Multidevice Commerce Is a Cross-Over Favorite in South Korea - eMarketer

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Multidevice Commerce Is a Cross-Over Favorite in South Korea

Rising mobile and digital sales in fashion, cosmetics

March 24, 2017 | Retail & Ecommerce

More consumers in South Korea are completing their online shopping using more than one device, suggesting the growing importance of cross-device commerce for the country’s retailers.

Thanks to a digital-savvy population and record-high rates of device ownership, South Korea is home to one of the world’s most dynamic ecommerce markets. What’s more, a growing share of the country’s consumers are choosing to complete their digital shopping activity using multiple devices, according to a March 2017 Criteo report on cross-device ecommerce activity.

More than half (52%) of all transactions made with smartphones during Q4 2016 involved two or more devices, the study found. For tablets, the proportion of multidevice transactions using at least two devices was even higher, at 63%.

Multidevice Share of Ecommerce Transactions in South Korea, by Primary Device, Q4 2016 (% of total)

What types of purchases are driving the growth of cross-device transactions? Product categories like fashion, luggage, cosmetics and software—all of which have high rates of digital purchases—appear to play a key role.

In a Statistics Korea (KOSTAT) study comparing digital and mobile share of B2C ecommerce purchases in various categories in Q4 2015 vs. Q4 2016, fashion, luggage and cosmetics purchases made via mobile grew by 50% or more. Another category, mobile-based purchases of software, increased more than 70%.

As more consumers’ habits shift toward mobile and digital, the challenge for South Korea’s digital retailers will be to evolve and adapt their ecommerce platforms, ensuring that their systems allow for easy shopping and buying across this rapidly proliferating range of channels.

—Jeremy Kressmann

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