South Korea: internet shopping usage by age 2024| ��ƽ��

Internet shopping usage rate in South Korea as of November 2024, by age group

Age group	Percentage of internet users
12-19 years	75.2%
20-29 years	100%
30-39 years	99.9%
40-49 years	99.7%
50-59 years	86.6%
60-69 years	46.1%
70+ years	18.3%

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Release date

March 2025

More information

Region

South Korea

Survey time period

September 23 to November 22, 2024

Number of respondents

25,000 households

Age group

12 years and older

Method of interview

Face-to-face interview

Citation formats

According to a survey in 2024, all respondents between 20 and 29 years in had purchased goods and services (including making reservations) over the internet within the last year in South Korea.

Gmarket lost to domestic competitors
In January 2025, Coupang was found to be one of the online shopping website with the highest reach in PC, overtaking the former long-standing market leader Gmarket. Gmarket was founded in 2000 by Interpark and became a subsidiary of eBay in 2009. Goods on the website are sold to both national and international customers. The website functions as an online marketplace, as Gmarket does not handle goods nor payment. Since then, Coupang and Naver have become the leading e-commerce platforms.

Mobile shopping

One of the main reasons why South Korean consumers prefer online shopping is the convenience it offers. With the high usage rate of smartphones throughout the country, it is unsurprising that mobile shopping has established among South Korean users. According to a survey, around 37 percent of mobile shoppers have installed around 4 to 6 mobile shopping apps on their smartphones.