Nina Jobst
Research expert covering South Korea
Digital shopping behavior in South Korea - Statistics & Facts
In the South Korean shopping landscape, digital shopping methods, notably online shopping channels, are not only gaining ground, they are leaving traditional shopping in brick-and-mortar stores behind. South Korea has one of the fastest mobile internet connections worldwide, and South Koreans have been implementing technology and internet usage in their everyday life. Although this shift to online services was happening before, it was accelerated during the COVID-19 pandemic amidst social distancing measures, and more people turned to online shopping.
Is shopping via smartphone popular in South Korea?
The most preferred device to do their online shopping among South Koreans was, according to a survey, the smartphone. The smartphone ownership rate in South Korea is remarkably high. Some people even own two phones for different purposes, such as a business or gaming phone next to their private phone, which is mainly for communication purposes. As the smartphone has become a constant companion for most people, their next purchase is just a few clicks away. This is especially the case when using shopping apps with saved personal information and shipping addresses from previous purchases. The ever-increasing sales volume of mobile shopping is evidence of its strong position in the South Korean market.The generation gap in online shopping
Despite the high internet and smartphone penetration in South Korea, the generational gap is still notable in the usage of digital services. The overall digital consumption rate is the highest among those who grew up with access to newer technology. Hence, the age groups up to 59 are mostly well-versed in navigating digital content and services. After that, the usage rate drops off, which is especially visible in the internet shopping penetration rate. Internet shopping is widely used among consumers aged 20 to 49, and only slightly less so in the adjourning age brackets. It does, however, sharply decline among those aged 70 or older. As more shopping options as well as memberships and benefits are offered via mobile services, the older generation are at a risk of being left behind.
