Mobile shoppers bring new paradigm to S. Korea's cosmetics market

Park Sae-jin Reporter() | Posted : Febuary 6, 2020, 14:18 | Updated : Febuary 6, 2020, 14:18

[Courtesy of Laneige]

SEOUL --  Mobile shoppers who buy products using smartphones brought a new paradigm to South Korea's cosmetics market that has been mainly based on offline stores which allow consumers to test beauty products before buying them.

According to Statistics Korea, a state-run statistical information service, on Thursday, online sales of cosmetics products in 2019 hit an all-time high of 12.29 trillion won ($10.3 billion), up 25 percent from a year ago. Cosmetics products purchased by mobile shoppers last year were up 32.6 percent on-year to 7.31 trillion won.

Previously, young female consumers have visited offline stores to test various beauty products to see which one matches their skin. Many young consumers still visit offline stores, but they often return home empty-handed and look for cheap products they like through online shopping malls.

"I prefer to test products at offline shops and buy them in online malls," Jeong Hae-soon, a 27-year-old businesswoman, told Aju News. Jeong said the number of young female consumers buying cosmetics products through online malls has been increasing because they can buy products at lower prices as well as extra samples.
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