2025年韩自华直购激增

Core Insights - In 2025, South Korea's overseas online direct purchase amount is expected to exceed 85 trillion KRW for the first time, marking a historical high [1] - While direct purchases from the US are slowing down, those from China are rapidly expanding, reaching 55.7 trillion KRW and accounting for 65.5% of the total, an increase of 5.5 percentage points from 2024 [1] E-commerce Trends - The total online shopping transaction amount in South Korea for 2025 is projected to be 272.04 trillion KRW, reflecting a year-on-year growth of 4.9% [1] - Mobile transactions are expected to reach 211.14 trillion KRW, with a growth rate of 6.5%, surpassing the overall growth rate [1] Category Performance - Significant growth is observed in the food service (12.2%) and food and beverage (9.5%) categories [1] - Conversely, categories such as electronic vouchers (-27.5%), bags (-11.1%), and footwear (-4.5%) are experiencing notable declines due to decreased consumer confidence and previous e-commerce platform settlement issues [1] Overseas Direct Sales - South Korea's overseas direct sales are projected to reach 30.2 trillion KRW in 2025, marking a year-on-year increase of 16.4% [1] - Growth is seen across major markets including the US, EU, Japan, and China, with cosmetics, food and beverages, and audiovisual products performing particularly well [1] - However, sales in categories such as communication devices, agricultural products, and clothing remain relatively sluggish [1]