한국의 B2C 국경 간 전자상거래와 시장 다변화에 대한 시사점

Purpose The purpose of this paper is to examine the current status and changes of B2C cross-border e-commerce after the COVID-19 pandemic, identify the characteristics and problems of B2C cross-border e-commerce in Korea, and derive implications for this. Design/Methodology/Approach This study analyzes the current situation and derives problems based on various papers, reports, and statistical data centering on literature research. To this end, various data and documents published by KOTRA, KITA, KPMG, GLOBAL-e, KOSTAS, etc. were referenced. Findings As a result of the study, global cross-border e-commerce showed negative growth in January and February 2020, but rebounded in March and April 2020, growing more than 20% year-over-year. However, B2C cross-border e-commerce in Korea decreased by more than minus 10% year-on-year in both the first and second quarters of 2020. Unlike high growth in major countries and regions, negative growth in Korea revealed problems in Korea. In addition, the high dependence on specific countries and specific products is likely to be an impediment to the future development of B2C cross-border e-commerce in Korea. Research Implications The following implications were derived from the study: B2C cross-border e-commerce leaning on china and cosmetic is posing a variety of risks. Therefore, market diversification is very necessary. India and the Middle East have been chosen as new markets to replace China.