[Sejong = E-Daily Reporter Park Sun-Yeop ] Online shopping transaction volume exceeded 24 trillion won in June, marking an increase of more than 10% compared to the same month last year. Driven by SamsungElectronics’ large-scale purchase rebate campaign, transaction volume for telecommunications devices more than doubled compared to a year ago, while transactions for automobiles, automotive accessories, and food also continued to rise.
According to the “June 2026 Online Shopping Trends” report released by the National Data Agency on the 3rd, online shopping transaction volume in June totaled 24.6067 trillion won, an increase of 2.3846 trillion won (10.7%) compared to the same month last year. However, this represented a 1.7% decrease compared to the previous month, which had recorded the second-highest level on record.

◇Surge in Sales of Communication Devices During SamsungElectronics’ Cashback Event
The growth was driven by telecommunications devices and automotive-related items. In June, online sales of telecommunications devices reached 892.4 billion won, a sharp 144.4% increase compared to the same month last year. This also represents a 38.5% increase from the previous month.
This sharp increase in telecommunications device transactions is believed to reflect the impact of the large-scale purchase rebate event held by SamsungElectronics(005930)in June. From June 8, SamsungElectronics ran a four-week event offering customers who purchased its products—including smartphones—a 20% rebate of the purchase price in the form of digital Onnuri gift certificates.
Demand for mobile phones rose rapidly after the campaign began. According to data compiled by mobile carriers, the number of new mobile phone activations during the first week of the campaign—from June 8 to 11—totaled 104,542, a 31.2% increase compared to the same period immediately prior to the campaign.
Transaction volume for automobiles and automotive accessories also rose to 1.1946 trillion won, a 56.8% increase compared to the same month last year. The month-over-month growth rate reached 22.4%. Computers and peripherals increased by 26.9%, agricultural, livestock, and fishery products by 12.7%, and home appliances and electronics by 11.9%.
Online food purchases also continued to rise steadily. Transaction volume for food and groceries reached 3.3539 trillion won, up 10.4% from the same month last year, while agricultural, livestock, and fishery products totaled 1.2564 trillion won, a 12.7% increase. Transaction volume for cosmetics also rose by 9.9% to 1.2642 trillion won.
Food services accounted for the largest share of total online shopping transaction volume at 14.7%. This was followed by food and groceries at 13.6%, travel and transportation services at 11.3%, clothing at 7.8%, and household goods at 7.4%.
Mobile shopping transaction volume in June reached 18.927 trillion won, a 9.8% increase from the same month last year. However, it decreased by 2.0% compared to the previous month. Mobile shopping accounted for 76.9% of total online shopping transaction volume, down 0.7 percentage points from the same month last year.
By product category, food services had the highest share of mobile transactions at 99.0%. E-coupon services recorded 91.3%, children’s and infant products 84.3%, pet supplies 83.9%, and agricultural, livestock, and fishery products 82.5%.
◇Online Shopping Totals 145.7 Trillion Won in First Half… Up 9.6% Year-Over-Year
Online shopping transaction volume for the first half of this year totaled 145.7371 trillion won. This represents a 9.6% increase from the 132.9541 trillion won recorded in the first half of last year. By quarter, the first quarter recorded 72.1286 trillion won, and the second quarter recorded 73.6085 trillion won. Second-quarter transaction volume rose 10.1% year-over-year and 2.1% quarter-over-quarter.
In the first half of the year, transactions for automobiles and automotive accessories, as well as telecommunications devices, led the overall growth trend. Transaction volume for automobiles and automotive accessories surged 75.1%, rising from 3.1163 trillion won in the first half of last year to 5.4559 trillion won this year.
Transaction volume for telecommunications devices rose 38.7% during the same period, from 3.0192 trillion won to 4.1889 trillion won. In particular, second-quarter transaction volume for telecommunications devices reached 2.1075 trillion won, a 66.1% increase compared to the same period last year. The surge in smartphone demand driven by SamsungElectronics’ cashback promotion in June is seen as one of the factors contributing to the significant growth in the second quarter.
Total transaction volume in the daily necessities sector reached 20.4676 trillion won in the first half of the year, an 18.9% increase compared to the same period last year. Transaction volume for home appliances rose 14.1% to 17.3873 trillion won, while that for food increased 10.2% to 28.1686 trillion won.
Within this category, transaction volume for beverages and food products rose 10.7% to 20.3617 trillion won. Cosmetics sales also increased by 15.1% compared to the first half of last year, reaching 7.9514 trillion won.
Excluding travel and food services, online merchandise sales totaled 100.308 trillion won in the first half of the year, surpassing the 100 trillion won mark. The share of online merchandise sales in total retail sales rose from 29.4% in the first quarter to 30.0% in the second quarter.
◇Q2 Overseas Direct Sales Rise While Cross-Border Purchases Decline
Online direct sales to overseas markets in the second quarter totaled 1.2032 trillion won, a 38.7% increase from the same period last year. Direct sales of cosmetics led the growth, rising 45.9% to 745.8 billion won. By region, sales to the United States increased by 56.8%, to China by 25.5%, and to Japan by 15.4%.
In contrast, overseas direct purchases in the second quarter totaled 2.1166 trillion won, a 2.7% decrease from the same period last year. Purchases from China fell by 5.7%, while those from the U.S. dropped by 6.6%.
By product category, clothing and fashion-related goods—which account for the largest share of overseas direct purchases—declined by 9.4%. Purchases of cosmetics and home appliances/electronics also fell by 12.9% and 9.1%, respectively. In contrast, direct purchases from Japan rose by 33.8%.