Amazon Global Store shakes up S.Korea’s e-commerce scene

SK Telecom's 11Street and Amazon post 350% growth in direct overseas purchases in the first week of joint service

(Courtesy of SK Telecom)
(Courtesy of SK Telecom)
Yoo-chung Roh 1
2021-09-08 16:23:43 yjroh@hankyung.com
E-commerce

Amazon Global Store posted a stellar first-week performance in South Korea. The service, launched at the end of August on SK Telecom Co.’s online shopping platform 11Street, drove a 350% increase in direct overseas purchases on the platform between Aug. 31 and Sept. 6 versus the same period the previous month.

Amazon Global Store is a service that allows Korean consumers to search for tens of millions of goods sold by Amazon in the Korean language and make payments in Korean won as well.

11Street said that the total weekly transactions made in the categories of kitchenware, food, health products and sportswear exceeded its internal sales target by more than 500%.

The e-commerce platform added that customer data showed a distinctively high level of interest from the online shoppers in the new service. The number of page views on Amazon Global Stores was four times higher than the average figure on 11Street.

The shopping platform explained that such a high number of page views means that the consumers were searching through the website to check out what specific products were offered and also take note of the top-selling products.

On Sept. 6, 11Street also ran a live stream in celebration of the Amazon Global store launch, drawing 700,000 viewers over an hour of period, the second-highest figure ever on the platform.

11Street’s parent company SK Telecom highlighted that the first-week success of the Amazon Global Store service was further driven by its newly launched subscription brand, T Universe.

Also launched at the end of August, T Universe offers two monthly subscription services, T Universe All at 9,900 won ($8.49) and T Universe at 4,900 won ($4.20), both of which offer Amazon items free of delivery charge.

SK Telecom added that 150,000 users have subscribed to the T Universe services so far, with about 30% of them being users from competitor mobile carriers KT Corp. and LG Uplus.

Write to Yoo-chung Roh at yjroh@hankyung.com
Daniel Cho edited this article
#Amazon #SK #KT #Naver #Coupang

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