In South Korea, the question is not whether consumers use digital payments, but how many options they use. With a tech-savvy population and one of the world’s most advanced financial ecosystems, the appetite for flexibility in payment methods is immense.
But with great opportunity comes intense competition.
Consumers expect seamless, fast, and highly integrated payment experiences. Digital wallets are not just standalone apps — super apps like Naver and Kakao embed them into their ecosystems so payments can happen alongside messaging, shopping, and entertainment.
And while credit cards still dominate, accounting for 75% of online purchases, card companies must constantly reinvent themselves to stay relevant. Even non-financial players, such as carmaker Hyundai and even government agencies, compete in the payments space, further intensifying the race for consumer adoption.
This relentless competition forces providers to differentiate through innovation:
This competitive space is not limited to private-sector players. The South Korean government and central bank are testing digital currencies and integrating payments into national ID systems. With finance now embedded into lifestyle activities, the next frontier is embedding payments into government transactions, bringing financial services into every aspect of daily life.
With a market so saturated with options, constant innovation becomes a necessity. The battle for consumer preference pushes companies to think beyond traditional finance, embedding payments into digital and physical spaces alike. As competition fuels creativity, South Korea is shaping the future of cashless societies, where payments don’t just facilitate transactions but become an invisible, seamless part of everyday life.
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Key insights for online merchants
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GDP and demographics
If you’re a fan of K-pop or K-drama, you’d be familiar with South Korea’s aspirational aesthetics focusing on class and sophistication. However, this image of wealth and opulence is not only projected through South Korea’s advanced technology and high-end consumer markets; a robust economy and a high standard of living also support it.
South Korea’s gross domestic product (GDP) reached $1.71 trillion in 2023, making it the 12th largest economy globally. According to the Bank of Korea, South Korea’s GDP grew 2.3% in the second quarter of 2024. The per capita GDP stood at $33,121, representing a high standard of living.
In 2022, the average household income was KRW 67.62 million, or approximately $52,348, mostly from wages and salaries. South Korea’s unemployment rate is lower than that of the world’s largest economies, staying at around 3% over the past decade and dropping to 2.7% in 2023. And a population with a significant disposable income is also bound to spend big. In terms of spending, dining and hotel expenses were the largest category, accounting for 15.3%.
Economic drivers
South Korea is one of the world's largest exporters and importers. In 2023, the country's imports reached $642.57 billion, topped by fuel and mineral products. In 2022, China was its largest import partner, accounting for 23% of total imports.
Consumer payment trends
Nowhere is South Korea’s high standard of living more apparent than in its online shopping behaviour and e-commerce activity.
South Korea is one of the largest e-commerce markets in the world. The number of e-commerce users surpassed 29.2 million in 2023 and will reach 37.4 million by 2029, marking a penetration rate of over 76%. According to Statista, e-commerce accounted for 44.8% of South Korea’s total retail sales in 2023, with its e-commerce market expected to grow at a compound annual growth rate (CAGR) of 4.47% from 2024 to 2029. South Korea’s e-commerce market revenue will reach $88.3 billion by 2025, with the average spending per e-commerce user hitting $2,610.
The government’s digitalisation strategy will sustain the growth of the e-commerce sector. The South Korean government actively fosters innovation, promoting cashless adoption while regulating emerging services such as Buy Now, Pay Later (BNPL) to ensure consumer protection. It also encourages open banking initiatives, providing secure access for third-party providers to consumer bank data, improving competition and driving innovation.
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Following South Korea’s journey towards a cashless society
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Key insights for online merchants
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South Korea has a population of 51.71 million, with a balanced sex ratio. In 2023, 70.4% of the population was 15 to 64, also its primary consumer group. In fact, 77.7% of South Korea’s online shoppers are middle-aged and young consumers under 54. Male shoppers slightly outweigh the female group, making up 50.4%.
According to Statista, the number of internet users in South Korea will reach 47.75 million in 2023, with a penetration rate of 97.42%, ranking tenth globally. So, what are these millions of internet users doing online? Chances are, they are shopping online.
Economic recovery and the expanding middle class are driving South Korea's retail surge.
According to a report by Mordor Intelligence, South Korea's retail market was valued at $522.46 billion in 2023 and will continue to grow at a CAGR of 4.6% in the next few years, reaching $648.1 billion by 2029.
Given South Koreans’ strong demand for convenience, the checkout experience at physical retail stores emphasises choice and flexibility. Locally issued cards are commonly used for cashless transactions, followed by e-wallets.
In fact, according to a 2023 survey, 54.8% of South Korean consumers shop online at least three times a month, with another 65.8% making weekly purchases. Over 60% of this e-commerce traffic comes from smartphones, followed by laptops.
South Korea’s online shoppers
77.7% of online shoppers are middle-aged and young consumers under the age of 54. Male shoppers slightly outweigh the female group, making up 50.4% of the total.
Motivations and concerns in online shopping
For these frequent shoppers, convenience (67.88%) and a better shopping experience (31.15%) are the two main reasons for choosing online shopping, more than lower prices. About 35.88% of consumers believe an improved self-checkout process is essential for a better shopping experience.
South Koreans love shopping online. But what exactly fills up their shopping carts? The most frequently purchased items are apparel and sports (86%), followed by food and groceries (58.6%). Another 50.2% buy home and kitchen products online, which is higher than in other Asian countries.
Not one to be inconvenienced by the need to return items, these frequent shoppers are also very mindful before clicking “Buy”. About 57% find customer reviews very helpful, while another 55% search online first before making major purchases. When ordering products online, 47% prefer delivery services over pick-up options.
Another trend reflecting South Koreans’ taste for convenience is their growing preference for digital payments. In 2023, the penetration rate of digital payments in South Korea’s e-commerce market reached 76.09%, a high level of acceptance. Consumers primarily use digital payments for online shopping, in-store purchases, and offline services.
Statista data shows that the number of digital payment users in South Korea has been steadily growing, expected to reach 58.46 million by 2025, with the transaction value exceeding $197.7 billion. South Koreans prefer digital payments because they are convenient (82.69%), do not need to carry cash or credit cards (53.8%), and are easy to use (37.16%).
As digital payments gain popularity in South Korea, three digital wallets dominate: Kakao Pay, Naver Pay, and Toss Pay. Together, they now serve 81.52 million monthly active users, even more than South Korea’s total population of 51.71 million.
What do these three have in common? These digital wallets closely integrate with other lifestyle services, such as e-commerce and social networking.
For example, Naver Pay closely integrates with e-commerce, while Kakao Pay seamlessly integrates with KakaoTalk, a popular messaging app. As such, users can manage transactions, send and receive money, pay bills, and access other financial services without leaving the messaging app.
While the growing popularity of digital payments among South Koreans is undeniable, how are the different payment methods playing into the e-commerce game? Let’s look at the other payment trends in South Korea.
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Key insights for online merchants
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In South Korea, 47% of people have a debit card, while 61% have a credit card. In 2023, credit cards were the most popular payment method for online shopping (75.2%), followed by digital wallets (49%). South Korea’s card penetration rate is higher than the global average, which puts pressure on card providers to innovate and stand out in a crowded market.
The number of cardholders in South Korea reached 35.2 million in 2022, with an average increase of over 70,000 users per month. In 2021, each South Korean cardholder made 148.3 credit card transactions. The most popular card brand in South Korea is Visa (40%), followed by Mastercard (26%).
Card payments have a high share in the e-commerce market. Consumers gravitate towards its value-added services such as interest-free installments, rewards points, cash-back, and discounts. In 2023, South Korea’s credit card payment value exceeded KRW 1,014 trillion (approximately $776 billion), and debit card payment value surpassed KRW 243 trillion (roughly $186 billion).
Of the over 110 million cards issued in South Korea, single-branded cards account for about 45%, while co-branded cards with logos of international card associations account for around 55%.
According to data and forecasts from IMARC Group, the digital wallet market in South Korea was valued at $3.2 billion in 2023, and is expected to reach $12.9 billion by 2032, with a CAGR of 16.70% from 2024 to 2032. Advancements in technologies like Near Field Communication (NFC) and biometric authentication enhance the security and user experience of digital wallets.
Statista predicts that the total number of digital wallet users in South Korea will continue to grow between 2020 and 2025. For example, by 2025, the number of Kakao Pay users will exceed 46.5 million.
With various digital wallets in South Korea, which ones are most popular among local consumers? According to a Statista survey, Naver Pay, Kakao Pay, and Toss Pay take the top spots. Together, they have 81.52 million monthly active users combined, surpassing South Korea’s total population of 51.71 million. This shows the immense popularity of digital wallets among South Korean consumers and their significant growth potential.
The usage rate and number of digital bank users in South Korea have steadily increased. According to Statista, the daily transaction value for digital banks reached KRW 76.34 trillion (approximately $58.42 billion) in 2022.
Despite the popularity of card payments and digital wallets, bank transfers remain a reliable and well-loved e-commerce payment channel. A new type of bank transfer, Express Bank Transfer (퀵계좌결제), has streamlined the bank transfer process, bringing a higher success rate. Powered by South Korea’s open banking policies, this service simplifies the payment to only two steps through account binding. It has a 20% higher success rate than traditional methods, greatly enhancing user experience.
After cards, digital wallets, and bank transfers, let’s take a look at other local payment methods in South Korea:
According to IDC’s 2024 research on the Asian payment market, industry experts observed the following payment trends in South Korea over the past 12 months:
South Korea’s digital payment landscape exemplifies the perfect blend of innovation, competition, and consumer-driven evolution. With a tech-savvy population, a high standard of living, and an advanced financial ecosystem, it’s no surprise that digital payments have become deeply embedded in everyday life.
As we’ve seen, the competition among payment providers is fierce, but this intensity fuels constant innovation. From co-branded credit cards and niche-focused payment solutions to embedded finance within super apps like Naver and Kakao, companies must continuously evolve to capture consumer preference. Even non-financial players and government agencies are entering the space, pushing the boundaries of what’s possible in payments.
Ultimately, the South Korean payments market isn’t just about transactions, but about seamless integration into lifestyle services. With e-commerce thriving and digital wallets becoming indispensable, the future will see payments further embedded into government services, national ID systems, and even more aspects of daily life.
South Korea sets the benchmark as the world inches closer to a cashless society. The innovations emerging from its highly competitive market today may shape the future of digital payments.
In South Korea’s highly competitive digital payments market, choosing the right partner is crucial for success. Antom provides businesses the tools and expertise to navigate this fast-evolving landscape and maximise market potential.
Partnering with Antom means more than just expanding your payment options. It’s about gaining a strategic advantage in one of the world’s most advanced digital economies.
Let us help you navigate South Korea’s competitive payments landscape, help accelerate your growth, and seize new business opportunities. Fill out the form here, and Antom’s expert team will contact you shortly.
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