Online habits of South Korean consumers. What do dropshippers need to consider?
The South Korean market has a unique consumer ecosystem. Koreans are tech savvy, accustomed to mobile devices and fast online payments. They are trendsetters and like to try new and innovative things. They pay attention to quality and brand reputation.
Korea is not just another market, it's a digital universe with its own rules, rhythms and fast trends, Halla Systems company experts said. More than 91 per cent of South Koreans are active on social media, and most of them switch between a dozen platforms every day.
Two target generations
In the South Korean market, two generations can be identified that create the greatest demand for goods and services and have unique consumption patterns. These are teenagers and people aged 50+. Teenagers, as digital natives, have a significant influence on household shopping decisions, use smartphones and social media to search and ‘live’. The younger generation is health-conscious, diet-conscious and dislike alcohol. On the other hand, people aged 50 are already economically stable, engaged in self-development and health, and choose premium and quality goods.
Search engines and mobile apps
Koreans prefer to shop via mobile platforms rather than websites. Coupang, Naver Shopping, and Gmarket are popular. To promote, dropshippers need to tailor their adverts to search engines popular in South Korea and mobile interfaces.
Naver is preferred by people in their 30s, while YouTube is more popular among younger demographics (10s and 20s). Conversely, platforms such as Google and Instagram resonate more with younger users, while older demographic groups (40 and over) show less inclination towards these platforms.
Age - Platform
All ages - Naver, YouTube, Google
10-20 years - YouTube, X (Twitter), Namu Wiki
20-30 years - Google, Namu Wiki, YouTube
30-40 years - Instagram, Naver, Kakao Talk
Influence of K-culture (K-pop, K-dramas, social media trends)
Consumers often buy products related to popular idols and actors. If BTS wear a certain brand of clothing - sales of that brand go up. K-Food, a healthy food culture, is also popular. Koreans actively buy through KakaoTalk, Instagram, Naver Blog. Many learn about products through bloggers, Live Commerce (live streaming of sales), Naver Shopping Live. Halla Systems recommends that dropshippers use images, phrases and memes from popular K-doramas and K-pop in their advertising.
Fast delivery is standard
Koreans are used to "Jikgu" (즉구, instant purchase) - same-day or next-day delivery. If an item takes too long to arrive, customers choose another shop. That is why dropshippers find it more profitable to work with local warehouses.
High demands for quality and service
Korean shoppers are used to good service, Halla Systems dropshipping managers noted. They leave detailed reviews with photos and videos. For the majority of South Korean users, it is reviews (of loved ones or those who have already bought the goods, or bloggers) that become the determining factor in choosing a seller and goods. Koreans like to buy in bulk or in groups to get a discount. Dropshippers may offer ‘2+1’ promotions, discounts for buying multiple items.
Search behaviour of Koreans
The Korean language is concise and therefore the search behaviour of Korean users is different from many languages: only a few Korean characters or words are required. These are short keywords. Users search for a brand using transliterated keywords such as Apple (애플), Nike (나이키), Louis Vuitton (루이비통). Koreans do not trust direct advertising and before buying, they study online reviews on platforms (The Qoo, DC Inside, Clien) where users discuss various topics and share recommendations.
Dynamic market and end-to-end solutions
Halla Systems helps dropshippers understand the intricacies and dynamics of the Korean market. We understand the local culture, consumer behaviour and digital landscape. Whether you are a local business looking to expand your online presence or an international company targeting the Korean market, Halla Systems' comprehensive promotion solutions will lead you to success.