Region Deep-Dive
Sør-Korea
Viktigste språk i denne regionen: 한국어 · 日本語 · English · 中文 · Français
Relaterte plattformer er listet under Plattformetterretning. Hvert tall nedenfor kan sjekkes i den utvidede kildeteksten. Plattformetterretning.
QHvor stort er e-handelsmarkedet i Sør-Korea, og hvordan vokser det?
2024 netthandelstransaksjoner ₩242,3T (~$165,9B, +5,8 %, rekord); mobil e-handelsandel ekstremt høy (~80 %+)
+5,8 % (2024); mobil-ledet
Utvid: opprinnelig avsnitt i den globale rapporten (land-/delmarkedsdetalj og kilder)
5.2 Japan & South Korea
Japan: - 2024 B2C ecommerce about ¥26.1 trillion (+5.1%) (METI survey); ecommerce penetration only about 9.78% — the lowest among major markets, with ample room to grow. - Source: https://www.meti.go.jp/english/press/2025/0826_003.html ; https://en.jasec.or.jp/single-post/expansion-of-japan-s-e-commerce-market-size - Platforms: Amazon Japan, Rakuten, Yahoo! Shopping as the big three; Mercari (C2C) and ZOZOTOWN (fashion) as vertical leaders.
South Korea: - 2024 online-shopping transaction value ₩242.3 trillion (about $165.9B, +5.8%, a record); mobile ecommerce share is extremely high (~80%+). - Source: https://en.yna.co.kr/view/AEN20250204001900320 - Platforms: Coupang and Naver are in a "death match" (both set records in 2024); AliExpress and Temu combined sales in Korea are approaching ₩4 trillion. - Source: https://www.kedglobal.com/us/e-commerce/newsView/ked202501210003 ; https://www.56ok.com/topic/detail-593930-temu-aliexpress-hit-3b-in-south-korea-rival-local-ecommerce.html
QHvilke er de fem ledende e-handelsplattformene i Sør-Korea, og hvordan rangerer de?
Coupang – Naver duopol i en 'dødskamp'; Shinsegae × Alibaba JV ( AliExpress + Gmarket ) er den tredje polen; 11Street er det veteran åpne markedet; Temu #1 i nye installasjoner rangerer #5; Kakao Commerce er en nesten listekandidat.
Utvid: opprinnelig avsnitt i Top 5-rapporten (tabeller for GMV / inntekt / brukere / posisjonering)
5.2 South Korea
Ranking basis: Coupang by official revenue; Naver by group revenue + transaction standing; ranks 3–5 by users/new installs and strategic standing (no official GMV).
| Rank | Platform | Company | Key data | Positioning & strengths |
|---|---|---|---|---|
| 1 | Coupang | Coupang Inc | 2025 net revenue $34.5B (a record, about ₩49T); 2024 $30.9B (+24%); Q4'25 profit −97% (data-breach event) | 1P retail+Rocket Delivery next-day+Rocket Growth seller services; strong in fresh/grocery; about 32 million MAU |
| 2 | Naver Shopping | Naver Corp | 2025 group revenue ₩12T+ (about $9.1B, a record); ecommerce revenue share first exceeded 30% | Search+shopping aggregation (open market); Naver Pay; AI shopping; "death match" with Coupang for Korea #1 |
| 3 | AliExpress Korea + Gmarket | Alibaba International + Shinsegae JV | JV launched October 2025 (conditional KFTC approval in September); Gmarket rebooted with Alibaba AI/network | Cross-border low price (AliExpress) + local open market (Gmarket); "three Chinese dragons" applying pressure |
| 4 | 11Street | SK Square | Users growing fast (2025); no GMV disclosure ⚠️ | Veteran Korean open market (general merchandise) |
| 5 | Temu | PDD Holdings | Dec 2025 #1 in new app installs; MAU climbing fast; no official data ⚠️ | Ultra-low-price cross-border; local logistics/seller footprint |
| Near-list | Kakao Commerce | Kakao Corp | KakaoTalk shopping ecosystem | Alternative #5 candidate |
⚠️ Definition and conflict notes: Coupang 2024 growth +24% (USD, official) vs +29% (KRW, Chinese media); "Korea ecommerce $1.38T" (a Chinese restatement of Statista) is a methodology mismatch and has been excluded; 11Street/Temu have no official GMV.
Sources (selected): Coupang FY25 — https://www.upi.com/Top_News/World-News/2026/02/27/Coupang-posts-record-sales-Q4-profit-tumbles-97/3151772239820/ ; Naver — https://www.digitaltoday.co.kr/en/view/48297/naver-commerce-revenue-share-and-user-growth-drivers ; Coupang-Naver death match — https://www.kedglobal.com/e-commerce/newsView/ked202501210003 ; Shinsegae-Alibaba JV — https://www.reuters.com/sustainability/boards-policy-regulation/south-korea-conditionally-approves-aliexpress-shinsegae-unit-joint-venture-2025-09-18/ ; Statistics Korea — https://en.yna.co.kr/view/AEN20250204001900320
QHva er verd å følge?
- Shinsegae × Alibaba JV lansert oktober 2025 (betinget KFTC-godkjenning); Gmarket starter på nytt med Alibaba AI/nettverk
- Coupang Q4'25 resultat -97 % (datainnbrudd); kjemper mot Naver om Korea #1
- AliExpress og Temu kombinerte salg i Korea nærmer seg ₩4T
- "Korea ecommerce $1.38T" er et metodologisk misforhold og har blitt ekskludert; 11Street / Temu har ingen offisiell GMV
QHva er de sentrale innsiktene?
- Coupang (1P logistikk) vs Naver (åpen aggregering): to modeller i en "dødskamp"
- Kinesiske plattformer (AliExpress / Temu) kombinert salg i Korea nærmer seg ₩4T
- Rangeringer 3–5 sortert etter brukere / nye installasjoner og strategisk posisjon (ingen offisiell GMV)
QHvor kommer denne evidensen fra?
Underliggende forskningsdokumenter for denne regionen (med fulle kilde-URL-er):