In 2023, South Korea’s e-commerce market recorded substantial transaction volumes, totaling $171.89 billion (227.35 trillion won), ranking it as the world’s fourth-largest e-commerce market, behind China, the U.S., the UK and Japan. However, this performance masks underlying challenges in South Korea’s pursuit of a broader global e-commerce presence.

The primary issue confronting the nation is its struggle to integrate effectively into the international e-commerce arena, particularly in light of the competitive pressures exerted by Chinese platforms, which have notably increased their market share in South Koreans’ overseas purchases.