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South Korea E-commerce Market Report 2025

South Korea’s e-commerce market is shaped by platform concentration and logistics dominance, with Coupang and Naver setting the pace. This report breaks down category growth, platform shifts, and consumer behaviour across a US$215 billion market.

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What’s shaping South Korea’s e-commerce market

South Korea’s e-commerce market reached approximately ₩300 trillion (US$215 billion) in GMV in 2024, accounting for roughly one-third of total retail sales.

Market share remains highly concentrated. Coupang holds close to 40% of the market, with Naver Shopping at around 20%, while social commerce and livestream-led ecosystems continue to gain ground.

Growth is led by high-momentum categories including health and supplements, athletic and outdoor, mother and baby, pet products, and beauty, all expanding faster than the overall market.

Consumer behaviour is shaped by mobile-first usage, high trust in e-commerce, and fast delivery expectations such as Coupang’s Rocket Delivery, raising the bar for logistics, localisation, and operational execution.

₩300T

in e-commerce GMV, accounting for nearly one-third of retail in Korea

40%

market share held by Coupang in Korea’s e-commerce market

20%

market share controlled by Naver Shopping across online retail

+27%

growth in health and supplements e-commerce since 2019

Download the full South Korea e-commerce report

Access detailed category breakdowns, platform performance across Coupang and Naver, and the key operational factors shaping growth in South Korea.