Nina Jobst
Research expert covering South Korea
Omnichannel retail in South Korea - statistics & facts
Omnichannel commerce has become an important retail channel in South Korea. As the retail landscape further migrates from brick-and-mortar stores to online retail, retailers are no longer limited to exclusive forms of retailing. Omnichannel retailing offers multiple potential touchpoints to consumers, allowing for a smoother consumer experience. South Korean consumers usually value convenience, and offering various shopping methods can meet this demand. At the same time, by selling via multiple channels, companies can broaden their potential advertising audience and customer base.
South Korean consumers have also embraced omnichannel commerce, using it to take advantage of both online and offline services simultaneously. South Korean consumers are very well-connected to the internet and like to shop online. According to a recent survey, internet shoppers used retailer or brand websites and apps well, but online marketplaces were even more popular. Further, many people liked to check out products in physical stores before making an online purchase. A reason for this behavior might be the possibility of online price comparison and shopping for multiple items at the same time. This utilization of online and offline channels reflects that the South Korean consumer base has become well-adapted to omnichannel retailing.
What is modern retail like in South Korea?
The power of online shopping is not unique to South Korea. Using multichannel retail services before developing into an omnichannel business is a common strategy in e-commerce. However, South Korean retailers of various fields utilized omnichannel services early, making it a new standard. For example, click-and-collect sales have recorded major growth since 2017. Similar to other countries, large furniture, food, or cosmetic retailers offer omnichannel options. What is more, many everyday stores, such as convenience stores and cafés, established such services years ago. In fact, businesses in hospitality made up most of the online-to-offline services in physical stores in 2023. This is in accordance with the popularity of take-out and delivery food and caters to consumers’ want for comfort and accessibility.Adaptation to omnichannel retail in South Korea
Most larger retailers have already adopted online websites or applications for their businesses. Additional contact channels often include a social media presence, telephone services, and chatting options via instant messaging apps. While traditional retail stores have implemented e-commerce options, online-based businesses have also started offering more offline contacts, with an increasing number of businesses offering online-to-offline services.South Korean consumers have also embraced omnichannel commerce, using it to take advantage of both online and offline services simultaneously. South Korean consumers are very well-connected to the internet and like to shop online. According to a recent survey, internet shoppers used retailer or brand websites and apps well, but online marketplaces were even more popular. Further, many people liked to check out products in physical stores before making an online purchase. A reason for this behavior might be the possibility of online price comparison and shopping for multiple items at the same time. This utilization of online and offline channels reflects that the South Korean consumer base has become well-adapted to omnichannel retailing.
