Korea’s Online Shopping Soars: Unveiling the Post-Pandemic Consumer Trends

south korea


In a world marked by the digital transformation of consumer behavior, South Korea is proving to be a vibrant hotspot for online shopping. The latest data, unveiled by Statistics Korea, underscores this phenomenon as online shopping in the country surged by a remarkable 9.1 percent in July compared to the previous year. The figures reveal a total online shopping transaction value of 18.9 trillion won ($14.31 billion), signifying a notable uptick from the 17.3 trillion won recorded in the same period a year ago.

What is driving this surge? A closer look at the data reveals intriguing insights into consumer behavior. The resurgence of travel and transportation services, marking a remarkable 31.4 percent year-on-year growth, takes center stage. As the specter of the pandemic gradually recedes and travel restrictions are lifted, more individuals are taking to the skies and roads, breathing new life into the travel industry. This newfound mobility is mirrored in the growing demand for travel services, a testament to the human spirit’s unwavering desire to explore.

Consumer preferences in the realm of food and beverages are also undergoing a transformation, as evidenced by a robust 15.7 percent growth, reaching 2.49 trillion won in online sales. Additionally, the popularity of e-coupons, a contemporary twist on the traditional gift card, has surged by an impressive 28.1 percent, amassing a total of 735.1 billion won in sales.

In an era defined by convenience, it’s no surprise that food delivery services are finding their place in the digital realm. July witnessed food delivery services generating 2.35 trillion won in sales, a modest yet significant 2.4 percent year-on-year increase. Meanwhile, the clothing sector is also experiencing a digital renaissance, with online clothing sales surging by 4.5 percent, amounting to 1.5 trillion won.

Mobile devices, spearheaded by smartphones and tablets, remain the conduit for digital shopping in South Korea. In July, purchases made through these devices recorded a 6.9 percent year-on-year increase, reaching a staggering 14 trillion won. Impressively, these devices commanded 74.5 percent of the total online shopping sales, reflecting the omnipresence of mobile technology in modern consumer life.


As South Korea embraces the digital age of shopping, the numbers tell a compelling story of consumer resilience and adaptation. While the travel and transportation sector is experiencing a renaissance as individuals regain their mobility, the food and beverage industry is undergoing a profound transformation, marked by the growing popularity of e-coupons. In this ever-evolving landscape, convenience remains a cornerstone of consumer behavior, with food delivery services thriving and online clothing sales on the rise.

The ubiquitous presence of mobile devices in South Korean society is reshaping the e-commerce landscape, with smartphones and tablets acting as the primary conduits for digital shopping. As we move forward, it is clear that online shopping will continue to be a driving force in shaping consumer trends in South Korea, bridging the gap between convenience and choice in the digital realm.