South Korea eCommerce Live Commerce

South Korea offers one of the most digitally advanced and competitive consumer markets in the world. For U.S. exporters—especially small and medium-sized enterprises (SMEs)—success hinges on strong social media and digital strategies, as online engagement drives nearly all product discovery and purchases. Live commerce is also rapidly reshaping South Korea’s e-commerce market, particularly in fashion and beauty, and offers significant opportunities for U.S. companies.

In 2024, South Korea’s live commerce market generated $678 million in revenue and is projected to grow at an annual rate of 36 percent through 2030 to reach nearly $4 billion, underscoring its rapidly expanding role in e-commerce. Particularly impactful and popular in the fashion and beauty sectors, live commerce allows more dynamic product displays and creates an interactive space for consumers, with active comment sections enabling direct questions and requests. Companies that overlook this digital ecosystem risk being sidelined in an intensely competitive market.

This growth is also reinforced by South Korea’s broader digital marketing landscape. Social media is not just a marketing channel—it is the gateway to consumer attention and market success. The country ranks first globally in average daily time spent on social media, with users dedicating nearly three hours each day to platforms that directly influence consumer behavior and drive purchasing decisions. With more than 97 percent of the population having internet access and the world’s highest smartphone ownership rate, Korean consumers are among the most digitally connected globally.

Traditional advertising has a limited impact compared to digital channels. Digital advertising already accounts for more than 60 percent of South Korea’s total advertising spend, and this share continues to grow as consumers increasingly rely on social media and mobile platforms for product discovery and shopping. New brands are constantly being introduced to Korean consumers, and there is significant competition for market share through heightened brand awareness and visibility. No brand can successfully enter or sustain itself in South Korea without a well-defined digital marketing strategy. Whether selling apparel, cosmetics, or food products, companies must allocate resources for social media engagement to build awareness, credibility, and consumer trust.

Digital Platform-Specific Opportunities in South Korea

• Instagram leads in fashion, beauty, and lifestyle promotion;
• YouTube dominates long-form product reviews and tutorials;
• KakaoTalk, used by nearly the entire population, integrates messaging, shopping, and payments, offering advertisers highly targeted ads directly linked to e-commerce;
• TikTok is expanding rapidly, particularly among Gen Z, driving short-form viral campaigns that can quickly elevate a brand’s visibility;
• Live commerce, a recent but strongly established form of online shopping in which brands showcase products through real-time video demonstrations and interact directly with viewers on e-commerce platforms such as Naver, Kakao, and Coupang, is reshaping the way Koreans shop.

For U.S. exporters, especially SMEs, allocating resources to social media advertising and influencer partnerships is no longer optional. Research indicates that more than 70 percent of Koreans discover new products through social media, highlighting the critical importance of visibility in these channels. Successful approaches combine paid advertising with locally tailored content, influencer collaborations, and campaigns that foster community engagement and word-of-mouth promotion. By developing a social media strategy early and committing resources to digital outreach, U.S. companies can strengthen their market presence and maximize opportunities in Korea’s dynamic and fast-moving consumer landscape.

For more information contact your local U.S. Commercial Service office or CS Korea’s YouJin.Oh@trade.gov