Investigation of Top 5 Market Share Companies by Korea Consumer Agency
Consumers Satisfied with Order and Delivery, Dissatisfied with Products
Average Spending per Order 63,500 KRW, Monthly Average 200,000 KRW
Domestic consumers were found to spend an average of about 200,000 KRW per month on online shopping malls. While high satisfaction was observed in ordering and delivery from online shopping malls, product quality received negative evaluations.
The Korea Consumer Agency conducted a survey on consumer satisfaction and usage status for five major domestic online shopping malls. The average purchase amount per transaction was 63,500 KRW, and the monthly average was 207,200 KRW. The survey targeted the top five online shopping malls by market share in 2022: Naver Shopping, 11st, Gmarket, Kakao Shopping, and Coupang.
Regarding the monthly average purchase amount, 27.4% spent 250,000 KRW or more, the highest proportion, followed by 21.6% spending 100,000 to 150,000 KRW, 16.9% spending 50,000 to 100,000 KRW, and 15.6% spending 200,000 to 250,000 KRW. In the 2019 survey, the 50,000 to 100,000 KRW range was the most common at 33.8%.
In terms of overall satisfaction (out of 5 points) with these online shopping malls, Coupang scored the highest at 3.83 points, while Kakao Shopping scored the lowest at 3.71 points. Overall satisfaction was calculated by equally weighting satisfaction in three major areas and comprehensive satisfaction at 50% each.
The weighted average of satisfaction in service quality, product, and experience?the three major areas?was 3.70 points on average. Among the categories, 'Service Product Satisfaction,' which evaluates products and core services, scored the highest at 3.84 points, while 'Service Experience Satisfaction,' which assesses positive and negative emotions experienced during service use, scored the lowest at 3.50 points.
Analyzing satisfaction factors within the three major areas, in the service quality category, the reliability factor?evaluating stable operation of websites and apps?scored the highest at 3.88 points, while the safety factor?evaluating protection against external threats such as hacking?scored the lowest at 3.61 points.
In the service product category, the 'Order and Delivery Process' factor, which evaluates ease of purchase and delivery process, received the highest score of 4.21 points. The product factor, which evaluates product quality, received the lowest score of 3.66 points. In the service experience category, the 'Positive Emotion' factor scored 3.34 points, lower than the 'Negative Emotion' factor at 3.97 points. Notably, the experience of the positive emotion element 'feeling respected' was the lowest at 3.00 points.
The most common frequency of online shopping mall purchases was '2 to 3 times a month' at 31.0%, followed by 'once a week' at 30.3%, and '2 to 3 times a week' at 19.3%. Additionally, higher purchase frequency was associated with higher satisfaction. Consumers who purchased '4 or more times a week' had the highest overall satisfaction score of 3.94 points, while those purchasing 'about once a month' had the lowest at 3.68 points.
Half of the respondents (49.5%) reported switching from other online shopping malls to the one they currently use. The main reason for switching was 'better additional benefits' at 28.1%, followed by 'lower selling prices' at 22.1%, and 'ease of app use' at 15.3%. By company, Kakao Shopping had the highest response for 'ease of app use,' Coupang for 'lower selling prices,' and Naver Shopping, 11st, and Gmarket for 'better additional benefits.'
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