E-commerce and Cyber Shopping Survey in the Third Quarter 2011

1. Overview
The e-commerce transaction value amounted to 244,235 billion won in the third quarter 2011. This figure rose by 18.2 percent from the third quarter 2010, but fell by 1.1 percent from the second quarter 2011. The B2B e-commerce transaction value increased by 17.6 percent from the third quarter 2010. The B2G e-commerce transaction value went up by 33.0 percent from the third quarter 2010. The B2C e-commerce transaction value rose by 16.7 percent from the third quarter 2010. The C2C e-commerce transaction value grew by 15.5 percent from the third quarter 2010. < E-commerce Transactions by Sector > (Unit: billion won, %)
2010 Classification 2011 Percent change From the same From the quarter p 3Q Compo previous of the quarter previous sition year 244,235 100.0 -1.1 18.2 225,077 12,086 4,739 2,333 92.2 4.9 1.9 1.0 0.2 -21.8 3.2 2.5 17.6 33.0 16.7 15.5

3Q

Compo - sition 100.0 92.7 4.4 2.0 1.0

2Q

Compo - sition 100.0 91.0 6.3 1.9 0.9

Total - Business to Business (B2B) - Business to By Government custome (B2G) r type - Business to Consumer (B2C) - Consumer to Consumer (C2C)

206,565 191,396 9,086 4,062 2,020

247,018 224,688 15,459 4,594 2,277

2. E-commerce by sector
(1) B2B E-commerce Transactions
The buyer-driven type transaction value totaled 122,399 billion won in the third quarter 2011, up 14.4 percent from the third quarter 2010. The supplier-driven type transaction value amounted to 90,557 billion won in the third quarter 2011, up 24.4 percent from the third quarter 2010. The intermediary-driven type transaction value totaled 12,121 billion won in the third quarter 2011, up 4.8 percent from the third quarter 2010. The B2B e-commerce transactions in 'Construction', 'Manufacturing' and 'Information and communications' went up by 22.0 percent, 19.2 percent and 16.5 percent from the third quarter 2010, respectively. The B2B e-commerce transactions in 'Electricity, gas and water supply' went down by 16.8 percent from the third quarter 2010.

< B2B E-commerce Transactions >

(Unit: billion won, %)
2010 Classification 2011 Percent change From the same From the quarter previous of the Compo quarter previous sition year 100.0 0.2 17.6 54.4 -1.4 14.4 40.2 4.6 24.4 5.4 -12.8 4.8 70.0 1.8 19.2 15.8 -4.8 11.9 8.2 7.2 22.0 1.7 -22.9 7.0 1.0 2.2 1.1 -2.8 -15.2 13.4 -16.8 16.5 41.7

3Q

Compo - sition

2Q

Composition

3Q

Total - Buyer-driven type - Supplier-driven type - Intermediary-driven type - Manufacturing - Wholesale & retail trade - Construction - Transportation By industry - Electricity, gas and water supply - Information and - communication Others By dominatio n type

191,396 107,023 72,808 11,565 132,168 31,718 15,087 3,589 2,778 4,276 1,780

100.0 224,688 55.9 124,177 38.0 86,611 6.0 13,901 69.1 154,788 16.6 37,282 7.9 17,163 1.9 4,979 1.5 2.2 0.9 2,378 5,874 2,224

100.0 225,077 55.3 122,399 38.5 90,557 6.2 12,121 68.9 157,519 16.6 35,501 7.6 18,402 2.2 3,840 1.1 2.6 1.0 2,312 4,981 2,523

(2) B2G E-commerce Transactions

The transaction value of 'Construction contract' and 'Purchase of goods and services' increased 75.8 percent and 9.6 percent from the third quarter 2010, respectively. < B2G E-commerce Transactions >
(Unit: billion won, %)
Classification Total - Purchase of goods and services - Construction contract 2010 3Q Compo - sition 9,086 100.0 5,877 3,210 64.7 35.3 2011 2Q Composition 15,459 100.0 7,764 7,696 50.2 49.8 Percent change 3/4p From the From the previous same quarter Compo quarter of the year 12,086 sition 100.0 -21.8 previous 33.0 6,443 5,644 53.3 46.7 -17.0 -26.7 9.6 75.8

3. Cyber Shopping
Overview The cyber shopping transaction value recorded 7,277 billion won in the third quarter 2011. This figure rose by 16.3 percent from the third quarter 2010 and by 3.3 percent from the second quarter 2011. - The B2C cyber shopping transaction value rose by 16.7 percent from the third quarter 2010. The 'C2C and others' cyber shopping transaction value grew by 15.6 percent from the third quarter 2010. - The B2C cyber shopping transaction value grew by 3.2 percent from the second quarter 2011. The 'C2C and others' cyber shopping transaction value rose by 3.6 percent from the second quarter 2011.

< Cyber Shopping Transactions >

(Unit: billion won, %)
2010 Classification Total - B2C - C2C and others 3Q 6,258 4,062 2,196 2Q 7,045 4,594 2,451 2011 3Q
p

7,277 4,739 2,538

Composition 100.0 65.1 34.9

Percent change From the From the same quarter previous of the quarter previous year 3.3 16.3 3.2 16.7 3.6 15.6

Transaction Value by Group of Commodities The transaction value of 'Food & beverages', 'Computer and computer-related appliances', 'Agricultural and fishery products' and 'Travel arrangement and reservation services' went up by 28.0 percent, 26.3 percent, 21.8 percent and 21.1 percent from the third quarter 2010. Whereas, the transaction value of 'Software' and 'Flowers' went down by 25.3 percent and 8.7 percent from the third quarter 2010. - The transaction value of 'Travel arrangement and reservation services', 'Books', 'Food & beverages' and 'Agricultural and fishery products' increased by 20.0 percent, 19.2 percent, 14.9 percent and 12.0 percent from the second quarter 2011. Whereas, the transaction value of 'Flowers', 'Goods for infants and children' and 'Clothesfashionsrelated goods' decreased by 41.8 percent, 16.8 percent and 7.6 percent from the second quarter 2011. < Transactions by Group of Commodities >
(Unit: billion won, %)
2010 Classification Total Travel arrangement and reservation services Clothesfashionsrelated goods Home electric appliances electronictelecommunication equipment Household goodsmotor vehicle parts and accessories Computer and computerrelated appliances Foodbeverages Cosmetics Goods for infants and children Books Sports and leisure appliances Agricultural and fishery products Office appliancesstationery Music CDs & disksvideos musical instrument Miscellaneous services Software Flowers Others 3Q 6,258 973 921 769 647 571 443 333 357 300 291 179 83 37 21 28 11 295 2Q 7,045 982 1,182 740 753 685 494 396 414 276 316 195 85 41 30 20 17 419 2011 3Q
p

7,277 1,178 1,093 777 772 720 568 387 344 329 300 218 84 36 30 21 10 408

Percent change From the From the same quarter Compo previous of the quarter sition 100.0 3.3 previous year 16.3 16.2 15.0 10.7 10.6 9.9 7.8 5.3 4.7 4.5 4.1 3.0 1.2 0.5 0.4 0.3 0.1 5.6 20.0 -7.6 5.0 2.6 5.2 14.9 -2.4 -16.8 19.2 -5.0 12.0 -0.5 -10.3 0.6 6.1 -41.8 -2.5 21.1 18.7 1.0 19.3 26.3 28.0 16.3 -3.4 9.5 3.3 21.8 1.9 -1.8 41.5 -25.3 -8.7 38.6

 Composition by Group of Commodities The share of 'Computer and computer-related appliances', 'Food & beverages' and 'Travel arrangement and reservation services' went up by 0.8%p, 0.7%p and 0.7%p from the third quarter 2010, respectively. The share of 'Home electric applianceselectronictelecommunication equipment' and 'Goods for infants and children' went down by 1.6%p and 1.0%p from the third quarter 2010, respectively. - The share of 'Travel arrangement and reservation services', 'Food & beverages' and 'Books' rose by 2.3%p, 0.8%p and 0.6%p from the second quarter 2011, respectively. The share of 'Clothesfashion srelated goods', 'Goods for infants and children' and 'Sports and leisure appliances' fell by 1.8%p, 1.2%p and 0.4%p from the second quarter 2011. < Composition by Group of commodities >
(Unit: %, %p)
2010 Classification Total Travel arrangement and reservation services Clothesfashionsrelated goods Home electric applianceselectronic telecommunication equipment Household goodsmotor vehicle parts and Computer and computer-related appliances Foodbeverages Cosmetics Goods for infants and children Books Sports and leisure appliances Agricultural and fishery products Office appliancesstationery Music CDs & disksvideosmusical instrument Miscellaneous services Software Flowers Others 3Q 100.0 15.5 14.7 12.3 10.3 9.1 7.1 5.3 5.7 4.8 4.6 2.9 1.3 0.6 0.3 0.5 0.2 4.7 2Q 100.0 13.9 16.8 10.5 10.7 9.7 7.0 5.6 5.9 3.9 4.5 2.8 1.2 0.6 0.4 0.3 0.2 5.9 2011 Change From the p From the same quarter 3Q previous of the quarter previous year 100.0 16.2 15.0 10.7 10.6 9.9 7.8 5.3 4.7 4.5 4.1 3.0 1.2 0.5 0.4 0.3 0.1 5.6 2.3 -1.8 0.2 -0.1 0.2 0.8 -0.3 -1.2 0.6 -0.4 0.2 0.0 -0.1 0.0 0.0 -0.1 -0.3 0.7 0.3 -1.6 0.3 0.8 0.7 0.0 -1.0 -0.3 -0.5 0.1 -0.1 -0.1 0.1 -0.2 -0.1 0.9

Transaction Value by Coverage of Goods and Type of Operation The total sales of general malls and specialized malls went up by 14.8 percent and 20.7 percent from the third quarter 2010, respectively. - The total sales of general malls and specialized malls grew by 0.8 percent and 11.0 percent from the second quarter 2011. The total sales of online-only malls and onoffline hybrid malls rose by 13.2 percent and 22.4 percent from the third quarter 2010, respectively. - The total sales of online-only malls and onoffline hybrid malls increased 1.7 percent and 6.3 percent from the second quarter 2011, respectively.

< Transactions by Coverage of Goods and Type of Operation >

(Unit: billion won, %)
2010 Classification Total < By coverage of goods > General mall Specialized mall < By type of operation > Online-only mall Onoffline hybrid mall 3Q 6,258 4,656 1,602 4,142 2,116 2Q 7,045 5,302 1,743 4,608 2,437 2011 3Q
p

7,277 5,343 1,934 4,688 2,589

Composition 100 73.4 26.6 64.4 35.6

Percent change From the From the same quarter previous of the quarter previous year 3.3 16.3 0.8 11.0 1.7 6.3 14.8 20.7 13.2 22.4

Composition by Payment Mode and by Delivery Mode The transaction value of 'Credit cards', 'Money transfers' and 'E-money' occupied 73.8 percent, 22.3 percent and 0.2 percent, respectively. - The share of 'Credit cards' rose 2.7%p, while that of 'Money transfers' dropped 3.6%p from the third quarter 2010. The transaction value of 'Door-to-door delivery services' occupied 90.1 percent, followed by 'Self-run delivery' at 4.5 percent and 'Offline partnership' at 1.8 percent. - The share of 'Self-run delivery' grew 1.5%p from the third quarter 2010, while that of 'Doorto-door delivery services' declined 2.4%p from the third quarter 2010. < Composition by Payment Mode and by Delivery Mode >
(Unit: %, %p)
2010 Classification Total < By payment mode > Money transfers Credit cards E-money Others < By delivery mode > Self-run delivery Door-to-door delivery services Postal services Offline partnership offline Others 3Q 100.0 25.9 71.1 0.1 2.9 3 92.5 1.3 1.5 1.6 2Q 100.0 22.6 73.6 0.2 3.6 4.1 91.3 1.1 1.7 1.8 2011 3Q
p

100.0 22.3 73.8 0.2 3.7 4.5 90.1 1.5 1.8 2.1

Change From the From the same quarter previous of the previous quarter year -0.3 0.2 0 0.1 0.4 -1.2 0.4 0.1 0.3 -3.6 2.7 0.1 0.8 1.5 -2.4 0.2 0.3 0.5