.5 | 19,630.1 | 16,504.3 | 15,710.8 | 13,510.1 | 40.3 |
| SK Telecom Co Ltd | 9,332.5 | 10,481.5 | 10,177.3 | 10,910.6 | 10,060.5 | 1.9 |
| Alphabet Inc | 6,116.2 | 7,128.8 | 7,817.7 | 8,543.8 | 9,243.5 | 10.9 |
| Lotte Group | 6,836.9 | 7,845.3 | 7,129.8 | 7,121.6 | 6,571.8 | −1.0 |
| KaKao Corp | 1,957.4 | 2,967.9 | 3,127.5 | 3,349.7 | 3,540.5 | 16.0 |
| TMON Corp | 2,899.9 | 3,215.4 | 3,174.8 | 3,245.3 | 3,136.4 | 2.0 |
| Musinsa Co Ltd | 842.8 | 1,671.0 | 2,196.1 | 2,561.2 | 3,081.4 | 38.3 |
| Amazon.com Inc | 1,477.4 | 1,737.0 | 1,948.3 | 2,335.4 | 2,654.9 | 15.8 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
||||||
Coupang (Coupang LLC) and Naver Marketplace (Naver Corp) were the top e-commerce brands in South Korea with US$30.9 billion and US$28.9 billion respectively in 2024. Coupang Marketplace (Coupang LLC) experienced the largest increase in growth rate (23.2%) as the value increased from US$10.7 billion 2020 to US$24.6 billion in 2024.
| Brand | 2020 | 2021 | 2022 | 2023 | 2024 | CAGR* % 2020-2024 |
|---|---|---|---|---|---|---|
| Coupang (Coupang LLC) | 11,724.5 | 18,744.6 | 21,295.2 | 25,346.5 | 30,911.1 | 27.4 |
| Naver Marketplace (Naver Corp) | 15,928.2 | 23,822.4 | 25,263.9 | 28,604.4 | 28,979.5 | 16.1 |
| Coupang Marketplace (Coupang LLC) | 10,693.3 | 14,890.1 | 16,113.8 | 20,850.3 | 24,626.6 | 23.2 |
| 11th Street (SK Telecom Co Ltd) | 9,332.5 | 10,481.5 | 10,177.3 | 10,910.6 | 10,060.5 | 1.9 |
| Google Play (Alphabet Inc) | 6,116.2 | 7,128.8 | 7,817.7 | 8,543.8 | 9,243.5 | 10.9 |
| SSG.COM (Shinsegae Co Ltd) | 3,485.5 | 5,238.8 | 4,859.9 | 4,918.6 | 4,565.0 | 7.0 |
| Kakao (KaKao Corp) | 1,957.4 | 2,967.9 | 3,127.5 | 3,349.7 | 3,540.5 | 16.0 |
| Lotte ON (Lotte Group) | 2,479.2 | 3,045.3 | 2,827.0 | 3,342.2 | 3,299.1 | 7.4 |
| Lotte Homeshopping (Lotte Group) | 4,357.7 | 4,800.0 | 4,302.8 | 3,779.4 | 3,272.7 | −6.9 |
| Tmon (TMON Corp) | 2,899.9 | 3,215.4 | 3,174.8 | 3,245.3 | 3,136.4 | 2.0 |
Source: Euromonitor International, 2025 *CAGR: Compound Annual Growth Rate |
||||||
For more information
The Canadian Trade Commissioner Service:
International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.
More agri-food market intelligence:
Agri-food market intelligence service
Canadian agri-food and seafood businesses can take advantage of a customized service of reports and analysis, and join our email subscription service to have the latest reports delivered directly to their inbox.
More on Canada's agriculture and agri-food sectors:
Canada's agriculture sectors
Information on the agriculture industry by sector. Data on international markets. Initiatives to support awareness of the industry in Canada. How the department engages with the industry.
Resources
- Euromonitor International 2025
- Global Trade Tracker, 2025
Sector Trend Analysis – E-commerce trends in South Korea
Global Analysis Report
Prepared by: Hongli Wang, Market Analyst
© His Majesty the King in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2026).
Photo credits
All photographs reproduced in this publication are used by permission of the rights holders.
All images, unless otherwise noted, are copyright His Majesty the King in Right of Canada.
To join our distribution list or to suggest additional report topics or markets, please contact:
Agriculture and Agri-Food Canada, Global Analysis1341 Baseline Rd, Tower 5, 3rd floor
Ottawa ON K1A 0C5
Canada
Email: aafc.mas-sam.aac@agr.gc.ca
The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein.
Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of agriculture and agri-food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document.
Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.