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1、1THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN THE REPUBLIC OF KOREACountry Brief The Republic of Korea|2THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN THE REPUPLIC OF KOREACountry Brief The Republic of Korea|Executive summaryThe Republic of Korea shows a particularly high internet penetration ra

2、te(97%)and a large proportion ofe-commerce users(77%).Nevertheless,the density of B2C marketplaces is in the middle range with a totalof 173 B2C marketplaces for a population of 51.6 million(35.1%of the total traffic in the region studied).Over the period 2019-2022,traffic on the 173 B2C marketplace

3、s remained relatively stable,at 8 billion visitsper year and slightly above.Among them,online shopping malls account for the largest proportion ofmarketplaces(61.3%)and capture most of the traffic(76.3%).The e-commerce market in the Republic of Korea is dominated by domestic companies(52%),followed

4、bythe United States(22%)and China(4%).On the total of 173 online marketplaces,there is an importantgeographical diversity considering the 16 other countries with companies holding marketplaces.The e-commerce market is diluted with the Top 10 online marketplaces capturing only 67.6%of total traffic.T

5、his Top 10 is largely dominated by online shopping malls,7 in total,and B2C marketplaces are all owned bydomestic companies.Regarding the ease of selling on these B2C marketplaces,only 45%allow foreign sellers to operate and 41%offer open registration to online sellers.A moderate proportion of these

6、 marketplaces are fully transactional(62%)but,as a corollary,63%require trading fees to sell online.The country has a larger proportion of generic B2C marketplaces(60%)than specialized marketplaces(40%).Among the 69 specialized marketplaces,33%specialize in fashion,accessories,and shoes(capturing on