Deliver Korea's annual reverse direct purchase transaction volume reached 57.7 billion won last year, a 16.5% increase year-on-year.

Deliver Korea announced that its annual GMV for direct purchases in 2025 reached 57.7 billion won, a 16.5% increase from the previous year.

According to the National Data Agency, domestic online overseas direct sales last year reached 3.0234 trillion won, a 16.4% increase from the previous year. Growth was driven by Hallyu-based products such as K-food, K-beauty, and K-pop, with demand for Korean products steadily increasing in the US and China.

Looking at Deliver Korea's sales by category, fashion (clothing, shoes, jewelry, and bags) led the way at 36.7%, followed by K-pop (albums, merchandise, and photocards) at 34.5%. This was followed by toys and books at 10.0%, beauty at 7.3%, and home, kitchen, and living at 6.3%. Clothing was the top-selling single product, accounting for 32.2%.

The United States ranked first in terms of sales by country, with K-pop-related products accounting for 41.5% of total sales, followed by fashion (34.3%) and toys and books (8.5%). The United Kingdom ranked second, with fashion accounting for 44.5%, followed by K-pop (36.6%) and toys and books (8.5%). Australia ranked third, with fashion accounting for 49.0%, K-pop (26.5%), and beauty (8.4%).

Kim Jong-ik, CEO of Deliver Korea, said, “A characteristic of this is that preferred product groups differ significantly by country,” and added, “Based on platform data, we will strengthen our support for reverse direct purchasing tailored to each country and category, thereby helping Korean companies compete in the global market.”

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