Toys, Hobby & DIY market in South Korea

The South Korean Toys, Hobby & DIY eCommerce market is predicted to reach US$13,527.3 million by 2023 and accounts for 13.3% of the total eCommerce market in South Korea. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 2.7%, resulting in a projected market volume of US$15,074.6 million by 2027. Within the Toys, Hobby & DIY market ecommerceDB considers the following four sub-markets: DIY, Garden & Pets, Toys & Baby, Hobby & Stationery, and Sports & Outdoor.

Market development

eCommerce revenue development in the Toys & Baby market in South Korea

The South Korean Toys & Baby eCommerce market is predicted to reach US$3,326.0 million by 2023 and accounts for 24.6% of the Toys, Hobby & DIY eCommerce market in South Korea. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 2.2%, resulting in a projected market volume of US$3,629.8 million by 2027. The Toys & Baby eCommerce market is a sub-market of the Toys, Hobby & DIY market. Further categories within the Toys, Hobby & DIY market are: DIY, Garden & Pets, Hobby & Stationery, and Sports & Outdoor.

eCommerce revenue development in the Toys & Baby market in South Korea

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 66.9 33.1 1.3 41.1 66.4 39.2 82.4 84.1
AOV (in US$) 96.9 7.4 29.4 3.7 80.8 40.2 7.0 38.9
CVR (in %) 66.9 33.1 1.3 41.1 66.4 39.2 82.4 84.1
AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five Toys & Baby online stores in South Korea by net sales 2021

With sales in the South Korean Toys & Baby market, coupang.com generated a revenue of US$820.3 million in 2021, which means it is the leading online store in this market. In second place is oliveyoung.co.kr with a revenue of over US$56.2 million, followed by hmall.com with a revenue of US$52.7 million. Altogether, the top three online stores account for a market share of about 75.4% within the top 100 stores of the given market. The Toys & Baby ranking of South Korea is based on all online stores that generated sales in this market in 2021. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Toys & Baby market in South Korea in 2021

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ecommerceDB analysis

no-access-0 no-access-1 no-access-2 no-access-3 no-access-4
Filtered revenue (in mUS$) 900.0 550.0 470.0 430.0 370.0
Share of global revenue (in %) 20.7 12.0 3.9 20.6 20.7
Global revenue (in mUS$) 8,300.0 4,600.0 1,190.0 2,122.0 1,814.0
Growth global revenue (in %) 8.3 12.4 33.6 18.0 12.6

See further stores

Worldwide - Toys & BabySouth Korea - Toys & BabySouth Korea - All Categories

Market definition

Definition of the Toys & Baby market within the Toys, Hobby & DIY market

Market definition: Toys, Hobby & DIY > Toys & Baby The category Toys & Baby includes the sale of toys and products for infants (e.g., clothing, care products, baby food, bottles, nursing products, playpens, strollers, and car seats). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Various toys for toddlers (e.g., doll's carriages), children (e.g., dolls, construction sets), and adults
  • Cards and other indoor games
  • Video game consoles

Out-of-scope

  • Board games
  • Video games

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