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4. Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
reported data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency
figure be in the future, the average exchange rate of the past 12 months is used.
GENERAL METHODOLOGY OF MARKET REPORTS
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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in South Korea. A broad definition of retail E-Commerce used by some original sources cited in this report
might include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,
products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region in terms of criteria relevant to E-Commerce.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce, omnichannel and cross-border E-Commerce.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce.
 Finally, the “Players” section includes information about the leading market players including a ranking of major E-Commerce platforms by revenues.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to consumers
(B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-to-consumer
(C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through E-Commerce by a player on the market.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 OMNICHANNEL
an approach to retail that strives to provide the customer with the seamless shopping experience across all retail
channels, such as in-store, online and mobile.
 CROSS-BORDER E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country
where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products online
whereas the marketplace operator acts as an intermediary.
 GROSS MERCHANDISE VALUE
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a
marketplace. Depending on the source, might include shipping costs.
 MOBILE WALLET
a software solution that enables consumers to store payment credentials, such as credit or debit card information,
and use the stored credentials to pay digitally for transactions made in-store, online or via mobile. Broadly defined,
mobile wallets also include payment services linked to a mobile phone which allow to top up a value and use it for
making payments and purchases.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 2)
1. Management Summary
2. Overview & International Comparisons
• B2C E-Commerce Market Overview and International Comparisons, September 2019
• Top 10 Countries by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South Korea, the
UK, the USA, 2018 & 2019f
• Top 10 Countries by Retail E-Commerce Sales Growth, in %, by Argentina, Canada, China, India, Indonesia, Malaysia, Mexico, Philippines,
Russia, South Korea and Worldwide, 2019f vs. 2018
• B2C E-Commerce Share of Total Retail Sales, in %, by China, Japan, South Korea, the UK and the USA, in %, 2018
• M-Commerce Share of Total Retail E-Commerce Sales, in %, by China, India, Indonesia, South Korea, Thailand, the UK and the USA, 2018
3. Trends
• Breakdown of Internet Traffic by Device, in %, August 2019
• Research and Purchase Channels Used, in % of Online Shoppers, 6 Months to April 2019
• Breakdown of Spending by Channels as Perceived by Online Shoppers, in %, 6 Months to April 2019
• M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2017-2018 & H1 2019
• M-Commerce Sales by Product Category, in KRW billion, 2017, 2018 & H1 2019
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, May 2018
• Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018
• Top 3 Countries Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
• Share of Online Shoppers Who Purchased a Product on Instagram, in %, April 2019
4. Sales & Shares
• Retail E-Commerce Sales, in KRW trillion, and Year-on-Year Change, in %, 2017-2018 & H1 2019
• Breakdown of Retail E-Commerce Sales by Online Pure-Play and Multichannel Platforms, in %, 2017-2018 & H1 2019
• B2C E-Commerce Sales, in USD billion, and Share of Total Retail Sales, in %, 2018-2023f
5. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2013 – 2018
• Online Shopper Penetration, by Device, in % of Internet Users, 2017 & 2018
• Average Monthly Online Spending, in KRW, 2017 & 2018
• Breakdown of Frequency of Online Shopping, in % of Online Shoppers, 2018

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TABLE OF CONTENTS (2 OF 2)
6. Products
• Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
• Retail E-Commerce Sales by Product Category, in KRW billion, 2017, 2018 & H1 2019
7. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2017 & 2018
• Payment Methods Used in Online Shopping, in % of Online Shoppers, by PC and Mobile, 2018
8. Delivery
• Share of Online Shoppers Who Would be Willing to Change Their Main Online Store if Another Store Offered Express Shipping Options,
in %, April 2019
• The Score of Customer Satisfaction with “Speed and Accuracy of Delivery, by Six Selected E-Commerce Platforms, May 2019
9. Players
• Overview of B2C E-Commerce Players, September 2019
• Revenues and Operating Profits/Losses of Selected Leading E-Commerce Players, in KRW billion, and Year-on-Year Change, in %,
2018
• Average Monthly Online Spending, by Six Selected E-Commerce Platforms and Total Average, in % of Online Shoppers, May 2019
• Customer Satisfaction Score of Six Selected E-Commerce Platforms, May 2019
• Top 10 E-Commerce Websites by Unique Visitors, in millions, and Reach, in %, August 2019
• Top 10 E-Commerce Mobile Applications by Unique Users, in millions, and Reach, in %, August 2019
• Top Mobile Shopping Apps by Number of Monthly Active Users, in millions, October 2018

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1. Management Summary 09 - 11
2. Overview & International Comparisons 12 – 17
3. Trends 18 – 27
4. Sales & Shares 28 – 31
5. Internet Users & Online Shoppers 32 – 36
6. Products 37 – 39
7. Payment 40 – 42
8. Delivery 43 – 45
9. Players 46 – 53

10. Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 1,000 individuals, ages 10-59, who shopped online in the previous 6 months (November – April 2019)
Source: DMC, Trendmonitor, June 2019
40%
70%
58%
80%
26%
62%
72%
79%
0% 20% 40% 60% 80% 100%
TV Home Shopping
PC
Offline Store
Mobile
Purchase
Research
10
“Mobile” was the leading research and purchase channel used by
online shoppers in South Korea during 6 months to April 2019.
South Korea: Research and Purchase Channels Used, in % of Online Shoppers, 6 Months to April 2019
in % of Online Shoppers
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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90,718
96,758
0
30,000
60,000
90,000
120,000
2017 2018
inKRW
+7%
Digital buyers in South Korea spent on average KRW 96,758 (EUR 74.5)
on online purchases per month in 2018, up by +7% from 2017.
South Korea: Average Monthly Online Spending, in KRW, 2017 & 2018
Note: the exchange rate used in the action title is the average rate for 12 months to September 2019: KRW 1 = EUR 0.00077
Survey: 2017 data is based on a survey of 25,000 households; ages 3+; conducted between August and September 2017;
2018 data is based on a survey of 25,000 households; ages 3+; conducted between July and September 2018
Source: Ministry of Science, ICT and Future Planning, Korean Internet and Security Agency (KISA), March 2018, February 2019
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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