South Korea eCommerce: Where to Sell

TOPIC : Business in Korea Incorporation

South Korea is renowned for its highly advanced internet business landscape, ranking as one of the world's leaders. In 2019, it stood as the sixth-largest eCommerce market globally, boasting a revenue of $74 billion, surpassing countries like Germany and France.

Additionally, the size of the e-commerce market in South Korea is projected to be around USD 2.80 trillion in 2024, with a forecasted growth to USD 6.82 trillion by 2029. This growth is anticipated to occur at a compound annual growth rate (CAGR) of 19.49% between 2024 and 2029.

However, tapping into the Korean eCommerce market presents challenges, including limited information on marketplaces and language barriers. This article aims to shed light on the Korean marketplace environment, offering valuable insights for those venturing into this dynamic market.

Naver Smart Store

Naver Smart Store, an online C2C eCommerce platform owned by the Korean portal giant Naver, focuses on enabling small business owners to participate in the digital economy. One key advantage of establishing an online store on Naver Smart Store is its lower fees compared to the Coupang Rocket partnership. Additionally, Naver has announced that it will waive commission fees for sellers during the first year, aiming to support local small businesses.

Since the onset of the Covid-19 pandemic, Naver Smart Store has experienced significant growth in its seller base. The platform has witnessed a remarkable increase in the monthly average number of new smart stores, rising from approximately 15,000 per month in 2018 to about 35,000 per month in April 2020, more than doubling over two years.

Coupang

Often dubbed the "Korean Amazon," Coupang stands as one of Korea's largest online retailers. Established in 2010 as a daily deals (coupon) venture, it has since burgeoned into a behemoth valued at over $9 billion. Coupang's triumph hinges on its adeptness in catering to the distinct needs and preferences of local consumers, achieved through the development of an end-to-end eCommerce platform renowned for its unparalleled delivery speed.
A standout feature of Coupang is its acclaimed "Rocket Delivery" service, offering same-day or next-day deliveries, made feasible by the country's high population density and the expansive infrastructure cultivated by the platform. Remarkably, 70% of all Koreans reside within a 10-minute radius of a Coupang logistics center.
Moreover, Coupang has devoted substantial efforts to optimize its mobile interface, ensuring a seamless and enjoyable shopping experience for users accessing the platform via mobile devices.

GMarket

GMarket, another well-known Korean marketplace, has been under the ownership of eBay since 2009. This eCommerce platform facilitates global trade, allowing users from around the world to engage in buying and selling activities. GMarket made history as the inaugural Korean eCommerce platform to be listed on the NASDAQ in 2006 and was also the pioneer in offering an English website, a feature that garnered significant popularity among expatriates residing in South Korea.

The platform offers a wide array of products ranging from electronics to clothing to technology. With its availability in English, Chinese, and Korean languages, GMarket enjoys considerable popularity among the foreign community in Korea.

11 Street

11 Street is an e-commerce platform managed by SK, one of South Korea's largest corporations, with a significant presence in both Korea and Malaysia. It's a popular destination for finding attractive deals, coupons, and sales. With a focus on prompt delivery, most products are shipped within 2-3 business days, emphasizing secure transactions and providing seller training. Their extensive product range covers electronics, fashion, beauty, food, health, and furniture.

In 2017, 11Street introduced its cross-border e-commerce platform, extending its services to clients globally.

Other Marketplaces in South Korea

Interpark
Kurly Market
Tmon

Conclusion

Entering the eCommerce market in Korea can be challenging for overseas sellers due to regulations and language barriers. Creating an effective product page is crucial for convincing customers to purchase your product, particularly in competitive categories.

Moreover, providing excellent customer service is essential to meet the expectations of Korean internet users, including seamless mobile payment options, responsive customer support, swift delivery, and clear return policies.

If you're considering opening an account on Korean marketplaces but require assistance, feel free to reach out to Pearson & Partners Korea for expert guidance and tailored advice for your specific situation.

Explore More Insights

Four Essential Tips to Consider before Launching a Business in Korea.

South Korea boasts the 10th largest GDP globally, reaching $1.66 trillion in 2021. Despite its size, it has secured a top spot by embracing foreign participation in its economy. This openness attracts many foreigners keen on establishing businesses in Korea. However, navigating the Korean business landscape differs significantly from the UK or US. Expect greater governmental involvement and paperwork requirements. Adherence to distinct sets of laws is crucial for a seamless operation in this dynamic Asian business hub. Despite the initial hurdles, venturing into the Korean market is rewarding. It's one of the world's most vibrant and rapidly evolving business environments. Moreover, South Korea is actively expanding its reach, targeting not only Southeast Asia but also Europe and the US. Consequently, Korean companies are eager to forge partnerships and collaborations with firms that can tap into these markets. Four essential tips to consider before launching a business in Korea.1. Need to Understand the Korean Visa If you don't hold an F2, F4, F5, or F6 visa (long-term residence, permanent residency), it's necessary to change your visa to either a D8 or D9. Here are the South Korean visa types eligible for conversion to a D8 or D9 visa. D8 or D9 Visa D8 Foreign Investment Company Visa Corporation investment, minimum of 100 million KRW Restaurant investment, minimum of 300 million KRW D9 Trade & Management Visa Private investment, minimum of 300 million KRW Navigating the visa process can be challenging, underscoring the importance of having a knowledgeable partner to assist you. Moreover, regulations may undergo frequent changes, emphasizing the need for staying updated and vigilant throughout the visa procedure. 2. You need to consider the Types of Corporations Local Corporation (Direct Investment by Foreigner) This refers to when a person of foreign nationality invests over 100 million KRW to establish a legal entity in Korea. Despite the significant paperwork involved in the establishment process, it offers legal protection, facilitates capital flow, enables access to external credit, and presents various other benefits. It typically takes at least two months to commence business operations in Korea. I recommend incorporating your company as a limited liability company, similar to an LLC in the United States. You'll need at least one director and shareholder, who don't necessarily have to be Korean. Once established, you can apply for an entrepreneur D-8 Visa. Local Branch of Foreign Corporation This approach involves expanding business operations into South Korea by completing establishment procedures in accordance with the Foreign Exchange Transaction Act. By appointing a representative for the Korean branch, a foreign corporation can conduct general business activities in South Korea. As the branch engages in activities that generate profits in South Korea, it will be recognized as a permanent establishment, subject to the same corporate tax rate as any other legal entity. Regarding accounting, the balance of the Korean branch falls under the oversight of the overseas headquarters, and discrepancies may lead to tax implications in both the home country and the branch's location. Tax obligations apply to income derived domestically from South Korea. Labor laws and tariffs vary depending on factors such as employee deployment from the headquarters, origin of invoices, and invoice volume. Liaison Office Unlike a branch office, a Liaison Office is restricted to non-sales activities such as marketing, market research, and networking. It cannot engage in direct sales or inventory maintenance. While a registration number is issued by the tax office of your jurisdiction, the registration process is less complex compared to establishing a local corporation or branch office. However, like a branch office, a Liaison Office is considered a foreign corporation. Individual Business (Direct Investment by Foreigner) Starting, closing, and temporarily suspending an individual business are relatively easier processes. However, individual businesses may face limitations in obtaining loans and hiring employees due to lower external credit. Additionally, only certain visa types allow for the establishment of individual businesses. 3. Opening a Korean Bank Account Opening a bank account in Korea can pose challenges. It's essential to have a partner or someone proficient in Korean to assist you through the process. The information required varies depending on the type of account being opened, but certain documents are consistently necessary. When visiting a Korean bank to set up your account, expect to provide: - Proof of business registration - Company seal (stamp) - CEO's signature - CEO's identification - Company ownership information - Alien Registration Card (ARC Card) The Major Banks in Korea for Foreigners There's a variety of banks in South Korea to consider. I suggest selecting from these four options: - Shinhan Bank - Hana Bank - Kookmin Bank - Woori Bank All of them offer online banking services, granting access to transaction history and prompt payment processing. Hana Bank accommodates foreigners by offering banking services even on Sundays, which can be particularly convenient for those unable to visit during weekdays. 4. Understanding the Korean Culture As you engage in business activities in Korea, it's crucial to acquaint yourself with several cultural norms. Understanding the traditions and customs of the country, particularly in everyday interactions and communication, can be immensely beneficial. It's essential to observe Korean holidays, special occasions, and cultural practices. Adhering to proper business etiquette and showing respect for elders is paramount. Moreover, this knowledge will enable you to design a comprehensive benefits program tailored to the needs of your Korean employees, promoting their welfare. Additionally, by embracing Korean culture, you can impress your business partners and demonstrate your respect for their customs, ultimately gaining a competitive edge for business growth. Conclusion Entering the Korean market presents significant opportunities, but it requires careful consideration and preparation. Understanding the visa process, selecting the appropriate business entity, navigating banking procedures, and embracing Korean culture are essential for successful business establishment. By adhering to these key guidelines and comprehending the complexities of doing business in Korea, companies can thrive in one of the world's most dynamic and rapidly evolving business environments. For further assistance, please don't hesitate to contact us.

Foreign Direct Investment Environment in Korea

South Korea welcomes foreign investment with open arms, offering tax incentives and streamlined procedures for firms in critical sectors. Challenges exist, including regulatory complexities, but the 1998 Foreign Investment Promotion Act aims to address them. Institutions like KOTRA and MOTIE facilitate investment, while bilateral agreements bolster international ties. Despite concerns, South Korea remains committed to fostering a favorable investment climate, ensuring growth opportunities in Asia's dynamic economy. 1. Promotion and Constraints on Foreign Investment Foreign Direct Investment Policies The South Korean government extends a warm reception to foreign investment. During a meeting with foreign business leaders in February 2023, Trade Minister Ahn Dukgeun reiterated the country's openness to foreign investment and pledged to enhance tax incentives, particularly for firms engaged in critical supply chains and strategic sectors like semiconductors, batteries, and vaccines. While specific details regarding the increased incentives were not disclosed for the current year, the government promised additional cash incentives for foreign businesses investing in these areas. However, challenges remain for foreign investors, as highlighted by the American Chamber of Commerce in Korea's 2023 Business Environment Scorecard. These obstacles include regulatory opacity, inconsistent interpretation of regulations, sudden regulatory changes, underdeveloped corporate governance, rigid labor policies, Korea-specific consumer protection measures, and the significant influence of large conglomerates, known as chaebol. The primary legislation governing foreign investment in South Korea is the 1998 Foreign Investment Promotion Act (FIPA). This act, along with related regulations, classifies business activities as open, conditionally- or partly-restricted, or closed to foreign investment. FIPA also introduces various measures to facilitate investment, such as simplified application procedures, expanded tax incentives for high-tech investments, reduced rental fees for government land, increased support for local incentives, the establishment of "Invest KOREA" to assist foreign investors, and the appointment of a Foreign Investment Ombudsman to provide support. The Korea Trade-Investment Promotion Agency (KOTRA) plays a significant role in facilitating foreign investment through its Invest KOREA office. KOTRA assists investors in establishing domestically incorporated foreign-invested companies for investments exceeding 100 million won. Additionally, KOTRA and the Ministry of Trade, Industry and Energy (MOTIE) collaborate on organizing the annual Foreign Investment Week to attract investment to South Korea. In February 2023, Trade Minister Ahn met with executives of foreign-invested firms in South Korea, encouraging them to expand their investments, citing the stable business environment amid the pandemic. The Foreign Investment Ombudsman, appointed by the President, serves as the key official responsible for promoting and retaining foreign direct investment (FDI) in South Korea. This position oversees a grievance resolution body, collects and analyzes concerns from foreign firms, coordinates reforms with relevant agencies, and proposes new policies to enhance foreign investment. Restrictions on Foreign Control and Rights to Private Ownership and Establishment Both foreign and domestic private entities have the liberty to establish and possess business enterprises and partake in profitable endeavors across various sectors of the economy. Nevertheless, limitations on foreign ownership persist for 30 industrial sectors under the Foreign Exchange Transaction Act (FETA), including three sectors entirely closed to foreign investment. Approval from relevant ministries is necessary for investments in conditionally- or partially-restricted sectors. Typically, most applications undergo processing within five days, while cases requiring consultation with multiple ministries may extend to 25 days or more. The Republic of Korea's procurement procedures adhere to the guidelines of the World Trade Organization (WTO) Government Procurement Agreement. Effective from August 4, 2022, the Special Act to Protect National Strategic Industries imposes stringent screening measures on foreign investments targeting companies involved in national core and strategic technologies specified in the National Core Technology list. Business Facilitation The process of registering a business remains intricate and varies depending on the type of business, necessitating interaction with entities like KOTRA, court registries, and tax offices. Foreign individuals can enter the market through various means such as establishing a foreign-invested company, an individual business (local corporation), local branch, or liaison office, each with distinct registration requirements and tax responsibilities. Regulations for establishing local corporations by foreign entities are governed by the Foreign Investment Promotion Act (FIPA) and the Commercial Act, while branch and liaison offices are regulated by the Foreign Exchange Transaction Act. While online registration is possible, there isn't a centralized online platform for the entire process. For small- and medium-sized enterprises (SMEs) and micro-enterprises, the online registration process typically takes around three to four days and is conducted through Korean language websites. Registration can be carried out via the Smart Biz website. Various agencies such as Invest Korea, established under KOTRA, the Korea Commission for Corporate Partnership, and the Ministry of Gender Equality and Family, are tasked with enhancing the business environment, particularly for minority groups and women. 2. Investment and Taxation Agreements between Two Parties By March 2023, South Korea had entered into 21 Free Trade Agreements (FTAs) with 59 countries, including the United States, and had bilateral investment treaties with 92 countries. Negotiations for an FTA with the Philippines have concluded, though the agreement has yet to be signed. Ongoing negotiations involve a trilateral FTA between South Korea, China, and Japan, as well as bilateral FTAs with Ecuador, Mercosur, Russia, Uzbekistan, and Malaysia. Efforts are also underway to expand the services and investment chapter of the ROK-China FTA and to improve existing FTAs with ASEAN, India, and Chile. Additionally, South Korea has initiated FTA negotiations with the Eurasian Economic Union and the Pacific Alliance. In January 2023, South Korea's first digital partnership agreement with Singapore came into effect, and accession negotiations for the Digital Economy Partnership Agreement (DEPA) are underway. South Korea is also seeking to join the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) and is actively participating in Indo-Pacific Economic Framework negotiations. As of March 2023, South Korea had signed bilateral tax agreements with 94 countries. The South Korean National Tax Service has a specialized unit for processing Advance Pricing Agreement and Mutual Agreement Procedure requests. The bilateral income tax treaty between the United States and South Korea came into force in 1979. A comprehensive list of countries with which South Korea has concluded bilateral investment protection agreements, including BITs and FTAs with investment chapters, can be found on the Ministry of Foreign Affairs website and the UNCTAD Investment Policy Hub. South Korea is a member of the OECD Inclusive Framework on Base Erosion and Profit Shifting and has agreed to the Inclusive Framework's October 2021 deal on the two-pillar solution to global tax challenges, which includes a global minimum corporate tax. Despite the existence of formal tax agreements and dispute resolution mechanisms, concerns have been raised by U.S. investors regarding perceived discrimination and lack of transparency in tax investigations conducted by South Korean authorities. Conclusion South Korea provides incentives and simplified processes for foreign investors. Despite obstacles, the government is dedicated to tackling them through laws like the Foreign Investment Promotion Act. Organizations like KOTRA aid investment, and international agreements enhance global relations. Though some worries persist, South Korea emphasizes tax transparency, engaging in initiatives like the OECD Inclusive Framework. Ultimately, South Korea offers appealing prospects for foreign investment in Asia's thriving economy. If you wish to explore FDI prospects or have questions, don't hesitate to reach out to us. We're here to assist you in understanding the intricacies of FDI and achieving mutual success.

FDI Roadmap: Investing in South Korea Made Simple

In South Korea, Foreign Direct Investment (FDI) refers to capital injections from external entities, either individuals or organizations, exceeding a minimum threshold of KRW 100 million and constituting 10% or more of the total investment. South Korea has implemented strategies aimed at fostering foreign business engagement, supported by a robust regulatory framework and specific exemptions. Typically, such investments involve sustained ownership and influence by the foreign investor in the Korean enterprise. Varieties of FDI 1. Greenfield Investments: This category entails establishing new facilities or operations within Korea, such as factories, offices, or research and development centers. 2. Mergers and Acquisitions (M&A): Foreign investors may acquire existing Korean companies or stakes in Korean businesses through mergers, acquisitions, or joint ventures. 3. Portfolio Investments: While FDI traditionally implies a substantial degree of ownership and control, foreign investors can also engage in the Korean stock market by purchasing shares of Korean companies. Regulatory Framework and Incentives in South Korea South Korea has implemented various measures to encourage foreign business participation, backed by a robust regulatory system and tailored exemptions. 1. Investment Incentives: South Korea extends a range of incentives to allure foreign investment, including tax concessions, subsidies, and grants. These incentives aim to mitigate costs and risks associated with investment, fostering a conducive environment for foreign enterprises to establish operations in the country. 2. Transparent Legal Framework: The country boasts a transparent and well-defined legal structure governing foreign investment. This framework offers clarity and assurance to foreign investors regarding their rights and responsibilities, thus minimizing legal ambiguity and associated risks. 3. Intellectual Property Protection: South Korea enforces stringent intellectual property laws and mechanisms to safeguard the rights of foreign investors. Comprehensive regulations cover patents, trademarks, copyrights, and trade secrets, with robust enforcement mechanisms through the legal system. 4. Free Trade Agreements (FTAs): South Korea has entered into numerous FTAs with nations worldwide, dismantling trade barriers and facilitating international commerce. These agreements grant foreign businesses preferential access to the Korean market, fostering a favorable environment for investment. 5. Streamlined Administrative Procedures: The country has instituted simplified administrative procedures for foreign investors, facilitating swift and seamless establishment and operation of businesses. These include streamlined registration processes, online services, and centralized platforms for registration and licensing. 6. Infrastructure Development: South Korea has made substantial investments in infrastructure, encompassing transportation, telecommunications, and utilities. This infrastructure underpins business activities, ensuring efficient movement of goods, services, and people across the nation. 7. Special Economic Zones (SEZs): Special Economic Zones have been designated with tailored incentives and regulations to attract foreign investment. These zones offer preferential tax treatment, relaxed labor regulations, and other perks to foreign enterprises operating within their jurisdictions. Advantages for Global Investors 1. Market Access: Korea boasts a robust economy and a sizeable consumer base. FDI grants international investors entry into this dynamic market, offering opportunities for growth and expansion. 2. Strategic Location: Positioned in East Asia, Korea serves as an ideal gateway for companies aiming to establish a foothold in the region. Its proximity to major markets like China and Japan provides access to diverse customer demographics. 3. Skilled Workforce: With a well-educated and proficient workforce, especially in fields such as technology and manufacturing, Korea offers foreign investors access to talent that can drive innovation and productivity. 4. Collaboration Opportunities: FDI in Korea fosters possibilities for collaboration and partnerships with local firms and research institutions. This facilitates knowledge exchange, technology transfer, and mutually beneficial business ventures. Foreign Direct Investment Process in South Korea 1. Document Preparation 2. Investment Type Selection 3. Application Submission 4. Review and Approval 5. Approval Acquisition 6. Tax Authority Registration 7. Other Authority Registration 8. Operation Commencement Conclusion Investors from various nations and sectors seek opportunities in Korea across diverse industries, including manufacturing, technology, finance, healthcare, and tourism. FDI plays a pivotal role in Korea's economic growth, employment generation, innovation, and global competitiveness. At Pearson & Partners Korea, we specialize in facilitating Foreign Direct Investment (FDI) Enterprise Registration in South Korea, ensuring a seamless entry into this dynamic market. Reach out to us to explore how we can assist you in achieving your business objectives in South Korea.

Explore All Insights

We bring the World to Korea, and take Korea to the World.