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Last year, the volume of online shopping transactions hit a new peak since the beginning of data collection, fueled by the resurgence in demand for food delivery and robust sales of new Tesla electric cars. International direct purchases (direct imports) also achieved a record high, yet the growth rate in transaction volume stayed at its lowest point in ten years because of the significant exchange rate challenges faced by consumers.

As per the “December 2025 and Annual Online Shopping Trends” published by the Ministry of Data and Statistics on the 2nd, the total value of online shopping transactions through PCs, mobile devices, and other platforms reached 272.0398 trillion South Korean won last year, representing a 4.9% (12.6079 trillion South Korean won) rise compared to the previous year. This marks the highest level since the tracking of such data began in 2017. Nevertheless, the growth rate stayed at an all-time low.

The key product that contributed to the rise in online transactions during the past year was ‘automobiles and automotive parts.’ The total number of transactions last year increased by 30.5% (1.7705 trillion South Korean won), reaching 7.5751 trillion South Korean won compared to the previous year.

The rise in sales and distribution of new Tesla electric cars, including the Model Y, Model 3, Model S, and Model X, which utilizes an online ordering platform, had a significant effect. Tesla’s local sales last year amounted to 59,916 units, representing an increase of over 101.4% compared to the previous year’s 28,750 units.

◇Food Delivery Transaction Volume Increases by 12.2%, Reaching Over 40 Trillion Korean Won for the First Time

The food delivery sector is also demonstrating strong growth. In the past year, the transaction volume for food delivery services reached 41.4882 trillion South Korean won, marking a 12.2% rise compared to the previous year, and for the first time in history, it exceeded 40 trillion South Korean won.

Despite the transaction volume growth rate decreasing to 2.3% in 2023 compared to the prior year, sparking debates about a ‘stagnation in the delivery market,’ the sector has achieved double-digit growth for two straight years starting from 2024 (14.3%). A representative from the data processing agency stated, “With increased competition among delivery apps, features like free delivery have been enhanced, resulting in a significant rise in user numbers once more.”

Furthermore, the number of online transactions rose last year for agricultural, livestock, and aquacultural products (12.9%) and food and household supplies (9.5%). This is seen as a consequence of the growing number of families who cook at home, buying ingredients directly due to the rise in restaurant meal prices.

On the other hand, the transaction volumes for e-coupon services, including gift coupons, dropped by 27.5% because of the effects of high inflation. The transaction volume for these services, which had risen to 9.7423 trillion South Korean won in 2023, fell by 11.2% in 2024 and has experienced double-digit declines in transaction volume for two years in a row.

◇Record High of 8.5 Trillion South Korean Won in Overseas Direct Purchases… Slowest Growth Rate in Ten Years

Last year, the total volume of online international direct purchases reached 8.5080 trillion South Korean won, representing a 5.2% rise (421.7 billion South Korean won) compared to the prior year. Despite this being the highest level recorded since data collection began in 2014, the growth rate was the smallest in ten years, down to 3.3% from 2015.

The domestic international direct buying market experienced significant expansion, with sales volumes rising by over 10% each year between 2016 and 2024 when measured against the prior year.

Last year, the increase in transaction volume was assessed to have decelerated because of elevated exchange rates. As the won depreciates relative to the dollar, the cost of goods denominated in dollars goes up, placing a heavier load on consumers.

Notably, direct purchases made abroad from the U.S. fell by 17.6% to 1.4157 trillion South Korean won, compared to the prior year. The U.S. represents 16.6% of South Korea’s overseas direct purchases, positioning it as the second-largest market. The decline alone from the previous year amounted to 302.3 billion South Korean won, marking the biggest drop since records began.

Last year also witnessed notable declines in South Korea’s foreign direct investments from the European Union (-7.2%) and the United Kingdom (-23.0%). In contrast, such investments rose in China (14.9%) and Japan (8.8%), where the impact of exchange rate fluctuations was comparatively smaller.

Fueled by the so-called ‘Korean Wave’ encompassing K-beauty and K-food, the volume of ‘reverse direct purchases’ rose for the third straight year. Regionally, it experienced growth in the U.S. (26.3%), China (10.9%), among others, while ASEAN saw a decline (-4.4%).

Transaction volume for food and grocery items rose by 49.2% to 1.129 trillion Korean won, marking the highest level since the update of relevant statistical standards in 2017. Sales also grew in cosmetics (20.4%) and audio-visual goods and musical instruments (7.0%).