Market Overview - The social commerce market in South Korea is projected to grow by 16.8% annually, reaching approximately US$24.72 billion in 2025 [2] - The market experienced a robust growth from 2021 to 2024, achieving a CAGR of 19.5%, and is expected to continue growing at a CAGR of 13.0% from 2025 to 2030, potentially reaching around US$45.62 billion by the end of 2030 [2] Trends and Dynamics - The South Korean social commerce landscape is rapidly evolving, integrating e-commerce features into social media platforms, live commerce, and mobile shopping, driven by consumer demand for convenience and seamless digital experiences [3][4] - High smartphone penetration and availability of high-speed internet are fueling the growth of social commerce, enabling convenient consumer engagement [4] Competitive Landscape - The social commerce sector is characterized by intense competition, with local players like Coupang and Naver and global entrants such as AliExpress and Temu [5][12] - Companies must innovate and optimize digital strategies to maintain competitiveness in this evolving marketplace [5][6] Regulatory Environment - Regulatory developments by the Korea Fair Trade Commission aim to promote fair competition and transparency in the digital marketplace, requiring companies to navigate compliance while maintaining a competitive edge [6] E-commerce Integration - South Korean social media platforms are increasingly incorporating e-commerce functionalities, allowing users to purchase products directly within apps like KakaoTalk and Naver Shopping [9] - Live commerce is gaining momentum, with retailers using live broadcasts to showcase products and interact with consumers in real time, enhancing trust and reducing purchase hesitation [9][10] Mobile Shopping Dominance - Mobile shopping accounts for nearly 73% of all online sales in South Korea, driven by the convenience of browsing and purchasing via smartphones [15] - Retailers are investing in mobile-first strategies, including app-based loyalty programs and AI-driven product recommendations, to enhance user experiences [15] Key Players and New Entrants - Established platforms like Coupang and Naver are expanding services to include social commerce features, while new entrants like AliExpress and Temu are intensifying competition by offering competitive pricing [15]