2026년 8월 온라인쇼핑동향
발표일
2026.10.01
부처
국가데이터처
온라인쇼핑동향
보도자료
보도시점
-
- 1.(목) 12:00
배포
-
- 1.(목) 08:30
2026년 8월 온라인쇼핑동향
담당 부서
경제동향통계심의관
책임자
과 장
권동훈
(042-481-2585)
서비스업동향과
담당자
사무관
윤주영
(042-481-2195)
일 러 두 기
□ 온라인쇼핑 거래액은 ‘PC기반 인터넷쇼핑 거래액’과 ‘모바일기반 인터넷쇼핑 거래액’을 포괄합니다.
□ 이 통계는 온라인쇼핑 거래액을 경상금액으로 작성하였습니다.
□ 통계표에 수록된 자료(합계, 구성비, 증감률 등)는 반올림되었으므로 통계표상의 숫자를 이용한 계산 결과와 일치하지 않을 수 있습니다.
□ 본문에 수록된 자료는 국가데이터처 홈페이지(http://kostat.go.kr) 및 국가통계포털(http://kosis.kr)을 통해 이용하실 수 있습니다.
ㅇ 국가통계포털「주제별통계」의 “도소매‧서비스” 부문(온라인쇼핑동향)
ㅇ 수록된 최근 2개월 자료는 잠정치(p)로 수정될 수 있습니다.
목 차
□ 인포그래픽 1
□ 2026년 8월 온라인쇼핑동향(요약) 2
□ 2026년 8월 온라인쇼핑동향 3
-
개 요 3
-
상품군별 거래액 4
-
취급상품범위별 및 운영형태별 거래액 9
□ 통계표 11
-
상품군별 온라인쇼핑 거래액 12
-
상품군별 모바일쇼핑 거래액 18
-
취급상품범위별 및 운영형태별 온라인쇼핑 거래액 24
-
취급상품범위별/상품군별 온라인쇼핑 거래액 26
-
운영형태별/상품군별 온라인쇼핑 거래액 32
◇ 부 록
◎ 온라인쇼핑동향조사 개요 38
2026년 8월 온라인쇼핑동향(요약)
□ (총 거래액) 24조 2,118억원으로 전년동월대비 7.3%(1조 6,404억원) 증가
◦ (상품군별) 음‧식료품(9.8%), 음식서비스(7.6%), 여행 및 교통서비스(8.7%) 등의 영향으로 증가
- 상품군별 거래액 구성비는 음식서비스(16.4%, 3조 9,677억원), 음‧식료품(14.6%, 3조 5,430억원), 여행 및 교통서비스(13.5%, 3조 2,784억원) 순으로 높음
◦ (취급상품범위별) 종합몰의 거래액은 12조 8,655억원으로 전년동월대비 7.4% 증가하고, 전문몰의 거래액은 11조 3,463억원으로 전년동월대비 7.1% 증가
◦ (운영형태별) 온라인몰의 거래액은 18조 7,577억원으로 전년동월대비 6.9% 증가하고, 온‧오프라인병행몰의 거래액은 5조 4,541억원으로 전년동월대비 8.6% 증가
□ (모바일 거래액) 18조 9,021억원으로 전년동월대비 5.8%(1조 315억원) 증가
◦ 총 거래액 중 모바일 거래액 비중*은 78.1%로 전년동월대비 1.1%p 감소
- 음식서비스(99.1%), 이쿠폰서비스(92.3%), 아동·유아용품(84.4%) 순
참고
(경상금액, 억원, %)
2025년
2026년
연간
8월
6월
7월p
8월p
◦소매판매액(A)
6,550,665
530,850
576,769
560,571
544,259
◦온라인쇼핑 거래액
2,749,442
225,714
246,460
251,074
242,118
- 온라인쇼핑 상품 거래액(B)1)
1,865,211
148,869
173,202
169,735
159,108
◦비 중(B/A)
28.5
28.0
30.0
30.3
29.2
- 「여행 및 교통서비스, 문화 및 레저서비스, 이쿠폰서비스, 음식서비스, 기타서비스 거래액」 제외
2026년 8월 온라인쇼핑동향
- 개 요
□ 2026년 8월 온라인쇼핑 거래액은 24조 2,118억원으로 전년동월대비 7.3% 증가했으며, 온라인쇼핑 중 모바일쇼핑 거래액은 18조 9,021억원으로 5.8% 증가
○ 전월대비 온라인쇼핑 거래액은 3.6%, 모바일쇼핑 거래액은 3.2% 각각 감소
○ 온라인쇼핑 거래액 중 모바일쇼핑 거래액 비중은 78.1%로 전년동월(79.2%)에 비해 1.1%p 감소
< 온라인쇼핑 거래액 동향 >
(억원, %, %p)
2025년
2026년
전월대비
전년동월대비
연간
8월
7월p
8월p
증감액
증감률(차)
증감액
증감률(차)
◦ 총 거래액(A)
2,749,442
225,714
251,074
242,118
-8,956
-3.6
16,404
7.3
모바일
거래액(B)
2,130,247
178,706
195,196
189,021
-6,175
-3.2
10,315
5.8
비 중(B/A)
77.5
79.2
77.7
78.1
0.4
-1.1
< 온라인쇼핑 거래액 동향 >
- 상품군별 거래액
□ 상품군별 온라인쇼핑 거래액
○ 상품군별 온라인쇼핑 거래액은 전년동월대비 의복(-4.4%) 등에서 감소했으나, 음‧식료품(9.8%), 음식서비스(7.6%), 여행 및 교통서비스(8.7%) 등에서 증가
- 전월대비로는 음식서비스(1.9%) 등에서 증가했으나, 가전‧전자(-22.2%), 의복(-19.3%) 등에서 감소
○ 상품군별 거래액 구성비는 음식서비스(16.4%), 음‧식료품(14.6%), 여행 및 교통서비스(13.5%) 순으로 높음
< 상품군별 온라인쇼핑 거래액(전년동월비) 증감 >
< 상품군별 온라인쇼핑 거래액 >
(억원, %)
2025년
2026년
전월대비
전년동월대비
구성비
연간
8월
7월p
8월p
증감액
증감률
증감액
증감률
◦ 합 계
2,749,442
225,714
251,074
242,118
-8,956
-3.6
16,404
7.3
100.0
- 가 전
315,490
25,116
31,898
27,769
-4,129
-12.9
2,653
10.6
11.5
․컴퓨터 및 주변기기
85,267
6,421
7,285
6,514
-771
-10.6
93
1.4
2.7
․가전·전자
163,420
13,256
17,199
13,374
-3,825
-22.2
118
0.9
5.5
․통신기기
66,803
5,439
7,414
7,882
468
6.3
2,442
44.9
3.3
- 도 서
47,485
3,769
3,977
3,903
-74
-1.9
134
3.6
1.6
․서적
25,949
2,206
2,321
2,249
-72
-3.1
43
2.0
0.9
․사무·문구
21,536
1,563
1,656
1,653
-2
-0.1
91
5.8
0.7
- 패 션
583,060
41,918
47,535
42,244
-5,292
-11.1
326
0.8
17.4
․의복
228,380
13,874
16,441
13,263
-3,178
-19.3
-611
-4.4
5.5
․신발
36,825
2,545
3,173
2,496
-677
-21.3
-49
-1.9
1.0
․가방
24,419
1,921
2,129
2,082
-47
-2.2
161
8.4
0.9
․패션용품 및 액세서리
43,999
3,361
3,860
3,518
-343
-8.9
157
4.7
1.5
․스포츠·레저용품
56,148
4,503
4,716
4,371
-345
-7.3
-132
-2.9
1.8
․화장품
138,484
11,435
12,401
11,861
-540
-4.4
426
3.7
4.9
․아동·유아용품
54,805
4,280
4,815
4,653
-162
-3.4
372
8.7
1.9
- 식 품
526,536
43,943
47,972
48,912
940
2.0
4,968
11.3
20.2
․음·식료품
380,411
32,262
34,955
35,430
475
1.4
3,168
9.8
14.6
․농축수산물
146,125
11,682
13,017
13,482
465
3.6
1,800
15.4
5.6
- 생 활
363,502
31,883
35,693
34,058
-1,634
-4.6
2,176
6.8
14.1
․생활용품
200,693
16,947
18,701
17,899
-802
-4.3
953
5.6
7.4
․자동차 및 자동차용품
76,032
7,844
9,674
8,841
-833
-8.6
998
12.7
3.7
․가구
57,202
4,571
4,649
4,633
-16
-0.3
62
1.4
1.9
․애완용품
29,574
2,522
2,669
2,685
16
0.6
163
6.5
1.1
- 서비스
884,231
76,845
81,340
83,010
1,670
2.1
6,165
8.0
34.3
․여행 및 교통서비스
346,908
30,156
32,076
32,784
709
2.2
2,628
8.7
13.5
․문화 및 레저서비스
33,662
3,768
3,417
3,984
567
16.6
216
5.7
1.6
․이쿠폰서비스
62,815
4,767
5,410
5,210
-201
-3.7
443
9.3
2.2
․음식서비스
415,889
36,864
38,939
39,677
738
1.9
2,813
7.6
16.4
․기타서비스
24,956
1,290
1,498
1,354
-143
-9.6
64
5.0
0.6
- 기 타
29,138
2,240
2,660
2,223
-437
-16.4
-17
-0.8
0.9
□ 상품군별 모바일쇼핑 거래액
○ 상품군별 모바일쇼핑 거래액은 전년동월대비 의복(-8.4%) 등에서 감소했으나, 음식서비스(7.9%), 음‧식료품(7.8%), 농축수산물(18.4%) 등에서 증가
- 전월대비로는 음식서비스(1.9%) 등에서 증가했으나, 가전‧전자(-23.5%), 의복(-19.0%) 등에서 감소
○ 상품군별 거래액 구성비는 음식서비스(20.8%), 음‧식료품(15.3%), 여행 및 교통서비스(12.1%) 순으로 높음
< 상품군별 모바일쇼핑 거래액(전년동월비) 증감 >
< 상품군별 모바일쇼핑 거래액 >
(억원, %)
2025년
2026년
전월대비
전년동월대비
구성비
연간
8월
7월p
8월p
증감액
증감률
증감액
증감률
◦ 합 계
2,130,247
178,706
195,196
189,021
-6,175
-3.2
10,315
5.8
100.0
- 가 전
224,077
18,782
22,938
19,608
-3,330
-14.5
825
4.4
10.4
․컴퓨터 및 주변기기
47,159
3,767
4,085
3,589
-496
-12.1
-178
-4.7
1.9
․가전·전자
126,881
10,643
13,756
10,529
-3,226
-23.5
-114
-1.1
5.6
․통신기기
50,036
4,372
5,097
5,489
392
7.7
1,117
25.5
2.9
- 도 서
29,460
2,394
2,540
2,473
-67
-2.6
78
3.3
1.3
․서적
15,313
1,334
1,431
1,371
-60
-4.2
37
2.7
0.7
․사무·문구
14,146
1,060
1,109
1,102
-7
-0.6
42
3.9
0.6
- 패 션
445,269
33,102
36,404
32,821
-3,583
-9.8
-281
-0.8
17.4
․의복
169,354
10,662
12,052
9,762
-2,290
-19.0
-899
-8.4
5.2
․신발
27,182
1,900
2,406
1,900
-506
-21.0
0
0.0
1.0
․가방
16,530
1,339
1,334
1,316
-17
-1.3
-23
-1.7
0.7
․패션용품 및 액세서리
35,124
2,708
3,137
2,834
-304
-9.7
126
4.7
1.5
․스포츠·레저용품
40,487
3,370
3,483
3,216
-268
-7.7
-154
-4.6
1.7
․화장품
111,513
9,474
9,877
9,866
-11
-0.1
392
4.1
5.2
․아동·유아용품
45,078
3,651
4,115
3,928
-187
-4.5
277
7.6
2.1
- 식 품
420,923
36,304
39,590
40,145
555
1.4
3,841
10.6
21.2
․음·식료품
306,369
26,864
28,709
28,968
258
0.9
2,103
7.8
15.3
․농축수산물
114,554
9,440
10,881
11,178
297
2.7
1,738
18.4
5.9
- 생 활
247,714
21,400
22,813
22,065
-748
-3.3
665
3.1
11.7
․생활용품
157,573
13,745
14,912
14,243
-669
-4.5
498
3.6
7.5
․자동차 및 자동차용품
21,547
1,886
2,053
1,952
-101
-4.9
66
3.5
1.0
․가구
44,064
3,625
3,603
3,612
9
0.2
-13
-0.4
1.9
․애완용품
24,531
2,143
2,245
2,258
13
0.6
114
5.3
1.2
- 서비스
744,089
65,150
68,962
70,324
1,362
2.0
5,175
7.9
37.2
․여행 및 교통서비스
243,340
21,265
22,546
22,805
258
1.1
1,540
7.2
12.1
․문화 및 레저서비스
20,875
2,515
2,183
2,796
613
28.1
281
11.2
1.5
․이쿠폰서비스
56,276
4,280
4,996
4,807
-189
-3.8
527
12.3
2.5
․음식서비스
411,827
36,438
38,580
39,312
731
1.9
2,874
7.9
20.8
․기타서비스
11,770
652
657
605
-52
-8.0
-47
-7.2
0.3
- 기 타
18,716
1,574
1,949
1,585
-365
-18.7
11
0.7
0.8
□ 상품군별 모바일쇼핑 거래액 비중
○ 상품군별 온라인쇼핑 거래액 중 모바일쇼핑 거래액 비중은 음식서비스(99.1%), 이쿠폰서비스(92.3%), 아동‧유아용품(84.4%) 순으로 높음
-
전년동월대비 문화 및 레저서비스(3.5%p) 등에서 증가했으나, 통신기기(-10.8%p), 가방(-6.5%p) 등에서 감소
-
전월대비로는 가전‧전자(-1.3%p) 등에서 감소했으나, 문화 및 레저서비스(6.3%p), 화장품(3.6%p) 등에서 증가
< 상품군별 온라인쇼핑 거래액 중 모바일쇼핑 거래액 비중 >
(%, %p)
2025년
2026년
증 감
연간
8월
7월p
8월p
전월차
전년동월차
◦ 합 계
77.5
79.2
77.7
78.1
0.4
-1.1
- 가 전
71.0
74.8
71.9
70.6
-1.3
-4.2
․컴퓨터 및 주변기기
55.3
58.7
56.1
55.1
-1.0
-3.6
․가전·전자
77.6
80.3
80.0
78.7
-1.3
-1.6
․통신기기
74.9
80.4
68.8
69.6
0.8
-10.8
- 도 서
62.0
63.5
63.9
63.4
-0.5
-0.1
․서적
59.0
60.5
61.6
60.9
-0.7
0.4
․사무·문구
65.7
67.9
67.0
66.7
-0.3
-1.2
- 패 션
76.4
79.0
76.6
77.7
1.1
-1.3
․의복
74.2
76.8
73.3
73.6
0.3
-3.2
․신발
73.8
74.7
75.8
76.1
0.3
1.4
․가방
67.7
69.7
62.6
63.2
0.6
-6.5
․패션용품 및 액세서리
79.8
80.6
81.3
80.6
-0.7
0.0
․스포츠·레저용품
72.1
74.8
73.9
73.6
-0.3
-1.2
․화장품
80.5
82.8
79.6
83.2
3.6
0.4
․아동·유아용품
82.3
85.3
85.5
84.4
-1.1
-0.9
- 식 품
79.9
82.6
82.5
82.1
-0.4
-0.5
․음·식료품
80.5
83.3
82.1
81.8
-0.3
-1.5
․농축수산물
78.4
80.8
83.6
82.9
-0.7
2.1
- 생 활
68.1
67.1
63.9
64.8
0.9
-2.3
․생활용품
78.5
81.1
79.7
79.6
-0.1
-1.5
․자동차 및 자동차용품
28.3
24.0
21.2
22.1
0.9
-1.9
․가구
77.0
79.3
77.5
78.0
0.5
-1.3
․애완용품
82.9
85.0
84.1
84.1
0.0
-0.9
- 서비스
84.2
84.8
84.8
84.7
-0.1
-0.1
․여행 및 교통서비스
70.1
70.5
70.3
69.6
-0.7
-0.9
․문화 및 레저서비스
62.0
66.7
63.9
70.2
6.3
3.5
․이쿠폰서비스
89.6
89.8
92.3
92.3
0.0
2.5
․음식서비스
99.0
98.8
99.1
99.1
0.0
0.3
․기타서비스
47.2
50.5
43.9
44.7
0.8
-5.8
- 기 타
64.2
70.2
73.3
71.3
-2.0
1.1
- 취급상품범위별 및 운영형태별 거래액
○ 온라인쇼핑 취급상품범위별 거래액은 전년동월대비 종합몰은 7.4% 증가한 12조 8,655억원을, 전문몰은 7.1% 증가한 11조 3,463억원을 기록
- 전월대비 종합몰은 4.9%, 전문몰은 2.0% 각각 감소
○ 온라인쇼핑 운영형태별 거래액은 전년동월대비 온라인몰은 6.9% 증가한 18조 7,577억원을, 온‧오프라인병행몰은 8.6% 증가한 5조 4,541억원을 기록
- 전월대비 온라인몰은 2.9%, 온‧오프라인병행몰은 5.7% 각각 감소
< 취급상품범위별 및 운영형태별 거래액 동향 >
(억원, %)
2025년
2026년
전월대비
전년동월대비
연간
8월
7월p
8월p
증감액
증감률
증감액
증감률
◦ 총 거래액
2,749,442
225,714
251,074
242,118
-8,956
-3.6
16,404
7.3
취급상품
범위별
종합몰1)
1,502,785
119,813
135,326
128,655
-6,671
-4.9
8,842
7.4
비 중
54.7
53.1
53.9
53.1
전문몰2)
1,246,657
105,901
115,748
113,463
-2,285
-2.0
7,562
7.1
비 중
45.3
46.9
46.1
46.9
운 영
형태별
온라인몰3)
2,125,260
175,483
193,267
187,577
-5,689
-2.9
12,095
6.9
비 중
77.3
77.7
77.0
77.5
온·오프라인
병행몰4)
624,181
50,231
57,808
54,541
-3,267
-5.7
4,309
8.6
비 중
22.7
22.3
23.0
22.5
-
인터넷상에서 취급하는 상품군이 다양하게 구성되어 여러 종류의 상품을 일괄 구매할 수 있는 온라인쇼핑몰
-
인터넷상에서 하나의 상품군 또는 주된 상품군만을 구성하여 판매하는 온라인쇼핑몰
-
컴퓨터 및 네트워크 기반(온라인)을 통해서만 상품 및 서비스를 최종소비자에게 판매하는 온라인쇼핑몰
-
온라인뿐만 아니라 기존의 상거래방식(오프라인)을 병행하여 상품 및 서비스를 최종소비자에게 판매하는 온라인쇼핑몰
참고
(경상금액, 억원, %)
소매판매액(A)
온라인쇼핑 거래액
온라인쇼핑 상품 거래액(B)1)
비중(B/A)
2023
6,409,582
2,422,068
1,655,257
25.8
2024
6,415,245
2,624,256
1,775,310
27.7
2025
6,550,665
2,749,442
1,865,211
28.5
2023.3/4
1,590,753
607,976
406,691
25.6
4/4
1,667,331
654,189
450,542
27.0
2024.1/4
1,565,829
644,648
436,629
27.9
2/4
1,601,907
656,745
443,428
27.7
3/4
1,594,902
643,148
429,468
26.9
4/4
1,652,607
679,715
465,785
28.2
2025.1/4
1,580,218
661,097
445,208
28.2
2/4
1,618,618
668,444
456,267
28.2
3/4
1,647,277
699,600
474,861
28.8
4/4
1,704,553
720,300
488,874
28.7
2026.1/4
1,660,212
721,286
488,680
29.4
2/4
1,714,809
736,267
514,574
30.0
- 8
523,572
213,372
140,238
26.8
9
545,774
212,487
143,291
26.3
10
543,868
219,199
149,403
27.5
11
550,148
229,025
160,205
29.1
12
558,590
231,492
156,177
28.0
- 1
531,648
221,893
146,111
27.5
2
497,750
213,466
144,864
29.1
3
550,820
225,738
154,234
28.0
4
533,624
219,424
149,776
28.1
5
551,453
226,799
154,229
28.0
6
533,540
222,221
152,262
28.5
7
547,692
233,926
157,929
28.8
8
530,850
225,714
148,869
28.0
9
568,735
239,961
168,063
29.6
10
559,715
231,237
154,247
27.6
11
566,931
243,650
169,416
29.9
12
577,907
245,413
165,212
28.6
- 1
543,268
240,994
160,555
29.6
2
525,241
224,857
151,141
28.8
3
591,702
255,434
176,985
29.9
4
557,523
239,686
167,829
30.1
5
580,517
250,122
173,543
29.9
6
576,769
246,460
173,202
30.0
7p
560,571
251,074
169,735
30.3
8p
544,259
242,118
159,108
29.2
- 「여행 및 교통서비스, 문화 및 레저서비스, 이쿠폰서비스, 음식서비스, 기타서비스 거래액」 제외
통 계 표
-
상품군별 온라인쇼핑 거래액 12
-
상품군별 모바일쇼핑 거래액 18
-
취급상품범위별 및 운영형태별 온라인쇼핑 거래액......... 24
-
취급상품범위별/상품군별 온라인쇼핑 거래액 26
-
운영형태별/상품군별 온라인쇼핑 거래액..................... 32
1-1. 상품군별 온라인쇼핑 거래액
(단위: 억원)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2023
2,422,068
304,044
87,078
156,036
60,931
44,075
24,678
19,397
557,385
217,087
2024
2,624,256
309,279
84,860
163,803
60,616
46,599
26,063
20,536
576,664
229,318
2025
2,749,442
315,490
85,267
163,420
66,803
47,485
25,949
21,536
583,060
228,380
2023.3/4
607,976
72,886
19,994
39,421
13,471
10,375
6,129
4,246
128,693
46,441
4/4
654,189
83,707
21,403
42,479
19,824
11,704
6,005
5,699
157,404
66,751
2024.1/4
644,648
80,761
25,937
38,556
16,268
12,492
7,217
5,275
136,110
52,563
2/4
656,745
76,064
20,722
43,558
11,784
10,489
5,741
4,748
147,765
58,071
3/4
643,148
75,845
18,084
40,551
17,210
11,121
6,541
4,580
129,471
47,326
4/4
679,715
76,608
20,117
41,138
15,354
12,497
6,565
5,933
163,318
71,358
2025.1/4
661,097
78,690
24,038
37,146
17,506
12,907
7,469
5,438
135,514
51,203
2/4
668,444
73,633
18,754
42,194
12,686
10,566
5,655
4,911
148,112
57,927
3/4
699,600
82,007
20,221
43,053
18,733
11,775
6,728
5,047
135,978
49,013
4/4
720,300
81,161
22,255
41,028
17,877
12,236
6,097
6,140
163,457
70,238
2026.1/4
721,286
85,656
27,578
37,265
20,814
13,064
7,396
5,668
144,445
53,279
2/4
736,267
88,200
21,428
45,697
21,075
10,662
5,570
5,091
159,671
59,720
- 8
213,372
23,439
5,945
13,129
4,365
3,675
2,146
1,530
41,306
14,388
9
212,487
25,317
5,806
12,109
7,402
3,598
2,081
1,517
42,689
15,588
10
219,199
24,479
5,764
12,852
5,863
3,828
2,082
1,746
51,045
21,914
11
229,025
27,482
7,383
15,197
4,902
4,031
2,077
1,954
56,703
25,680
12
231,492
24,648
6,971
13,089
4,588
4,638
2,406
2,232
55,571
23,764
- 1
221,893
24,720
7,508
12,147
5,064
3,927
2,314
1,613
43,077
16,273
2
213,466
28,683
8,473
12,325
7,885
4,129
2,296
1,833
43,322
15,848
3
225,738
25,287
8,057
12,673
4,557
4,850
2,859
1,992
49,114
19,082
4
219,424
23,786
6,610
12,664
4,512
3,851
2,017
1,834
49,981
19,414
5
226,799
25,305
6,247
14,535
4,523
3,520
1,947
1,573
49,392
19,095
6
222,221
24,542
5,896
14,995
3,651
3,195
1,691
1,504
48,739
19,418
7
233,926
28,569
6,481
16,695
5,393
3,934
2,302
1,631
46,867
17,609
8
225,714
25,116
6,421
13,256
5,439
3,769
2,206
1,563
41,918
13,874
9
239,961
28,321
7,318
13,102
7,901
4,073
2,220
1,853
47,194
17,530
10
231,237
25,413
6,291
12,771
6,352
3,373
1,689
1,684
51,996
22,061
11
243,650
28,906
8,085
14,841
5,980
4,000
1,960
2,041
57,548
26,211
12
245,413
26,842
7,880
13,416
5,546
4,863
2,449
2,414
53,913
21,966
- 1
240,994
27,982
9,529
12,711
5,742
4,229
2,379
1,850
47,840
17,376
2
224,857
25,612
8,411
11,584
5,616
3,832
2,135
1,698
43,776
15,692
3
255,434
32,063
9,638
12,969
9,455
5,003
2,882
2,121
52,829
20,210
4
239,686
26,134
7,138
13,291
5,706
3,837
1,958
1,879
53,407
20,387
5
250,122
28,901
6,814
15,642
6,445
3,423
1,847
1,577
55,354
19,861
6
246,460
33,165
7,476
16,764
8,924
3,401
1,765
1,636
50,910
19,472
7p
251,074
31,898
7,285
17,199
7,414
3,977
2,321
1,656
47,535
16,441
8p
242,118
27,769
6,514
13,374
7,882
3,903
2,249
1,653
42,244
13,263
※ p는 잠정치임
1-1. 상품군별 온라인쇼핑 거래액
(단위: 억원)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2023
39,701
29,881
39,140
58,526
119,791
53,259
411,711
302,271
109,440
302,546
175,068
2024
38,484
27,536
40,888
57,254
130,260
52,925
477,638
348,054
129,584
335,892
191,826
2025
36,825
24,419
43,999
56,148
138,484
54,805
526,536
380,411
146,125
363,502
200,693
2023.3/4
8,803
7,496
9,563
14,470
29,576
12,344
109,417
79,538
29,879
76,548
44,196
4/4
10,752
7,022
10,382
15,932
32,126
14,440
105,742
77,261
28,481
82,422
46,817
2024.1/4
8,912
7,545
9,584
12,291
32,324
12,891
118,194
84,435
33,759
81,996
46,148
2/4
10,253
6,916
10,440
15,990
32,473
13,622
115,559
85,007
30,552
86,092
47,987
3/4
8,739
6,565
9,910
13,675
31,162
12,094
123,090
90,081
33,009
82,974
48,570
4/4
10,579
6,511
10,954
15,298
34,300
14,318
120,796
88,531
32,264
84,830
49,121
2025.1/4
8,296
6,468
10,354
11,669
34,560
12,964
129,181
91,791
37,390
81,985
47,270
2/4
10,307
5,986
10,525
14,978
34,545
13,843
126,348
92,213
34,134
90,139
50,305
3/4
8,473
5,878
10,938
14,519
33,859
13,298
139,534
101,022
38,512
98,620
52,247
4/4
9,748
6,087
12,182
14,981
35,520
14,700
131,474
95,385
36,089
92,758
50,871
2026.1/4
8,330
6,716
12,240
11,903
37,937
14,040
141,695
100,963
40,732
95,978
50,808
2/4
10,480
6,275
11,465
15,142
41,589
15,001
139,345
102,332
37,013
108,689
54,354
- 8
2,765
2,127
3,161
4,380
10,459
4,026
41,297
30,538
10,758
28,360
16,379
9
2,772
2,153
3,118
4,560
10,499
3,998
43,069
30,730
12,339
26,136
15,430
10
3,135
2,147
3,312
5,470
10,649
4,418
39,793
29,370
10,424
27,706
16,351
11
3,981
2,106
3,494
5,371
11,477
4,594
40,030
29,521
10,510
29,351
16,438
12
3,462
2,258
4,148
4,457
12,175
5,305
40,972
29,641
11,331
27,772
16,332
- 1
2,334
2,021
3,258
3,593
11,544
4,055
47,327
32,388
14,938
24,873
15,091
2
2,791
2,199
3,556
3,535
11,177
4,215
39,172
28,401
10,772
27,338
15,340
3
3,171
2,248
3,539
4,542
11,839
4,694
42,682
31,002
11,680
29,774
16,839
4
3,404
2,087
3,439
5,149
11,581
4,908
42,072
30,676
11,396
27,620
16,432
5
3,460
1,986
3,574
5,099
11,463
4,716
42,745
31,157
11,588
30,704
16,811
6
3,444
1,914
3,512
4,731
11,500
4,220
41,531
30,381
11,150
31,815
17,061
7
3,097
1,957
3,768
5,018
10,945
4,473
43,969
32,396
11,573
32,255
17,771
8
2,545
1,921
3,361
4,503
11,435
4,280
43,943
32,262
11,682
31,883
16,947
9
2,832
2,000
3,810
4,999
11,479
4,544
51,621
36,364
15,258
34,483
17,529
10
2,998
1,920
4,157
5,162
11,185
4,513
41,992
30,537
11,455
29,037
16,455
11
3,711
1,959
3,736
5,219
12,004
4,708
44,143
32,218
11,925
32,114
17,228
12
3,040
2,208
4,290
4,599
12,332
5,479
45,339
32,630
12,709
31,607
17,188
- 1
2,600
2,201
4,525
3,912
12,786
4,440
48,994
34,932
14,063
28,927
16,663
2
2,451
2,147
3,801
3,440
11,928
4,317
46,333
32,021
14,312
29,205
15,344
3
3,279
2,369
3,914
4,551
13,223
5,282
46,367
34,010
12,357
37,846
18,801
4
3,523
2,105
3,750
5,095
13,305
5,242
45,795
33,594
12,202
35,762
17,899
5
3,492
2,067
3,987
5,246
15,631
5,071
47,829
35,382
12,447
35,421
18,259
6
3,465
2,103
3,728
4,801
12,653
4,688
45,720
33,357
12,364
37,506
18,195
7p
3,173
2,129
3,860
4,716
12,401
4,815
47,972
34,955
13,017
35,693
18,701
8p
2,496
2,082
3,518
4,371
11,861
4,653
48,912
35,430
13,482
34,058
17,899
※ p는 잠정치임
1-1. 상품군별 온라인쇼핑 거래액
(단위: 억원)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2023
48,065
53,521
25,893
766,811
293,920
30,069
97,423
323,722
21,676
35,497
2024
58,197
57,943
27,926
848,946
328,891
32,108
86,513
372,014
29,420
29,240
2025
76,032
57,202
29,574
884,231
346,908
33,662
62,815
415,889
24,956
29,138
2023.3/4
12,759
13,030
6,564
201,285
79,181
7,969
24,068
83,921
6,146
8,772
4/4
14,540
14,216
6,849
203,647
77,630
7,866
27,214
84,919
6,017
9,562
2024.1/4
13,686
15,431
6,732
208,019
80,229
7,104
27,802
86,948
5,937
7,076
2/4
16,913
14,307
6,885
213,317
81,470
8,448
28,079
88,946
6,375
7,460
3/4
13,900
13,503
7,001
213,680
84,479
9,056
14,790
98,318
7,037
6,967
4/4
13,698
14,703
7,308
213,930
82,714
7,500
15,842
97,802
10,072
7,736
2025.1/4
12,501
15,131
7,082
215,889
83,978
6,729
15,815
99,288
10,079
6,932
2/4
18,662
13,915
7,257
212,177
83,038
8,179
14,194
101,480
5,285
7,470
3/4
24,899
13,862
7,612
224,739
89,198
9,586
15,141
105,920
4,894
6,947
4/4
19,970
14,295
7,623
231,426
90,694
9,167
17,666
109,201
4,698
7,788
2026.1/4
22,374
15,240
7,555
232,606
94,198
8,317
17,248
108,535
4,307
7,842
2/4
32,185
14,442
7,708
221,694
82,908
8,640
16,430
109,113
4,604
8,007
- 8
5,054
4,545
2,382
73,134
29,168
2,959
4,381
34,496
2,130
2,161
9
4,118
4,337
2,251
69,196
26,392
3,326
5,138
31,532
2,809
2,483
10
4,021
4,920
2,414
69,796
28,260
2,792
4,574
31,588
2,581
2,552
11
5,478
5,020
2,415
68,819
26,382
2,543
5,393
30,927
3,574
2,609
12
4,199
4,763
2,479
75,315
28,072
2,165
5,874
35,287
3,917
2,576
- 1
2,746
4,653
2,383
75,782
29,742
2,315
5,863
34,429
3,432
2,187
2
4,505
5,238
2,255
68,603
27,014
2,094
5,077
31,025
3,393
2,219
3
5,251
5,240
2,444
71,504
27,222
2,321
4,874
33,834
3,254
2,526
4
4,112
4,707
2,369
69,648
27,480
2,875
4,466
32,144
2,683
2,466
5
6,930
4,539
2,422
72,570
28,578
2,725
5,139
34,833
1,295
2,564
6
7,620
4,669
2,465
69,958
26,980
2,579
4,589
34,503
1,306
2,440
7
7,325
4,623
2,537
75,997
30,483
3,300
5,133
35,766
1,316
2,336
8
7,844
4,571
2,522
76,845
30,156
3,768
4,767
36,864
1,290
2,240
9
9,731
4,669
2,554
71,897
28,558
2,519
5,241
33,291
2,288
2,371
10
5,577
4,505
2,500
76,990
31,157
3,035
5,569
35,764
1,465
2,436
11
7,403
4,962
2,522
74,234
29,015
2,820
5,628
35,155
1,617
2,704
12
6,990
4,828
2,601
80,202
30,523
3,312
6,469
38,281
1,616
2,649
- 1
4,638
5,033
2,593
80,440
32,160
2,891
5,626
38,161
1,601
2,583
2
6,714
4,862
2,286
73,716
29,265
2,853
6,232
34,067
1,299
2,383
3
11,023
5,345
2,677
78,450
32,773
2,573
5,390
36,307
1,407
2,877
4
10,483
4,859
2,521
71,857
27,513
2,788
5,337
34,662
1,556
2,893
5
9,756
4,818
2,587
76,579
27,687
3,017
5,947
38,342
1,586
2,614
6
11,945
4,765
2,600
73,259
27,708
2,834
5,146
36,109
1,461
2,500
7p
9,674
4,649
2,669
81,340
32,076
3,417
5,410
38,939
1,498
2,660
8p
8,841
4,633
2,685
83,010
32,784
3,984
5,210
39,677
1,354
2,223
※ p는 잠정치임
1-2. 상품군별 온라인쇼핑 거래액(전년동기비)
(단위: %)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2024
8.3
1.7
-2.5
5.0
-0.5
5.7
5.6
5.9
3.5
5.6
2025
4.8
2.0
0.5
-0.2
10.2
1.9
-0.4
4.9
1.1
-0.4
2024.3/4
5.8
4.1
-9.6
2.9
27.8
7.2
6.7
7.9
0.6
1.9
4/4
3.9
-8.5
-6.0
-3.2
-22.6
6.8
9.3
4.1
3.8
6.9
2025.1/4
2.6
-2.6
-7.3
-3.7
7.6
3.3
3.5
3.1
-0.4
-2.6
2/4
1.8
-3.2
-9.5
-3.1
7.7
0.7
-1.5
3.4
0.2
-0.2
3/4
8.8
8.1
11.8
6.2
8.8
5.9
2.9
10.2
5.0
3.6
4/4
6.0
5.9
10.6
-0.3
16.4
-2.1
-7.1
3.5
0.1
-1.6
2026.1/4
9.1
8.9
14.7
0.3
18.9
1.2
-1.0
4.2
6.6
4.1
2/4
10.1
19.8
14.3
8.3
66.1
0.9
-1.5
3.7
7.8
3.1
- 8
4.8
-8.9
-12.3
0.2
-25.4
4.1
2.8
6.0
0.0
2.9
9
4.6
15.9
-10.1
4.5
95.6
7.8
9.3
5.9
-1.2
-3.0
10
2.6
-14.5
-9.7
-1.0
-36.7
16.5
23.4
9.2
-1.0
1.3
11
3.2
-6.7
-2.9
-5.3
-15.6
2.8
5.2
0.4
2.7
5.1
12
5.9
-3.8
-6.1
-2.6
-3.4
3.1
2.7
3.6
9.8
14.9
- 1
1.8
-14.5
-16.2
-8.3
-24.5
-4.3
-1.2
-8.4
-1.2
0.2
2
3.7
9.3
-0.9
-1.9
53.4
10.1
8.1
12.6
1.1
-4.6
3
2.2
-1.2
-4.4
-0.5
3.1
4.6
3.9
5.6
-1.1
-3.3
4
2.6
-2.8
-4.8
-6.2
12.2
4.8
3.3
6.6
-0.9
-3.9
5
0.6
-1.6
-10.6
-1.7
14.5
-2.8
-3.5
-2.0
-1.9
-0.7
6
2.1
-5.1
-13.2
-1.8
-4.2
0.1
-4.4
5.8
3.7
4.1
7
7.7
5.5
2.3
9.0
-0.9
2.2
-0.5
6.4
3.1
1.5
8
5.8
7.2
8.0
1.0
24.6
2.5
2.8
2.2
1.5
-3.6
9
12.9
11.9
26.1
8.2
6.7
13.2
6.7
22.1
10.6
12.5
10
5.5
3.8
9.1
-0.6
8.3
-11.9
-18.9
-3.5
1.9
0.7
11
6.4
5.2
9.5
-2.3
22.0
-0.8
-5.6
4.4
1.5
2.1
12
6.0
8.9
13.0
2.5
20.9
4.8
1.8
8.2
-3.0
-7.6
- 1
8.6
13.2
26.9
4.6
13.4
7.7
2.8
14.7
11.1
6.8
2
5.3
-10.7
-0.7
-6.0
-28.8
-7.2
-7.0
-7.4
1.0
-1.0
3
13.2
26.8
19.6
2.3
107.5
3.1
0.8
6.5
7.6
5.9
4
9.2
9.9
8.0
4.9
26.5
-0.4
-2.9
2.5
6.9
5.0
5
10.3
14.2
9.1
7.6
42.5
-2.7
-5.1
0.2
12.1
4.0
6
10.9
35.1
26.8
11.8
144.4
6.4
4.4
8.7
4.5
0.3
7p
7.3
11.7
12.4
3.0
37.5
1.1
0.8
1.5
1.4
-6.6
8p
7.3
10.6
1.4
0.9
44.9
3.6
2.0
5.8
0.8
-4.4
※ p는 잠정치임
1-2. 상품군별 온라인쇼핑 거래액(전년동기비)
(단위: %)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2024
-3.1
-7.8
4.5
-2.2
8.7
-0.6
16.0
15.1
18.4
11.0
9.6
2025
-4.3
-11.3
7.6
-1.9
6.3
3.6
10.2
9.3
12.8
8.2
4.6
2024.3/4
-0.7
-12.4
3.6
-5.5
5.4
-2.0
12.5
13.3
10.5
8.4
9.9
4/4
-1.6
-7.3
5.5
-4.0
6.8
-0.8
14.2
14.6
13.3
2.9
4.9
2025.1/4
-6.9
-14.3
8.0
-5.1
6.9
0.6
9.3
8.7
10.8
0.0
2.4
2/4
0.5
-13.4
0.8
-6.3
6.4
1.6
9.3
8.5
11.7
4.7
4.8
3/4
-3.0
-10.5
10.4
6.2
8.7
9.9
13.4
12.1
16.7
18.9
7.6
4/4
-7.9
-6.5
11.2
-2.1
3.6
2.7
8.8
7.7
11.9
9.3
3.6
2026.1/4
0.4
3.8
18.2
2.0
9.8
8.3
9.7
10.0
8.9
17.1
7.5
2/4
1.7
4.8
8.9
1.1
20.4
8.4
10.3
11.0
8.4
20.6
8.0
- 8
2.1
-16.3
-2.6
-7.6
4.8
-1.9
14.6
14.7
14.4
11.8
8.9
9
0.2
-11.5
5.4
-5.7
4.4
-2.1
8.4
10.6
3.3
-1.4
8.6
10
-13.5
-7.6
9.5
-5.8
0.4
-2.5
17.0
17.1
16.9
4.0
7.1
11
4.4
-8.0
1.9
-5.2
4.8
-1.4
12.3
12.5
11.8
1.2
2.9
12
4.4
-6.3
5.6
0.0
15.1
1.0
13.5
14.2
11.5
3.8
4.9
- 1
-8.6
-16.8
1.0
-7.1
3.0
-0.9
12.8
8.7
22.8
-4.8
-2.5
2
-8.8
-11.8
21.6
-3.6
11.6
3.0
4.8
8.0
-2.7
9.6
5.7
3
-3.9
-14.3
3.0
-4.5
6.7
-0.3
9.8
9.4
11.0
-3.7
4.2
4
-0.3
-12.6
-0.7
-4.1
7.5
1.9
9.9
8.9
12.9
3.1
5.1
5
-5.3
-17.6
-0.8
-8.3
2.6
0.3
6.8
5.9
9.5
4.3
2.6
6
8.1
-9.7
4.1
-6.5
9.3
2.9
11.4
10.9
12.9
6.5
6.9
7
-3.3
-14.3
3.8
6.0
7.3
9.9
13.5
12.4
16.8
13.3
6.0
8
-8.0
-9.7
6.3
2.8
9.3
6.3
6.4
5.6
8.6
12.4
3.5
9
2.2
-7.1
22.2
9.6
9.3
13.7
19.9
18.3
23.7
31.9
13.6
10
-4.4
-10.5
25.5
-5.6
5.0
2.1
5.5
4.0
9.9
4.8
0.6
11
-6.8
-7.0
6.9
-2.8
4.6
2.5
10.3
9.1
13.5
9.4
4.8
12
-12.2
-2.2
3.4
3.2
1.3
3.3
10.7
10.1
12.2
13.8
5.2
- 1
11.4
8.9
38.9
8.9
10.8
9.5
3.5
7.9
-5.9
16.3
10.4
2
-12.2
-2.4
6.9
-2.7
6.7
2.4
18.3
12.7
32.9
6.8
0.0
3
3.4
5.4
10.6
0.2
11.7
12.5
8.6
9.7
5.8
27.1
11.7
4
3.5
0.8
9.0
-1.0
14.9
6.8
8.9
9.5
7.1
29.5
8.9
5
0.9
4.1
11.6
2.9
36.4
7.5
11.9
13.6
7.4
15.4
8.6
6
0.6
9.9
6.1
1.5
10.0
11.1
10.1
9.8
10.9
17.9
6.6
7p
2.5
8.8
2.4
-6.0
13.3
7.6
9.1
7.9
12.5
10.7
5.2
8p
-1.9
8.4
4.7
-2.9
3.7
8.7
11.3
9.8
15.4
6.8
5.6
※ p는 잠정치임
1-2. 상품군별 온라인쇼핑 거래액(전년동기비)
(단위: %)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2024
21.1
8.3
7.9
10.7
11.9
6.8
-11.2
14.9
35.7
-17.6
2025
30.6
-1.3
5.9
4.2
5.5
4.8
-27.4
11.8
-15.2
-0.3
2024.3/4
8.9
3.6
6.7
6.2
6.7
13.6
-38.5
17.2
14.5
-20.6
4/4
-5.8
3.4
6.7
5.0
6.5
-4.7
-41.8
15.2
67.4
-19.1
2025.1/4
-8.7
-1.9
5.2
3.8
4.7
-5.3
-43.1
14.2
69.8
-2.0
2/4
10.3
-2.7
5.4
-0.5
1.9
-3.2
-49.4
14.1
-17.1
0.1
3/4
79.1
2.7
8.7
5.2
5.6
5.9
2.4
7.7
-30.5
-0.3
4/4
45.8
-2.8
4.3
8.2
9.6
22.2
11.5
11.7
-53.4
0.7
2026.1/4
79.0
0.7
6.7
7.7
12.2
23.6
9.1
9.3
-57.3
13.1
2/4
72.5
3.8
6.2
4.5
-0.2
5.6
15.8
7.5
-12.9
7.2
- 8
41.0
1.4
5.3
6.6
8.3
0.3
-43.9
19.6
3.0
-28.5
9
-31.7
4.5
6.5
5.3
3.1
48.0
-43.0
18.9
21.4
-10.8
10
-9.1
5.6
5.5
5.1
9.2
1.7
-46.1
15.3
36.3
-17.9
11
-7.0
2.7
6.8
5.4
5.7
-1.9
-37.7
14.4
73.2
-22.6
12
-0.6
2.1
7.7
4.7
4.8
-14.4
-41.7
15.7
90.1
-16.4
- 1
-16.4
-8.1
3.1
6.8
5.9
10.5
-36.1
17.5
51.2
-6.3
2
36.0
4.9
6.4
0.2
3.5
-13.0
-48.4
10.4
70.4
0.5
3
-25.9
-2.4
6.2
4.2
4.6
-10.8
-44.5
14.6
94.2
-0.3
4
3.1
-4.0
4.9
3.1
6.1
8.9
-49.0
14.2
27.7
-6.7
5
16.7
-5.1
3.9
-1.5
-1.6
10.4
-47.1
14.9
-40.0
1.9
6
9.1
1.1
7.4
-2.9
1.7
-22.7
-52.2
13.2
-38.3
6.1
7
54.9
0.1
7.1
6.5
5.4
19.1
-2.6
10.8
-37.3
0.6
8
55.2
0.6
5.9
5.1
3.4
27.3
8.8
6.9
-39.4
3.6
9
136.3
7.7
13.5
3.9
8.2
-24.3
2.0
5.6
-18.5
-4.5
10
38.7
-8.4
3.5
10.3
10.3
8.7
21.8
13.2
-43.2
-4.5
11
35.1
-1.2
4.4
7.9
10.0
10.9
4.3
13.7
-54.8
3.6
12
66.5
1.3
4.9
6.5
8.7
53.0
10.1
8.5
-58.7
2.8
- 1
68.9
8.2
8.8
6.1
8.1
24.9
-4.0
10.8
-53.3
18.1
2
49.0
-7.2
1.4
7.5
8.3
36.3
22.7
9.8
-61.7
7.4
3
109.9
2.0
9.5
9.7
20.4
10.9
10.6
7.3
-56.8
13.9
4
154.9
3.2
6.4
3.2
0.1
-3.0
19.5
7.8
-42.0
17.3
5
40.8
6.1
6.8
5.5
-3.1
10.7
15.7
10.1
22.4
2.0
6
56.8
2.1
5.5
4.7
2.7
9.9
12.1
4.7
11.9
2.4
7p
32.1
0.6
5.2
7.0
5.2
3.6
5.4
8.9
13.8
13.9
8p
12.7
1.4
6.5
8.0
8.7
5.7
9.3
7.6
5.0
-0.8
※ p는 잠정치임
2-1. 상품군별 모바일쇼핑 거래액
(단위: 억원)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2023
1,818,657
195,156
43,796
106,360
45,000
24,262
12,458
11,804
418,269
163,676
2024
2,000,905
206,445
43,834
117,925
44,685
26,550
13,758
12,791
438,773
171,785
2025
2,130,247
224,077
47,159
126,881
50,036
29,460
15,313
14,146
445,269
169,354
2023.3/4
455,823
46,927
10,046
26,965
9,916
5,646
3,109
2,537
96,179
34,622
4/4
491,967
54,724
10,590
29,741
14,392
6,535
3,097
3,438
118,753
50,306
2024.1/4
487,125
52,611
13,373
27,012
12,226
7,187
3,877
3,310
103,696
39,577
2/4
496,388
49,298
10,271
30,374
8,652
5,875
2,920
2,955
112,837
44,019
3/4
496,036
52,131
9,566
29,845
12,720
6,279
3,431
2,848
98,968
35,370
4/4
521,356
52,405
10,624
30,694
11,087
7,208
3,530
3,678
123,271
52,819
2025.1/4
511,471
54,760
13,106
28,342
13,313
7,964
4,398
3,566
103,012
38,222
2/4
518,061
52,604
10,374
32,434
9,796
6,494
3,298
3,195
112,475
43,180
3/4
543,661
59,325
11,399
33,969
13,957
7,322
3,973
3,349
105,912
36,923
4/4
557,054
57,387
12,280
32,137
12,970
7,680
3,644
4,036
123,870
51,029
2026.1/4
555,967
59,990
15,780
29,070
15,140
8,152
4,340
3,813
109,753
38,445
2/4
566,459
64,007
12,457
36,190
15,360
6,674
3,302
3,372
119,420
43,496
- 8
165,268
16,283
3,229
9,754
3,300
2,088
1,141
947
31,329
10,503
9
164,139
17,691
3,184
9,018
5,488
2,071
1,114
957
32,803
11,728
10
168,830
16,679
3,018
9,596
4,064
2,254
1,174
1,080
38,898
16,359
11
173,942
18,941
4,083
11,273
3,586
2,232
1,033
1,199
42,137
18,646
12
178,583
16,785
3,523
9,825
3,437
2,723
1,323
1,400
42,236
17,814
- 1
174,594
17,520
4,202
9,339
3,978
2,554
1,451
1,103
33,474
12,420
2
163,035
19,616
4,509
9,296
5,811
2,496
1,304
1,192
32,293
11,400
3
173,842
17,624
4,395
9,706
3,523
2,915
1,644
1,271
37,245
14,402
4
169,786
16,661
3,522
9,639
3,500
2,328
1,170
1,158
37,614
14,457
5
175,883
18,205
3,537
11,191
3,477
2,143
1,097
1,045
37,775
14,371
6
172,392
17,739
3,315
11,604
2,820
2,023
1,031
992
37,085
14,352
7
183,959
20,848
3,589
13,214
4,046
2,461
1,363
1,098
36,914
13,491
8
178,706
18,782
3,767
10,643
4,372
2,394
1,334
1,060
33,102
10,662
9
180,995
19,695
4,043
10,112
5,539
2,467
1,276
1,191
35,896
12,771
10
180,096
18,174
3,506
10,154
4,515
2,149
1,045
1,105
40,109
16,544
11
187,394
20,566
4,664
11,621
4,280
2,469
1,115
1,354
43,413
18,953
12
189,564
18,647
4,110
10,362
4,176
3,062
1,484
1,577
40,348
15,531
- 1
188,253
19,273
5,345
9,839
4,088
2,716
1,470
1,246
36,585
12,632
2
173,646
18,356
4,946
9,122
4,288
2,359
1,183
1,176
32,996
11,149
3
194,068
22,361
5,489
10,108
6,764
3,077
1,686
1,390
40,172
14,664
4
183,872
18,594
4,042
10,363
4,189
2,374
1,157
1,217
40,282
14,841
5
192,903
21,136
4,043
12,395
4,699
2,150
1,076
1,073
40,567
14,613
6
189,683
24,277
4,372
13,432
6,473
2,150
1,069
1,081
38,571
14,042
7p
195,196
22,938
4,085
13,756
5,097
2,540
1,431
1,109
36,404
12,052
8p
189,021
19,608
3,589
10,529
5,489
2,473
1,371
1,102
32,821
9,762
※ p는 잠정치임
2-1. 상품군별 모바일쇼핑 거래액
(단위: 억원)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2023
27,428
20,576
29,783
41,895
91,960
42,951
307,406
225,936
81,470
212,984
132,974
2024
27,536
18,986
31,950
41,493
103,917
43,105
367,129
268,656
98,472
236,289
148,065
2025
27,182
16,530
35,124
40,487
111,513
45,078
420,923
306,369
114,554
247,714
157,573
2023.3/4
6,104
5,232
7,241
10,462
22,510
10,008
81,801
59,607
22,194
53,604
33,830
4/4
7,676
4,844
8,049
11,286
25,036
11,556
79,754
58,414
21,339
57,118
35,607
2024.1/4
6,139
5,162
7,447
8,952
25,772
10,647
90,163
64,590
25,573
57,887
35,616
2/4
7,318
4,751
8,118
11,688
25,842
11,102
88,844
65,748
23,096
59,234
37,130
3/4
6,209
4,579
7,783
10,021
25,140
9,866
94,623
69,534
25,089
59,201
37,748
4/4
7,870
4,494
8,603
10,833
27,163
11,490
93,499
68,785
24,714
59,967
37,571
2025.1/4
6,040
4,420
8,280
8,160
27,267
10,622
101,701
72,780
28,921
59,277
36,926
2/4
7,596
4,020
8,311
10,868
27,200
11,300
100,737
74,006
26,731
61,271
39,359
3/4
6,334
4,049
8,768
10,677
28,027
11,134
112,822
82,362
30,460
64,552
41,606
4/4
7,213
4,040
9,766
10,782
29,018
12,022
105,663
77,221
28,442
62,615
39,681
2026.1/4
6,207
4,202
9,651
8,545
31,021
11,682
113,818
81,617
32,200
63,567
39,970
2/4
7,863
3,883
9,298
11,080
31,257
12,543
112,665
82,182
30,483
66,563
42,846
- 8
1,837
1,494
2,480
3,233
8,511
3,271
31,703
23,538
8,166
19,895
12,707
9
2,001
1,518
2,454
3,377
8,469
3,256
33,033
23,705
9,329
19,096
12,088
10
2,347
1,481
2,581
3,989
8,595
3,546
30,747
22,775
7,971
20,124
12,549
11
2,825
1,472
2,749
3,788
8,976
3,680
30,803
22,791
8,013
20,181
12,483
12
2,698
1,541
3,273
3,056
9,592
4,263
31,949
23,219
8,730
19,662
12,539
- 1
1,747
1,418
2,632
2,524
9,281
3,451
37,273
25,717
11,556
19,110
12,079
2
1,895
1,501
2,833
2,469
8,751
3,444
30,834
22,493
8,341
19,378
11,850
3
2,398
1,502
2,814
3,167
9,235
3,727
33,595
24,570
9,024
20,789
12,998
4
2,456
1,390
2,679
3,688
9,063
3,881
33,390
24,517
8,873
19,949
12,686
5
2,465
1,340
2,813
3,701
9,186
3,900
34,003
24,944
9,059
20,392
13,169
6
2,675
1,290
2,818
3,479
8,951
3,519
33,343
24,545
8,799
20,930
13,505
7
2,332
1,347
3,038
3,736
9,159
3,810
36,232
26,889
9,343
22,001
14,319
8
1,900
1,339
2,708
3,370
9,474
3,651
36,304
26,864
9,440
21,400
13,745
9
2,102
1,363
3,022
3,571
9,395
3,672
40,286
28,608
11,678
21,152
13,542
10
2,242
1,317
3,415
3,770
9,116
3,705
33,717
24,703
9,014
20,332
12,966
11
2,677
1,344
2,989
3,755
9,852
3,843
35,518
26,115
9,402
21,219
13,394
12
2,294
1,379
3,363
3,257
10,050
4,473
36,429
26,403
10,026
21,064
13,320
- 1
1,883
1,407
3,574
2,820
10,511
3,758
39,382
28,245
11,137
20,908
13,101
2
1,847
1,355
2,953
2,446
9,618
3,628
36,802
25,644
11,158
19,454
12,110
3
2,477
1,439
3,124
3,279
10,893
4,297
37,634
27,728
9,906
23,205
14,759
4
2,585
1,299
2,996
3,695
10,574
4,290
37,174
27,217
9,957
21,878
14,048
5
2,594
1,292
3,266
3,870
10,633
4,299
38,072
27,783
10,289
22,388
14,425
6
2,684
1,291
3,037
3,515
10,049
3,954
37,419
27,182
10,236
22,297
14,374
7p
2,406
1,334
3,137
3,483
9,877
4,115
39,590
28,709
10,881
22,813
14,912
8p
1,900
1,316
2,834
3,216
9,866
3,928
40,145
28,968
11,178
22,065
14,243
※ p는 잠정치임
2-1. 상품군별 모바일쇼핑 거래액
(단위: 억원)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2023
19,443
39,724
20,843
636,652
213,496
17,507
75,454
319,275
10,919
23,928
2024
21,507
44,058
22,659
706,417
239,002
18,240
66,746
368,038
14,390
19,304
2025
21,547
44,064
24,531
744,089
243,340
20,875
56,276
411,827
11,770
18,716
2023.3/4
4,796
9,673
5,305
165,818
57,148
4,630
18,368
82,808
2,865
5,848
4/4
5,383
10,594
5,534
168,791
56,444
4,565
21,029
83,820
2,934
6,291
2024.1/4
5,107
11,700
5,464
171,028
57,904
4,120
20,026
85,918
3,060
4,553
2/4
5,594
10,906
5,605
175,396
59,292
4,638
20,137
88,002
3,327
4,904
3/4
5,415
10,343
5,695
180,214
61,782
5,034
12,949
97,300
3,149
4,620
4/4
5,392
11,109
5,895
179,779
60,024
4,447
13,634
96,818
4,855
5,227
2025.1/4
4,923
11,610
5,818
180,001
58,933
3,972
13,790
98,377
4,928
4,755
2/4
5,228
10,705
5,979
179,395
58,619
4,772
12,828
100,564
2,612
5,086
3/4
5,768
10,775
6,402
189,534
63,019
6,078
13,612
104,773
2,052
4,193
4/4
5,628
10,974
6,331
195,158
62,768
6,052
16,046
108,114
2,178
4,682
2026.1/4
5,442
11,874
6,282
195,101
64,220
5,469
15,748
107,551
2,113
5,586
2/4
6,028
11,212
6,477
191,357
60,488
5,597
15,036
108,073
2,164
5,774
- 8
1,786
3,479
1,922
62,534
21,621
1,710
3,949
34,140
1,113
1,437
9
1,808
3,356
1,843
57,751
19,103
1,694
4,618
31,209
1,126
1,694
10
1,882
3,740
1,954
58,395
20,291
1,633
3,953
31,263
1,254
1,736
11
1,958
3,806
1,935
57,908
19,294
1,513
4,632
30,618
1,851
1,739
12
1,551
3,564
2,007
63,477
20,440
1,301
5,050
34,937
1,750
1,751
- 1
1,434
3,601
1,997
63,097
20,705
1,413
5,124
34,108
1,746
1,566
2
1,695
4,004
1,829
56,882
18,960
1,198
4,334
30,744
1,645
1,537
3
1,794
4,005
1,993
60,023
19,267
1,362
4,332
33,525
1,537
1,652
4
1,759
3,562
1,942
58,310
19,480
1,588
4,058
31,851
1,332
1,534
5
1,716
3,509
1,999
61,534
20,076
1,625
4,656
34,512
665
1,832
6
1,753
3,634
2,039
59,552
19,063
1,559
4,114
34,200
615
1,719
7
1,937
3,600
2,145
64,193
21,480
2,040
4,644
35,379
650
1,312
8
1,886
3,625
2,143
65,150
21,265
2,515
4,280
36,438
652
1,574
9
1,946
3,551
2,114
60,192
20,273
1,524
4,688
32,956
750
1,308
10
1,823
3,473
2,071
64,293
21,113
2,009
5,067
35,389
715
1,322
11
1,898
3,832
2,094
62,667
20,215
1,755
5,111
34,803
782
1,544
12
1,907
3,670
2,167
68,198
21,440
2,289
5,868
37,921
680
1,816
- 1
1,765
3,895
2,147
67,503
21,895
1,881
5,091
37,824
812
1,886
2
1,618
3,825
1,902
61,990
19,964
1,906
5,744
33,753
623
1,688
3
2,060
4,153
2,233
65,608
22,361
1,682
4,913
35,974
678
2,012
4
1,981
3,743
2,107
61,468
19,828
1,719
4,845
34,347
730
2,102
5
2,012
3,764
2,187
66,725
20,458
2,033
5,492
37,978
764
1,866
6
2,035
3,705
2,183
63,164
20,202
1,845
4,699
35,748
670
1,805
7p
2,053
3,603
2,245
68,962
22,546
2,183
4,996
38,580
657
1,949
8p
1,952
3,612
2,258
70,324
22,805
2,796
4,807
39,312
605
1,585
※ p는 잠정치임
2-2. 상품군별 모바일쇼핑 거래액(전년동기비)
(단위: %)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2024
10.0
5.8
0.1
10.9
-0.7
9.4
10.4
8.4
4.9
5.0
2025
6.5
8.5
7.6
7.6
12.0
11.0
11.3
10.6
1.5
-1.4
2024.3/4
8.8
11.1
-4.8
10.7
28.3
11.2
10.4
12.2
2.9
2.2
4/4
6.0
-4.2
0.3
3.2
-23.0
10.3
14.0
7.0
3.8
5.0
2025.1/4
5.0
4.1
-2.0
4.9
8.9
10.8
13.5
7.7
-0.7
-3.4
2/4
4.4
6.7
1.0
6.8
13.2
10.5
13.0
8.1
-0.3
-1.9
3/4
9.6
13.8
19.2
13.8
9.7
16.6
15.8
17.6
7.0
4.4
4/4
6.8
9.5
15.6
4.7
17.0
6.5
3.2
9.7
0.5
-3.4
2026.1/4
8.7
9.6
20.4
2.6
13.7
2.4
-1.3
6.9
6.5
0.6
2/4
9.3
21.7
20.1
11.6
56.8
2.8
0.1
5.5
6.2
0.7
- 8
7.8
-1.4
-5.3
9.2
-20.9
8.9
8.1
9.9
1.2
0.4
9
9.7
26.0
-2.6
14.2
91.6
13.8
15.8
11.6
2.5
0.8
10
5.8
-10.7
-3.1
5.6
-37.2
24.5
36.8
13.4
0.6
-0.7
11
5.2
-2.1
6.0
0.6
-16.7
4.7
6.3
3.4
2.1
2.4
12
6.9
0.5
-2.8
3.9
-5.1
5.0
4.4
5.5
8.8
14.0
- 1
6.1
-6.0
-7.5
1.7
-19.0
5.9
10.4
0.5
0.6
0.4
2
4.1
13.6
1.1
5.1
46.6
15.7
16.2
15.1
0.1
-5.4
3
4.8
5.5
0.6
8.0
5.1
11.3
14.1
8.0
-2.4
-5.0
4
4.8
5.7
1.5
3.1
19.1
12.0
14.8
9.3
-2.0
-6.5
5
3.4
8.6
-2.8
9.4
20.3
8.0
12.8
3.3
-1.8
-2.0
6
5.0
5.7
4.8
7.5
-0.2
11.6
11.0
12.2
3.0
3.3
7
10.4
14.8
13.8
19.3
2.9
16.1
15.8
16.4
6.0
2.7
8
8.1
15.3
16.6
9.1
32.5
14.7
17.0
12.0
5.7
1.5
9
10.3
11.3
27.0
12.1
0.9
19.1
14.6
24.4
9.4
8.9
10
6.7
9.0
16.1
5.8
11.1
-4.6
-11.0
2.3
3.1
1.1
11
7.7
8.6
14.3
3.1
19.4
10.6
7.9
12.9
3.0
1.6
12
6.1
11.1
16.7
5.5
21.5
12.4
12.2
12.7
-4.5
-12.8
- 1
7.8
10.0
27.2
5.4
2.8
6.4
1.3
13.0
9.3
1.7
2
6.5
-6.4
9.7
-1.9
-26.2
-5.5
-9.2
-1.3
2.2
-2.2
3
11.6
26.9
24.9
4.1
92.0
5.5
2.6
9.4
7.9
1.8
4
8.3
11.6
14.8
7.5
19.7
2.0
-1.2
5.2
7.1
2.7
5
9.7
16.1
14.3
10.8
35.2
0.3
-1.9
2.7
7.4
1.7
6
10.0
36.9
31.9
15.8
129.6
6.3
3.7
8.9
4.0
-2.2
7p
6.1
10.0
13.8
4.1
26.0
3.2
5.0
1.0
-1.4
-10.7
8p
5.8
4.4
-4.7
-1.1
25.5
3.3
2.7
3.9
-0.8
-8.4
※ p는 잠정치임
2-2. 상품군별 모바일쇼핑 거래액(전년동기비)
(단위: %)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2024
0.4
-7.7
7.3
-1.0
13.0
0.4
19.4
18.9
20.9
10.9
11.3
2025
-1.3
-12.9
9.9
-2.4
7.3
4.6
14.7
14.0
16.3
4.8
6.4
2024.3/4
1.7
-12.5
7.5
-4.2
11.7
-1.4
15.7
16.7
13.0
10.4
11.6
4/4
2.5
-7.2
6.9
-4.0
8.5
-0.6
17.2
17.8
15.8
5.0
5.5
2025.1/4
-1.6
-14.4
11.2
-8.8
5.8
-0.2
12.8
12.7
13.1
2.4
3.7
2/4
3.8
-15.4
2.4
-7.0
5.3
1.8
13.4
12.6
15.7
3.4
6.0
3/4
2.0
-11.6
12.7
6.5
11.5
12.8
19.2
18.4
21.4
9.0
10.2
4/4
-8.3
-10.1
13.5
-0.5
6.8
4.6
13.0
12.3
15.1
4.4
5.6
2026.1/4
2.8
-5.0
16.6
4.7
13.8
10.0
11.9
12.1
11.3
7.2
8.2
2/4
3.5
-3.4
11.9
1.9
14.9
11.0
11.8
11.0
14.0
8.6
8.9
- 8
-1.1
-16.1
0.1
-6.0
12.1
-1.8
16.9
17.2
16.0
9.0
10.6
9
1.5
-10.2
11.3
-3.0
9.1
-0.5
12.3
14.9
6.1
10.8
11.1
10
-3.2
-9.5
10.7
-3.9
7.3
-2.7
20.5
20.5
20.5
8.1
7.7
11
3.4
-4.9
4.0
-5.4
6.6
-1.2
14.9
15.1
14.4
4.1
4.1
12
7.1
-7.1
6.5
-2.5
11.5
1.8
16.5
17.8
13.1
2.9
4.8
- 1
-4.8
-14.2
4.8
-9.0
6.5
1.1
18.4
14.8
27.1
-0.4
2.2
2
-2.8
-11.9
25.2
-7.4
7.0
0.3
7.0
10.6
-1.8
4.9
4.6
3
1.9
-16.8
5.4
-9.8
4.0
-1.9
12.5
12.4
13.0
2.8
4.2
4
1.9
-14.6
0.3
-5.7
7.3
0.8
13.5
12.5
16.1
3.1
5.5
5
-2.1
-19.0
0.7
-9.1
3.4
0.8
10.6
9.7
13.3
0.8
3.7
6
11.9
-12.2
6.3
-6.1
5.3
4.1
16.3
15.6
18.1
6.4
8.8
7
-1.6
-14.1
6.7
9.5
12.2
14.1
21.2
20.6
23.0
8.9
10.6
8
3.4
-10.4
9.2
4.2
11.3
11.6
14.5
14.1
15.6
7.6
8.2
9
5.0
-10.2
23.1
5.7
10.9
12.8
22.0
20.7
25.2
10.8
12.0
10
-4.4
-11.1
32.3
-5.5
6.1
4.5
9.7
8.5
13.1
1.0
3.3
11
-5.3
-8.7
8.7
-0.9
9.8
4.4
15.3
14.6
17.3
5.1
7.3
12
-15.0
-10.5
2.8
6.6
4.8
4.9
14.0
13.7
14.8
7.1
6.2
- 1
7.8
-0.8
35.8
11.7
13.2
8.9
5.7
9.8
-3.6
9.4
8.5
2
-2.6
-9.7
4.3
-0.9
9.9
5.3
19.4
14.0
33.8
0.4
2.2
3
3.3
-4.2
11.0
3.5
18.0
15.3
12.0
12.9
9.8
11.6
13.6
4
5.3
-6.5
11.8
0.2
16.7
10.6
11.3
11.0
12.2
9.7
10.7
5
5.2
-3.6
16.1
4.6
15.8
10.2
12.0
11.4
13.6
9.8
9.5
6
0.3
0.0
7.7
1.0
12.3
12.4
12.2
10.7
16.3
6.5
6.4
7p
3.2
-1.0
3.3
-6.8
7.8
8.0
9.3
6.8
16.5
3.7
4.1
8p
0.0
-1.7
4.7
-4.6
4.1
7.6
10.6
7.8
18.4
3.1
3.6
※ p는 잠정치임
2-2. 상품군별 모바일쇼핑 거래액(전년동기비)
(단위: %)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2024
10.6
10.9
8.7
11.0
11.9
4.2
-11.5
15.3
31.8
-19.3
2025
0.2
0.0
8.3
5.3
1.8
14.4
-15.7
11.9
-18.2
-3.0
2024.3/4
12.9
6.9
7.3
8.7
8.1
8.7
-29.5
17.5
9.9
-21.0
4/4
0.2
4.9
6.5
6.5
6.3
-2.6
-35.2
15.5
65.5
-16.9
2025.1/4
-3.6
-0.8
6.5
5.2
1.8
-3.6
-31.1
14.5
61.1
4.4
2/4
-6.5
-1.8
6.7
2.3
-1.1
2.9
-36.3
14.3
-21.5
3.7
3/4
6.5
4.2
12.4
5.2
2.0
20.7
5.1
7.7
-34.8
-9.2
4/4
4.4
-1.2
7.4
8.6
4.6
36.1
17.7
11.7
-55.1
-10.4
2026.1/4
10.6
2.3
8.0
8.4
9.0
37.7
14.2
9.3
-57.1
17.5
2/4
15.3
4.7
8.3
6.7
3.2
17.3
17.2
7.5
-17.2
13.5
- 8
9.8
4.8
6.0
10.5
11.4
1.0
-33.5
20.0
2.1
-29.3
9
16.0
8.7
7.5
8.4
4.3
37.5
-31.8
19.2
40.1
-8.4
10
15.4
6.9
6.1
7.4
9.9
6.5
-38.6
15.7
34.3
-11.1
11
-0.2
4.9
6.5
7.0
5.3
5.4
-30.5
14.8
79.7
-23.6
12
-13.3
2.8
7.0
5.3
3.9
-18.5
-36.3
16.0
80.5
-15.0
- 1
-14.9
-5.6
6.9
8.7
3.1
12.3
-22.5
17.8
55.3
5.3
2
5.9
4.5
6.4
1.1
0.7
-18.0
-39.4
10.7
55.1
8.1
3
-1.5
-1.3
6.2
5.8
1.4
-2.8
-30.8
14.8
75.7
0.5
4
-3.0
-2.9
5.6
5.4
3.1
9.6
-33.1
14.4
25.8
-10.2
5
-11.5
-4.8
5.1
2.0
-3.2
14.1
-33.5
15.1
-43.6
10.6
6
-4.8
2.4
9.4
-0.3
-3.0
-11.7
-41.7
13.4
-43.5
11.6
7
6.4
2.6
11.2
7.1
2.0
25.1
6.0
10.7
-28.5
-11.9
8
5.6
4.2
11.5
4.2
-1.6
47.1
8.4
6.7
-41.4
9.5
9
7.6
5.8
14.7
4.2
6.1
-10.1
1.5
5.6
-33.4
-22.8
10
-3.1
-7.1
6.0
10.1
4.0
23.0
28.2
13.2
-42.9
-23.8
11
-3.1
0.7
8.2
8.2
4.8
15.9
10.3
13.7
-57.7
-11.2
12
22.9
3.0
7.9
7.4
4.9
76.0
16.2
8.5
-61.2
3.7
- 1
23.1
8.2
7.5
7.0
5.7
33.2
-0.7
10.9
-53.5
20.4
2
-4.6
-4.5
4.0
9.0
5.3
59.1
32.5
9.8
-62.1
9.8
3
14.8
3.7
12.1
9.3
16.1
23.5
13.4
7.3
-55.9
21.8
4
12.6
5.1
8.5
5.4
1.8
8.2
19.4
7.8
-45.2
37.0
5
17.3
7.3
9.4
8.4
1.9
25.1
17.9
10.0
14.9
1.8
6
16.1
2.0
7.1
6.1
6.0
18.3
14.2
4.5
8.9
5.0
7p
6.0
0.1
4.7
7.4
5.0
7.0
7.6
9.0
1.1
48.6
8p
3.5
-0.4
5.3
7.9
7.2
11.2
12.3
7.9
-7.2
0.7
※ p는 잠정치임
3-1. 취급상품범위별 및 운영형태별 온라인쇼핑 거래액
(단위: 억원)
거래액
취급상품범위별
운영형태별
종합몰
전문몰
온라인몰
온·오프라인병행몰
2023
2,422,068
1,415,639
1,006,429
1,872,770
549,298
2024
2,624,256
1,482,777
1,141,479
2,036,404
587,852
2025
2,749,442
1,502,785
1,246,657
2,125,260
624,181
2023.3/4
607,976
350,008
257,968
474,919
133,057
4/4
654,189
380,427
273,762
505,268
148,921
2024.1/4
644,648
374,914
269,734
501,183
143,465
2/4
656,745
379,454
277,291
510,008
146,738
3/4
643,148
351,796
291,353
499,454
143,694
4/4
679,715
376,613
303,102
525,760
153,955
2025.1/4
661,097
369,280
291,817
515,770
145,327
2/4
668,444
366,934
301,510
516,586
151,858
3/4
699,600
378,644
320,957
541,183
158,418
4/4
720,300
387,927
332,373
551,721
168,579
2026.1/4
721,286
388,209
333,077
550,048
171,238
2/4
736,267
397,215
339,052
562,432
173,836
- 8
213,372
115,130
98,242
165,944
47,429
9
212,487
117,277
95,210
164,646
47,841
10
219,199
120,918
98,281
168,635
50,563
11
229,025
128,725
100,300
177,896
51,129
12
231,492
126,971
104,521
179,228
52,263
- 1
221,893
124,774
97,119
174,085
47,808
2
213,466
118,264
95,202
165,984
47,482
3
225,738
126,242
99,496
175,701
50,037
4
219,424
122,471
96,953
170,492
48,932
5
226,799
124,098
102,701
175,440
51,360
6
222,221
120,365
101,856
170,654
51,566
7
233,926
126,816
107,110
181,868
52,058
8
225,714
119,813
105,901
175,483
50,231
9
239,961
132,015
107,945
183,833
56,128
10
231,237
123,592
107,645
176,919
54,318
11
243,650
132,032
111,618
186,110
57,540
12
245,413
132,303
113,110
188,692
56,722
- 1
240,994
131,553
109,441
185,778
55,217
2
224,857
122,028
102,830
172,103
52,755
3
255,434
134,628
120,806
192,168
63,267
4
239,686
130,319
109,366
181,413
58,272
5
250,122
133,770
116,351
193,398
56,723
6
246,460
133,126
113,335
187,620
58,840
7p
251,074
135,326
115,748
193,267
57,808
8p
242,118
128,655
113,463
187,577
54,541
※ p는 잠정치임
3-2. 취급상품범위별 및 운영형태별 온라인쇼핑 거래액(전년동기비)
(단위: %)
거래액
취급상품범위별
운영형태별
종합몰
전문몰
온라인몰
온·오프라인병행몰
2024
8.3
4.7
13.4
8.7
7.0
2025
4.8
1.3
9.2
4.4
6.2
2024.3/4
5.8
0.5
12.9
5.2
8.0
4/4
3.9
-1.0
10.7
4.1
3.4
2025.1/4
2.6
-1.5
8.2
2.9
1.3
2/4
1.8
-3.3
8.7
1.3
3.5
3/4
8.8
7.6
10.2
8.4
10.2
4/4
6.0
3.0
9.7
4.9
9.5
2026.1/4
9.1
5.1
14.1
6.6
17.8
2/4
10.1
8.3
12.5
8.9
14.5
- 8
4.8
-1.6
13.5
3.6
9.3
9
4.6
-0.1
11.1
5.0
3.5
10
2.6
-2.1
9.0
2.8
2.0
11
3.2
-1.6
10.1
3.7
1.6
12
5.9
0.7
13.0
5.7
6.7
- 1
1.8
-2.8
8.3
2.4
-0.4
2
3.7
-1.1
10.5
2.9
6.8
3
2.2
-0.5
6.0
3.5
-1.9
4
2.6
-2.6
10.0
2.3
3.6
5
0.6
-4.6
7.8
0.8
0.0
6
2.1
-2.7
8.5
0.7
7.2
7
7.7
6.2
9.4
7.7
7.5
8
5.8
4.1
7.8
5.7
5.9
9
12.9
12.6
13.4
11.7
17.3
10
5.5
2.2
9.5
4.9
7.4
11
6.4
2.6
11.3
4.6
12.5
12
6.0
4.2
8.2
5.3
8.5
- 1
8.6
5.4
12.7
6.7
15.5
2
5.3
3.2
8.0
3.7
11.1
3
13.2
6.6
21.4
9.4
26.4
4
9.2
6.4
12.8
6.4
19.1
5
10.3
7.8
13.3
10.2
10.4
6
10.9
10.6
11.3
9.9
14.1
7p
7.3
6.7
8.1
6.3
11.0
8p
7.3
7.4
7.1
6.9
8.6
※ p는 잠정치임
- 취급상품범위별/상품군별 온라인쇼핑 거래액
- 종합몰 거래액
(단위: 억원)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2023
1,415,639
256,648
65,207
142,106
49,335
25,842
9,028
16,813
365,425
91,224
2024
1,482,777
255,675
62,951
144,681
48,043
28,129
10,101
18,028
360,354
83,782
2025
1,502,785
251,733
60,285
140,322
51,125
29,516
10,378
19,139
357,989
78,127
2023.3/4
350,008
61,765
15,082
36,022
10,661
5,867
2,244
3,623
84,898
18,702
4/4
380,427
70,391
16,092
38,611
15,688
7,299
2,267
5,032
100,971
27,344
2024.1/4
374,914
66,762
18,939
34,728
13,095
7,501
2,893
4,608
87,175
20,228
2/4
379,454
65,190
16,150
38,848
10,192
6,306
2,139
4,167
94,752
22,414
3/4
351,796
60,837
13,111
35,297
12,429
6,439
2,489
3,950
81,373
16,263
4/4
376,613
62,886
14,750
35,808
12,328
7,883
2,580
5,303
97,054
24,877
2025.1/4
369,280
62,099
16,607
32,086
13,406
7,882
3,055
4,827
84,038
17,786
2/4
366,934
60,440
13,444
36,231
10,765
6,590
2,241
4,350
91,113
20,161
3/4
378,644
64,210
14,375
36,674
13,161
7,068
2,635
4,433
85,270
16,478
4/4
387,927
64,984
15,858
35,332
13,793
7,976
2,447
5,529
97,569
23,702
2026.1/4
388,209
64,378
18,243
32,161
13,974
7,878
2,792
5,086
89,084
17,896
2/4
397,215
69,310
15,350
39,603
14,356
6,700
2,164
4,536
95,893
20,438
- 8
115,130
19,191
4,326
11,420
3,444
2,132
823
1,309
26,223
4,917
9
117,277
19,801
4,256
10,450
5,095
2,091
775
1,316
26,756
5,328
10
120,918
19,693
4,153
11,148
4,392
2,341
791
1,550
31,437
7,963
11
128,725
22,983
5,686
13,234
4,063
2,533
790
1,744
33,266
8,897
12
126,971
20,209
4,911
11,426
3,872
3,009
999
2,010
32,352
8,017
- 1
124,774
20,284
5,226
10,579
4,479
2,444
1,013
1,432
26,935
5,650
2
118,264
21,275
5,659
10,594
5,022
2,518
893
1,624
26,727
5,280
3
126,242
20,540
5,721
10,913
3,906
2,920
1,149
1,771
30,375
6,857
4
122,471
19,147
4,589
10,729
3,830
2,435
807
1,627
31,029
6,893
5
124,098
20,992
4,637
12,544
3,811
2,142
746
1,396
30,785
6,860
6
120,365
20,301
4,219
12,958
3,124
2,013
687
1,326
29,298
6,408
7
126,816
22,699
4,529
14,195
3,975
2,321
901
1,421
29,270
6,039
8
119,813
19,555
4,642
11,318
3,595
2,262
885
1,377
26,970
4,870
9
132,015
21,956
5,205
11,160
5,591
2,485
849
1,636
29,030
5,569
10
123,592
20,098
4,415
11,079
4,604
2,181
683
1,498
31,646
7,615
11
132,032
23,282
6,023
12,636
4,624
2,608
761
1,847
33,099
8,563
12
132,303
21,603
5,420
11,618
4,566
3,187
1,003
2,184
32,823
7,524
- 1
131,553
21,851
6,516
11,067
4,269
2,624
966
1,658
30,239
6,006
2
122,028
20,018
5,673
10,002
4,343
2,270
736
1,534
26,737
5,037
3
134,628
22,509
6,055
11,092
5,363
2,985
1,090
1,894
32,108
6,852
4
130,319
20,258
4,963
11,345
3,950
2,426
756
1,670
32,915
7,179
5
133,770
22,922
5,054
13,474
4,394
2,106
695
1,411
32,829
7,080
6
133,126
26,130
5,333
14,785
6,012
2,168
713
1,455
30,149
6,179
7p
135,326
24,773
5,070
14,887
4,815
2,427
965
1,462
29,950
5,743
8p
128,655
20,921
4,597
11,357
4,967
2,401
939
1,463
27,701
4,751
※ p는 잠정치임
- 취급상품범위별/상품군별 온라인쇼핑 거래액
- 종합몰 거래액
(단위: 억원)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2023
23,092
17,376
27,903
54,309
101,548
49,974
356,145
259,437
96,708
249,609
162,481
2024
22,012
15,784
28,307
52,089
108,883
49,496
418,340
303,226
115,114
271,613
178,146
2025
21,406
13,946
30,042
49,045
114,489
50,934
468,375
337,772
130,603
281,897
186,773
2023.3/4
5,080
4,359
6,729
13,385
25,035
11,609
95,225
68,675
26,550
62,688
41,160
4/4
6,448
4,133
7,286
14,885
27,345
13,530
91,651
66,522
25,129
66,808
43,475
2024.1/4
5,008
4,320
6,849
11,231
27,374
12,165
103,622
73,518
30,104
66,519
42,640
2/4
6,032
4,011
7,463
14,550
27,485
12,796
101,313
74,252
27,060
67,858
44,623
3/4
4,878
3,763
6,753
12,376
26,074
11,267
107,353
77,955
29,398
67,594
45,287
4/4
6,094
3,690
7,242
13,931
27,950
13,268
106,052
77,500
28,552
69,643
45,596
2025.1/4
4,763
3,587
6,978
10,185
28,665
12,074
114,621
81,170
33,451
67,828
43,909
2/4
6,010
3,453
7,169
13,016
28,532
12,773
112,394
82,057
30,338
70,188
46,874
3/4
5,038
3,477
7,426
12,674
27,774
12,404
124,330
89,797
34,533
72,318
48,631
4/4
5,596
3,430
8,469
13,171
29,518
13,683
117,029
84,749
32,280
71,563
47,359
2026.1/4
4,811
3,569
7,924
10,393
31,365
13,126
125,923
89,401
36,522
71,598
47,025
2/4
6,037
3,315
7,586
13,276
31,241
14,000
123,013
89,663
33,350
74,688
50,384
- 8
1,465
1,235
2,172
3,964
8,736
3,734
35,946
26,403
9,543
22,770
15,286
9
1,561
1,246
2,069
4,120
8,683
3,747
37,548
26,471
11,078
21,565
14,387
10
1,868
1,244
2,250
4,958
9,064
4,089
34,824
25,626
9,198
23,187
15,180
11
2,245
1,237
2,393
4,925
9,322
4,247
35,089
25,809
9,280
23,442
15,275
12
1,981
1,210
2,599
4,049
9,564
4,932
36,139
26,065
10,074
23,015
15,142
- 1
1,354
1,165
2,153
3,134
9,671
3,809
41,912
28,420
13,492
21,576
13,986
2
1,481
1,187
2,351
3,110
9,411
3,907
34,802
25,232
9,570
22,274
14,244
3
1,928
1,234
2,474
3,941
9,583
4,359
37,907
27,517
10,390
23,979
15,678
4
1,988
1,204
2,365
4,353
9,701
4,524
37,364
27,248
10,115
23,104
15,308
5
2,039
1,170
2,403
4,489
9,522
4,303
38,035
27,749
10,286
23,327
15,632
6
1,983
1,079
2,401
4,173
9,309
3,946
36,996
27,059
9,936
23,756
15,934
7
1,815
1,132
2,560
4,435
9,118
4,171
39,299
28,957
10,342
24,536
16,589
8
1,527
1,145
2,293
3,939
9,194
4,003
39,197
28,756
10,442
23,613
15,818
9
1,696
1,200
2,573
4,300
9,462
4,230
45,834
32,084
13,750
24,168
16,223
10
1,779
1,126
2,991
4,472
9,457
4,207
37,627
27,352
10,275
23,105
15,367
11
2,008
1,117
2,563
4,587
9,887
4,374
39,164
28,521
10,643
24,253
16,017
12
1,809
1,186
2,915
4,111
10,174
5,103
40,238
28,876
11,363
24,205
15,975
- 1
1,480
1,218
2,947
3,469
10,947
4,171
43,475
30,877
12,598
23,540
15,312
2
1,379
1,159
2,356
2,957
9,808
4,041
41,163
28,251
12,912
21,854
14,204
3
1,952
1,193
2,621
3,967
10,610
4,914
41,284
30,272
11,012
26,204
17,509
4
2,044
1,131
2,496
4,440
10,742
4,883
40,630
29,713
10,917
24,808
16,699
5
2,068
1,118
2,650
4,592
10,582
4,738
41,419
30,191
11,228
24,918
16,781
6
1,925
1,066
2,441
4,243
9,917
4,378
40,964
29,759
11,205
24,962
16,903
7p
1,835
1,099
2,532
4,184
10,033
4,526
43,154
31,314
11,841
25,559
17,515
8p
1,514
1,050
2,299
3,845
9,897
4,343
44,097
31,783
12,314
24,799
16,777
※ p는 잠정치임
- 취급상품범위별/상품군별 온라인쇼핑 거래액
- 종합몰 거래액
(단위: 억원)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2023
14,958
49,085
23,085
135,980
25,216
3,496
92,964
834
13,469
25,990
2024
15,601
52,680
25,186
126,953
23,372
1,700
81,597
400
19,883
21,713
2025
16,238
51,881
27,006
91,868
17,725
1,397
58,536
0
14,209
21,407
2023.3/4
3,766
11,882
5,880
33,195
5,787
543
22,894
196
3,776
6,370
4/4
4,041
13,106
6,187
36,222
5,846
582
25,913
157
3,724
7,085
2024.1/4
3,790
14,012
6,077
38,085
7,165
502
26,499
135
3,783
5,251
2/4
4,046
12,979
6,210
38,528
6,706
486
26,945
96
4,295
5,508
3/4
3,715
12,295
6,297
22,975
4,592
374
13,600
97
4,312
5,224
4/4
4,050
13,395
6,602
27,364
4,909
338
14,553
72
7,493
5,730
2025.1/4
3,747
13,719
6,453
27,695
4,805
427
14,686
0
7,776
5,117
2/4
4,078
12,630
6,605
20,648
4,228
314
13,112
0
2,993
5,561
3/4
4,141
12,605
6,942
20,452
4,475
334
13,988
0
1,655
4,996
4/4
4,272
12,928
7,005
23,073
4,217
323
16,749
0
1,785
5,733
2026.1/4
3,909
13,745
6,919
23,442
4,827
327
16,481
0
1,806
5,906
2/4
4,098
13,102
7,106
21,604
3,897
253
15,674
0
1,780
6,007
- 8
1,207
4,139
2,138
7,235
1,627
117
4,011
35
1,446
1,634
9
1,195
3,962
2,022
7,646
1,356
101
4,709
30
1,450
1,871
10
1,328
4,492
2,186
7,591
1,577
99
4,128
27
1,759
1,846
11
1,407
4,585
2,174
9,507
1,656
107
4,973
24
2,747
1,905
12
1,314
4,317
2,242
10,267
1,676
132
5,451
20
2,987
1,980
- 1
1,200
4,210
2,180
9,900
1,639
182
5,477
0
2,602
1,722
2
1,201
4,782
2,046
9,146
1,647
134
4,713
0
2,652
1,523
3
1,346
4,727
2,227
8,649
1,519
111
4,495
0
2,523
1,872
4
1,382
4,262
2,152
7,591
1,380
105
4,175
0
1,930
1,801
5
1,348
4,134
2,213
6,875
1,492
101
4,739
0
544
1,942
6
1,348
4,234
2,240
6,182
1,356
108
4,199
0
519
1,818
7
1,428
4,209
2,310
6,983
1,628
120
4,723
0
512
1,708
8
1,323
4,174
2,299
6,643
1,627
110
4,378
0
528
1,572
9
1,390
4,222
2,333
6,826
1,220
104
4,887
0
614
1,717
10
1,365
4,075
2,299
7,214
1,289
84
5,254
0
586
1,720
11
1,425
4,492
2,319
7,587
1,457
104
5,354
0
672
2,039
12
1,482
4,361
2,388
8,272
1,470
134
6,141
0
527
1,974
- 1
1,307
4,548
2,373
7,846
1,666
134
5,353
0
692
1,978
2
1,161
4,395
2,094
8,172
1,536
100
5,978
0
558
1,815
3
1,441
4,802
2,452
7,424
1,625
93
5,150
0
556
2,114
4
1,397
4,392
2,320
7,124
1,380
82
5,090
0
572
2,160
5
1,373
4,374
2,390
7,621
1,212
87
5,686
0
637
1,955
6
1,328
4,336
2,396
6,859
1,305
85
4,898
0
571
1,892
7p
1,361
4,221
2,461
7,353
1,490
106
5,177
0
580
2,110
8p
1,322
4,217
2,483
7,130
1,524
117
4,970
0
518
1,607
※ p는 잠정치임
- 취급상품범위별/상품군별 온라인쇼핑 거래액
- 전문몰 거래액
(단위: 억원)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2023
1,006,429
47,396
21,871
13,930
11,595
18,233
15,650
2,583
191,960
125,862
2024
1,141,479
53,604
21,909
19,122
12,572
18,470
15,962
2,508
216,310
145,536
2025
1,246,657
63,758
24,982
23,098
15,677
17,969
15,572
2,397
225,071
150,253
2023.3/4
257,968
11,121
4,912
3,398
2,810
4,508
3,886
623
43,794
27,739
4/4
273,762
13,316
5,311
3,868
4,137
4,405
3,738
667
56,434
39,407
2024.1/4
269,734
14,000
6,998
3,828
3,173
4,991
4,324
667
48,935
32,335
2/4
277,291
10,874
4,572
4,710
1,591
4,183
3,602
581
53,013
35,657
3/4
291,353
15,008
4,972
5,254
4,782
4,682
4,052
630
48,098
31,063
4/4
303,102
13,723
5,367
5,330
3,026
4,614
3,985
629
66,264
46,480
2025.1/4
291,817
16,591
7,431
5,060
4,100
5,025
4,414
611
51,476
33,417
2/4
301,510
13,192
5,309
5,963
1,920
3,976
3,414
562
56,999
37,766
3/4
320,957
17,797
5,845
6,379
5,573
4,708
4,094
614
50,708
32,535
4/4
332,373
16,177
6,397
5,696
4,084
4,260
3,650
610
65,888
46,536
2026.1/4
333,077
21,278
9,335
5,104
6,839
5,186
4,604
582
55,361
35,383
2/4
339,052
18,890
6,078
6,093
6,719
3,962
3,406
556
63,778
39,282
- 8
98,242
4,248
1,619
1,709
920
1,543
1,323
221
15,083
9,470
9
95,210
5,517
1,550
1,659
2,308
1,507
1,306
202
15,933
10,260
10
98,281
4,785
1,610
1,704
1,471
1,487
1,291
196
19,609
13,951
11
100,300
4,499
1,696
1,963
839
1,498
1,287
211
23,437
16,783
12
104,521
4,439
2,060
1,663
716
1,629
1,407
222
23,219
15,747
- 1
97,119
4,435
2,281
1,568
585
1,483
1,301
182
16,142
10,624
2
95,202
7,408
2,814
1,732
2,863
1,612
1,403
209
16,595
10,568
3
99,496
4,748
2,336
1,760
651
1,930
1,709
221
18,739
12,225
4
96,953
4,638
2,022
1,935
682
1,416
1,210
206
18,952
12,520
5
102,701
4,314
1,610
1,992
711
1,378
1,201
177
18,607
12,235
6
101,856
4,240
1,677
2,036
527
1,182
1,004
178
19,440
13,010
7
107,110
5,870
1,952
2,499
1,418
1,612
1,402
211
17,596
11,570
8
105,901
5,562
1,780
1,938
1,844
1,507
1,321
186
14,947
9,004
9
107,945
6,366
2,114
1,942
2,310
1,588
1,371
217
18,164
11,961
10
107,645
5,315
1,876
1,692
1,748
1,192
1,005
187
20,350
14,446
11
111,618
5,624
2,062
2,206
1,357
1,392
1,199
194
24,449
17,648
12
113,110
5,238
2,460
1,798
980
1,676
1,446
230
21,090
14,442
- 1
109,441
6,131
3,013
1,645
1,473
1,605
1,413
192
17,601
11,370
2
102,830
5,594
2,738
1,582
1,274
1,563
1,399
164
17,039
10,655
3
120,806
9,554
3,584
1,877
4,093
2,019
1,792
226
20,720
13,358
4
109,366
5,876
2,175
1,946
1,755
1,412
1,202
209
20,492
13,209
5
116,351
5,980
1,760
2,168
2,051
1,318
1,152
166
22,525
12,781
6
113,335
7,034
2,143
1,979
2,912
1,232
1,052
180
20,761
13,293
7p
115,748
7,125
2,215
2,311
2,599
1,550
1,356
194
17,585
10,699
8p
113,463
6,848
1,917
2,017
2,915
1,502
1,311
191
14,543
8,512
※ p는 잠정치임
- 취급상품범위별/상품군별 온라인쇼핑 거래액
- 전문몰 거래액
(단위: 억원)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2023
16,609
12,505
11,237
4,217
18,243
3,286
55,566
42,834
12,732
52,936
12,587
2024
16,471
11,752
12,580
5,165
21,376
3,429
59,298
44,828
14,470
64,278
13,680
2025
15,419
10,473
13,957
7,103
23,995
3,871
58,161
42,639
15,522
81,604
13,920
2023.3/4
3,723
3,137
2,834
1,085
4,541
736
14,192
10,863
3,329
13,861
3,035
4/4
4,304
2,889
3,096
1,047
4,781
910
14,091
10,739
3,352
15,614
3,342
2024.1/4
3,904
3,225
2,735
1,059
4,950
726
14,572
10,917
3,655
15,478
3,508
2/4
4,221
2,905
2,976
1,440
4,988
826
14,246
10,754
3,492
18,234
3,364
3/4
3,862
2,802
3,157
1,299
5,088
828
15,736
12,126
3,610
15,380
3,283
4/4
4,485
2,821
3,712
1,366
6,350
1,049
14,743
11,031
3,712
15,187
3,524
2025.1/4
3,533
2,881
3,376
1,485
5,895
890
14,560
10,621
3,939
14,156
3,361
2/4
4,298
2,534
3,356
1,963
6,012
1,071
13,953
10,157
3,796
19,951
3,430
3/4
3,436
2,400
3,512
1,846
6,085
894
15,204
11,225
3,979
26,303
3,616
4/4
4,153
2,658
3,713
1,810
6,003
1,017
14,445
10,636
3,808
21,194
3,512
2026.1/4
3,519
3,147
4,317
1,510
6,572
914
15,772
11,563
4,209
24,380
3,782
2/4
4,442
2,959
3,879
1,866
10,347
1,002
16,331
12,669
3,663
34,001
3,970
- 8
1,301
891
989
417
1,723
292
5,351
4,136
1,215
5,591
1,093
9
1,211
907
1,048
439
1,817
251
5,520
4,259
1,261
4,570
1,043
10
1,267
903
1,062
512
1,584
329
4,969
3,744
1,226
4,520
1,171
11
1,736
869
1,101
446
2,155
347
4,941
3,712
1,229
5,909
1,163
12
1,481
1,048
1,549
408
2,611
373
4,833
3,576
1,258
4,758
1,190
- 1
980
855
1,105
459
1,874
246
5,414
3,968
1,446
3,297
1,105
2
1,310
1,012
1,206
425
1,766
309
4,371
3,169
1,202
5,064
1,096
3
1,243
1,013
1,065
601
2,256
335
4,775
3,484
1,291
5,795
1,161
4
1,416
883
1,074
795
1,880
384
4,708
3,427
1,281
4,516
1,124
5
1,421
816
1,171
610
1,942
413
4,710
3,408
1,302
7,376
1,179
6
1,461
835
1,111
557
2,191
274
4,535
3,322
1,214
8,059
1,127
7
1,282
825
1,208
583
1,827
302
4,670
3,439
1,231
7,719
1,182
8
1,017
775
1,068
564
2,241
277
4,746
3,506
1,240
8,269
1,128
9
1,136
800
1,237
699
2,017
315
5,787
4,279
1,508
10,315
1,306
10
1,219
794
1,166
690
1,728
306
4,365
3,186
1,179
5,931
1,088
11
1,704
841
1,172
632
2,117
335
4,979
3,696
1,282
7,862
1,211
12
1,231
1,022
1,375
488
2,158
376
5,101
3,754
1,346
7,401
1,214
- 1
1,119
983
1,578
443
1,839
269
5,519
4,054
1,465
5,387
1,351
2
1,072
988
1,445
483
2,120
276
5,170
3,770
1,400
7,352
1,140
3
1,327
1,176
1,294
584
2,613
368
5,083
3,738
1,345
11,642
1,292
4
1,479
974
1,254
655
2,562
359
5,166
3,881
1,285
10,955
1,200
5
1,423
949
1,337
653
5,049
333
6,410
5,190
1,219
10,502
1,478
6
1,540
1,037
1,288
558
2,736
310
4,756
3,598
1,158
12,544
1,292
7p
1,338
1,030
1,329
533
2,368
289
4,818
3,641
1,176
10,134
1,186
8p
982
1,032
1,218
526
1,964
310
4,815
3,647
1,168
9,260
1,122
※ p는 잠정치임
- 취급상품범위별/상품군별 온라인쇼핑 거래액
- 전문몰 거래액
(단위: 억원)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2023
33,107
4,435
2,808
630,831
268,704
26,573
4,459
322,888
8,207
9,506
2024
42,596
5,263
2,740
721,994
305,519
30,407
4,916
371,614
9,537
7,526
2025
59,795
5,322
2,568
792,363
329,183
32,265
4,279
415,889
10,747
7,730
2023.3/4
8,993
1,148
684
168,091
73,394
7,426
1,174
83,726
2,370
2,402
4/4
10,499
1,111
662
167,425
71,784
7,285
1,301
84,762
2,294
2,477
2024.1/4
9,896
1,418
655
169,933
73,063
6,602
1,303
86,812
2,154
1,825
2/4
12,867
1,328
675
174,789
74,764
7,961
1,135
88,850
2,080
1,953
3/4
10,185
1,208
704
190,705
79,887
8,682
1,190
98,221
2,725
1,743
4/4
9,648
1,309
706
186,566
77,805
7,162
1,289
97,731
2,579
2,006
2025.1/4
8,754
1,412
629
188,194
79,173
6,303
1,129
99,288
2,303
1,815
2/4
14,584
1,285
652
191,529
78,810
7,865
1,082
101,480
2,291
1,909
3/4
20,758
1,258
671
204,287
84,722
9,253
1,152
105,920
3,239
1,951
4/4
15,698
1,367
617
208,353
86,478
8,845
917
109,201
2,914
2,055
2026.1/4
18,465
1,496
637
209,164
89,371
7,990
767
108,535
2,502
1,936
2/4
28,088
1,341
602
200,090
79,011
8,387
756
109,113
2,824
2,000
- 8
3,847
407
244
65,899
27,541
2,843
370
34,461
684
528
9
2,923
375
229
61,551
25,036
3,226
429
31,501
1,359
612
10
2,693
428
228
62,205
26,683
2,693
446
31,561
822
706
11
4,071
435
241
59,313
24,727
2,436
420
30,902
827
704
12
2,884
446
237
65,048
26,396
2,033
423
35,267
930
596
- 1
1,546
443
204
65,882
28,103
2,133
386
34,429
830
466
2
3,303
456
209
59,457
25,367
1,960
364
31,025
741
696
3
3,905
513
216
62,856
25,702
2,210
379
33,834
731
654
4
2,730
445
217
62,057
26,100
2,770
291
32,144
752
665
5
5,582
406
209
65,695
27,086
2,624
400
34,833
751
622
6
6,272
434
226
63,777
25,624
2,471
390
34,503
788
623
7
5,897
414
226
69,014
28,855
3,180
410
35,766
804
628
8
6,521
397
223
70,201
28,529
3,658
389
36,864
762
669
9
8,340
447
221
65,071
27,338
2,415
354
33,291
1,674
654
10
4,212
430
201
69,776
29,867
2,951
315
35,764
879
716
11
5,978
470
203
66,648
27,558
2,716
274
35,155
946
665
12
5,508
467
213
71,930
29,052
3,178
328
38,281
1,089
674
- 1
3,331
486
220
72,594
30,494
2,756
273
38,161
909
605
2
5,553
467
192
65,544
27,729
2,753
254
34,067
741
568
3
9,582
543
225
71,026
31,147
2,480
241
36,307
851
763
4
9,086
467
201
64,733
26,133
2,707
247
34,662
985
733
5
8,384
444
197
68,957
26,476
2,931
261
38,342
949
659
6
10,618
430
204
66,400
26,403
2,749
249
36,109
890
608
7p
8,313
428
207
73,987
30,586
3,310
233
38,939
918
550
8p
7,519
416
202
75,880
31,260
3,868
239
39,677
836
615
※ p는 잠정치임
- 운영형태별/상품군별 온라인쇼핑 거래액
- 온라인몰 거래액
(단위: 억원)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2023
1,872,770
255,135
68,798
130,989
55,349
27,394
10,023
17,371
373,461
132,189
2024
2,036,404
255,855
66,409
134,340
55,107
29,647
10,945
18,703
379,584
135,188
2025
2,125,260
256,321
64,842
131,600
59,880
30,731
11,171
19,560
380,375
132,108
2023.3/4
474,919
61,774
15,958
33,375
12,442
6,318
2,487
3,831
86,992
29,058
4/4
505,268
70,124
17,027
35,847
17,250
7,718
2,531
5,186
102,944
38,899
2024.1/4
501,183
67,198
20,045
31,999
15,154
7,907
3,117
4,790
90,134
31,719
2/4
510,008
64,207
16,849
36,312
11,047
6,703
2,356
4,347
98,088
34,670
3/4
499,454
61,600
13,877
32,818
14,905
6,831
2,696
4,135
85,355
28,054
4/4
525,760
62,849
15,638
33,210
14,002
8,206
2,776
5,430
106,006
40,745
2025.1/4
515,770
63,928
17,887
29,771
16,269
8,178
3,256
4,922
88,313
30,281
2/4
516,586
60,281
14,425
33,997
11,860
6,893
2,433
4,460
96,663
33,643
3/4
541,183
66,648
15,457
34,719
16,473
7,389
2,823
4,566
91,206
29,313
4/4
551,721
65,464
17,073
33,113
15,278
8,271
2,659
5,612
104,193
38,871
2026.1/4
550,048
67,514
19,894
30,070
17,550
8,238
3,041
5,198
92,770
30,178
2/4
562,432
69,521
16,369
37,263
15,889
6,968
2,307
4,661
103,176
33,087
- 8
165,944
19,348
4,579
10,664
4,105
2,332
965
1,367
27,473
8,692
9
164,646
19,894
4,497
9,606
5,791
2,187
812
1,375
27,838
9,051
10
168,635
19,802
4,401
10,250
5,150
2,395
813
1,582
33,326
12,600
11
177,896
22,945
6,001
12,384
4,560
2,716
909
1,807
37,348
15,023
12
179,228
20,103
5,236
10,576
4,291
3,095
1,054
2,041
35,332
13,122
- 1
174,085
20,241
5,673
9,854
4,714
2,506
1,045
1,461
28,208
9,475
2
165,984
23,160
6,149
9,728
7,283
2,680
1,029
1,651
28,244
9,564
3
175,701
20,527
6,065
10,189
4,273
2,992
1,182
1,810
31,861
11,242
4
170,492
19,150
4,958
9,976
4,216
2,498
833
1,665
32,870
11,376
5
175,440
21,004
4,943
11,823
4,238
2,302
868
1,433
32,638
11,224
6
170,654
20,127
4,524
12,198
3,405
2,093
731
1,362
31,155
11,043
7
181,868
23,290
4,867
13,497
4,926
2,401
934
1,467
31,478
10,538
8
175,483
20,726
4,956
10,627
5,144
2,421
1,003
1,417
28,053
8,089
9
183,833
22,633
5,634
10,595
6,404
2,567
886
1,681
31,675
10,685
10
176,919
20,327
4,801
10,316
5,210
2,256
735
1,521
33,423
12,462
11
186,110
23,368
6,409
11,893
5,066
2,746
875
1,870
36,389
14,457
12
188,692
21,769
5,863
10,904
5,002
3,270
1,049
2,220
34,381
11,953
- 1
185,778
22,350
7,044
10,369
4,937
2,696
1,003
1,692
30,376
9,506
2
172,103
20,227
6,255
9,290
4,682
2,442
891
1,552
28,152
9,036
3
192,168
24,936
6,594
10,411
7,930
3,100
1,147
1,954
34,242
11,637
4
181,413
20,282
5,288
10,596
4,397
2,511
796
1,715
34,520
11,287
5
193,398
22,854
5,329
12,760
4,765
2,213
763
1,450
36,608
11,143
6
187,620
26,385
5,752
13,906
6,727
2,244
748
1,496
32,048
10,657
7p
193,267
25,044
5,462
14,132
5,450
2,505
990
1,515
30,580
8,782
8p
187,577
22,619
4,911
10,718
6,990
2,579
1,062
1,517
27,553
7,221
※ p는 잠정치임
- 운영형태별/상품군별 온라인쇼핑 거래액
- 온라인몰 거래액
(단위: 억원)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2023
20,678
15,867
24,175
50,253
80,220
50,080
342,702
250,030
92,672
248,528
157,510
2024
19,495
14,555
22,711
48,796
88,607
50,233
414,130
299,662
114,468
275,771
174,585
2025
18,957
11,791
23,076
47,373
94,780
52,290
461,140
331,267
129,873
290,448
183,556
2023.3/4
4,624
3,972
5,716
12,616
19,324
11,681
93,495
67,439
26,056
62,366
39,799
4/4
5,583
3,774
6,229
13,388
21,401
13,671
91,217
65,947
25,269
66,629
42,162
2024.1/4
4,488
4,026
5,522
10,283
21,879
12,217
102,001
72,410
29,591
67,508
41,864
2/4
5,386
3,640
5,954
13,655
21,872
12,911
100,440
73,328
27,111
68,852
43,789
3/4
4,292
3,437
5,172
11,899
21,030
11,471
106,167
77,145
29,022
68,591
44,223
4/4
5,330
3,452
6,062
12,958
23,826
13,634
105,523
76,779
28,744
70,820
44,709
2025.1/4
4,154
3,276
5,364
9,764
23,209
12,265
112,556
79,528
33,028
69,532
43,042
2/4
5,336
2,865
5,657
12,676
23,318
13,167
110,808
80,438
30,370
72,228
46,033
3/4
4,460
2,832
5,708
12,567
23,568
12,759
122,245
88,101
34,144
74,949
47,872
4/4
5,008
2,818
6,348
12,366
24,684
14,099
115,532
83,201
32,331
73,739
46,609
2026.1/4
4,232
3,067
6,187
9,950
25,679
13,476
125,389
88,733
36,656
74,046
46,386
2/4
5,369
2,854
5,855
12,906
28,649
14,457
126,562
91,914
34,648
77,794
49,924
- 8
1,281
1,118
1,639
3,851
7,073
3,819
35,563
26,110
9,453
23,114
14,903
9
1,341
1,160
1,576
3,947
6,964
3,799
37,031
26,231
10,800
21,881
14,062
10
1,622
1,141
1,808
4,589
7,364
4,204
34,665
25,388
9,278
23,394
14,870
11
1,999
1,199
2,047
4,589
8,100
4,390
35,102
25,731
9,371
23,828
15,030
12
1,709
1,112
2,207
3,781
8,363
5,040
35,756
25,661
10,095
23,599
14,808
- 1
1,174
1,064
1,693
3,059
7,883
3,859
40,951
27,865
13,086
21,933
13,626
2
1,276
1,112
1,808
2,969
7,534
3,981
34,209
24,614
9,595
22,886
14,000
3
1,704
1,101
1,862
3,735
7,792
4,425
37,396
27,049
10,347
24,713
15,416
4
1,745
1,004
1,908
4,290
7,904
4,643
36,807
26,687
10,120
23,723
15,088
5
1,768
959
1,877
4,337
7,975
4,498
37,402
27,103
10,299
24,125
15,365
6
1,823
901
1,872
4,049
7,439
4,027
36,600
26,649
9,951
24,380
15,579
7
1,622
927
1,989
4,343
7,771
4,288
38,712
28,399
10,314
25,310
16,277
8
1,334
914
1,720
3,910
7,979
4,107
38,596
28,212
10,385
24,541
15,596
9
1,505
991
1,998
4,314
7,819
4,364
44,937
31,491
13,446
25,098
15,998
10
1,588
933
2,030
4,257
7,832
4,322
36,924
26,649
10,275
23,846
15,110
11
1,790
936
1,994
4,295
8,399
4,517
38,799
28,134
10,666
25,032
15,791
12
1,629
948
2,323
3,815
8,453
5,260
39,808
28,418
11,390
24,861
15,708
- 1
1,290
1,001
2,260
3,280
8,772
4,267
43,157
30,548
12,609
24,123
15,062
2
1,200
999
1,835
2,861
8,073
4,148
40,721
27,962
12,758
22,595
14,061
3
1,742
1,067
2,093
3,809
8,834
5,061
41,512
30,223
11,289
27,327
17,263
4
1,780
984
1,968
4,281
9,191
5,029
41,013
29,758
11,255
25,798
16,469
5
1,830
962
2,034
4,468
11,273
4,897
43,747
32,043
11,703
25,988
16,755
6
1,759
907
1,853
4,157
8,184
4,530
41,802
30,112
11,690
26,009
16,699
7p
1,646
915
1,945
4,107
8,531
4,653
43,947
31,634
12,313
26,389
17,210
8p
1,375
943
1,778
3,807
7,921
4,507
44,810
32,087
12,724
25,758
16,537
※ p는 잠정치임
- 운영형태별/상품군별 온라인쇼핑 거래액
- 온라인몰 거래액
(단위: 억원)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2023
19,186
47,117
24,716
593,239
150,761
19,196
97,088
308,077
18,117
32,310
2024
22,828
51,497
26,860
656,135
167,736
21,839
86,258
353,895
26,406
25,282
2025
26,597
51,770
28,525
681,077
177,800
23,274
62,580
396,322
21,102
25,167
2023.3/4
4,835
11,442
6,290
155,948
41,722
4,966
23,972
80,036
5,251
8,026
4/4
5,380
12,510
6,577
158,054
39,908
5,119
27,125
80,669
5,232
8,582
2024.1/4
5,524
13,650
6,470
160,347
40,011
4,628
27,736
82,754
5,218
6,088
2/4
5,754
12,697
6,611
165,277
41,277
5,937
28,012
84,446
5,604
6,441
3/4
5,556
12,077
6,734
164,892
44,144
6,115
14,726
93,657
6,251
6,019
4/4
5,994
13,073
7,045
165,620
42,304
5,160
15,784
93,038
9,334
6,735
2025.1/4
6,045
13,598
6,848
167,227
42,639
4,734
15,756
94,856
9,243
6,035
2/4
6,570
12,594
7,031
163,235
41,964
5,855
14,136
96,859
4,420
6,478
3/4
7,097
12,632
7,349
172,765
46,192
6,635
15,077
100,963
3,899
5,981
4/4
6,885
12,946
7,298
177,850
47,004
6,050
17,611
103,644
3,540
6,672
2026.1/4
6,996
13,430
7,234
175,235
46,150
5,479
17,199
103,401
3,006
6,857
2/4
7,644
12,833
7,394
171,474
41,181
6,080
16,377
104,292
3,544
6,937
- 8
1,858
4,064
2,289
56,262
15,278
1,863
4,362
32,901
1,858
1,852
9
1,790
3,863
2,165
53,659
13,647
2,428
5,119
29,924
2,542
2,157
10
1,856
4,342
2,325
52,859
13,970
1,955
4,557
30,068
2,309
2,194
11
1,991
4,479
2,327
53,702
13,775
1,840
5,374
29,354
3,359
2,256
12
2,147
4,251
2,393
59,059
14,559
1,364
5,853
33,616
3,666
2,285
- 1
1,834
4,167
2,306
58,298
14,818
1,579
5,844
32,873
3,184
1,946
2
1,977
4,733
2,175
52,875
13,627
1,450
5,061
29,667
3,071
1,931
3
2,233
4,698
2,366
56,054
14,194
1,705
4,851
32,316
2,988
2,158
4
2,138
4,205
2,292
53,359
13,661
2,125
4,449
30,747
2,378
2,085
5
2,289
4,124
2,347
55,712
14,453
1,899
5,118
33,250
993
2,257
6
2,143
4,266
2,392
54,163
13,850
1,832
4,570
32,862
1,049
2,137
7
2,368
4,207
2,457
58,653
15,900
2,454
5,111
34,147
1,042
2,025
8
2,306
4,192
2,448
59,237
15,834
2,535
4,743
35,130
995
1,909
9
2,422
4,233
2,444
54,875
14,458
1,646
5,223
31,686
1,862
2,048
10
2,275
4,068
2,393
58,131
15,504
2,025
5,552
33,994
1,058
2,011
11
2,328
4,501
2,411
57,419
15,361
1,886
5,612
33,302
1,258
2,357
12
2,283
4,377
2,493
62,299
16,140
2,140
6,447
36,348
1,224
2,303
- 1
2,144
4,433
2,484
60,791
15,660
2,026
5,609
36,419
1,077
2,284
2
2,060
4,288
2,187
55,854
14,414
1,880
6,215
32,441
905
2,111
3
2,793
4,708
2,563
58,590
16,076
1,573
5,375
34,540
1,024
2,462
4
2,642
4,274
2,412
54,759
13,282
2,017
5,323
32,965
1,172
2,532
5
2,438
4,308
2,486
59,752
13,913
1,996
5,928
36,678
1,237
2,236
6
2,563
4,251
2,495
56,963
13,986
2,066
5,126
34,649
1,135
2,169
7p
2,467
4,153
2,560
62,484
16,235
2,255
5,392
37,412
1,191
2,317
8p
2,491
4,149
2,581
62,354
15,970
2,106
5,176
38,042
1,061
1,904
※ p는 잠정치임
- 운영형태별/상품군별 온라인쇼핑 거래액
- 온･오프라인병행몰 거래액
(단위: 억원)
합계
가 전
도 서
패 션
컴퓨터
및
주변기기
가전⋅전자
통신기기
서적
사무⋅문구
의복
2023
549,298
48,909
18,280
25,047
5,582
16,681
14,655
2,026
183,923
84,898
2024
587,852
53,423
18,452
29,463
5,509
16,951
15,118
1,833
197,080
94,130
2025
624,181
59,169
20,426
31,821
6,923
16,754
14,778
1,976
202,685
96,272
2023.3/4
133,057
11,112
4,036
6,046
1,030
4,057
3,643
414
41,701
17,383
4/4
148,921
13,583
4,376
6,632
2,575
3,987
3,474
513
54,460
27,852
2024.1/4
143,465
13,563
5,892
6,557
1,114
4,585
4,100
485
45,975
20,844
2/4
146,738
11,857
3,874
7,246
737
3,785
3,385
401
49,676
23,402
3/4
143,694
14,245
4,206
7,733
2,306
4,290
3,845
445
44,116
19,272
4/4
153,955
13,759
4,479
7,927
1,352
4,291
3,789
502
57,312
30,613
2025.1/4
145,327
14,762
6,151
7,375
1,237
4,729
4,213
516
47,200
20,922
2/4
151,858
13,352
4,329
8,197
826
3,673
3,222
451
51,449
24,284
3/4
158,418
15,359
4,764
8,335
2,260
4,387
3,906
481
44,772
19,700
4/4
168,579
15,697
5,182
7,915
2,599
3,965
3,437
527
59,264
31,367
2026.1/4
171,238
18,143
7,684
7,194
3,264
4,826
4,356
471
51,675
23,101
2/4
173,836
18,679
5,059
8,434
5,186
3,693
3,263
430
56,495
26,633
- 8
47,429
4,090
1,365
2,465
260
1,343
1,181
162
13,833
5,696
9
47,841
5,424
1,309
2,503
1,612
1,411
1,269
142
14,851
6,537
10
50,563
4,677
1,362
2,602
713
1,433
1,269
164
17,719
9,314
11
51,129
4,537
1,382
2,813
342
1,315
1,168
147
19,355
10,657
12
52,263
4,545
1,735
2,513
297
1,544
1,352
191
20,238
10,642
- 1
47,808
4,478
1,835
2,293
350
1,421
1,269
152
14,869
6,798
2
47,482
5,523
2,324
2,597
602
1,450
1,268
182
15,078
6,284
3
50,037
4,760
1,992
2,484
284
1,858
1,676
182
17,253
7,840
4
48,932
4,635
1,652
2,688
295
1,353
1,184
169
17,111
8,038
5
51,360
4,301
1,304
2,712
285
1,218
1,079
140
16,754
7,871
6
51,566
4,415
1,372
2,797
246
1,102
960
142
17,584
8,375
7
52,058
5,279
1,614
3,198
467
1,533
1,369
164
15,389
7,071
8
50,231
4,390
1,465
2,629
296
1,348
1,202
145
13,865
5,785
9
56,128
5,689
1,684
2,508
1,497
1,506
1,335
172
15,518
6,844
10
54,318
5,086
1,489
2,455
1,142
1,117
954
163
18,573
9,599
11
57,540
5,538
1,676
2,948
914
1,255
1,084
170
21,160
11,754
12
56,722
5,073
2,017
2,512
543
1,593
1,399
194
19,532
10,014
- 1
55,217
5,631
2,484
2,342
805
1,533
1,376
157
17,464
7,870
2
52,755
5,385
2,156
2,294
934
1,390
1,244
146
15,624
6,657
3
63,267
7,127
3,044
2,558
1,525
1,903
1,736
167
18,587
8,574
4
58,272
5,852
1,850
2,694
1,308
1,327
1,162
164
18,887
9,100
5
56,723
6,047
1,485
2,882
1,680
1,211
1,084
126
18,746
8,717
6
58,840
6,780
1,725
2,858
2,197
1,156
1,017
140
18,862
8,815
7p
57,808
6,854
1,823
3,067
1,964
1,471
1,331
141
16,956
7,659
8p
54,541
5,150
1,603
2,655
892
1,324
1,188
136
14,691
6,042
※ p는 잠정치임
- 운영형태별/상품군별 온라인쇼핑 거래액
- 온･오프라인병행몰 거래액
(단위: 억원)
패 션
식 품
생 활
신발
가방
패션용품
및
액세서리
스포츠
⋅
레저용품
화장품
아동
⋅
유아용품
음⋅식료품
농축수산물
생활용품
2023
19,023
14,014
14,965
8,273
39,571
3,179
69,009
52,241
16,768
54,017
17,558
2024
18,989
12,982
18,177
8,458
41,652
2,692
63,508
48,392
15,115
60,121
17,240
2025
17,868
12,628
20,923
8,775
43,705
2,515
65,396
49,144
16,252
73,053
17,137
2023.3/4
4,179
3,524
3,846
1,854
10,252
663
15,922
12,100
3,822
14,182
4,396
4/4
5,168
3,248
4,153
2,544
10,725
769
14,525
11,314
3,211
15,794
4,655
2024.1/4
4,424
3,520
4,062
2,008
10,445
674
16,193
12,025
4,168
14,489
4,285
2/4
4,867
3,276
4,485
2,335
10,601
710
15,119
11,679
3,440
17,240
4,197
3/4
4,448
3,127
4,738
1,776
10,132
623
16,923
12,936
3,987
14,383
4,346
4/4
5,249
3,059
4,892
2,340
10,474
684
15,273
11,752
3,520
14,009
4,412
2025.1/4
4,142
3,191
4,990
1,906
11,351
699
16,625
12,263
4,362
12,452
4,228
2/4
4,971
3,121
4,868
2,302
11,226
676
15,540
11,776
3,764
17,910
4,272
3/4
4,014
3,046
5,230
1,953
10,291
539
17,289
12,921
4,368
23,672
4,375
4/4
4,741
3,269
5,835
2,614
10,837
601
15,942
12,184
3,758
19,019
4,261
2026.1/4
4,097
3,650
6,053
1,953
12,258
564
16,306
12,230
4,076
21,932
4,422
2/4
5,111
3,421
5,610
2,236
12,940
544
12,783
10,418
2,365
30,895
4,430
- 8
1,484
1,009
1,522
529
3,386
206
5,734
4,428
1,305
5,247
1,475
9
1,431
994
1,542
613
3,535
199
6,038
4,499
1,539
4,255
1,368
10
1,514
1,006
1,505
881
3,285
214
5,128
3,982
1,146
4,313
1,481
11
1,982
907
1,446
782
3,377
204
4,928
3,790
1,138
5,524
1,407
12
1,754
1,146
1,942
676
3,812
266
5,216
3,980
1,236
4,173
1,524
- 1
1,160
956
1,565
534
3,661
196
6,376
4,523
1,852
2,939
1,465
2
1,515
1,088
1,748
565
3,643
234
4,963
3,787
1,176
4,452
1,340
3
1,467
1,147
1,677
806
4,047
269
5,286
3,953
1,333
5,061
1,423
4
1,659
1,083
1,531
859
3,677
265
5,265
3,989
1,276
3,897
1,344
5
1,692
1,026
1,697
762
3,488
218
5,343
4,054
1,289
6,579
1,446
6
1,621
1,012
1,640
682
4,061
193
4,931
3,732
1,199
7,435
1,482
7
1,475
1,030
1,779
675
3,174
185
5,257
3,998
1,259
6,945
1,494
8
1,211
1,007
1,640
593
3,457
173
5,347
4,050
1,297
7,341
1,350
9
1,328
1,009
1,812
685
3,660
181
6,685
4,873
1,812
9,385
1,531
10
1,410
987
2,126
906
3,353
191
5,068
3,888
1,179
5,190
1,344
11
1,921
1,022
1,742
925
3,605
191
5,344
4,084
1,259
7,082
1,436
12
1,410
1,260
1,966
784
3,879
219
5,531
4,212
1,319
6,746
1,481
- 1
1,310
1,200
2,265
632
4,014
173
5,838
4,384
1,454
4,804
1,601
2
1,251
1,148
1,967
579
3,855
169
5,613
4,059
1,554
6,610
1,283
3
1,537
1,302
1,822
742
4,389
221
4,855
3,787
1,068
10,519
1,538
4
1,743
1,121
1,782
815
4,114
213
4,782
3,835
947
9,965
1,430
5
1,661
1,104
1,954
777
4,358
174
4,082
3,338
744
9,433
1,504
6
1,706
1,196
1,875
644
4,468
158
3,918
3,244
674
11,498
1,496
7p
1,527
1,214
1,915
610
3,870
161
4,025
3,320
704
9,303
1,491
8p
1,120
1,139
1,739
564
3,940
146
4,102
3,343
758
8,301
1,363
※ p는 잠정치임
- 운영형태별/상품군별 온라인쇼핑 거래액
- 온･오프라인병행몰 거래액
(단위: 억원)
생 활
서비스
기 타
자동차
및
자동차용품
가구
애완용품
여행
및
교통서비스
문화
및
레저서비스
이쿠폰
서비스
음식서비스
기타서비스
2023
28,879
6,404
1,177
173,572
143,159
10,873
334
15,645
3,560
3,187
2024
35,368
6,446
1,066
192,811
161,155
10,268
255
18,119
3,014
3,958
2025
49,435
5,433
1,049
203,154
169,109
10,388
235
19,568
3,854
3,971
2023.3/4
7,924
1,588
274
45,338
37,459
3,003
96
3,885
895
746
4/4
9,160
1,706
272
45,593
37,722
2,747
89
4,250
785
980
2024.1/4
8,162
1,780
262
47,672
40,218
2,476
66
4,193
719
988
2/4
11,159
1,610
274
48,041
40,193
2,510
67
4,500
771
1,020
3/4
8,344
1,425
267
48,788
40,334
2,941
65
4,662
786
949
4/4
7,704
1,630
263
48,310
40,410
2,340
57
4,764
738
1,001
2025.1/4
6,457
1,533
234
48,662
41,339
1,996
59
4,432
836
897
2/4
12,092
1,320
226
48,942
41,074
2,324
58
4,622
865
992
3/4
17,802
1,231
264
51,974
43,006
2,952
64
4,957
995
966
4/4
13,084
1,348
325
53,576
43,690
3,117
54
5,557
1,158
1,117
2026.1/4
15,378
1,811
321
57,371
48,048
2,838
49
5,134
1,301
985
2/4
24,541
1,609
314
50,220
41,726
2,560
53
4,821
1,060
1,070
- 8
3,197
482
93
16,873
13,890
1,096
20
1,595
272
309
9
2,328
474
85
15,537
12,745
898
19
1,608
267
326
10
2,165
577
89
16,937
14,290
837
17
1,521
272
358
11
3,487
541
88
15,118
12,608
703
19
1,573
216
352
12
2,051
512
86
16,256
13,513
801
21
1,671
251
291
- 1
911
485
77
17,483
14,924
736
19
1,556
248
241
2
2,527
506
80
15,728
13,387
644
17
1,358
322
288
3
3,018
542
78
15,451
13,027
616
23
1,518
266
368
4
1,974
501
77
16,289
13,819
750
17
1,397
305
382
5
4,642
416
75
16,858
14,125
826
21
1,584
302
306
6
5,477
403
74
15,795
13,130
747
20
1,641
257
304
7
4,956
416
79
17,344
14,584
846
22
1,619
273
311
8
5,538
379
74
17,608
14,322
1,233
24
1,734
295
332
9
7,308
436
110
17,022
14,100
873
18
1,605
427
323
10
3,303
437
107
18,859
15,653
1,010
17
1,771
407
425
11
5,075
461
110
16,815
13,653
935
15
1,852
359
346
12
4,707
451
108
17,902
14,383
1,172
21
1,934
392
345
- 1
2,494
600
109
19,649
16,500
865
17
1,742
524
298
2
4,654
574
99
17,862
14,852
973
17
1,626
395
272
3
8,230
637
114
19,860
16,696
1,000
15
1,766
383
415
4
7,841
586
109
17,098
14,231
771
14
1,697
385
361
5
7,318
510
101
16,826
13,774
1,021
19
1,664
349
379
6
9,383
514
105
16,296
13,722
768
20
1,460
326
330
7p
7,207
496
109
18,855
15,841
1,162
19
1,527
307
343
8p
6,350
483
104
20,655
16,814
1,878
34
1,635
294
319
※ p는 잠정치임
부록
온라인쇼핑동향조사 개요
□ 온라인쇼핑동향조사
- 조사목적
○ 온라인쇼핑몰을 통한 전자상거래 동향을 분석하여 정부의 정책 수립, 기업의 경영 계획 수립, 연구소 및 각종 협회 등에 필요한 자료 제공
<온라인쇼핑몰 정의>
컴퓨터, 정보통신 설비 등을 이용하여 재화 및 용역을 거래할 수 있도록 설정된 가상의 영업장(가상의 상점)을 “몰”이라고 지칭하며(전자상거래 표준약관 제2조 1호), 국가데이터처에서는 기업 ·소비자 간(B2C) 거래를 주로 하는 몰을 별도로 “온라인쇼핑몰”이라 정의
- 조사연혁
연 월
주요 내용
2001년 3월
∙ 전자상거래통계조사 결과 공표(2001.1.~ 매월)
2008년 5월
∙ 전자상거래통계조사 조사방법 변경(전수 → 표본)
∙ 전자상거래통계조사 공표주기 변경(월 → 분기)
2013년 4월
∙ 모바일 거래액 공표
․ 2013년에 모바일 거래액 총액 공표
․ 2014년부터 상품군별 모바일 거래액 공표
2014년 4월
∙ 온라인쇼핑동향조사로 명칭 변경
2015년 5월
∙ 온라인쇼핑동향 공표주기 변경(분기 → 월)
2016년 5월
∙ 온라인 해외 직접판매 및 구매 통계 공표(분기)
․ 2014년 1분기 자료부터 제공
2018년 3월
∙ 모집단 정비 및 표본개편 등 실시
․ 2017년 전후 시계열단절 발생
2023년 3월
∙ 모집단 정비 및 표본개편 등 실시
- 조사대상(금융업 제외)
○ 온라인쇼핑동향조사(월): 약 1,100개 온라인쇼핑 운영업체
- 인터넷상에서 거래를 주로 하고 주문 및 결제 기능이 있는 온라인쇼핑 운영업체
- 분류체계
가. 취급상품 범위에 따른 분류
-
종합몰: 각종 상품군의 카테고리를 다양하게 구성하여 여러 종류의 상품을 구매할 수 있는 온라인쇼핑몰
-
전문몰: 하나 혹은 주된 특정 카테고리의 상품군만을 구성하여 운영하는 온라인쇼핑몰
나. 운영형태에 따른 분류
-
온라인몰: 쇼핑몰을 운영하는 사업체에서 컴퓨터 및 네트워크 기반을 통해서만 상품 및 서비스를 최종소비자에게 판매하는 온라인 쇼핑몰
-
온·오프라인병행몰: 쇼핑몰을 운영하는 사업체에서 온라인을 통한 상거래뿐만 아니라 기존의 상거래방식(오프라인매장, 온라인 이외의 영업형태)을 병행하여 최종소비자에게 판매하는 쇼핑몰
다. 상품군별 분류
상품분류
조 사 범 위
컴퓨터 및 주변기기
PC, 노트북, 프린터, 스피커, CD 형태 등 유형의 소프트웨어 등
가전·전자
TV, 냉장고, 세탁기, 디지털카메라 등
통신기기
휴대폰, 휴대폰 주변기기, 유무선 전화기, 무전기 등
서적
각종 도서(전자책은 콘텐츠에 해당하여 조사에서 제외)
사무·문구
사무용품, 문구류, 다이어리/앨범, 종이류/복사지, 필기구 등
의복
의복류(남성복, 여성복, 스포츠웨어, 아동‧유아복 등)
신발
신발(구두, 운동화, 샌들, 실내화, 아동화 등)
가방
가방(핸드백, 가방, 여행용 등)
패션용품 및 액세서리
모자, 장갑, 스카프, 시계, 금반지, 각종 액세서리 등
스포츠·레저용품
운동용품, 레저용품, 등산화, 등산배낭 등
화장품
화장품, 향수, 화장 관련 소품 등
아동·유아용품
기저귀, 유모차, 그네, 아기침대, 보행기, 카시트, 인형, 완구 등
음·식료품
공산품류(커피, 음료, 생수, 설탕, 식용유, 분유 등), 김치, 장류 및 장아찌류 등
농축수산물
곡물, 육류, 어류, 채소, 과실, 신선식품류 등
생활용품
주방용품, 침구, 비누, 샴푸, 세제, 화장지, 꽃, 화분 등
자동차 및 자동차용품
자동차, 오토바이, 튜닝/선팅용품, 내비게이션, 블랙박스, 엔진오일, 워셔액 등 자동차 관련 용품
가구
가구(장롱, 화장대, 신발장, 책상, 의자 등)
애완용품
애완용품(사료, 장난감, 장신구 등)
여행 및 교통서비스
항공권, 교통티켓(버스, 기차), 렌터카, 숙박시설 등
문화 및 레저서비스
영화, 공연 등의 예약서비스
이쿠폰서비스
해당 금액에 상응하는 서비스나 상품을 제공받을 수 있는 상품권
음식서비스
온라인 주문 후 조리되어 배달되는 음식(피자, 치킨 등 배달서비스)
기타서비스
인화 등 주문제작, 이사, 청소 등 용역서비스, 각종 렌탈서비스
기타
문화상품권, 의료기구(안마의자 제외), 골동품, 종교용품, 성인용품, 음반·비디오·악기 등
※ 조사제외: 콘텐츠(음원, 이모티콘, 전자책 등)에 해당하는 무형의 상품은 제외
- 조사시기
가. 조사기준일: 조사대상월 말일
나. 조사대상기간: 조사대상월 1일 ~ 말일
다. 조사실시기간: 조사대상월 익월 1일 ~ 20일
- 조사방법 및 체계
가. 조사방법: 인터넷조사(CASI), 모바일조사(SASI), 컴퓨터를 이용한 전화조사(CATI) 등 다양한 스마트조사 방식과 조사담당자가 사업체를 방문하여 응답자를 면접하는 조사방식을 병행
나. 조사체계: 조사대상처 → 스마트조사센터, 지방데이터청·사무소(현장조사, 조사자료 입력) → 국가데이터처 서비스업동향과(자료집계, 분석 및 공표)
- 조사항목
○ 조사항목: 상품군별 온라인쇼핑 거래액, 상품군별 모바일쇼핑 거래액, 해외 상품 거래내역 등
- 표본설계 방법
가. 모집단: 인터넷상에서 거래를 하는 온라인쇼핑 운영업체
※ 모집단의 특성과 표본조사의 효율성을 고려하여, 연간거래액이 80백만원 이상인 온라인쇼핑 운영업체를 조사모집단으로 선정
나. 표본의 구성
-
종합몰: 절사법(연간거래액 일정규모 이상)
-
전문몰: 응용절사법
-
전수층: 대표상품군별 연간거래액 일정 규모 이상
-
표본층: 대표상품군별 거래액 기준으로 내림차순 정렬하여 표본 크기만큼 층화계통추출
출처
문의처
담당부서
국가데이터처