In brief
South Korea’s online sales climbed 4.1 % to 24.97 trillion won in September, driven mainly by a 30.9 % jump in automobile purchases, especially Teslas, and increases in food‑delivery and agricultural product sales. Mobile‑device shopping accounted for more than three‑quarters of total sales, though apparel sales fell 7.9 %. The Ministry of Data and Statistics reported these figures on Nov. 2.
In Seoul, South Korea’s online shopping activity grew 4.1 percent in September, according to data released by the Ministry of Data and Statistics and reported by Xinhua on Nov. 2. The total value of e‑commerce transactions rose to 24.97 trillion won, roughly 18.6 billion U.S. dollars, a year‑on‑year increase that reflects shifting consumer priorities.
The most noticeable change came in the automobile sector, where online sales of cars and car accessories surged 30.9 percent. This jump was largely driven by far‑more online orders of models from U.S. automaker Tesla, indicating a growing appetite for electric vehicles among Korean shoppers. In contrast, sales of home appliances and electronics fell 7.0 percent as consumers leaned away from these categories.
Beyond cars, food‑delivery services and agricultural, livestock and fishery products also saw gains. Online purchases in the food‑delivery segment climbed 5.9 percent, while sales of agricultural goods rose 9.7 percent. These categories highlight the broadening range of goods shoppers now buy through digital platforms.
Mobile‑device purchases – those made on smartphones, tablets, and other gadgets – dominated the growth story. Online shopping made from a mobile device rose 5.4 percent from a year earlier, reaching 19.08 trillion won and constituting 76.4 percent of all online sales in September. The dominance of mobile purchasing points to the continued importance of on‑the‑go convenience in Korean e‑commerce.
While overall mobile buying was robust, apparel sales made through mobile devices dropped 7.9 percent, a decline that mirrors broader challenges in the fashion marketplace. Other mobile categories, however, expanded: food‑delivery services saw a 6.0 percent increase, agricultural products grew 15.2 percent, and travel and transportation services climbed 8.7 percent.
Broader Implications for Korean E‑commerce
The data suggest a shift in Korean consumer behavior away from traditional electronics and appliances toward experiences and services such as food delivery, travel, and automotive purchases. The surge in Tesla’s online orders also signals a growing acceptance and demand for electric vehicles in the region, which may reshape Korea's automotive market in the coming months.
For retailers, the trends imply a need to strengthen mobile shopping interfaces and accelerate supply chains for high‑demand categories. Meanwhile, the decline in electronics sales could prompt product repositioning or price adjustments to stay competitive in the online arena.
Overall, the September figures illustrate an evolving digital economy in South Korea, with consumers increasingly turning to mobile devices for a wide array of purchases, from vehicles to fresh produce, marking a significant shift in retail strategy across the country.
