Multidimensional Analysis and Sustainable Pathways of South Korea’s E-Commerce Development Model

This study systematically analyzes the development environment, market characteristics, and socioeconomic impacts of e-commerce in South Korea. Leveraging the country’s world-leading digital infrastructure (95%+ smartphone penetration, extensive 5G coverage), highly efficient logistics system (e.g., “Rocket Delivery”), and convenient payment ecosystem, South Korea has formed a mobile-dominated (accounting for over 75% of online transactions) and oligopolistic market structure, led by players such as Coupang and Naver Shopping. Empirical analysis shows a significant positive correlation between e-commerce scale and GDP growth rate (r = 0.88, p = 0.001). E-commerce has become a core engine of economic growth by expanding domestic consumption, optimizing industrial chains, and promoting SME exports—especially for K-Beauty and K-Pop products. However, challenges persist, including market monopoly risks, platform labor rights issues, data security concerns, and environmental problems (e.g., excessive packaging). In response, this study proposes ESG-oriented sustainable development strategies: enhancing antitrust regulation and labor protection, fostering green supply chain innovations, supporting SME digital transformation, and optimizing cross-border e-commerce policies. South Korea’s experience offers a balanced reference paradigm emphasizing both efficiency and equity for the global digital economy.