For merchants seeking growth beyond saturated e-commerce markets, South Korea presents an untapped opportunity. Gmarket and Auction, the country's leading online marketplaces, are emerging as lucrative platforms for international sellers.
The Big Sale Phenomenon
The annual Big Sale event, specifically designed for cross-border merchants, has become a hallmark of South Korea's e-commerce calendar. The 2022 edition, running from November 21-30, demonstrated remarkable performance metrics.
By November 25, the platforms had already recorded sales exceeding 9 million items—a testament to both the market's appetite and the event's effectiveness in driving conversions.
Merchant Experiences
Participating sellers reported significant sales uplifts during the promotional period:
"Orders flooded in immediately after the campaign launch—we were processing several orders per minute and surpassed 1,000 daily orders. Our regular daily volume typically ranges between 200-300 units."
"With a modest team of under 20 people primarily focused on AliExpress, we approached the Korean market cautiously. The results surprised us—over 200 orders on the first day of listing optimization support from the platform confirmed the market's strong purchasing power."
While some merchants reported more modest gains, even doubling regular sales volumes demonstrated the event's capacity to boost store performance.
Platform Background
Gmarket and Auction represent established forces in South Korean e-commerce. Auction holds distinction as the nation's first online marketplace, while Gmarket earned recognition for innovation and user experience. Both platforms, formerly under eBay Korea, were acquired in 2021 by Shinsegae Group—South Korea's retail conglomerate operating 140 E-MART hypermarkets and nearly 6,000 convenience stores.
This acquisition positioned the combined online platforms (including G9 and SSG) as South Korea's second-largest e-commerce entity by market share.
Localized Support Expansion
The establishment of Shinsegae's Emart China office in Shanghai signals growing infrastructure to support cross-border merchants. While current onboarding focuses on established sellers with Korean language capabilities or market-specific product advantages, the development suggests broader accessibility may follow.
For international sellers, this localized presence offers potential advantages in market understanding, consumer insights, and operational support.
Market Entry Considerations
Success in the Korean market requires strategic preparation:
Consumer Research: Thorough analysis of purchasing behaviors, preferences, and emerging trends forms the foundation for market entry.
Product Selection: Identifying offerings that align with local demand while maintaining competitive differentiation proves critical.
Localization: Adaptation extends beyond language translation to encompass customer service, payment methods, and logistical requirements.
Marketing Strategy: Effective brand positioning often incorporates social media engagement and influencer collaborations to build visibility.
With careful planning and execution, South Korea's e-commerce platforms present viable avenues for international merchants to expand their cross-border operations.