Care Products market in South Korea

The South Korean Care Products eCommerce market is predicted to reach US$12,933.7 million by 2023 and accounts for 9.3% of the total eCommerce market in South Korea. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -5.0%, resulting in a projected market volume of US$10,531.7 million by 2027. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Hygiene market in South Korea

The South Korean Hygiene eCommerce market is predicted to reach US$562.3 million by 2023 and accounts for 8.0% of the Personal Care eCommerce market in South Korea. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -2.9%, resulting in a projected market volume of US$499.3 million by 2027. The Hygiene eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Decorative Cosmetics, Fragrances, Other Personal Care, and Shower & Bath.

eCommerce revenue development in the Hygiene market in South Korea

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Hygiene market in South Korea

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 72.3 66.2 18.2 13.9 83.0 91.2 94.7 90.2
AOV (in US$) 0.7 0.9 0.9 0.8 0.4 0.9 0.2 0.2
CVR (in %) 20.7 50.5 9.3 54.2 31.1 38.8 53.1 65.5
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Hygiene market in South Korea

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the South Korean Hygiene retail market, the online share is 52.1% and will increase by an average of 1.9% to 56.1% by 2027.

eCommerce online share of the total Hygiene market in South Korea

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 71.8% 96.5% 67.2% 82.4% 38.4% 17.9% 16.8% 88.6%

Market definition

Definition of the Hygiene market within the Care Products market

Market definition: Care Products > Personal Care > Hygiene The category Hygiene includes the online trade of feminine hygiene, toilet paper and handkerchiefs. This category does not cover bath and shower products. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Feminine hygiene
  • Toilet paper
  • Handkerchiefs

Out-of-scope

  • Bath and shower products