Gmarket and Auction See 33% Increase in Early Morning and Morning Sales Amid Stay-at-Home and Tropical Nights

[Asia Economy Reporter Lim Chun-han] It has been revealed that the number of consumers shopping online from midnight to early morning is increasing due to strengthened social distancing measures and severe tropical night conditions.

According to Gmarket and Auction on the 23rd, the transaction amount from midnight to 9 a.m. between the 12th and 21st increased by 33% compared to the same period last year. The proportion of shopping during this time accounted for 19% of the total, which is 6 percentage points higher than last year's 13%.

By time slot, the transaction amount between midnight and 1 a.m. increased by 84%. The period between 8 a.m. and 9 a.m., the commuting hours, saw a 76% increase, following closely behind. The most purchased items by customers were summer home appliances. Transactions for air conditioners, fans, and the like surged by 191% compared to the previous year. Next were fashion clothing (18%), mobile devices and tablets (15%), beverages (12%), and bedding (11%).

Regarding popular items by gender, both men and women ranked air conditioners first. Men frequently purchased digital devices, food, comics, and training wear, while women showed interest in sports innerwear, wearable and smart devices, sun care products, and jewelry accessories.

An eBay Korea official stated, “With strengthened social distancing, the number of people staying at home, such as those working remotely, has increased again, significantly affecting shopping time slots. Coupled with nationwide tropical night conditions, there is a trend of a sharp increase in shopping transactions during midnight and morning hours.”