→ This article is part of a series on starting a business in Korea, focusing on business ideas and practical strategies (Part 3)
■ The Easiest Way for Beginners to Start
→ Trade may look complicated, but the structure itself is simple
→ It can be broadly divided into two methods
- B2B (business-to-business transactions focused on supply and delivery)
- B2C (online sales that individuals can also start)
👉 The most realistic method for beginners
→ Selling Korean products online in your local market
→ Or starting by selling products from your home country in Korea is the most stable approach
●●🟧 How to sell Korean products online
in your home country
●🟦✓ For beginners, using local online marketplaces may be more advantageous than using global platforms
▶ Global platforms such as Amazon and Shopee
→ They offer well-established shipping systems and a large user base
→ They are also very useful for researching pricing and market response
→ However, competition is extremely intense, making it difficult for beginners to enter
→ Fees and advertising costs also tend to be high
▶ On the other hand, local online marketplaces
→ Usually have lower competition because there are fewer outside sellers
→ Are relatively easy to enter at the beginning, and sellers can often establish themselves quickly
→ Can be more favorable for building a profit structure due to lower advertising costs
💊 Core strategy
→ Conduct market research and testing on Amazon and Shopee
→ Carry out actual sales through local online marketplaces, which is the most realistic approach
▶ Training covers the entire process of online sales, including product selection, price structure analysis, product page creation, shipping and packaging, video production and editing, social media use, AI tools, ad operations, refund and claim management, taxes, and customs clearance
→ By combining Korean business practices
with the cultural characteristics of your home country,
you can create a more effective sales strategy
💊 However, most training is conducted in Korean,
and typically requires a training period of 1–3 months, so it is important to plan ahead
●🟦✓ Actual execution order
→ The most realistic way to proceed with online sales is as follows
1️⃣ Select the market you want to target
2️⃣ Choose the product
3️⃣ Calculate the price structure
4️⃣ Run a small-scale test (about 5–20 units)
5️⃣ Finalize the sales channel
6️⃣ Expand after analyzing the results
▶ Customs clearance, tariffs, and tax structure (VAT) are very important factors,
so it is necessary to calculate the approximate cost structure in advance
▶ Preparation for packaging methods and the shipping process is necessary
▶ Initial small-quantity shipping may have a high unit cost,
but it is important to set the actual selling price based on future bulk shipping
▶ Since losses may occur due to refunds and returns during large-scale sales,
it is necessary to design the price structure by accounting for a certain level of loss (about 10–15%)
▶ Brand building is also an important factor, and it is advantageous to use a name that is easy to pronounce and remember
When selling Korean products, using an element such as “K” can also be an effective approach
●🟦✓ Precautions for Online Sales
▶ Since exchange rate fluctuations can affect your profit structure,
a basic understanding of exchange rates is important
▶ It is important to review each platform’s policies
(refunds, shipping, penalties, etc.) in advance
▶ The main reasons people stop running online stores are
refunds, advertising costs, and inventory issues
▶ To reduce refunds, it is helpful to choose products with low return rates
and write product detail pages as clearly and specifically as possible
▶ Products with low refund rates include household goods
(bathroom items, storage items, laundry items, etc.),
consumables (detergent, cotton pads, herbal tea, etc.),
functional products (cleaning tools, kitchen items, massagers, etc.),
and products for seniors and people with disabilities,
where the purpose of purchase is clear and less affected by size or personal preference
→ In addition, stationery, office supplies, car accessories, pet supplies, and sports goods are also categories with low refund rates
▶ Products with high refund rates include items such as sneakers, clothing, and accessories, which are heavily influenced by size, design, and personal preference
→ In addition, color cosmetics, perfumes and air fresheners, electronics, and furniture
often generate more refunds and claims due to differences between the actual product and images, as well as differences in usage environments
▶ In the case of food and children’s products
Some food items such as ramen, snacks, dry foods, and sealed products,
as well as baby household goods, educational products, safety products, and baby consumables, are relatively stable categories
→ On the other hand, other products
are more likely to result in claims and refunds depending on taste, quality, and shipping condition,
making them more difficult for beginners to handle
▶ Advertising is one of the areas where beginners make the most mistakes
Effective advertising requires sufficient testing and analysis,
and results can vary significantly even with the same budget
→ In particular, the influence of video-based advertising has increased significantly, and creating video content is becoming essential
→ On platforms such as TikTok and Instagram,
video content often leads directly to sales
▶ Inventory issues frequently occur with products that have expiration dates, trend-driven products, and products where competition increases rapidly
→ Therefore, inventory requires careful calculation and conservative management
●●🟧 Practical Sales Strategies by Country of Origin (For Beginners)
→ Even for the same product, demand and sales methods vary significantly depending on the country of origin
→ In particular, trade (B2B) results can vary greatly depending on connections and business partners,
so for beginners, starting with online sales (B2C) is more practical
●🟦✓ Southeast Asia
▶ Good product categories for beginners
→ From your home country to Korea (B2B, supply)
Raw materials such as green coffee beans, cashews, coconut oil, spices, and dried fruit
→ Korean products in your home country (B2C, online sales)
Household goods, kitchen items, small electronics, and K-beauty products
▶ Product categories with higher difficulty
→ From your home country to Korea (B2B standard)
Seafood, frozen foods, processed foods, etc. (customs clearance and logistics issues)
→ Online sales in your home country from Korea (B2C standard)
Clothing, electronics, etc. (refund and competition issues)
▶ Realistic approach
→ For raw materials such as cashews, coffee, and dried fruit,
the most practical approach is to supply them to Korean food companies through a B2B structure
→ Product quality is important,
but being able to meet Korean market price levels is even more important
→ Due to the nature of raw materials, quality variations often occur depending on production timing, lot, and supply structure,
so it is important to build a supply system that can maintain consistent quality
▶ Online sales (B2C)
→ Korean cosmetics, K-beauty products, and household goods
have steady demand in the Southeast Asian market
→ In particular, sheet masks, cotton pads, cleansing products, and beauty kits
are good categories for beginners to start with
→ By using platforms such as Shopee, TikTok Shop, and Lazada,
individuals can start selling relatively easily
→ In Indonesia, local platforms such as Tokopedia are also widely used,
and in some countries, SNS-based commerce such as Facebook Marketplace is also active
→ However, simple listing alone is not enough to generate sales,
and in the Southeast Asian market, promotion through video content is essential
→ Combining Korean imagery with locally styled, attention-grabbing videos
can increase trust and conversion rates
▶ Online sales in Korea through Coupang, Naver, etc.
(targeting people from your home country living in Korea)
→ In Korea, there are residents from many Southeast Asian countries,
including the Philippines, Vietnam, Thailand, Indonesia, Cambodia, Myanmar, and Laos
→ Products targeting these groups
have steady demand, and some items are often sold at relatively higher prices
💊 There is no need to limit yourself only to products from your home country; by viewing Southeast Asia as one market
and considering that consumers also purchase products from other Southeast Asian countries,
the most stable approach is to start with commonly used products from your home country and then expand gradually
→ Foods from your home country (spices, sauces, ramen, dry foods, etc.)
can be sold steadily to people from your home country living in Korea,
and there is also some demand from Korean consumers
→ In addition, snacks, drinks, household goods (shampoo, soap, toothpaste, etc.),
cooking items, and religion-related foods (such as halal products)
also have steady demand because people continue to look for products they used in their home country
→ In the beginning, the most practical approach
is to start with products that are easy to distribute and store,
such as spices, sauces, ramen, and snacks
📌Conclusion
▶ Korean products → Online sales in Southeast Asia (B2C centered)
→ Examples:
Cosmetics: Innisfree skincare, Laneige moisturizing cream, COSRX skincare, sheet masks, cleansing foam, sunscreen, KAHI Multi Balm, etc.
Beauty products: Hair treatments, hair dye, beauty consumables
Household goods: Kitchen items, storage items, bathroom items
Food: Korean ramen, convenience foods, drinks
→ Marketing using SNS, video content, and influencers
has a major impact on sales in the Southeast Asian market
▶ Raw materials from your home country → Supply to Korea (B2B centered)
▶ Food from your home country → Online sales in Korea (expand after small-scale testing)
●🟦✓ South Asia
(India, Sri Lanka, Pakistan, Bangladesh, Nepal)
▶ Product categories suitable for beginners
→ From your home country to Korea (B2B, supply)
Raw materials such as spices, tea, rice, nuts, and textile materials
→ From Korea to your home country (B2C, online sales)
Cosmetics, household goods, beauty consumables, and K-beauty products
▶ Product categories with higher difficulty
→ From your home country to Korea (B2B standard)
Seafood, processed foods, etc. (hygiene and customs issues)
→ From Korea to your home country (B2C, online sales)
Clothing, electronics, etc. (quality variation and refund issues)
▶ Realistic approach
→ South Asia is a market where price competitiveness is extremely important,
so the key is not simply whether the product is good, but whether it can match Korean market prices
→ Raw materials such as spices (black pepper, cumin, turmeric, cinnamon, cardamom, chili powder, garam masala, etc.), tea (black tea, green tea, chai, herbal tea, etc.), and nuts (cashews, almonds, pistachios, peanuts, etc.)
are most effectively supplied to Korean food companies through a B2B structure
→ It is important to clearly classify product grades (high, medium, low), match Korean market prices,
and build a supply system that can maintain consistent quality
▶ Online sales of Korean products in your home country
(Korea → your home country, B2C)
→ Korean cosmetics, K-beauty products, and household goods
have steady demand in the South Asian market
→ Platforms such as Amazon, Flipkart, and Daraz can be used,
and in some countries, SNS-based sales through Facebook and Instagram are also active
→ In particular, videos filmed in Korea
and content that highlights the products as Korean help build trust
→ Content tailored to local languages and styles is especially important,
and in South Asia, emphasizing expressive demonstrations and real usage scenes is effective
→ At the same time, using content that makes it appear as if the product is being sold in Korea
can increase trust and lead to higher conversion rates
●🟦✓ China
Incheon Chinatown in Korea, a representative area connected to Chinese trade, product sourcing, and distribution, reflecting the real flow of Korea–China commerce.
ⓒ Korea Tourism Organization Photo Korea – Incheon Chinatown – Shin Hye-seong
▶ Market characteristics
→ China has strong demand for Korean products,
→ and at the same time, there is also strong demand in Korea for affordable Chinese products
→ Korean distributors often
visit the Yiwu Market in China,
purchase products directly,
and sell them in Korea
→ Competition within China is extremely intense,
and domestic economic conditions and the job market are not very strong
→ As a result, when entering overseas markets,
China can actually offer higher chances of success
▶ Price structure
→ For Chinese products,
the “Yiwu Market price”
→ should be used as the baseline,
and the most practical approach is to focus on price competitiveness by comparing it with online selling prices in Korea
→ More important than simply whether a product is good
is “how much it costs to source and how much it can be sold for”
→ Even beginners can generate profits in this market
by understanding the shipping structure and profit margins
▶ Product categories suitable for beginners
→ From China to Korea (B2C / import)
Household goods (kitchen items, storage items, bathroom items), packaging materials, components, small electronics, accessories
→ From Korea to China (B2C / online sales)
Cosmetics, K-beauty products, beauty consumables, household goods
▶ Product categories with higher difficulty
→ Electronic components, industrial parts, machinery, OEM/ODM mass-produced products
→ These categories require quality control, contracts, volume, and capital,
so they have high entry barriers for beginners
▶ Realistic approach
① China → Korea (sales structure)
→ Chinese products should be approached
with a focus on price competitiveness
→ The most practical approach is to sell them
on Korean platforms such as Coupang, Naver, and Gmarket
→ Since many sellers offer the same products,
it is important to differentiate through product pages, videos, and reviews
② Korea → China (sales structure)
→ China is a market centered on domestic platforms
(Douyin, Xiaohongshu, Taobao, Tmall, etc.)
→ In particular, video-based sales (live commerce) are key
→ The combination of “videos filmed in Korea + Korean products”
plays a crucial role in building trust
▶ Strategy for entering the Yiwu Market in Zhejiang Province
→ The Yiwu Market offers many opportunities,
but it can be challenging even for Chinese sellers at first
→ In the beginning, rather than working alone,
it is safer to work with someone who has experience
→ Securing good products
and reliable suppliers in the Yiwu Market
is a critical factor, comparable to completing half of the business
→ However, long-term profitability requires building the full structure,
including pricing, logistics, sales channels, and marketing
💊 The Yiwu Market in Zhejiang Province, China
▶ is one of the leading wholesale markets used as a reference by online sellers worldwide
→ Especially when selling price-competitive products,
the Yiwu Market serves as an important benchmark
→ Household goods, general merchandise, and novelty items
can be produced and sourced at relatively low cost,
making the structure accessible for beginners
→ However, not all products are suitable,
and items requiring precision parts or advanced technology are limited
→ In addition, for first-time transactions,
there are many factors to manage, such as quality, pricing, contracts, and logistics,
so thorough research and a cautious approach are necessary
▶ By accurately researching prices in the Yiwu Market,
you can conduct precise market analysis
simply by comparing them with Coupang prices in Korea and calculating shipping, tariffs, taxes, and fees
→ If you can source high-quality products at competitive prices from the Yiwu Market,
you can establish your position in the online market relatively quickly
▶ Various wholesale markets beyond the Yiwu Market
(household goods, general merchandise)
Guangzhou (clothing, shoes, bags), Shenzhen (electronics, parts, machinery),
1688 (a Chinese wholesale platform for household goods, general merchandise, and components), and other supply channels exist
→ It is important to choose the right sourcing method depending on the product category
📌 Conclusion
▶ Both China’s domestic online market and global e-commerce platforms are highly competitive
→ Starting a business overseas provides a much higher chance of success
and allows you to maximize China’s advantages
→ One effective approach is to sell Chinese products (household goods, small home appliances, etc.)
on Korean platforms such as Coupang, Naver, and Gmarket
→ Another effective approach is to sell Korean cosmetics, small home appliances, food, baby products, fashion and beauty items, and health care products
in the Chinese online market
→ Examples:
Cosmetics: TIRTIR cushion, VT CICA mask, COSRX skincare, KAHI Multi Balm, etc.
Beauty devices: medicube beauty device
Small home appliances: Cuckoo rice cooker
Food: Korean ramen, red ginseng products
Baby products: diapers, baby household products
▶ Market characteristics
→ Japan has steady demand for Korean products,
→ and at the same time, Korea also has strong demand for Japanese products
→ Korea and Japan are markets with mutual interest and consumption,
making two-way (B2C) online sales possible
→ However, the Japanese market has high consumer standards,
and expectations for quality, service, and shipping are quite strict
→ Therefore, entering the market can be difficult at first,
but once trust is established, stable sales are possible
▶ Pricing and market structure
→ In Japan, more than simple price competition,
quality, brand, and trust are key factors
→ Rather than low-priced products,
a structure of “value for money + quality + reviews” is important
→ Product pages, reviews, and shipping speed
have a strong influence on purchasing decisions
▶ Product categories suitable for beginners
→ From Japan to Korea (B2C / import)
Household goods, stationery, snacks, Japanese-style novelty products
→ From Korea to Japan (B2C / online sales)
Cosmetics, sheet masks, household goods, beauty consumables,
nail and eyelash kits, K-food
▶ Product categories with higher difficulty
→ Electronics, precision parts, machinery
→ Artisan products, luxury consumer goods, alcoholic beverages
→ These categories have high entry barriers for beginners
because certification, quality standards, and brand trust are important
▶ Realistic approach
① Korea → Japan (sales structure)
→ For Korean products, online sales (B2C) in Japan are the most practical approach
→ It is effective to use major Japanese platforms
such as Amazon Japan, Rakuten, and Yahoo Shopping
→ In particular, reviews, product pages, and customer service are very important,
and a trust-based sales structure must be built
② Japan → Korea (sales structure)
→ For Japanese products,
a practical approach is to import small quantities first
and test-sell them in Korea
→ Emphasizing Japan’s unique quality and design elements
can help create differentiation
→ In particular, stationery, household goods (knives, lunch boxes, kitchen items, bathroom items, etc.),
matcha snacks, beauty products, and novelty items
have steady demand
▶ Characteristics of the Japanese market (important)
→ Japan is a conservative market for new sellers,
and it may take time to see initial sales results
→ However, once trust is established,
it becomes a stable market with a high repurchase rate
→ In addition, in the Japanese market,
brand image and trust are more important than price
📌 Conclusion
▶ Korean cosmetics, household goods, beauty consumables → Online sales in Japan
→ Examples: TIRTIR cushion, VT CICA products, COSRX skincare,
ANUA toner and ampoule, medicube functional ampoule, etc.
→ Products with many reviews
gain strong trust from Japanese consumers
▶ Japanese stationery, household goods, novelty products → Online sales in Korea
→ Japan and Korea are markets where two-way B2C sales are possible,
but the entry barriers and standards are relatively high
→ It may take time to establish a presence,
but once a trust-based network is built through contacts, partners, and business relationships,
it is a market where stable profits can be expected
■ Frequently Asked Questions
Q. What should people from Southeast Asia be careful about?
→ Since prices, consumer behavior, and platform structures vary by country, using a single approach can lead to failure. It is important to consider factors such as logistics, customs clearance, VAT, and quality variation together
Q. If I receive a startup visa, can I sell on Coupang in Korea?
→ After receiving the visa and meeting the basic requirements, such as obtaining a Foreigner Registration Card and opening a bank account, you can sell on online platforms like Coupang and Naver. In general, you can operate under the same structure as Korean sellers
Q. How much capital is needed to start an online store?
→ In the beginning, it is possible to start with a small amount of less than 5 million KRW. It is important to test with small quantities (about 5 to 20 units) to evaluate market response and refine your sales strategy→ During the testing stage, it is practical to handle packaging and shipping yourself. In the early stages, even if costs are higher, using EMS or similar services is a realistic option
→ If you are preparing to start a business in Korea,
you need to understand the startup visa (D-8)
→ For more detailed information,
please refer to the startup visa guide
→ Also, when deciding which type of business to pursue,
please refer to the business idea guide
→ In the next article,
the structure of online business and trade will be explained with a focus on markets in Europe, the Middle East, Africa, and Latin America
→ North America (the United States) and the Russia/CIS market
will also be covered separately afterward
👉 If you need consultation on a startup visa,
feel free to contact us by email (info@bridgeplankorea.com) or leave a comment.