통계청, 2024년 5월 온라인쇼핑동향

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온라인쇼핑동향 부 보도자료 보도시점 2024. 7. 1.(월) 12:00 배포 2024. 7. 1.(월) 08:30 2024년 5월 온라인쇼핑동향 담당 부서 경제동향통계심의관 책임자 과 장 정은정 (042-481-2585) 서비스업동향과 담당자 사무관 김경나 (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 통계청 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 □ 2024년 5월 온라인쇼핑 동향(요약) ······································· 2 □ 2024년 5월 온라인쇼핑 동향 ·················································· 3 1. 개 요 ···················································································· 3 2. 상품군별 거래액 ····································································· 4 3. 취급상품범위별 및 운영형태별 거래액 ··························· 9 □ 통계표 ·························································································· 11 1. 상품군별 온라인쇼핑 거래액 ··········································· 12 2. 상품군별 모바일쇼핑 거래액 ············································ 18 3. 취급상품범위별 및 운영형태별 온라인쇼핑 거래액 ·· 24 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 ············· 26 5. 운영형태별/상품군별 온라인쇼핑 거래액 ····················· 32 ◇ 부 록 ◎ 온라인쇼핑동향조사 개요 ······················································· 38 - 1 - - 2 - 2024년 5월 온라인쇼핑 동향 (요약) □ (총 거래액) 20조 8,652억원으로 전년동월대비 7.7%(1조 4,879억원) 증가 ◦ (상품군별) 음 식료품(16.1%), 여행 및 교통서비스(11.7%), 자동차 및 자동차용품(75.0%) 등의 영향으로 증가 - 상품군별 거래액 구성비는 음 식료품(13.9%, 2조 8,989억원), 여행 및 교통 서비스(11.4%, 2조 3,720억원), 음식서비스(11.3%, 2조 3,592억원) 순으로 높음 ◦ (취급상품범위별) 종합몰의 거래액은 12조 8,870억원, 전문몰의 거래액은 7조 9,782억원으로 전년동월대비 7.5%, 8.0% 각각 증가 ◦(운영형태별) 온라인몰의 거래액은 15조 8,661억원으로 전년동월대비 8.0% 증가하고, 온․오프라인병행몰의 거래액은 4조 9,991억원으로 전년동월대비 6.8% 증가 □ (모바일 거래액) 15조 5,144억원으로 전년동월대비 7.8%(1조 1,258억원) 증가 ◦ 총 거래액 중 모바일 거래액 비중* 은 74.4%로 전년동월대비 0.1%p 증가 * 음식서비스(98.7%), 애완용품(83.1%), 아동·유아용품(82.7%) 순 참고 < 소매판매액 중 온라인쇼핑 거래액 비중 > (경상금액, 억원, %) 2023년 2024년 연간 5월 3월 4월p 5월p ◦소매판매액(A) 6,397,192 547,543 543,017 526,491 545,397 ◦온라인쇼핑 거래액 2,288,607 193,773 204,299 198,070 208,652 - 온라인쇼핑 상품 거래액(B)1) 1,627,028 137,633 147,343 141,428 146,810 ◦비 중(B/A) 25.4 25.1 27.1 26.9 26.9 1) 「여행 및 교통서비스, 문화 및 레저서비스, 이쿠폰서비스, 음식서비스, 기타서비스 거래액」 제외 - 3 - 2024년 5월 온라인쇼핑 동향 1. 개 요 □ 2024년 5월 온라인쇼핑 거래액은 20조 8,652억원으로 전년동월대비 7.7% 증가했으며, 온라인쇼핑 중 모바일쇼핑 거래액은 15조 5,144억원으로 7.8% 증가 ○ 전월대비 온라인쇼핑 거래액은 5.3%, 모바일쇼핑 거래액은 4.8% 각각 증가 ○ 온라인쇼핑 거래액 중 모바일쇼핑 거래액 비중은 74.4%로 전년동월(74.3%)에 비해 0.1%p 증가 < 온라인쇼핑 거래액 동향 > (억원, %, %p) 2023년 2024년 전월대비 전년동월대비 연간 5월 4월p 5월p 증감액 증감률(차) 증감액 증감률(차) ◦ 총 거래액(A) 2,288,607 193,773 198,070 208,652 10,582 5.3 14,879 7.7 모바일 거래액(B) 1,690,320 143,886 148,051 155,144 7,094 4.8 11,258 7.8 비 중(B/A) 73.9 74.3 74.7 74.4 - -0.3 - 0.1 < 온라인쇼핑 거래액 동향 > - 4 - 2. 상품군별 거래액 □ 상품군별 온라인쇼핑 거래액 ○ 상품군별 온라인쇼핑 거래액은 전년동월대비 의복(-4.7%) 등에서 감소 했으나, 음 식료품(16.1%), 여행 및 교통서비스(11.7%), 자동차 및 자동차용품 (75.0%) 등에서 증가 - 전월대비로는 의복(-5.7%) 등에서 감소했으나, 여행 및 교통서비스 (13.5%), 자동차 및 자동차용품(57.2%) 등에서 증가 ○ 상품군별 거래액 구성비는 음 식료품(13.9%), 여행 및 교통서비스 (11.4%), 음식서비스(11.3%) 순으로 높음 < 상품군별 온라인쇼핑 거래액(전년동월비) 증감 > - 5 - < 상품군별 온라인쇼핑 거래액 > (억원, %) 2023년 2024년 전월대비 전년동월대비 구성비 연간 5월 4월p 5월p 증감액 증감률 증감액 증감률 ◦ 합 계 2,288,607 193,773 198,070 208,652 10,582 5.3 14,879 7.7 100.0 - 가 전 299,879 25,137 23,594 24,764 1,170 5.0 -373 -1.5 11.9 ․컴퓨터 및 주변기기 87,094 7,119 6,893 6,944 50 0.7 -175 -2.5 3.3 ․가전·전자 151,848 13,897 12,699 13,901 1,202 9.5 4 0.0 6.7 ․통신기기 60,937 4,122 4,003 3,920 -83 -2.1 -202 -4.9 1.9 - 도 서 43,455 3,366 3,610 3,505 -105 -2.9 139 4.1 1.7 ․서적 24,284 1,902 1,926 1,930 4 0.2 27 1.4 0.9 ․사무·문구 19,171 1,463 1,684 1,575 -109 -6.5 112 7.6 0.8 - 패 션 552,110 49,070 48,740 48,475 -265 -0.5 -595 -1.2 23.2 ․의복 214,781 18,911 19,105 18,013 -1,091 -5.7 -898 -4.7 8.6 ․신발 39,567 3,718 3,354 3,600 246 7.3 -118 -3.2 1.7 ․가방 28,389 2,486 2,209 2,233 24 1.1 -253 -10.2 1.1 ․패션용품 및 액세서리 38,785 3,329 3,411 3,586 175 5.1 257 7.7 1.7 ․스포츠·레저용품 59,435 5,679 5,342 5,499 156 2.9 -180 -3.2 2.6 ․화장품 118,721 10,219 10,578 10,856 278 2.6 637 6.2 5.2 ․아동·유아용품 52,432 4,727 4,741 4,688 -53 -1.1 -39 -0.8 2.2 - 식 품 406,904 33,314 37,664 39,416 1,752 4.7 6,102 18.3 18.9 ․음·식료품 298,415 24,975 27,740 28,989 1,250 4.5 4,014 16.1 13.9 ․농축수산물 108,489 8,340 9,925 10,427 503 5.1 2,088 25.0 5.0 - 생 활 296,302 24,328 25,763 28,628 2,865 11.1 4,300 17.7 13.7 ․생활용품 173,058 14,746 15,308 16,029 721 4.7 1,283 8.7 7.7 ․자동차 및 자동차용품 44,746 3,076 3,425 5,383 1,958 57.2 2,307 75.0 2.6 ․가구 53,363 4,401 4,844 4,958 114 2.4 557 12.7 2.4 ․애완용품 25,134 2,105 2,186 2,258 72 3.3 153 7.2 1.1 - 서비스 661,579 56,139 56,642 61,842 5,200 9.2 5,702 10.2 29.6 ․여행 및 교통서비스 241,373 21,239 20,894 23,720 2,826 13.5 2,481 11.7 11.4 ․문화 및 레저서비스 29,791 2,624 2,614 2,437 -177 -6.8 -187 -7.1 1.2 ․이쿠폰서비스 100,649 8,499 8,674 9,678 1,004 11.6 1,179 13.9 4.6 ․음식서비스 264,012 21,813 22,102 23,592 1,489 6.7 1,779 8.2 11.3 ․기타서비스 25,754 1,966 2,359 2,415 57 2.4 449 22.9 1.2 - 기 타 28,378 2,417 2,057 2,022 -35 -1.7 -396 -16.4 1.0 - 6 - □ 상품군별 모바일쇼핑 거래액 ○ 상품군별 모바일쇼핑 거래액은 전년동월대비 의복(-4.5%) 등에서 감소 했으나, 음 식료품(20.0%), 음식서비스(8.6%), 여행 및 교통서비스(12.3%) 등에서 증가 - 전월대비로는 의복(-6.1%) 등에서 감소했으나, 여행 및 교통서비스(11.2%), 음식서비스(6.8%) 등에서 증가 ○ 상품군별 거래액 구성비는 음식서비스(15.0%), 음 식료품(14.4%) 여행 및 교통서비스(10.2%) 순으로 높음 < 상품군별 모바일쇼핑 거래액(전년동월비) 증감 > - 7 - < 상품군별 모바일쇼핑 거래액 > (억원, %) 2023년 2024년 전월대비 전년동월대비 구성비 연간 5월 4월p 5월p 증감액 증감률 증감액 증감률 ◦ 합 계 1,690,320 143,886 148,051 155,144 7,094 4.8 11,258 7.8 100.0 - 가 전 192,007 16,203 15,203 16,167 964 6.3 -35 -0.2 10.4 ․컴퓨터 및 주변기기 43,831 3,701 3,463 3,635 173 5.0 -66 -1.8 2.3 ․가전·전자 103,191 9,415 8,814 9,663 849 9.6 247 2.6 6.2 ․통신기기 44,986 3,086 2,926 2,870 -57 -1.9 -216 -7.0 1.8 - 도 서 24,170 1,808 2,077 1,984 -93 -4.5 176 9.7 1.3 ․서적 12,393 893 1,017 976 -41 -4.0 83 9.3 0.6 ․사무·문구 11,777 915 1,060 1,007 -52 -4.9 92 10.1 0.6 - 패 션 415,638 37,012 37,283 37,197 -86 -0.2 186 0.5 24.0 ․의복 160,723 14,345 14,587 13,700 -888 -6.1 -645 -4.5 8.8 ․신발 27,186 2,560 2,359 2,461 101 4.3 -99 -3.9 1.6 ․가방 20,443 1,798 1,603 1,622 19 1.2 -176 -9.8 1.0 ․패션용품 및 액세서리 30,024 2,562 2,549 2,669 120 4.7 107 4.2 1.7 ․스포츠·레저용품 42,833 4,153 3,971 4,099 128 3.2 -53 -1.3 2.6 ․화장품 91,592 7,680 8,356 8,771 415 5.0 1,092 14.2 5.7 ․아동·유아용품 42,836 3,915 3,858 3,877 18 0.5 -39 -1.0 2.5 - 식 품 303,319 24,813 28,887 30,192 1,305 4.5 5,379 21.7 19.5 ․음·식료품 222,683 18,578 21,357 22,298 940 4.4 3,719 20.0 14.4 ․농축수산물 80,636 6,235 7,530 7,895 365 4.8 1,660 26.6 5.1 - 생 활 208,653 17,673 18,619 19,467 848 4.6 1,794 10.2 12.5 ․생활용품 131,561 11,225 11,814 12,461 647 5.5 1,236 11.0 8.0 ․자동차 및 자동차용품 17,094 1,472 1,421 1,552 131 9.2 80 5.4 1.0 ․가구 39,413 3,254 3,569 3,577 7 0.2 323 9.9 2.3 ․애완용품 20,585 1,722 1,815 1,877 63 3.5 156 9.0 1.2 - 서비스 528,189 44,761 44,710 48,860 4,151 9.3 4,100 9.2 31.5 ․여행 및 교통서비스 161,305 14,045 14,180 15,768 1,587 11.2 1,723 12.3 10.2 ․문화 및 레저서비스 17,315 1,497 1,432 1,402 -30 -2.1 -95 -6.4 0.9 ․이쿠폰서비스 77,246 6,678 6,070 7,064 994 16.4 386 5.8 4.6 ․음식서비스 259,610 21,439 21,795 23,278 1,483 6.8 1,839 8.6 15.0 ․기타서비스 12,714 1,101 1,233 1,348 115 9.3 247 22.4 0.9 - 기 타 18,344 1,617 1,272 1,276 5 0.4 -341 -21.1 0.8 - 8 - □ 상품군별 모바일쇼핑 거래액 비중 ○ 상품군별 온라인쇼핑 거래액 중 모바일쇼핑 거래액 비중은 음식서비스 (98.7%), 애완용품(83.1%), 아동·유아용품(82.7%) 순으로 높음 - 전년동월대비 자동차 및 자동차용품(-19.1%p) 등에서 감소했으나, 화장품 (5.6%p), 서적(3.7%p) 등에서 증가 - 전월대비로는 이쿠폰서비스(3.0%p) 등에서 증가했으나, 자동차 및 자동차용품 (-12.7%p), 서적(-2.2%p) 등에서 감소 < 상품군별 온라인쇼핑 거래액 중 모바일쇼핑 거래액 비중 > (%, %p) 2023년 2024년 증 감 연간 5월 4월p 5월p 전월차 전년동월차 ◦ 합 계 73.9 74.3 74.7 74.4 -0.3 0.1 - 가 전 64.0 64.5 64.4 65.3 0.9 0.8 ․컴퓨터 및 주변기기 50.3 52.0 50.2 52.4 2.2 0.4 ․가전·전자 68.0 67.8 69.4 69.5 0.1 1.7 ․통신기기 73.8 74.9 73.1 73.2 0.1 -1.7 - 도 서 55.6 53.7 57.5 56.6 -0.9 2.9 ․서적 51.0 46.9 52.8 50.6 -2.2 3.7 ․사무·문구 61.4 62.5 62.9 64.0 1.1 1.5 - 패 션 75.3 75.4 76.5 76.7 0.2 1.3 ․의복 74.8 75.9 76.4 76.1 -0.3 0.2 ․신발 68.7 68.9 70.3 68.4 -1.9 -0.5 ․가방 72.0 72.3 72.5 72.6 0.1 0.3 ․패션용품 및 액세서리 77.4 76.9 74.7 74.4 -0.3 -2.5 ․스포츠·레저용품 72.1 73.1 74.3 74.5 0.2 1.4 ․화장품 77.1 75.2 79.0 80.8 1.8 5.6 ․아동·유아용품 81.7 82.8 81.4 82.7 1.3 -0.1 - 식 품 74.5 74.5 76.7 76.6 -0.1 2.1 ․음·식료품 74.6 74.4 77.0 76.9 -0.1 2.5 ․농축수산물 74.3 74.8 75.9 75.7 -0.2 0.9 - 생 활 70.4 72.6 72.3 68.0 -4.3 -4.6 ․생활용품 76.0 76.1 77.2 77.7 0.5 1.6 ․자동차 및 자동차용품 38.2 47.9 41.5 28.8 -12.7 -19.1 ․가구 73.9 73.9 73.7 72.1 -1.6 -1.8 ․애완용품 81.9 81.8 83.0 83.1 0.1 1.3 - 서비스 79.8 79.7 78.9 79.0 0.1 -0.7 ․여행 및 교통서비스 66.8 66.1 67.9 66.5 -1.4 0.4 ․문화 및 레저서비스 58.1 57.1 54.8 57.5 2.7 0.4 ․이쿠폰서비스 76.7 78.6 70.0 73.0 3.0 -5.6 ․음식서비스 98.3 98.3 98.6 98.7 0.1 0.4 ․기타서비스 49.4 56.0 52.3 55.8 3.5 -0.2 - 기 타 64.6 66.9 61.8 63.1 1.3 -3.8 - 9 - 3. 취급상품범위별 및 운영형태별 거래액 ○ 온라인쇼핑 취급상품범위별 거래액은 전년동월대비 종합몰은 7.5% 증가한 12조 8,870억원을, 전문몰은 8.0% 증가한 7조 9,782억원을 기록 - 전월대비 종합몰은 3.6%, 전문몰은 8.2% 각각 증가 ○ 온라인쇼핑 운영형태별 거래액은 전년동월대비 온라인몰은 8.0% 증가한 15조 8,661억원을, 온·오프라인병행몰은 6.8% 증가한 4조 9,991억원을 기록 - 전월대비 온라인몰은 4.2%, 온·오프라인병행몰은 9.2% 각각 증가 < 취급상품범위별 및 운영형태별 거래액 동향 > (억원, %) 2023년 2024년 전월대비 전년동월대비 연간 5월 4월p 5월p 증감액 증감률 증감액 증감률 ◦ 총 거래액 2,288,607 193,773 198,070 208,652 10,582 5.3 14,879 7.7 취급상품 범위별 종합몰1) 1,409,580 119,923 124,348 128,870 4,522 3.6 8,947 7.5 비 중 61.6 61.9 62.8 61.8 -- -- 전문몰2) 879,027 73,850 73,722 79,782 6,060 8.2 5,932 8.0 비 중 38.4 38.1 37.2 38.2 -- -- 운 영 형태별 온라인몰3) 1,747,319 146,945 152,292 158,661 6,369 4.2 11,716 8.0 비 중 76.3 75.8 76.9 76.0 -- -- 온·오프라인 병행몰4) 541,289 46,828 45,779 49,991 4,212 9.2 3,163 6.8 비 중 23.7 24.2 23.1 24.0 -- -- 1) 인터넷상에서 취급하는 상품군이 다양하게 구성되어 여러 종류의 상품을 일괄 구매할 수 있는 온라인쇼핑몰 2) 인터넷상에서 하나의 상품군 또는 주된 상품군만을 구성하여 판매하는 온라인쇼핑몰 3) 컴퓨터 및 네트워크 기반(온라인)을 통해서만 상품 및 서비스를 최종소비자에게 판매하는 온라인쇼핑몰 4) 온라인 뿐만 아니라 기존의 상거래방식(오프라인)을 병행하여 상품 및 서비스를 최종소비자에게 판매 - 10 - 참고 < 소매판매액 중 온라인쇼핑 거래액 비중 > (경상금액, 억원, %) 소매판매액(A) 온라인쇼핑 거래액 온라인쇼핑 상품 거래액(B)1) 비중(B/A) 2021 5,923,782 1,902,231 1,454,955 24.6 2022 6,255,518 2,111,236 1,552,633 24.8 2023 6,397,192 2,288,607 1,627,028 25.4 2021.2/4 1,472,853 462,484 355,273 24.1 3/4 1,495,492 473,872 355,108 23.7 4/4 1,570,695 520,323 397,578 25.3 2022.1/4 1,483,468 504,567 380,170 25.6 2/4 1,573,292 519,010 381,851 24.3 3/4 1,582,960 529,774 382,001 24.1 4/4 1,615,798 557,886 408,610 25.3 2023.1/4 1,553,057 539,233 388,618 25.0 2/4 1,600,698 559,051 397,583 24.8 3/4 1,588,107 573,187 398,519 25.1 4/4 1,655,330 617,136 442,308 26.7 2024.1/4 1,565,250 597,294 423,648 27.1 2022. 5 538,965 177,841 130,769 24.3 6 517,668 171,867 125,283 24.2 7 521,490 174,480 123,998 23.8 8 525,058 181,199 130,718 24.9 9 536,412 174,094 127,285 23.7 10 539,885 180,924 132,720 24.6 11 533,539 185,881 137,561 25.8 12 542,374 191,081 138,330 25.5 2023. 1 526,938 180,929 129,060 24.5 2 482,736 170,910 122,163 25.3 3 543,384 187,394 137,396 25.3 4 522,198 179,138 127,952 24.5 5 547,543 193,773 137,633 25.1 6 530,957 186,140 131,998 24.9 7 517,037 189,443 131,656 25.5 8 519,804 191,922 132,192 25.4 9 551,267 191,822 134,670 24.4 10 542,265 201,547 144,378 26.6 11 554,239 210,054 153,796 27.7 12 558,826 205,535 144,134 25.8 2024. 1 519,531 202,350 143,013 27.5 2 502,702 190,646 133,293 26.5 3 543,017 204,299 147,343 27.1 4p 526,491 198,070 141,428 26.9 5p 545,397 208,652 146,810 26.9 1) 「여행 및 교통서비스, 문화 및 레저서비스, 이쿠폰서비스, 음식서비스, 기타서비스 거래액」 제외 - 11 - 통 계 표 1. 상품군별 온라인쇼핑 거래액 ·················································· 12 2. 상품군별 모바일쇼핑 거래액 ·················································· 18 3. 취급상품범위별 및 운영형태별 온라인쇼핑 거래액 ············ 24 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 ···················· 26 5. 운영형태별/상품군별 온라인쇼핑 거래액 ······························· 32 - 12 - 1-1. 상품군별 온라인쇼핑 거래액 (단위: 억원) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2021 1,902,231 302,111 95,171 155,070 51,871 41,817 26,075 15,742 500,548 173,739 2022 2,111,236 300,669 91,314 152,022 57,333 43,519 25,704 17,815 528,462 200,770 2023 2,288,607 299,879 87,094 151,848 60,937 43,455 24,284 19,171 552,110 214,781 2021.2/4 462,484 69,780 21,250 38,647 9,883 9,211 5,609 3,602 127,055 42,598 3/4 473,872 74,122 22,616 39,342 12,165 9,898 6,484 3,414 116,221 37,406 4/4 520,323 83,070 25,233 40,460 17,376 11,308 6,488 4,820 145,274 57,222 2022.1/4 504,567 78,074 26,964 37,710 13,400 11,892 7,593 4,299 120,705 43,148 2/4 519,010 70,443 20,895 38,766 10,781 9,933 5,879 4,054 136,417 51,565 3/4 529,774 72,952 21,099 37,193 14,660 10,396 6,332 4,064 123,631 44,517 4/4 557,886 79,200 22,355 38,353 18,492 11,298 5,900 5,399 147,709 61,539 2023.1/4 539,233 75,583 25,415 34,022 16,147 11,823 6,908 4,915 128,058 49,003 2/4 559,051 70,589 20,323 38,779 11,486 9,868 5,436 4,432 140,148 53,906 3/4 573,187 71,561 19,994 38,090 13,477 10,225 6,015 4,209 127,295 46,092 4/4 617,136 82,147 21,362 40,958 19,827 11,540 5,924 5,615 156,609 65,779 2024.1/4 597,294 78,443 25,641 36,664 16,139 12,319 7,111 5,208 131,761 49,471 2022. 5 177,841 24,509 7,344 13,423 3,743 3,307 1,999 1,308 46,942 17,485 6 171,867 23,219 6,381 13,318 3,520 3,071 1,778 1,293 43,829 16,394 7 174,480 24,732 6,991 13,929 3,813 3,413 2,119 1,294 41,548 15,201 8 181,199 25,175 7,260 12,456 5,459 3,571 2,192 1,379 39,524 13,202 9 174,094 23,045 6,848 10,808 5,389 3,413 2,022 1,391 42,558 16,115 10 180,924 27,459 6,718 12,181 8,561 3,262 1,719 1,543 47,820 20,128 11 185,881 26,634 8,010 13,437 5,187 3,743 1,988 1,755 49,459 20,878 12 191,081 25,108 7,628 12,735 4,745 4,294 2,193 2,101 50,429 20,533 2023. 1 180,929 24,590 7,866 11,745 4,979 3,669 2,151 1,518 39,995 14,771 2 170,910 26,490 8,893 11,070 6,527 3,780 2,166 1,615 39,662 14,801 3 187,394 24,503 8,655 11,207 4,641 4,373 2,591 1,782 48,401 19,431 4 179,138 21,871 6,788 11,227 3,856 3,416 1,838 1,579 46,320 17,858 5 193,773 25,137 7,119 13,897 4,122 3,366 1,902 1,463 49,070 18,911 6 186,140 23,580 6,417 13,655 3,509 3,086 1,696 1,390 44,758 17,137 7 189,443 24,831 6,766 14,222 3,843 3,452 2,088 1,365 43,724 16,253 8 191,922 25,290 6,772 12,672 5,845 3,496 2,060 1,436 40,813 13,855 9 191,822 21,440 6,456 11,195 3,789 3,277 1,868 1,409 42,758 15,984 10 201,547 28,233 6,378 12,582 9,272 3,236 1,662 1,574 51,134 21,554 11 210,054 28,833 7,579 15,428 5,825 3,857 1,945 1,912 55,038 23,996 12 205,535 25,081 7,405 12,947 4,729 4,447 2,318 2,130 50,438 20,229 2024. 1 202,350 28,191 8,886 12,662 6,643 4,072 2,328 1,745 42,360 15,272 2 190,646 25,518 8,431 11,978 5,110 3,710 2,099 1,612 41,405 15,470 3 204,299 24,734 8,324 12,024 4,385 4,536 2,684 1,852 47,995 18,728 4p 198,070 23,594 6,893 12,699 4,003 3,610 1,926 1,684 48,740 19,105 5p 208,652 24,764 6,944 13,901 3,920 3,505 1,930 1,575 48,475 18,013 ※ p는 잠정치임 - 13 - 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 2021 34,165 23,748 33,198 57,515 128,772 49,410 312,476 229,142 83,334 262,668 153,903 2022 38,730 27,559 37,998 60,798 110,640 51,968 361,408 266,613 94,795 283,582 166,297 2023 39,567 28,389 38,785 59,435 118,721 52,432 406,904 298,415 108,489 296,302 173,058 2021.2/4 9,245 5,681 8,209 15,068 33,921 12,334 73,717 54,859 18,858 66,636 37,481 3/4 7,636 5,896 8,028 14,819 30,894 11,543 81,705 59,657 22,049 65,082 38,826 4/4 9,838 6,843 9,653 16,301 31,694 13,723 79,862 58,989 20,873 69,186 41,083 2022.1/4 8,450 6,995 9,120 12,371 28,380 12,241 90,847 65,663 25,185 69,916 41,445 2/4 10,478 6,882 9,363 16,479 28,368 13,283 86,077 64,237 21,840 70,405 40,875 3/4 8,999 6,898 9,195 15,435 26,349 12,239 93,604 69,175 24,429 72,659 41,668 4/4 10,804 6,785 10,320 16,513 27,543 14,204 90,880 67,539 23,341 70,602 42,308 2023.1/4 9,522 7,391 9,219 12,502 27,789 12,632 97,685 71,503 26,182 68,113 40,474 2/4 10,482 7,179 9,508 16,141 29,512 13,420 96,976 72,547 24,429 72,788 42,830 3/4 8,780 7,122 9,240 14,592 29,309 12,160 107,961 78,389 29,572 74,973 43,607 4/4 10,783 6,697 10,818 16,200 32,110 14,221 104,282 75,976 28,306 80,427 46,148 2024.1/4 8,791 6,984 10,131 12,268 31,310 12,807 116,061 82,840 33,221 78,890 45,094 2022. 5 3,692 2,328 3,233 5,842 9,816 4,546 29,287 21,929 7,357 23,835 13,804 6 3,385 2,281 3,156 5,155 9,411 4,047 28,057 20,985 7,072 24,359 13,689 7 3,064 2,206 3,190 5,246 8,557 4,084 28,685 21,526 7,159 22,634 13,825 8 2,959 2,371 3,075 4,960 8,822 4,134 34,056 25,126 8,930 25,412 14,564 9 2,975 2,320 2,930 5,228 8,970 4,020 30,863 22,523 8,341 24,613 13,280 10 3,287 2,200 2,934 5,949 9,051 4,271 28,955 21,596 7,359 22,418 13,590 11 3,771 2,357 3,241 5,522 9,191 4,499 30,481 22,838 7,644 24,341 14,216 12 3,746 2,228 4,145 5,042 9,301 5,434 31,444 23,105 8,338 23,843 14,502 2023. 1 2,769 2,335 3,104 3,712 9,254 4,049 36,365 25,665 10,700 21,786 13,292 2 3,047 2,404 2,881 3,765 8,787 3,978 28,647 21,336 7,311 21,406 12,714 3 3,706 2,652 3,234 5,024 9,748 4,605 32,673 24,502 8,171 24,921 14,468 4 3,419 2,452 3,089 5,197 9,718 4,586 31,353 23,502 7,851 22,450 13,596 5 3,718 2,486 3,329 5,679 10,219 4,727 33,314 24,975 8,340 24,328 14,746 6 3,345 2,240 3,090 5,264 9,574 4,107 32,309 24,070 8,239 26,010 14,487 7 3,315 2,395 3,254 4,934 9,454 4,120 33,217 24,751 8,467 24,184 14,768 8 2,692 2,409 3,137 4,779 9,889 4,052 35,588 26,257 9,331 24,802 14,831 9 2,773 2,318 2,849 4,880 9,967 3,988 39,155 27,382 11,774 25,988 14,008 10 3,628 2,219 2,925 5,900 10,468 4,441 33,523 24,654 8,869 26,032 15,057 11 3,820 2,177 3,685 5,771 11,018 4,570 35,165 25,821 9,343 28,319 15,731 12 3,336 2,301 4,209 4,529 10,624 5,210 35,594 25,501 10,093 26,077 15,360 2024. 1 2,533 2,256 3,418 3,871 10,898 4,111 41,177 29,210 11,967 25,070 15,086 2 3,023 2,304 3,232 3,665 9,615 4,097 36,743 25,848 10,895 23,975 14,179 3 3,235 2,424 3,482 4,731 10,796 4,599 38,141 27,781 10,360 29,845 15,830 4p 3,354 2,209 3,411 5,342 10,578 4,741 37,664 27,740 9,925 25,763 15,308 5p 3,600 2,233 3,586 5,499 10,856 4,688 39,416 28,989 10,427 28,628 16,029 ※ p는 잠정치임 - 14 - 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 2021 35,420 53,716 19,629 447,276 91,051 11,567 60,997 261,597 22,064 35,335 2022 42,601 51,950 22,733 558,603 168,165 24,501 75,354 265,854 24,729 34,994 2023 44,746 53,363 25,134 661,579 241,373 29,791 100,649 264,012 25,754 28,378 2021.2/4 11,348 13,066 4,741 107,211 22,516 2,809 14,615 62,180 5,091 8,875 3/4 8,509 12,743 5,004 118,764 23,370 2,598 15,387 71,050 6,360 8,080 4/4 8,917 13,849 5,336 122,745 28,381 4,403 16,359 69,301 4,302 8,879 2022.1/4 9,197 13,935 5,339 124,397 26,367 3,238 17,935 71,355 5,502 8,735 2/4 11,313 12,674 5,542 137,158 43,220 7,322 16,958 63,681 5,977 8,578 3/4 12,729 12,445 5,816 147,773 48,901 7,266 19,009 65,723 6,874 8,759 4/4 9,362 12,897 6,036 149,275 49,677 6,675 21,452 65,095 6,376 8,921 2023.1/4 8,317 13,389 5,933 150,615 53,113 5,959 22,376 63,623 5,545 7,357 2/4 10,917 12,870 6,171 161,468 59,525 8,160 23,628 64,135 6,019 7,214 3/4 12,021 12,972 6,373 174,669 65,398 7,882 25,607 68,550 7,232 6,504 4/4 13,491 14,132 6,657 174,828 63,338 7,791 29,037 67,703 6,959 7,303 2024.1/4 12,062 15,216 6,518 173,646 65,671 7,018 27,442 66,763 6,752 6,173 2022. 5 3,879 4,280 1,872 47,072 15,142 2,526 6,250 21,189 1,964 2,889 6 4,611 4,174 1,884 46,585 15,099 3,116 5,156 21,137 2,077 2,747 7 2,860 4,065 1,884 50,482 16,737 2,655 5,893 22,971 2,226 2,986 8 4,503 4,339 2,006 50,482 17,140 2,459 6,128 22,747 2,008 2,980 9 5,366 4,041 1,927 46,809 15,024 2,152 6,988 20,005 2,640 2,794 10 2,556 4,309 1,963 48,204 16,333 2,296 6,172 21,374 2,029 2,805 11 3,770 4,348 2,007 48,320 15,756 2,028 7,432 20,734 2,369 2,903 12 3,036 4,240 2,066 52,752 17,588 2,351 7,848 22,987 1,978 3,213 2023. 1 2,342 4,153 1,999 51,870 18,140 1,991 7,583 22,289 1,867 2,655 2 2,365 4,475 1,852 48,748 17,568 1,918 7,184 20,258 1,819 2,177 3 3,610 4,761 2,082 49,997 17,405 2,049 7,609 21,077 1,858 2,526 4 2,672 4,204 1,979 51,187 18,224 2,196 7,649 21,019 2,098 2,542 5 3,076 4,401 2,105 56,139 21,239 2,624 8,499 21,813 1,966 2,417 6 5,170 4,266 2,087 54,142 20,062 3,340 7,481 21,303 1,955 2,254 7 2,910 4,377 2,129 57,787 22,011 2,736 7,499 23,438 2,103 2,247 8 3,313 4,465 2,192 59,730 22,393 2,918 8,290 23,692 2,437 2,204 9 5,798 4,130 2,052 57,152 20,994 2,228 9,818 21,421 2,692 2,053 10 4,114 4,635 2,226 57,169 21,289 2,727 9,095 21,896 2,161 2,221 11 5,539 4,861 2,188 56,257 20,341 2,576 9,325 21,612 2,403 2,585 12 3,838 4,636 2,243 61,401 21,707 2,487 10,617 24,195 2,394 2,497 2024. 1 2,771 4,975 2,237 59,337 23,219 2,070 9,039 22,461 2,549 2,142 2 2,820 4,925 2,052 57,353 21,490 2,378 9,725 21,519 2,242 1,940 3 6,471 5,316 2,229 56,956 20,963 2,570 8,678 22,784 1,962 2,091 4p 3,425 4,844 2,186 56,642 20,894 2,614 8,674 22,102 2,359 2,057 5p 5,383 4,958 2,258 61,842 23,720 2,437 9,678 23,592 2,415 2,022 ※ p는 잠정치임 - 15 - 1-2. 상품군별 온라인쇼핑 거래액(전년동기비) (단위: %) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2022 11.0 -0.5 -4.1 -2.0 10.5 4.1 -1.4 13.2 5.6 15.6 2023 8.4 -0.3 -4.6 -0.1 6.3 -0.1 -5.5 7.6 4.5 7.0 2022.2/4 12.2 0.9 -1.7 0.3 9.1 7.8 4.8 12.5 7.4 21.1 3/4 11.8 -1.6 -6.7 -5.5 20.5 5.0 -2.3 19.1 6.4 19.0 4/4 7.2 -4.7 -11.4 -5.2 6.4 -0.1 -9.1 12.0 1.7 7.5 2023.1/4 6.9 -3.2 -5.7 -9.8 20.5 -0.6 -9.0 14.3 6.1 13.6 2/4 7.7 0.2 -2.7 0.0 6.5 -0.7 -7.5 9.3 2.7 4.5 3/4 8.2 -1.9 -5.2 2.4 -8.1 -1.7 -5.0 3.6 3.0 3.5 4/4 10.6 3.7 -4.4 6.8 7.2 2.1 0.4 4.0 6.0 6.9 2024.1/4 10.8 3.8 0.9 7.8 0.0 4.2 2.9 6.0 2.9 1.0 2022. 5 12.0 1.2 0.8 -1.9 14.7 8.6 6.2 12.6 8.5 24.5 6 11.5 1.0 -3.8 2.1 6.3 4.2 -1.7 13.7 5.4 15.7 7 9.5 -7.2 -6.9 -12.8 20.2 2.6 -4.9 17.6 3.7 17.1 8 16.7 3.2 -6.2 4.0 16.8 7.5 0.2 21.6 10.4 22.6 9 9.3 -0.1 -7.0 -5.1 24.7 5.0 -2.4 18.0 5.5 18.0 10 8.4 -0.3 -7.9 -3.3 12.0 1.6 -6.3 12.2 2.5 10.0 11 7.5 -6.0 -3.8 -9.1 -0.4 4.7 -3.9 16.5 -0.1 4.6 12 5.9 -7.7 -20.7 -2.6 5.0 -5.1 -15.1 8.4 2.6 8.3 2023. 1 6.8 -1.8 -8.2 -6.3 26.3 -4.1 -11.1 7.9 2.2 6.0 2 8.0 -3.5 -5.8 -12.9 22.8 2.9 -5.4 16.7 7.5 18.4 3 6.0 -4.2 -3.4 -10.2 12.1 -0.5 -10.2 18.2 8.4 16.3 4 5.8 -3.7 -5.3 -6.6 9.6 -3.9 -12.6 8.7 1.5 1.0 5 9.0 2.6 -3.1 3.5 10.1 1.8 -4.8 11.9 4.5 8.2 6 8.3 1.6 0.6 2.5 -0.3 0.5 -4.6 7.5 2.1 4.5 7 8.6 0.4 -3.2 2.1 0.8 1.2 -1.5 5.5 5.2 6.9 8 5.9 0.5 -6.7 1.7 7.1 -2.1 -6.0 4.1 3.3 4.9 9 10.2 -7.0 -5.7 3.6 -29.7 -4.0 -7.6 1.3 0.5 -0.8 10 11.4 2.8 -5.0 3.3 8.3 -0.8 -3.3 2.0 6.9 7.1 11 13.0 8.3 -5.4 14.8 12.3 3.1 -2.2 9.0 11.3 14.9 12 7.6 -0.1 -2.9 1.7 -0.3 3.6 5.7 1.4 0.0 -1.5 2024. 1 11.8 14.6 13.0 7.8 33.4 11.0 8.2 14.9 5.9 3.4 2 11.5 -3.7 -5.2 8.2 -21.7 -1.9 -3.1 -0.2 4.4 4.5 3 9.0 0.9 -3.8 7.3 -5.5 3.7 3.6 3.9 -0.8 -3.6 4p 10.6 7.9 1.6 13.1 3.8 5.7 4.8 6.7 5.2 7.0 5p 7.7 -1.5 -2.5 0.0 -4.9 4.1 1.4 7.6 -1.2 -4.7 ※ p는 잠정치임 - 16 - 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 2022 13.4 16.0 14.5 5.7 -14.1 5.2 15.7 16.4 13.8 8.0 8.1 2023 2.2 3.0 2.1 -2.2 7.3 0.9 12.6 11.9 14.4 4.5 4.1 2022.2/4 13.3 21.1 14.1 9.4 -16.4 7.7 16.8 17.1 15.8 5.7 9.1 3/4 17.8 17.0 14.5 4.2 -14.7 6.0 14.6 16.0 10.8 11.6 7.3 4/4 9.8 -0.8 6.9 1.3 -13.1 3.5 13.8 14.5 11.8 2.0 3.0 2023.1/4 12.7 5.7 1.1 1.1 -2.1 3.2 7.5 8.9 4.0 -2.6 -2.3 2/4 0.0 4.3 1.5 -2.0 4.0 1.0 12.7 12.9 11.9 3.4 4.8 3/4 -2.4 3.3 0.5 -5.5 11.2 -0.6 15.3 13.3 21.1 3.2 4.7 4/4 -0.2 -1.3 4.8 -1.9 16.6 0.1 14.7 12.5 21.3 13.9 9.1 2024.1/4 -7.7 -5.5 9.9 -1.9 12.7 1.4 18.8 15.9 26.9 15.8 11.4 2022. 5 16.3 20.7 14.1 16.0 -18.1 6.9 16.3 17.0 14.2 5.0 8.8 6 4.9 25.5 17.4 4.5 -14.2 6.6 16.8 17.3 15.5 2.5 9.1 7 12.2 15.7 13.5 2.4 -18.7 2.3 12.3 13.1 10.1 8.3 5.2 8 25.5 23.1 17.8 6.7 -9.5 10.2 26.7 26.7 26.4 15.7 12.9 9 16.8 12.5 12.4 3.6 -15.5 5.8 5.4 8.3 -1.6 10.8 3.9 10 8.9 -2.8 2.3 1.9 -12.1 4.9 13.4 13.6 13.0 2.9 2.4 11 10.8 4.2 6.3 2.0 -17.9 7.1 17.5 18.0 16.1 3.8 6.4 12 9.6 -3.9 10.9 -0.1 -8.8 -0.3 10.7 12.1 7.2 -0.4 0.4 2023. 1 5.1 2.2 -2.3 -5.3 -0.1 3.1 8.3 10.5 3.6 -2.0 -1.7 2 19.8 5.5 -1.7 2.5 -3.3 2.2 8.9 8.6 9.8 -3.3 -4.6 3 13.3 9.1 7.4 5.2 -2.8 4.2 5.4 7.5 -0.3 -2.5 -0.9 4 0.5 7.9 3.9 -5.2 6.3 -2.2 9.1 10.2 5.9 1.1 1.6 5 0.7 6.8 3.0 -2.8 4.1 4.0 13.8 13.9 13.3 2.1 6.8 6 -1.2 -1.8 -2.1 2.1 1.7 1.5 15.2 14.7 16.5 6.8 5.8 7 8.2 8.5 2.0 -6.0 10.5 0.9 15.8 15.0 18.3 6.8 6.8 8 -9.0 1.6 2.0 -3.7 12.1 -2.0 4.5 4.5 4.5 -2.4 1.8 9 -6.8 -0.1 -2.8 -6.7 11.1 -0.8 26.9 21.6 41.2 5.6 5.5 10 10.4 0.8 -0.3 -0.8 15.6 4.0 15.8 14.2 20.5 16.1 10.8 11 1.3 -7.6 13.7 4.5 19.9 1.6 15.4 13.1 22.2 16.3 10.7 12 -10.9 3.3 1.5 -10.2 14.2 -4.1 13.2 10.4 21.0 9.4 5.9 2024. 1 -8.5 -3.4 10.1 4.3 17.8 1.5 13.2 13.8 11.8 15.1 13.5 2 -0.8 -4.2 12.2 -2.7 9.4 3.0 28.3 21.1 49.0 12.0 11.5 3 -12.7 -8.6 7.6 -5.8 10.8 -0.1 16.7 13.4 26.8 19.8 9.4 4p -1.9 -9.9 10.4 2.8 8.8 3.4 20.1 18.0 26.4 14.8 12.6 5p -3.2 -10.2 7.7 -3.2 6.2 -0.8 18.3 16.1 25.0 17.7 8.7 ※ p는 잠정치임 - 17 - 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 2022 20.3 -3.3 15.8 24.9 84.7 111.8 23.5 1.6 12.1 -1.0 2023 5.0 2.7 10.6 18.4 43.5 21.6 33.6 -0.7 4.1 -18.9 2022.2/4 -0.3 -3.0 16.9 27.9 92.0 160.7 16.0 2.4 17.4 -3.3 3/4 49.6 -2.3 16.2 24.4 109.2 179.7 23.5 -7.5 8.1 8.4 4/4 5.0 -6.9 13.1 21.6 75.0 51.6 31.1 -6.1 48.2 0.5 2023.1/4 -9.6 -3.9 11.1 21.1 101.4 84.0 24.8 -10.8 0.8 -15.8 2/4 -3.5 1.6 11.4 17.7 37.7 11.4 39.3 0.7 0.7 -15.9 3/4 -5.6 4.2 9.6 18.2 33.7 8.5 34.7 4.3 5.2 -25.8 4/4 44.1 9.6 10.3 17.1 27.5 16.7 35.4 4.0 9.1 -18.1 2024.1/4 45.0 13.6 9.9 15.3 23.6 17.8 22.6 4.9 21.8 -16.1 2022. 5 -4.8 -1.5 18.0 26.4 96.3 179.3 22.7 -3.2 20.0 -7.6 6 -13.6 -2.7 18.1 28.9 91.3 172.5 3.9 4.7 6.9 0.2 7 55.2 -4.6 14.1 26.4 112.1 229.3 18.0 -5.0 7.2 5.2 8 45.8 1.4 18.0 25.2 117.5 172.1 23.9 -7.4 -1.3 13.5 9 50.0 -3.9 16.6 21.6 97.7 142.3 28.3 -10.3 17.4 6.7 10 13.8 -4.7 12.1 22.4 83.6 72.6 32.9 -7.4 42.7 1.4 11 -1.0 -4.2 15.1 22.7 60.6 17.0 42.0 -2.4 73.4 3.3 12 6.0 -11.5 12.2 19.9 81.8 75.5 21.1 -8.0 30.7 -2.7 2023. 1 -6.4 -6.3 12.6 21.0 94.2 61.3 20.3 -8.3 10.9 -5.1 2 -1.5 -5.1 9.8 25.3 124.9 120.3 27.8 -11.2 1.5 -24.8 3 -15.9 -0.6 10.9 17.3 88.9 80.9 26.5 -13.0 -8.3 -17.0 4 -5.4 -0.4 10.8 17.7 40.4 30.7 37.8 -1.6 8.4 -13.6 5 -20.7 2.8 12.5 19.3 40.3 3.9 36.0 2.9 0.1 -16.3 6 12.1 2.2 10.8 16.2 32.9 7.2 45.1 0.8 -5.9 -17.9 7 1.7 7.7 13.0 14.5 31.5 3.0 27.3 2.0 -5.5 -24.7 8 -26.4 2.9 9.3 18.3 30.6 18.7 35.3 4.2 21.4 -26.1 9 8.1 2.2 6.5 22.1 39.7 3.5 40.5 7.1 2.0 -26.5 10 61.0 7.6 13.4 18.6 30.3 18.8 47.4 2.4 6.5 -20.8 11 46.9 11.8 9.0 16.4 29.1 27.0 25.5 4.2 1.4 -11.0 12 26.4 9.3 8.6 16.4 23.4 5.8 35.3 5.3 21.0 -22.3 2024. 1 18.3 19.8 11.9 14.4 28.0 4.0 19.2 0.8 36.5 -19.3 2 19.2 10.0 10.8 17.7 22.3 23.9 35.4 6.2 23.2 -10.9 3 79.3 11.7 7.0 13.9 20.4 25.4 14.1 8.1 5.6 -17.2 4p 28.2 15.2 10.5 10.7 14.6 19.0 13.4 5.2 12.4 -19.1 5p 75.0 12.7 7.2 10.2 11.7 -7.1 13.9 8.2 22.9 -16.4 ※ p는 잠정치임 - 18 - 2-1. 상품군별 모바일쇼핑 거래액 (단위: 억원) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2021 1,387,082 181,905 46,111 99,929 35,866 21,569 12,397 9,172 345,550 129,675 2022 1,580,448 186,538 45,720 99,086 41,732 23,654 12,605 11,048 400,150 154,563 2023 1,690,320 192,007 43,831 103,191 44,986 24,170 12,393 11,777 415,638 160,723 2021.2/4 332,781 41,897 10,227 24,945 6,725 4,705 2,651 2,054 85,449 31,489 3/4 348,798 44,971 10,958 25,529 8,484 5,181 3,183 1,998 81,171 28,060 4/4 384,904 50,282 11,881 26,097 12,304 5,868 3,044 2,825 104,156 43,053 2022.1/4 381,769 47,592 13,907 24,029 9,657 6,578 3,861 2,718 91,325 33,601 2/4 387,117 43,089 10,385 24,798 7,905 5,333 2,807 2,526 102,876 39,703 3/4 397,930 46,329 10,612 24,778 10,939 5,629 3,092 2,537 94,916 34,742 4/4 413,632 49,528 10,816 25,481 13,232 6,114 2,846 3,268 111,034 46,516 2023.1/4 400,530 47,618 13,046 22,453 12,118 6,627 3,538 3,089 97,294 37,400 2/4 411,849 44,809 10,144 26,106 8,559 5,405 2,676 2,729 104,688 40,291 3/4 422,177 45,951 10,060 25,974 9,917 5,626 3,092 2,535 95,531 34,106 4/4 455,764 53,630 10,580 28,658 14,391 6,511 3,087 3,424 118,126 48,926 2024.1/4 444,992 51,194 13,222 25,836 12,136 7,207 3,888 3,319 101,025 37,143 2022. 5 132,586 15,112 3,740 8,622 2,750 1,753 917 836 35,430 13,469 6 127,857 14,438 3,088 8,705 2,645 1,664 865 799 33,104 12,610 7 132,757 15,525 3,453 9,197 2,875 1,832 1,026 806 32,130 11,931 8 135,373 15,721 3,682 8,190 3,849 1,922 1,058 864 30,165 10,235 9 129,800 15,083 3,477 7,391 4,215 1,875 1,008 867 32,621 12,576 10 134,649 17,478 3,276 8,225 5,978 1,771 837 935 36,000 15,355 11 137,165 16,787 4,037 8,898 3,852 1,973 923 1,049 36,940 15,698 12 141,819 15,263 3,503 8,358 3,402 2,370 1,086 1,284 38,094 15,464 2023. 1 136,110 15,767 4,107 7,873 3,787 2,134 1,165 970 30,865 11,457 2 126,736 16,737 4,658 7,247 4,831 2,087 1,058 1,029 29,931 11,169 3 137,684 15,114 4,281 7,333 3,500 2,406 1,316 1,091 36,498 14,774 4 132,272 13,607 3,310 7,424 2,873 1,905 933 972 34,362 13,356 5 143,886 16,203 3,701 9,415 3,086 1,808 893 915 37,012 14,345 6 135,691 15,000 3,133 9,267 2,601 1,692 851 842 33,314 12,589 7 141,458 16,021 3,378 9,759 2,885 1,897 1,079 818 32,970 12,322 8 142,156 16,185 3,410 8,610 4,165 1,915 1,052 862 30,711 10,289 9 138,563 13,744 3,272 7,605 2,868 1,814 961 854 31,850 11,495 10 147,999 18,387 3,118 8,795 6,474 1,804 856 948 38,418 16,238 11 153,713 18,918 3,843 10,763 4,312 2,122 969 1,154 41,077 17,635 12 154,052 16,325 3,620 9,100 3,606 2,585 1,263 1,322 38,631 15,053 2024. 1 150,370 18,193 4,490 8,831 4,872 2,423 1,322 1,101 32,412 11,475 2 143,218 16,817 4,408 8,471 3,938 2,160 1,121 1,038 31,399 11,232 3 151,404 16,184 4,324 8,534 3,325 2,625 1,445 1,180 37,215 14,437 4p 148,051 15,203 3,463 8,814 2,926 2,077 1,017 1,060 37,283 14,587 5p 155,144 16,167 3,635 9,663 2,870 1,984 976 1,007 37,197 13,700 ※ p는 잠정치임 - 19 - 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 2021 23,241 17,557 25,337 40,652 69,127 39,961 235,553 171,701 63,853 180,910 114,450 2022 27,029 20,711 29,852 44,104 81,071 42,819 272,824 201,384 71,440 200,796 126,995 2023 27,186 20,443 30,024 42,833 91,592 42,836 303,319 222,683 80,636 208,653 131,561 2021.2/4 6,102 4,150 6,239 10,671 16,816 9,982 55,727 41,093 14,634 43,616 27,753 3/4 5,146 4,352 6,141 10,613 17,410 9,449 61,320 44,555 16,765 45,094 29,144 4/4 6,861 5,159 7,430 11,509 19,140 11,004 60,484 44,351 16,133 49,144 30,511 2022.1/4 5,869 5,353 7,243 8,915 20,150 10,194 69,464 50,108 19,356 50,351 31,835 2/4 7,268 5,131 7,421 12,057 20,286 11,011 65,272 48,837 16,435 49,674 31,329 3/4 6,251 5,253 7,287 11,423 19,727 10,232 71,258 52,768 18,490 50,686 32,528 4/4 7,641 4,975 7,901 11,709 20,909 11,382 66,830 49,671 17,159 50,085 31,302 2023.1/4 6,263 5,288 7,046 8,944 21,987 10,365 72,167 52,826 19,341 49,281 30,697 2/4 7,203 5,141 7,250 11,682 22,179 10,943 72,051 53,876 18,174 51,154 32,388 3/4 6,061 5,191 7,083 10,611 22,495 9,984 80,553 58,629 21,924 52,476 33,372 4/4 7,660 4,823 8,645 11,597 24,931 11,545 78,548 57,352 21,196 55,742 35,104 2024.1/4 6,032 5,044 7,807 9,028 25,299 10,672 88,256 63,111 25,145 55,782 34,952 2022. 5 2,451 1,738 2,556 4,257 7,163 3,797 22,175 16,670 5,505 16,720 10,502 6 2,420 1,685 2,513 3,782 6,710 3,384 21,305 15,970 5,335 16,775 10,601 7 2,226 1,684 2,558 3,895 6,384 3,453 21,922 16,489 5,433 16,901 10,800 8 1,905 1,805 2,416 3,663 6,695 3,447 25,653 19,005 6,647 17,387 11,349 9 2,121 1,764 2,314 3,865 6,648 3,333 23,684 17,274 6,410 16,397 10,380 10 2,417 1,651 2,196 4,274 6,663 3,445 21,469 15,989 5,480 16,295 10,120 11 2,545 1,707 2,472 3,874 7,054 3,589 22,420 16,826 5,594 16,870 10,456 12 2,679 1,617 3,233 3,561 7,192 4,348 22,941 16,856 6,085 16,920 10,726 2023. 1 1,806 1,702 2,389 2,668 7,485 3,357 26,584 18,741 7,843 16,194 10,172 2 1,931 1,711 2,214 2,686 6,938 3,282 21,454 15,970 5,484 15,752 9,694 3 2,525 1,875 2,442 3,591 7,565 3,726 24,129 18,115 6,015 17,335 10,831 4 2,271 1,756 2,338 3,739 7,222 3,679 23,169 17,359 5,810 16,221 10,183 5 2,560 1,798 2,562 4,153 7,680 3,915 24,813 18,578 6,235 17,673 11,225 6 2,371 1,587 2,350 3,791 7,277 3,349 24,069 17,939 6,130 17,260 10,980 7 2,252 1,747 2,506 3,590 7,156 3,396 24,901 18,591 6,310 17,750 11,320 8 1,840 1,765 2,423 3,483 7,586 3,325 26,718 19,744 6,974 17,845 11,324 9 1,969 1,679 2,154 3,538 7,753 3,263 28,935 20,294 8,641 16,881 10,728 10 2,417 1,622 2,283 4,258 7,965 3,635 25,135 18,557 6,577 18,201 11,485 11 2,725 1,548 2,943 4,115 8,391 3,720 26,412 19,455 6,957 18,929 11,822 12 2,518 1,652 3,419 3,224 8,575 4,190 27,002 19,340 7,662 18,613 11,797 2024. 1 1,814 1,614 2,740 2,794 8,556 3,420 30,775 21,864 8,911 18,449 11,566 2 1,916 1,665 2,486 2,697 7,958 3,445 28,275 19,906 8,369 17,834 11,120 3 2,302 1,765 2,582 3,538 8,784 3,807 29,206 21,341 7,865 19,500 12,267 4p 2,359 1,603 2,549 3,971 8,356 3,858 28,887 21,357 7,530 18,619 11,814 5p 2,461 1,622 2,669 4,099 8,771 3,877 30,192 22,298 7,895 19,467 12,461 ※ p는 잠정치임 - 20 - 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 2021 11,545 39,203 15,711 399,422 70,184 7,243 54,452 254,772 12,771 22,173 2022 16,476 38,522 18,803 471,827 119,374 14,606 63,848 260,693 13,306 24,659 2023 17,094 39,413 20,585 528,189 161,305 17,315 77,246 259,610 12,714 18,344 2021.2/4 2,606 9,468 3,789 95,768 17,341 1,759 12,992 60,551 3,125 5,619 3/4 2,572 9,348 4,030 106,062 17,809 1,689 13,754 69,281 3,530 5,000 4/4 4,215 10,133 4,285 109,278 21,581 2,685 14,777 67,749 2,486 5,692 2022.1/4 3,701 10,396 4,419 110,229 19,860 1,880 15,582 69,852 3,054 6,229 2/4 4,322 9,382 4,641 114,774 29,901 4,337 14,638 62,399 3,499 6,100 3/4 3,952 9,311 4,895 122,837 34,383 4,459 15,991 64,499 3,505 6,276 4/4 4,501 9,434 4,848 123,987 35,230 3,930 17,637 63,944 3,247 6,054 2023.1/4 3,857 9,898 4,829 122,575 35,720 3,696 17,773 62,514 2,872 4,968 2/4 4,297 9,430 5,038 129,013 39,830 4,541 18,325 63,035 3,282 4,730 3/4 4,266 9,594 5,245 138,081 43,500 4,567 19,313 67,446 3,255 3,960 4/4 4,674 10,491 5,473 138,521 42,255 4,511 21,835 66,615 3,306 4,686 2024.1/4 4,006 11,425 5,399 137,626 44,259 4,059 20,018 65,739 3,550 3,901 2022. 5 1,503 3,153 1,561 39,337 10,483 1,519 5,403 20,743 1,189 2,059 6 1,466 3,127 1,581 38,603 10,395 1,826 4,467 20,738 1,178 1,968 7 1,480 3,026 1,595 42,329 11,744 1,724 5,063 22,540 1,257 2,119 8 1,120 3,243 1,676 42,386 12,190 1,578 5,120 22,320 1,178 2,140 9 1,352 3,041 1,624 38,123 10,449 1,157 5,808 19,639 1,070 2,017 10 1,416 3,185 1,574 39,737 11,394 1,266 5,049 20,995 1,033 1,897 11 1,615 3,183 1,616 40,208 11,244 1,166 6,169 20,368 1,261 1,969 12 1,470 3,066 1,658 44,043 12,592 1,497 6,419 22,581 953 2,189 2023. 1 1,290 3,096 1,635 42,684 12,300 1,311 6,243 21,898 933 1,881 2 1,230 3,326 1,503 39,347 11,676 1,195 5,617 19,910 950 1,428 3 1,337 3,476 1,691 40,544 11,745 1,190 5,914 20,706 989 1,658 4 1,357 3,061 1,619 41,326 12,420 1,252 5,852 20,645 1,157 1,683 5 1,472 3,254 1,722 44,761 14,045 1,497 6,678 21,439 1,101 1,617 6 1,468 3,115 1,697 42,926 13,365 1,792 5,795 20,951 1,023 1,430 7 1,435 3,239 1,756 46,574 14,812 1,682 5,922 23,053 1,105 1,345 8 1,435 3,294 1,793 47,429 14,958 1,667 6,264 23,314 1,227 1,354 9 1,396 3,061 1,696 44,078 13,730 1,219 7,127 21,079 923 1,261 10 1,429 3,465 1,821 44,651 13,889 1,522 6,658 21,536 1,046 1,405 11 1,721 3,590 1,796 44,556 13,700 1,425 7,004 21,266 1,161 1,699 12 1,524 3,436 1,856 49,314 14,667 1,564 8,173 23,812 1,099 1,582 2024. 1 1,324 3,714 1,845 46,771 15,524 1,240 6,609 22,109 1,290 1,348 2 1,263 3,750 1,701 45,508 14,526 1,440 7,147 21,186 1,209 1,226 3 1,418 3,961 1,854 45,347 14,210 1,378 6,263 22,445 1,052 1,328 4p 1,421 3,569 1,815 44,710 14,180 1,432 6,070 21,795 1,233 1,272 5p 1,552 3,577 1,877 48,860 15,768 1,402 7,064 23,278 1,348 1,276 ※ p는 잠정치임 - 21 - 2-2. 상품군별 모바일쇼핑 거래액(전년동기비) (단위: %) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2022 13.9 2.5 -0.8 -0.8 16.4 9.7 1.7 20.5 15.8 19.2 2023 7.0 2.9 -4.1 4.1 7.8 2.2 -1.7 6.6 3.9 4.0 2022.2/4 16.3 2.8 1.5 -0.6 17.6 13.4 5.9 23.0 20.4 26.1 3/4 14.1 3.0 -3.2 -2.9 28.9 8.6 -2.8 27.0 16.9 23.8 4/4 7.5 -1.5 -9.0 -2.4 7.5 4.2 -6.5 15.7 6.6 8.0 2023.1/4 4.9 0.1 -6.2 -6.6 25.5 0.7 -8.4 13.7 6.5 11.3 2/4 6.4 4.0 -2.3 5.3 8.3 1.4 -4.7 8.0 1.8 1.5 3/4 6.1 -0.8 -5.2 4.8 -9.3 0.0 0.0 -0.1 0.6 -1.8 4/4 10.2 8.3 -2.2 12.5 8.8 6.5 8.5 4.8 6.4 5.2 2024.1/4 11.1 7.5 1.3 15.1 0.1 8.7 9.9 7.4 3.8 -0.7 2022. 5 15.5 1.5 1.0 -3.8 23.9 13.3 4.7 24.6 22.4 28.5 6 16.6 4.8 1.1 3.6 14.1 9.9 -0.8 24.3 17.7 19.9 7 13.4 -3.5 -1.9 -11.0 29.1 4.9 -7.4 26.3 17.0 23.8 8 18.1 7.9 -0.2 5.9 22.0 12.9 1.8 30.5 19.3 26.4 9 10.9 5.4 -7.3 -0.9 35.8 8.2 -2.6 24.3 14.7 21.8 10 8.9 2.6 -3.5 -1.2 12.6 4.8 -5.1 15.7 9.1 11.2 11 8.7 -3.9 2.9 -9.7 4.3 11.4 1.3 22.2 6.0 4.9 12 5.0 -3.3 -23.2 5.5 3.1 -1.6 -13.1 10.8 5.0 8.3 2023. 1 5.9 2.5 -4.7 -3.3 29.0 -1.0 -8.9 10.5 4.1 5.4 2 4.6 -1.8 -7.0 -12.5 29.0 2.4 -7.8 15.4 6.6 14.6 3 4.2 -0.4 -6.7 -3.6 17.5 0.9 -8.3 14.9 8.6 13.8 4 4.4 0.5 -6.9 -0.6 14.4 -0.6 -9.0 9.1 0.1 -2.0 5 8.5 7.2 -1.0 9.2 12.2 3.1 -2.7 9.5 4.5 6.5 6 6.1 3.9 1.4 6.5 -1.7 1.7 -1.6 5.3 0.6 -0.2 7 6.6 3.2 -2.2 6.1 0.4 3.6 5.1 1.6 2.6 3.3 8 5.0 3.0 -7.4 5.1 8.2 -0.4 -0.5 -0.2 1.8 0.5 9 6.8 -8.9 -5.9 2.9 -32.0 -3.2 -4.7 -1.5 -2.4 -8.6 10 9.9 5.2 -4.8 6.9 8.3 1.8 2.3 1.4 6.7 5.8 11 12.1 12.7 -4.8 21.0 11.9 7.6 4.9 9.9 11.2 12.3 12 8.6 7.0 3.3 8.9 6.0 9.1 16.3 3.0 1.4 -2.7 2024. 1 10.5 15.4 9.3 12.2 28.7 13.5 13.5 13.5 5.0 0.2 2 13.0 0.5 -5.4 16.9 -18.5 3.5 6.0 0.9 4.9 0.6 3 10.0 7.1 1.0 16.4 -5.0 9.1 9.8 8.2 2.0 -2.3 4p 11.9 11.7 4.6 18.7 1.9 9.0 9.0 9.0 8.5 9.2 5p 7.8 -0.2 -1.8 2.6 -7.0 9.7 9.3 10.1 0.5 -4.5 ※ p는 잠정치임 - 22 - 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 2022 16.3 18.0 17.8 8.5 17.3 7.2 15.8 17.3 11.9 11.0 11.0 2023 0.6 -1.3 0.6 -2.9 13.0 0.0 11.2 10.6 12.9 3.9 3.6 2022.2/4 19.1 23.6 18.9 13.0 20.6 10.3 17.1 18.8 12.3 13.9 12.9 3/4 21.5 20.7 18.7 7.6 13.3 8.3 16.2 18.4 10.3 12.4 11.6 4/4 11.4 -3.6 6.3 1.7 9.2 3.4 10.5 12.0 6.4 1.9 2.6 2023.1/4 6.7 -1.2 -2.7 0.3 9.1 1.7 3.9 5.4 -0.1 -2.1 -3.6 2/4 -0.9 0.2 -2.3 -3.1 9.3 -0.6 10.4 10.3 10.6 3.0 3.4 3/4 -3.0 -1.2 -2.8 -7.1 14.0 -2.4 13.0 11.1 18.6 3.5 2.6 4/4 0.2 -3.0 9.4 -1.0 19.2 1.4 17.5 15.5 23.5 11.3 12.1 2024.1/4 -3.7 -4.6 10.8 0.9 15.1 3.0 22.3 19.5 30.0 13.2 13.9 2022. 5 16.4 22.8 18.2 18.1 25.3 9.5 16.0 18.3 9.6 13.2 11.4 6 16.6 27.4 23.2 8.4 19.9 9.7 18.0 19.8 12.9 15.6 14.1 7 20.7 21.8 20.0 7.5 14.4 5.9 13.8 15.8 7.9 12.3 10.2 8 26.0 26.7 20.8 10.0 14.5 12.3 26.6 28.6 21.4 16.1 17.2 9 18.5 14.2 15.1 5.6 11.2 6.8 8.7 11.2 2.5 8.8 7.5 10 11.5 -2.6 0.7 2.1 17.3 4.7 11.9 12.7 9.8 3.5 2.6 11 10.1 -0.8 5.2 1.8 11.4 6.6 14.1 15.6 9.7 5.3 6.4 12 12.5 -7.3 11.5 1.3 0.8 0.0 6.0 8.1 0.7 -2.6 -0.9 2023. 1 1.3 -2.8 -4.6 -4.3 11.6 3.9 6.3 8.4 1.6 0.2 -0.2 2 7.3 -2.2 -5.2 1.4 6.3 0.0 3.6 4.3 1.7 -4.3 -6.6 3 10.4 1.3 1.7 3.2 9.3 1.2 1.6 3.4 -3.7 -2.2 -3.8 4 -5.3 2.8 -0.6 -6.9 12.6 -4.0 6.3 7.2 3.8 0.3 -0.4 5 4.5 3.5 0.2 -2.4 7.2 3.1 11.9 11.4 13.3 5.7 6.9 6 -2.0 -5.8 -6.5 0.2 8.5 -1.0 13.0 12.3 14.9 2.9 3.6 7 1.2 3.8 -2.0 -7.8 12.1 -1.6 13.6 12.7 16.1 5.0 4.8 8 -3.4 -2.2 0.3 -4.9 13.3 -3.5 4.2 3.9 4.9 2.6 -0.2 9 -7.2 -4.8 -6.9 -8.5 16.6 -2.1 22.2 17.5 34.8 2.9 3.4 10 0.0 -1.7 4.0 -0.4 19.5 5.5 17.1 16.1 20.0 11.7 13.5 11 7.0 -9.3 19.0 6.2 19.0 3.7 17.8 15.6 24.4 12.2 13.1 12 -6.0 2.2 5.7 -9.5 19.2 -3.6 17.7 14.7 25.9 10.0 10.0 2024. 1 0.4 -5.2 14.7 4.7 14.3 1.9 15.8 16.7 13.6 13.9 13.7 2 -0.8 -2.7 12.2 0.4 14.7 5.0 31.8 24.6 52.6 13.2 14.7 3 -8.8 -5.9 5.7 -1.5 16.1 2.2 21.0 17.8 30.8 12.5 13.3 4p 3.9 -8.7 9.0 6.2 15.7 4.9 24.7 23.0 29.6 14.8 16.0 5p -3.9 -9.8 4.2 -1.3 14.2 -1.0 21.7 20.0 26.6 10.2 11.0 ※ p는 잠정치임 - 23 - 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 2022 42.7 -1.7 19.7 18.1 70.1 101.6 17.3 2.3 4.2 11.2 2023 3.8 2.3 9.5 11.9 35.1 18.5 21.0 -0.4 -4.4 -25.6 2022.2/4 65.8 -0.9 22.5 19.8 72.4 146.5 12.7 3.1 12.0 8.5 3/4 53.7 -0.4 21.5 15.8 93.1 164.0 16.3 -6.9 -0.7 25.5 4/4 6.8 -6.9 13.1 13.5 63.2 46.4 19.3 -5.6 30.6 6.4 2023.1/4 4.2 -4.8 9.3 11.2 79.9 96.5 14.1 -10.5 -6.0 -20.3 2/4 -0.6 0.5 8.6 12.4 33.2 4.7 25.2 1.0 -6.2 -22.4 3/4 7.9 3.0 7.1 12.4 26.5 2.4 20.8 4.6 -7.1 -36.9 4/4 3.9 11.2 12.9 11.7 19.9 14.8 23.8 4.2 1.8 -22.6 2024.1/4 3.9 15.4 11.8 12.3 23.9 9.8 12.6 5.2 23.6 -21.5 2022. 5 70.5 -0.8 22.5 17.6 76.4 163.1 18.8 -2.7 12.8 -0.4 6 68.1 1.7 23.8 20.4 70.2 156.7 2.2 5.4 -1.6 21.9 7 76.5 -2.0 20.7 18.3 95.4 235.6 14.7 -4.4 -0.9 25.7 8 39.2 3.7 23.1 17.0 103.3 165.8 16.3 -6.9 -7.0 31.4 9 45.6 -2.9 20.6 12.0 80.0 98.9 17.6 -9.6 7.6 19.7 10 21.7 -4.2 12.8 12.8 66.3 57.2 20.3 -6.8 23.2 6.8 11 7.1 -3.5 16.2 16.0 54.2 14.0 29.6 -2.0 59.2 9.1 12 -4.8 -12.7 10.6 11.8 69.4 74.9 10.3 -7.6 11.4 3.6 2023. 1 1.4 -5.2 13.9 11.7 69.5 72.3 13.1 -8.0 7.0 -4.7 2 8.4 -6.0 6.6 13.4 96.4 133.5 15.0 -10.8 -7.3 -31.9 3 3.3 -3.2 7.4 8.6 76.4 95.8 14.2 -12.7 -14.6 -23.2 4 0.3 -1.3 8.0 12.2 37.6 26.2 22.7 -1.3 2.2 -18.8 5 -2.1 3.2 10.3 13.8 34.0 -1.4 23.6 3.4 -7.4 -21.5 6 0.2 -0.4 7.3 11.2 28.6 -1.8 29.7 1.0 -13.1 -27.4 7 -3.0 7.0 10.0 10.0 26.1 -2.5 17.0 2.3 -12.1 -36.5 8 28.1 1.6 7.0 11.9 22.7 5.7 22.3 4.4 4.2 -36.7 9 3.2 0.6 4.5 15.6 31.4 5.3 22.7 7.3 -13.7 -37.5 10 0.9 8.8 15.7 12.4 21.9 20.2 31.9 2.6 1.2 -25.9 11 6.6 12.8 11.2 10.8 21.8 22.2 13.6 4.4 -7.9 -13.7 12 3.7 12.0 11.9 12.0 16.5 4.4 27.3 5.5 15.3 -27.7 2024. 1 2.7 19.9 12.8 9.6 26.2 -5.4 5.9 1.0 38.3 -28.4 2 2.7 12.8 13.2 15.7 24.4 20.6 27.2 6.4 27.2 -14.2 3 6.1 14.0 9.6 11.8 21.0 15.8 5.9 8.4 6.3 -19.9 4p 4.7 16.6 12.1 8.2 14.2 14.3 3.7 5.6 6.6 -24.5 5p 5.4 9.9 9.0 9.2 12.3 -6.4 5.8 8.6 22.4 -21.1 ※ p는 잠정치임 - 24 - 3-1. 취급상품범위별 및 운영형태별 온라인쇼핑 거래액 (단위: 억원) 거래액 취급상품범위별 운영형태별 종합몰 전문몰 온라인몰 온·오프라인병행몰 2021 1,902,231 1,238,518 663,714 1,465,296 436,935 2022 2,111,236 1,327,723 783,513 1,625,677 485,559 2023 2,288,607 1,409,580 879,027 1,747,319 541,289 2021.2/4 462,484 302,757 159,726 352,242 110,242 3/4 473,872 305,228 168,644 370,207 103,665 4/4 520,323 332,405 187,919 402,732 117,591 2022.1/4 504,567 321,616 182,950 393,264 111,303 2/4 519,010 325,621 193,389 397,674 121,336 3/4 529,774 328,079 201,694 407,954 121,820 4/4 557,886 352,406 205,479 426,785 131,101 2023.1/4 539,233 338,225 201,009 408,498 130,735 2/4 559,051 343,671 215,379 425,653 133,398 3/4 573,187 348,311 224,876 442,694 130,493 4/4 617,136 379,372 237,764 470,473 146,663 2024.1/4 597,294 371,802 225,492 458,577 138,717 2022. 5 177,841 112,241 65,600 136,283 41,558 6 171,867 106,041 65,827 130,632 41,235 7 174,480 107,965 66,515 135,826 38,654 8 181,199 111,782 69,417 139,829 41,370 9 174,094 108,332 65,762 132,298 41,796 10 180,924 113,266 67,658 138,078 42,846 11 185,881 119,027 66,854 142,933 42,948 12 191,081 120,114 70,967 145,774 45,308 2023. 1 180,929 115,018 65,911 137,717 43,212 2 170,910 107,150 63,760 130,072 40,838 3 187,394 116,056 71,338 140,709 46,685 4 179,138 110,884 68,255 136,122 43,016 5 193,773 119,923 73,850 146,945 46,828 6 186,140 112,865 73,275 142,586 43,554 7 189,443 114,873 74,570 146,896 42,547 8 191,922 116,352 75,570 149,442 42,479 9 191,822 117,086 74,736 146,355 45,467 10 201,547 123,091 78,456 152,660 48,887 11 210,054 130,503 79,551 160,465 49,589 12 205,535 125,778 79,757 157,348 48,187 2024. 1 202,350 127,466 74,884 156,058 46,291 2 190,646 118,725 71,920 147,543 43,102 3 204,299 125,611 78,688 154,976 49,323 4p 198,070 124,348 73,722 152,292 45,779 5p 208,652 128,870 79,782 158,661 49,991 ※ p는 잠정치임 - 25 - 3-2. 취급상품범위별 및 운영형태별 온라인쇼핑 거래액(전년동기비) (단위: %) 거래액 취급상품범위별 운영형태별 종합몰 전문몰 온라인몰 온·오프라인병행몰 2022 11.0 7.2 18.0 10.9 11.1 2023 8.4 6.2 12.2 7.5 11.5 2022.2/4 12.2 7.6 21.1 12.9 10.1 3/4 11.8 7.5 19.6 10.2 17.5 4/4 7.2 6.0 9.3 6.0 11.5 2023.1/4 6.9 5.2 9.9 3.9 17.5 2/4 7.7 5.5 11.4 7.0 9.9 3/4 8.2 6.2 11.5 8.5 7.1 4/4 10.6 7.7 15.7 10.2 11.9 2024.1/4 10.8 9.9 12.2 12.3 6.1 2022. 5 12.0 7.5 20.7 12.7 9.7 6 11.5 6.9 19.6 12.4 8.4 7 9.5 4.1 19.6 8.7 12.8 8 16.7 13.3 22.5 14.9 23.0 9 9.3 5.3 16.6 7.1 16.8 10 8.4 6.1 12.6 7.1 13.0 11 7.5 7.2 7.9 8.2 5.0 12 5.9 4.8 7.8 2.9 16.9 2023. 1 6.8 5.9 8.3 4.0 16.8 2 8.0 5.7 12.0 4.0 23.0 3 6.0 4.0 9.4 3.7 13.5 4 5.8 3.3 10.2 4.1 11.6 5 9.0 6.8 12.6 7.8 12.7 6 8.3 6.4 11.3 9.2 5.6 7 8.6 6.4 12.1 8.2 10.1 8 5.9 4.1 8.9 6.9 2.7 9 10.2 8.1 13.6 10.6 8.8 10 11.4 8.7 16.0 10.6 14.1 11 13.0 9.6 19.0 12.3 15.5 12 7.6 4.7 12.4 7.9 6.4 2024. 1 11.8 10.8 13.6 13.3 7.1 2 11.5 10.8 12.8 13.4 5.5 3 9.0 8.2 10.3 10.1 5.7 4p 10.6 12.1 8.0 11.9 6.4 5p 7.7 7.5 8.0 8.0 6.8 ※ p는 잠정치임 - 26 - 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 1) 종합몰 거래액 (단위: 억원) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2021 1,238,518 247,621 69,500 136,926 41,194 22,279 9,238 13,041 355,739 83,997 2022 1,327,723 249,931 67,742 134,947 47,242 24,149 8,850 15,300 355,011 90,052 2023 1,409,580 255,741 65,437 140,959 49,345 25,717 8,902 16,815 365,243 89,193 2021.2/4 302,757 58,321 15,742 34,578 8,001 4,961 2,012 2,949 91,967 21,271 3/4 305,228 61,386 16,619 35,299 9,468 5,189 2,379 2,809 82,905 17,702 4/4 332,405 68,274 18,177 36,007 14,090 6,324 2,238 4,086 98,658 26,925 2022.1/4 321,616 63,496 19,790 32,782 10,924 6,441 2,753 3,688 81,448 19,416 2/4 325,621 59,747 15,688 34,660 9,398 5,478 2,003 3,475 92,108 23,537 3/4 328,079 61,121 15,627 33,267 12,228 5,453 2,030 3,423 83,198 19,426 4/4 352,406 65,568 16,638 34,237 14,692 6,777 2,064 4,713 98,256 27,672 2023.1/4 338,225 62,809 18,845 30,907 13,057 6,812 2,511 4,301 85,062 21,149 2/4 343,671 61,375 15,315 36,130 9,930 5,826 1,936 3,890 94,104 23,095 3/4 348,311 61,458 15,141 35,648 10,669 5,843 2,213 3,631 84,918 18,508 4/4 379,372 70,099 16,135 38,275 15,689 7,236 2,242 4,994 101,158 26,440 2024.1/4 371,802 66,398 18,940 34,465 12,992 7,478 2,866 4,613 86,734 19,261 2022. 5 112,241 21,024 5,610 12,160 3,254 1,769 650 1,119 31,912 8,107 6 106,041 19,794 4,707 11,951 3,136 1,704 596 1,109 29,129 7,228 7 107,965 20,943 5,079 12,447 3,417 1,772 679 1,093 28,125 6,835 8 111,782 20,670 5,391 11,164 4,115 1,849 704 1,145 26,738 5,702 9 108,332 19,508 5,156 9,655 4,696 1,832 647 1,185 28,335 6,889 10 113,266 21,912 5,048 10,697 6,168 1,917 586 1,331 31,949 9,039 11 119,027 22,788 6,118 12,153 4,516 2,186 664 1,523 32,294 9,201 12 120,114 20,868 5,472 11,388 4,008 2,674 814 1,860 34,013 9,433 2023. 1 115,018 20,819 5,945 10,506 4,369 2,147 826 1,321 26,894 6,324 2 107,150 21,567 6,695 10,079 4,793 2,153 738 1,415 26,259 6,259 3 116,056 20,423 6,205 10,322 3,896 2,512 946 1,566 31,910 8,566 4 110,884 18,692 5,009 10,373 3,310 2,086 691 1,395 31,238 7,737 5 119,923 22,089 5,522 12,980 3,587 1,913 631 1,282 33,081 8,181 6 112,865 20,593 4,784 12,777 3,033 1,827 614 1,213 29,785 7,177 7 114,873 21,736 5,024 13,353 3,360 1,950 782 1,168 28,886 6,541 8 116,352 21,040 5,099 11,830 4,111 1,985 753 1,232 27,857 5,710 9 117,086 18,681 5,018 10,465 3,198 1,908 678 1,230 28,175 6,257 10 123,091 23,107 4,769 11,695 6,644 1,991 607 1,383 33,504 9,032 11 130,503 25,276 5,894 14,474 4,907 2,423 724 1,699 35,173 9,587 12 125,778 21,716 5,472 12,106 4,138 2,822 911 1,911 32,481 7,822 2024. 1 127,466 23,426 6,489 11,883 5,055 2,527 984 1,542 28,610 5,952 2 118,725 21,655 6,275 11,274 4,107 2,242 819 1,423 26,715 5,670 3 125,611 21,317 6,177 11,309 3,831 2,710 1,062 1,648 31,409 7,639 4p 124,348 20,674 5,315 11,919 3,440 2,264 755 1,509 32,340 7,798 5p 128,870 22,099 5,611 13,132 3,356 2,089 692 1,397 32,311 7,314 ※ p는 잠정치임 - 27 - 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 1) 종합몰 거래액 (단위: 억원) 패 션 식 품 생 활 신발 가방 패션용품 및 액세서리 스포츠 ⋅ 레저용품 화장품 아동 ⋅ 유아용품 음⋅식료품 농축수산물 생활용품 2021 20,759 15,622 25,561 53,774 110,172 45,855 271,338 197,099 74,239 221,668 141,392 2022 22,257 16,195 27,553 57,088 93,413 48,452 312,881 229,308 83,573 235,335 153,123 2023 23,155 17,530 28,630 55,574 102,009 49,153 354,809 258,309 96,500 248,834 161,816 2021.2/4 5,587 3,878 6,466 14,039 29,270 11,457 63,844 47,107 16,737 54,214 34,400 3/4 4,510 3,882 6,165 13,848 26,040 10,758 70,943 51,238 19,705 55,098 35,700 4/4 5,926 4,067 7,145 15,293 26,635 12,667 69,046 50,685 18,360 59,230 37,725 2022.1/4 4,708 3,938 6,589 11,586 23,783 11,427 78,745 56,521 22,225 58,697 37,988 2/4 6,083 3,983 6,868 15,408 23,869 12,360 74,182 55,110 19,072 57,741 37,567 3/4 5,014 4,091 6,588 14,506 22,171 11,403 81,150 59,463 21,688 58,602 38,474 4/4 6,453 4,184 7,508 15,587 23,589 13,263 78,803 58,214 20,589 60,295 39,093 2023.1/4 5,276 4,527 6,771 11,689 23,800 11,851 84,839 61,540 23,299 58,856 37,757 2/4 6,248 4,440 7,119 15,032 25,592 12,579 84,216 62,591 21,626 61,141 39,960 3/4 5,097 4,389 6,721 13,599 25,180 11,423 94,681 68,252 26,429 62,386 40,908 4/4 6,534 4,174 8,018 15,254 27,437 13,300 91,072 65,926 25,146 66,451 43,191 2024.1/4 5,024 4,353 7,367 11,425 27,274 12,030 102,528 72,596 29,933 66,031 42,235 2022. 5 2,076 1,373 2,358 5,433 8,296 4,269 25,258 18,804 6,454 19,470 12,707 6 1,970 1,280 2,301 4,833 7,783 3,735 24,180 17,985 6,195 19,234 12,597 7 1,796 1,312 2,325 4,938 7,097 3,822 24,831 18,533 6,298 19,393 12,772 8 1,531 1,406 2,179 4,638 7,427 3,855 29,545 21,575 7,971 20,390 13,469 9 1,687 1,372 2,083 4,931 7,647 3,725 26,774 19,355 7,419 18,819 12,233 10 1,971 1,390 2,164 5,570 7,843 3,971 25,156 18,686 6,471 19,462 12,559 11 2,148 1,384 2,292 5,214 7,865 4,190 26,493 19,745 6,748 20,378 13,129 12 2,333 1,410 3,052 4,803 7,880 5,102 27,154 19,784 7,370 20,455 13,405 2023. 1 1,524 1,496 2,257 3,499 7,974 3,819 31,732 22,084 9,648 19,139 12,389 2 1,600 1,461 2,107 3,505 7,594 3,733 24,883 18,461 6,421 18,720 11,878 3 2,152 1,570 2,407 4,685 8,232 4,299 28,224 20,995 7,229 20,998 13,490 4 2,005 1,538 2,324 4,852 8,497 4,284 27,160 20,230 6,930 19,528 12,660 5 2,184 1,523 2,487 5,292 8,961 4,453 28,820 21,445 7,376 20,998 13,746 6 2,058 1,379 2,308 4,888 8,134 3,842 28,236 20,916 7,319 20,615 13,555 7 1,833 1,479 2,380 4,577 8,203 3,872 29,060 21,547 7,514 21,097 13,858 8 1,585 1,479 2,273 4,462 8,531 3,816 31,197 22,919 8,279 21,248 13,915 9 1,679 1,431 2,068 4,560 8,446 3,735 34,423 23,786 10,637 20,041 13,135 10 2,090 1,402 2,158 5,478 9,200 4,142 29,309 21,472 7,837 21,726 14,099 11 2,358 1,363 2,777 5,482 9,343 4,263 30,669 22,377 8,292 22,599 14,706 12 2,086 1,409 3,083 4,293 8,894 4,894 31,095 22,077 9,017 22,126 14,387 2024. 1 1,537 1,433 2,569 3,609 9,633 3,876 36,245 25,443 10,802 22,067 14,100 2 1,542 1,418 2,353 3,402 8,475 3,856 32,516 22,679 9,837 20,894 13,285 3 1,946 1,502 2,446 4,414 9,165 4,297 33,767 24,473 9,294 23,069 14,849 4p 2,005 1,385 2,446 4,989 9,327 4,390 33,210 24,343 8,867 22,189 14,433 5p 2,059 1,398 2,493 5,152 9,513 4,382 34,768 25,421 9,347 22,906 15,086 ※ p는 잠정치임 - 28 - 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 1) 종합몰 거래액 (단위: 억원) 생 활 서비스 기 타 자동차 및 자동차용품 가구 애완용품 여행 및 교통서비스 문화 및 레저서비스 이쿠폰 서비스 음식서비스 기타서비스 2021 13,835 48,774 17,668 94,038 12,119 5,650 58,975 2,159 15,136 25,834 2022 14,165 47,518 20,530 123,560 25,654 11,448 71,227 1,170 14,062 26,855 2023 14,922 49,013 23,082 139,713 25,166 3,466 96,790 835 13,456 19,524 2021.2/4 3,675 11,858 4,282 22,988 3,161 1,441 14,126 524 3,735 6,461 3/4 3,307 11,586 4,505 23,877 3,066 1,074 14,900 534 4,304 5,830 4/4 4,011 12,697 4,797 24,431 3,803 2,099 15,822 388 2,319 6,442 2022.1/4 3,208 12,683 4,818 25,770 3,679 1,762 16,833 330 3,166 7,019 2/4 3,581 11,597 4,997 29,901 6,536 3,350 16,012 286 3,717 6,463 3/4 3,542 11,353 5,233 32,025 7,025 3,068 17,880 288 3,763 6,529 4/4 3,834 11,885 5,482 35,864 8,413 3,268 20,501 266 3,416 6,843 2023.1/4 3,381 12,314 5,405 34,369 8,165 1,786 21,510 257 2,651 5,477 2/4 3,754 11,802 5,625 32,169 5,388 571 22,688 224 3,299 4,840 3/4 3,759 11,846 5,873 34,864 5,774 532 24,593 196 3,769 4,161 4/4 4,028 13,051 6,181 38,311 5,838 578 28,000 157 3,737 5,046 2024.1/4 3,767 13,965 6,065 38,088 7,173 498 26,433 135 3,849 4,544 2022. 5 1,158 3,923 1,682 10,585 2,351 1,033 5,926 102 1,173 2,222 6 1,118 3,820 1,699 9,945 2,217 1,462 4,850 93 1,323 2,055 7 1,202 3,704 1,715 10,691 2,519 1,070 5,540 103 1,459 2,210 8 1,178 3,944 1,799 10,352 2,303 975 5,791 100 1,182 2,237 9 1,163 3,705 1,718 10,982 2,203 1,023 6,549 85 1,122 2,082 10 1,166 3,954 1,783 10,798 2,641 1,168 5,855 85 1,049 2,072 11 1,395 4,026 1,828 12,630 2,855 1,159 7,137 87 1,393 2,257 12 1,273 3,905 1,871 12,436 2,917 941 7,509 94 975 2,515 2023. 1 1,089 3,828 1,833 12,330 3,337 757 7,258 93 885 1,958 2 1,048 4,121 1,673 11,933 3,236 826 6,911 82 877 1,636 3 1,243 4,365 1,899 10,107 1,593 202 7,340 83 889 1,883 4 1,211 3,857 1,800 10,476 1,643 181 7,363 81 1,208 1,702 5 1,288 4,044 1,920 11,334 1,857 192 8,165 78 1,042 1,687 6 1,255 3,901 1,904 10,359 1,889 197 7,160 65 1,048 1,450 7 1,268 4,008 1,964 10,773 2,154 209 7,151 71 1,188 1,370 8 1,258 4,053 2,021 11,597 1,889 183 7,973 67 1,484 1,427 9 1,234 3,785 1,887 12,493 1,731 140 9,469 57 1,096 1,365 10 1,269 4,299 2,059 11,944 1,786 178 8,758 55 1,168 1,511 11 1,366 4,484 2,044 12,575 2,012 191 8,990 49 1,332 1,788 12 1,393 4,268 2,078 13,792 2,040 208 10,252 54 1,237 1,747 2024. 1 1,280 4,596 2,092 12,976 2,583 189 8,697 50 1,457 1,614 2 1,151 4,559 1,899 13,304 2,387 155 9,371 44 1,347 1,399 3 1,335 4,811 2,074 11,808 2,203 153 8,365 42 1,045 1,531 4p 1,342 4,375 2,039 12,236 2,240 157 8,383 33 1,423 1,435 5p 1,367 4,348 2,105 13,239 2,248 150 9,340 32 1,470 1,459 ※ p는 잠정치임 - 29 - 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 2) 전문몰 거래액 (단위: 억원) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2021 663,714 54,490 25,670 18,143 10,676 19,538 16,836 2,701 144,809 89,743 2022 783,513 50,738 23,571 17,075 10,092 19,370 16,854 2,516 173,451 110,718 2023 879,027 44,138 21,657 10,889 11,592 17,738 15,382 2,356 186,868 125,588 2021.2/4 159,726 11,459 5,509 4,069 1,882 4,250 3,597 653 35,087 21,327 3/4 168,644 12,736 5,997 4,043 2,696 4,709 4,105 604 33,316 19,704 4/4 187,919 14,795 7,056 4,453 3,286 4,985 4,250 735 46,616 30,297 2022.1/4 182,950 14,578 7,175 4,928 2,476 5,451 4,840 611 39,257 23,732 2/4 193,389 10,696 5,207 4,106 1,383 4,454 3,876 579 44,309 28,028 3/4 201,694 11,831 5,472 3,926 2,432 4,943 4,302 641 40,432 25,091 4/4 205,479 13,633 5,717 4,115 3,800 4,521 3,836 686 49,452 33,866 2023.1/4 201,009 12,774 6,570 3,115 3,089 5,011 4,397 614 42,995 27,853 2/4 215,379 9,214 5,008 2,649 1,557 4,042 3,500 542 46,044 30,811 3/4 224,876 10,103 4,852 2,442 2,808 4,381 3,803 579 42,377 27,584 4/4 237,764 12,047 5,227 2,683 4,137 4,304 3,682 622 55,452 39,339 2024.1/4 225,492 12,046 6,700 2,199 3,146 4,841 4,245 595 45,027 30,210 2022. 5 65,600 3,485 1,733 1,262 489 1,538 1,349 189 15,029 9,378 6 65,827 3,425 1,674 1,367 384 1,367 1,182 185 14,701 9,166 7 66,515 3,789 1,912 1,482 396 1,641 1,439 201 13,423 8,366 8 69,417 4,504 1,869 1,292 1,344 1,722 1,488 234 12,786 7,500 9 65,762 3,537 1,692 1,153 693 1,581 1,375 205 14,223 9,226 10 67,658 5,547 1,670 1,484 2,392 1,345 1,133 213 15,872 11,089 11 66,854 3,846 1,892 1,284 670 1,556 1,324 232 17,165 11,677 12 70,967 4,240 2,155 1,348 737 1,620 1,379 241 16,415 11,100 2023. 1 65,911 3,770 1,922 1,238 610 1,522 1,325 197 13,101 8,447 2 63,760 4,923 2,198 991 1,734 1,628 1,427 200 13,403 8,542 3 71,338 4,080 2,450 885 745 1,861 1,645 216 16,491 10,865 4 68,255 3,179 1,778 855 546 1,330 1,146 184 15,082 10,121 5 73,850 3,048 1,597 917 535 1,453 1,272 181 15,989 10,730 6 73,275 2,987 1,633 878 476 1,259 1,082 177 14,973 9,960 7 74,570 3,095 1,742 869 483 1,502 1,305 196 14,838 9,712 8 75,570 4,250 1,673 843 1,734 1,511 1,307 204 12,956 8,145 9 74,736 2,759 1,437 730 591 1,369 1,190 179 14,583 9,727 10 78,456 5,125 1,610 888 2,628 1,245 1,054 191 17,630 12,522 11 79,551 3,557 1,685 954 918 1,434 1,222 212 19,865 14,410 12 79,757 3,365 1,933 841 592 1,625 1,406 218 17,957 12,407 2024. 1 74,884 4,765 2,397 780 1,589 1,546 1,344 202 13,750 9,320 2 71,920 3,863 2,156 704 1,003 1,468 1,279 189 14,690 9,801 3 78,688 3,417 2,147 715 555 1,826 1,622 204 16,586 11,089 4p 73,722 2,921 1,578 780 563 1,346 1,171 175 16,399 11,307 5p 79,782 2,665 1,333 769 564 1,416 1,238 178 16,165 10,700 ※ p는 잠정치임 - 30 - 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 2) 전문몰 거래액 (단위: 억원) 패 션 식 품 생 활 신발 가방 패션용품 및 액세서리 스포츠 ⋅ 레저용품 화장품 아동 ⋅ 유아용품 음⋅식료품 농축수산물 생활용품 2021 13,406 8,127 7,637 3,741 18,600 3,556 41,138 32,043 9,095 41,000 12,512 2022 16,473 11,364 10,445 3,710 17,227 3,515 48,526 37,305 11,222 48,246 13,174 2023 16,412 10,859 10,156 3,861 16,712 3,279 52,095 40,106 11,989 47,468 11,242 2021.2/4 3,658 1,803 1,743 1,029 4,651 877 9,872 7,751 2,121 12,421 3,082 3/4 3,126 2,014 1,863 971 4,853 785 10,762 8,418 2,344 9,984 3,126 4/4 3,912 2,777 2,508 1,007 5,059 1,056 10,816 8,303 2,513 9,956 3,358 2022.1/4 3,742 3,057 2,531 786 4,596 814 12,102 9,142 2,960 11,219 3,457 2/4 4,395 2,898 2,495 1,070 4,499 924 11,895 9,127 2,768 12,664 3,309 3/4 3,985 2,807 2,607 928 4,178 836 12,454 9,712 2,742 14,056 3,194 4/4 4,351 2,601 2,812 926 3,954 942 12,076 9,324 2,752 10,307 3,214 2023.1/4 4,246 2,865 2,448 813 3,989 781 12,846 9,963 2,883 9,257 2,717 2/4 4,234 2,739 2,389 1,109 3,920 841 12,760 9,957 2,804 11,647 2,869 3/4 3,683 2,733 2,518 993 4,130 736 13,280 10,137 3,143 12,587 2,699 4/4 4,249 2,523 2,800 946 4,673 921 13,209 10,050 3,160 13,977 2,957 2024.1/4 3,766 2,631 2,764 842 4,036 777 13,533 10,244 3,289 12,859 2,860 2022. 5 1,616 955 875 409 1,520 277 4,029 3,125 903 4,365 1,097 6 1,415 1,002 856 322 1,628 312 3,877 3,000 877 5,125 1,093 7 1,268 894 864 308 1,460 262 3,854 2,993 861 3,241 1,052 8 1,429 965 896 323 1,395 279 4,510 3,551 959 5,021 1,094 9 1,288 948 847 297 1,323 295 4,089 3,167 922 5,794 1,047 10 1,316 810 770 378 1,208 300 3,799 2,910 888 2,956 1,031 11 1,623 974 949 309 1,325 310 3,988 3,093 895 3,963 1,087 12 1,412 818 1,093 239 1,421 332 4,290 3,321 968 3,389 1,096 2023. 1 1,244 839 848 213 1,280 230 4,633 3,581 1,052 2,648 902 2 1,447 943 773 260 1,193 245 3,764 2,875 889 2,686 836 3 1,555 1,083 827 339 1,516 306 4,449 3,507 942 3,923 979 4 1,413 914 765 346 1,221 302 4,193 3,272 921 2,922 936 5 1,533 963 842 387 1,259 274 4,494 3,530 964 3,330 1,001 6 1,287 861 782 376 1,440 265 4,073 3,154 919 5,395 933 7 1,483 916 873 356 1,250 248 4,157 3,204 953 3,087 911 8 1,107 930 864 316 1,358 236 4,391 3,338 1,052 3,554 915 9 1,094 887 781 320 1,521 253 4,732 3,595 1,137 5,947 873 10 1,537 816 767 421 1,267 299 4,214 3,182 1,032 4,306 958 11 1,462 814 908 289 1,676 307 4,496 3,445 1,051 5,720 1,025 12 1,250 892 1,125 236 1,730 315 4,500 3,423 1,076 3,951 973 2024. 1 996 823 849 262 1,265 235 4,932 3,767 1,165 3,002 986 2 1,481 886 879 263 1,140 240 4,227 3,169 1,058 3,081 893 3 1,289 922 1,036 317 1,631 302 4,374 3,308 1,066 6,776 980 4p 1,349 824 965 354 1,250 351 4,454 3,396 1,058 3,573 875 5p 1,541 835 1,093 347 1,343 306 4,649 3,568 1,080 5,722 944 ※ p는 잠정치임 - 31 - 4. 취급상품범위별/상품군별 온라인쇼핑 거래액 2) 전문몰 거래액 (단위: 억원) 생 활 서비스 기 타 자동차 및 자동차용품 가구 애완용품 여행 및 교통서비스 문화 및 레저서비스 이쿠폰 서비스 음식서비스 기타서비스 2021 21,585 4,942 1,961 353,238 78,933 5,917 2,022 259,438 6,928 9,501 2022 28,436 4,432 2,203 435,043 142,511 13,053 4,128 264,684 10,667 8,139 2023 29,824 4,350 2,052 521,866 216,207 26,325 3,859 263,177 12,299 8,854 2021.2/4 7,673 1,208 459 84,223 19,354 1,368 489 61,656 1,355 2,414 3/4 5,202 1,157 498 94,887 20,304 1,524 487 70,517 2,056 2,250 4/4 4,907 1,153 539 98,314 24,578 2,304 537 68,913 1,982 2,437 2022.1/4 5,989 1,252 521 98,627 22,688 1,476 1,102 71,024 2,336 1,716 2/4 7,733 1,077 545 107,257 36,684 3,972 945 63,395 2,260 2,115 3/4 9,187 1,092 584 115,748 41,875 4,198 1,128 65,435 3,111 2,230 4/4 5,528 1,012 554 113,411 41,264 3,407 951 64,829 2,960 2,078 2023.1/4 4,937 1,075 529 116,246 44,947 4,173 866 63,365 2,894 1,880 2/4 7,163 1,068 546 129,299 54,137 7,589 941 63,911 2,721 2,374 3/4 8,262 1,125 501 139,805 59,624 7,350 1,015 68,354 3,462 2,342 4/4 9,463 1,081 476 136,517 57,500 7,213 1,037 67,546 3,222 2,258 2024.1/4 8,296 1,251 453 135,558 58,498 6,520 1,009 66,628 2,903 1,630 2022. 5 2,721 357 190 36,487 12,791 1,493 325 21,087 791 667 6 3,493 354 185 36,640 12,882 1,654 306 21,044 754 691 7 1,659 361 168 39,791 14,218 1,586 353 22,868 767 776 8 3,325 395 207 40,130 14,837 1,483 337 22,647 826 743 9 4,203 336 209 35,827 12,821 1,129 439 19,920 1,518 711 10 1,390 355 180 37,407 13,692 1,128 317 21,290 980 734 11 2,375 322 179 35,690 12,901 869 296 20,647 977 646 12 1,763 335 194 40,315 14,671 1,410 338 22,893 1,003 698 2023. 1 1,254 325 167 39,540 14,803 1,234 325 22,196 982 697 2 1,316 354 179 36,815 14,332 1,092 273 20,176 942 540 3 2,366 395 183 39,891 15,812 1,847 268 20,994 969 643 4 1,461 347 179 40,710 16,581 2,015 286 20,938 890 840 5 1,788 356 185 44,805 19,382 2,431 334 21,734 923 730 6 3,914 365 183 43,783 18,174 3,143 321 21,238 907 804 7 1,642 369 165 47,014 19,857 2,527 349 23,367 915 878 8 2,056 412 171 48,132 20,504 2,735 317 23,624 953 777 9 4,564 344 165 44,659 19,263 2,088 349 21,364 1,595 688 10 2,844 336 167 45,225 19,503 2,549 337 21,841 994 710 11 4,173 378 144 43,682 18,329 2,385 335 21,563 1,071 797 12 2,446 368 165 47,610 19,667 2,279 365 24,142 1,157 750 2024. 1 1,491 380 145 46,361 20,636 1,881 342 22,411 1,092 528 2 1,669 366 153 44,049 19,102 2,222 354 21,475 895 541 3 5,136 505 155 45,148 18,760 2,417 313 22,742 917 560 4p 2,083 468 147 44,406 18,653 2,457 290 22,070 936 623 5p 4,016 610 153 48,602 21,472 2,287 338 23,560 945 562 ※ p는 잠정치임 - 32 - 5. 운영형태별/상품군별 온라인쇼핑 거래액 1) 온라인몰 거래액 (단위: 억원) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2021 1,465,296 239,974 73,986 120,458 45,530 24,451 11,043 13,408 326,557 113,448 2022 1,625,677 243,210 70,217 122,003 50,990 25,906 10,591 15,315 358,147 125,176 2023 1,747,319 254,695 68,797 130,507 55,391 26,799 9,831 16,967 368,523 130,780 2021.2/4 352,242 55,581 16,712 30,154 8,716 5,411 2,352 3,059 81,813 28,289 3/4 370,207 59,716 17,814 31,064 10,838 5,728 2,819 2,909 77,020 24,589 4/4 402,732 66,884 19,449 32,310 15,125 6,855 2,752 4,103 96,721 36,454 2022.1/4 393,264 61,424 20,458 28,915 12,051 6,962 3,274 3,687 80,963 27,350 2/4 397,674 57,132 16,247 31,276 9,609 6,034 2,523 3,511 93,290 32,807 3/4 407,954 59,930 16,217 30,257 13,456 5,956 2,503 3,454 85,554 28,374 4/4 426,785 64,725 17,295 31,554 15,875 6,954 2,290 4,663 98,340 36,644 2023.1/4 408,498 62,977 19,669 28,317 14,990 7,008 2,752 4,256 86,066 30,021 2/4 425,653 60,131 16,151 33,293 10,688 6,065 2,144 3,921 94,818 33,497 3/4 442,694 61,631 15,957 33,212 12,463 6,179 2,441 3,738 85,768 28,747 4/4 470,473 69,956 17,020 35,685 17,251 7,546 2,494 5,052 101,872 38,516 2024.1/4 458,577 67,054 20,044 31,920 15,091 7,770 3,094 4,676 86,871 29,794 2022. 5 136,283 20,213 5,816 11,048 3,349 2,031 899 1,133 32,405 11,215 6 130,632 18,795 4,884 10,751 3,161 1,859 753 1,106 29,819 10,379 7 135,826 19,989 5,294 11,261 3,434 1,959 859 1,100 29,401 9,962 8 139,829 20,689 5,593 10,159 4,938 2,124 958 1,167 27,562 8,490 9 132,298 19,252 5,331 8,837 5,084 1,873 686 1,187 28,591 9,922 10 138,078 21,867 5,255 9,649 6,962 1,959 621 1,338 31,690 12,082 11 142,933 22,432 6,360 11,367 4,705 2,311 809 1,501 32,816 12,322 12 145,774 20,426 5,679 10,539 4,208 2,684 860 1,824 33,834 12,241 2023. 1 137,717 20,398 6,180 9,648 4,570 2,169 865 1,305 27,173 9,072 2 130,072 22,308 6,967 9,256 6,085 2,281 895 1,386 26,501 8,980 3 140,709 20,270 6,522 9,413 4,335 2,558 992 1,566 32,393 11,969 4 136,122 18,388 5,302 9,498 3,588 2,119 718 1,400 31,095 11,003 5 146,945 21,740 5,805 12,079 3,856 2,072 771 1,301 33,368 11,849 6 142,586 20,003 5,043 11,716 3,244 1,874 655 1,219 30,354 10,645 7 146,896 21,302 5,327 12,397 3,578 2,028 824 1,205 29,489 10,193 8 149,442 21,781 5,397 11,053 5,331 2,160 897 1,264 27,635 8,599 9 146,355 18,548 5,233 9,762 3,553 1,990 721 1,270 28,644 9,955 10 152,660 23,303 5,005 10,782 7,516 2,057 639 1,418 33,250 12,723 11 160,465 25,199 6,218 13,668 5,313 2,577 860 1,718 36,121 14,327 12 157,348 21,454 5,797 11,236 4,421 2,912 996 1,916 32,501 11,467 2024. 1 156,058 24,085 6,942 10,999 6,143 2,576 1,024 1,552 28,063 9,348 2 147,543 21,813 6,598 10,401 4,815 2,396 959 1,438 27,268 9,396 3 154,976 21,156 6,503 10,519 4,133 2,797 1,111 1,687 31,541 11,050 4p 152,292 20,432 5,545 11,143 3,744 2,336 803 1,532 31,927 11,097 5p 158,661 21,887 5,815 12,390 3,681 2,203 779 1,423 31,938 10,473 ※ p는 잠정치임 - 33 - 5. 운영형태별/상품군별 온라인쇼핑 거래액 1) 온라인몰 거래액 (단위: 억원) 패 션 식 품 생 활 신발 가방 패션용품 및 액세서리 스포츠 ⋅ 레저용품 화장품 아동 ⋅ 유아용품 음⋅식료품 농축수산물 생활용품 2021 19,711 15,857 23,564 48,278 60,293 45,405 250,293 180,547 69,746 212,514 134,485 2022 20,887 16,589 25,433 51,002 70,994 48,066 297,988 218,574 79,415 230,436 148,298 2023 20,579 15,523 23,911 49,985 78,670 49,075 338,851 246,709 92,142 243,186 155,933 2021.2/4 5,254 3,747 5,834 12,724 14,608 11,356 58,963 42,994 15,969 52,173 32,910 3/4 4,303 3,893 5,509 12,930 15,130 10,666 65,451 47,149 18,302 52,810 33,932 4/4 5,720 4,759 7,014 13,315 16,792 12,667 65,284 47,337 17,948 57,140 36,136 2022.1/4 4,483 4,290 6,122 10,243 17,229 11,246 74,313 53,382 20,931 56,987 36,560 2/4 5,725 4,153 6,385 13,954 17,969 12,298 70,873 52,552 18,320 56,654 36,522 3/4 4,779 4,176 6,049 13,441 17,322 11,413 76,963 56,624 20,339 57,745 37,295 4/4 5,901 3,970 6,878 13,364 18,473 13,109 75,839 56,015 19,824 59,050 37,920 2023.1/4 4,755 4,013 5,923 10,477 19,203 11,674 77,073 56,269 20,804 57,275 36,279 2/4 5,671 3,935 6,166 13,672 19,349 12,528 79,388 59,128 20,260 59,994 38,705 3/4 4,599 3,875 5,659 12,534 18,886 11,469 92,331 66,404 25,927 61,004 39,312 4/4 5,553 3,700 6,164 13,302 21,233 13,404 90,059 64,908 25,151 64,914 41,637 2024.1/4 4,350 3,847 5,707 10,123 21,001 12,049 99,911 70,676 29,235 64,818 41,045 2022. 5 1,962 1,437 2,180 4,951 6,441 4,219 24,093 17,908 6,185 19,087 12,346 6 1,896 1,350 2,149 4,449 5,834 3,761 23,149 17,183 5,966 18,841 12,224 7 1,745 1,363 2,142 4,601 5,768 3,819 23,703 17,691 6,012 19,069 12,394 8 1,456 1,420 2,002 4,366 5,961 3,866 27,861 20,511 7,351 20,147 13,050 9 1,578 1,393 1,904 4,474 5,593 3,728 25,399 18,422 6,976 18,529 11,851 10 1,857 1,304 1,943 4,759 5,795 3,951 24,056 17,834 6,222 18,998 12,134 11 1,955 1,423 2,141 4,536 6,311 4,128 25,602 19,084 6,519 20,044 12,809 12 2,089 1,243 2,794 4,070 6,367 5,030 26,181 19,098 7,083 20,009 12,977 2023. 1 1,378 1,294 1,982 3,123 6,579 3,743 28,544 20,101 8,443 18,549 11,867 2 1,448 1,292 1,826 3,178 6,085 3,692 22,777 16,904 5,872 18,274 11,409 3 1,930 1,426 2,115 4,176 6,538 4,239 25,752 19,264 6,488 20,452 13,003 4 1,828 1,333 2,020 4,306 6,344 4,261 25,033 18,727 6,306 19,145 12,279 5 1,983 1,380 2,168 4,848 6,716 4,424 26,665 19,951 6,714 20,598 13,324 6 1,860 1,223 1,978 4,518 6,288 3,842 27,690 20,450 7,240 20,252 13,102 7 1,696 1,307 2,026 4,242 6,156 3,869 28,453 20,966 7,487 20,587 13,317 8 1,429 1,320 1,897 4,154 6,411 3,826 30,530 22,307 8,223 20,790 13,382 9 1,474 1,249 1,736 4,138 6,318 3,773 33,348 23,131 10,217 19,626 12,613 10 1,785 1,225 1,805 4,745 6,777 4,191 28,844 20,966 7,878 21,155 13,521 11 2,016 1,248 2,092 4,819 7,321 4,299 30,486 22,175 8,311 22,135 14,230 12 1,752 1,227 2,266 3,738 7,136 4,915 30,729 21,767 8,963 21,624 13,885 2024. 1 1,360 1,254 1,801 3,227 7,208 3,866 35,114 24,694 10,420 21,550 13,674 2 1,319 1,253 1,763 3,002 6,673 3,862 31,801 22,121 9,680 20,472 12,901 3 1,671 1,340 2,144 3,894 7,121 4,322 32,996 23,861 9,135 22,796 14,470 4p 1,740 1,207 2,070 4,418 6,961 4,435 32,581 23,752 8,829 21,703 14,047 5p 1,767 1,198 2,072 4,698 7,311 4,420 34,027 24,817 9,210 22,456 14,701 ※ p는 잠정치임 - 34 - 5. 운영형태별/상품군별 온라인쇼핑 거래액 1) 온라인몰 거래액 (단위: 억원) 생 활 서비스 기 타 자동차 및 자동차용품 가구 애완용품 여행 및 교통서비스 문화 및 레저서비스 이쿠폰 서비스 음식서비스 기타서비스 2021 14,103 45,403 18,523 379,949 41,438 7,055 60,771 254,452 16,233 31,559 2022 15,436 45,102 21,600 438,454 76,786 14,242 75,141 252,044 20,240 31,535 2023 15,907 47,210 24,137 489,773 99,919 19,115 100,329 248,367 22,044 25,491 2021.2/4 3,754 11,032 4,477 90,279 9,782 1,837 14,563 60,441 3,656 8,022 3/4 3,369 10,808 4,702 102,333 11,439 1,404 15,306 69,235 4,950 7,149 4/4 4,092 11,867 5,044 102,013 12,996 2,624 16,320 67,474 2,598 7,835 2022.1/4 3,397 11,974 5,055 104,768 12,466 2,138 17,875 67,954 4,335 7,847 2/4 3,937 10,959 5,235 105,941 19,766 4,313 16,911 60,181 4,770 7,750 3/4 4,118 10,811 5,521 113,957 23,177 3,818 18,948 62,307 5,706 7,848 4/4 3,985 11,358 5,788 113,788 21,377 3,973 21,408 61,601 5,429 8,089 2023.1/4 3,490 11,845 5,661 111,441 20,961 3,704 22,313 59,809 4,654 6,659 2/4 3,963 11,407 5,920 118,740 24,403 5,368 23,558 60,439 4,972 6,516 3/4 4,103 11,450 6,139 129,955 28,558 4,944 25,507 64,665 6,280 5,826 4/4 4,351 12,509 6,417 129,636 25,997 5,099 28,950 63,453 6,137 6,490 2024.1/4 3,946 13,533 6,294 126,760 25,951 4,599 27,352 62,709 6,150 5,392 2022. 5 1,254 3,713 1,774 35,797 6,671 1,370 6,237 19,994 1,525 2,656 6 1,209 3,629 1,779 35,711 7,035 1,841 5,143 19,998 1,693 2,458 7 1,372 3,524 1,779 39,027 8,217 1,326 5,866 21,799 1,820 2,678 8 1,449 3,750 1,900 38,781 8,242 1,216 6,110 21,628 1,586 2,664 9 1,297 3,538 1,842 36,148 6,718 1,277 6,972 18,881 2,300 2,507 10 1,240 3,744 1,880 36,988 7,439 1,451 6,158 20,260 1,680 2,520 11 1,440 3,868 1,927 37,085 6,638 1,363 7,419 19,617 2,048 2,644 12 1,305 3,746 1,980 39,715 7,300 1,159 7,831 21,725 1,700 2,924 2023. 1 1,102 3,672 1,907 38,459 7,248 1,139 7,554 20,959 1,560 2,424 2 1,095 3,999 1,772 35,970 6,988 1,263 7,167 19,018 1,535 1,962 3 1,293 4,174 1,982 37,012 6,725 1,302 7,593 19,832 1,560 2,273 4 1,249 3,727 1,890 38,066 7,363 1,511 7,633 19,830 1,730 2,276 5 1,339 3,920 2,015 40,321 8,079 1,590 8,470 20,582 1,599 2,179 6 1,376 3,759 2,015 40,353 8,961 2,267 7,456 20,027 1,643 2,060 7 1,344 3,875 2,051 43,008 10,047 1,644 7,465 22,137 1,714 2,029 8 1,365 3,931 2,112 44,589 10,045 1,773 8,254 22,378 2,139 1,956 9 1,394 3,644 1,976 42,358 8,465 1,527 9,788 20,150 2,427 1,841 10 1,416 4,074 2,144 42,097 8,672 1,881 9,070 20,592 1,881 1,955 11 1,481 4,316 2,108 41,656 8,222 1,812 9,297 20,188 2,137 2,291 12 1,454 4,119 2,166 45,884 9,102 1,405 10,584 22,673 2,119 2,244 2024. 1 1,309 4,411 2,156 42,768 8,944 1,381 9,012 21,114 2,317 1,901 2 1,177 4,407 1,986 42,118 8,643 1,538 9,693 20,195 2,049 1,675 3 1,460 4,714 2,152 41,874 8,363 1,680 8,646 21,401 1,784 1,816 4p 1,385 4,174 2,096 41,588 8,213 1,831 8,643 20,739 2,163 1,725 5p 1,407 4,176 2,172 44,394 8,892 1,603 9,646 22,065 2,188 1,756 ※ p는 잠정치임 - 35 - 5. 운영형태별/상품군별 온라인쇼핑 거래액 2) 온･오프라인병행몰 거래액 (단위: 억원) 합계 가 전 도 서 패 션 컴퓨터 및 주변기기 가전⋅전자 통신기기 서적 사무⋅문구 의복 2021 436,935 62,137 21,184 34,612 6,341 17,367 15,032 2,335 173,991 60,292 2022 485,559 57,459 21,097 30,019 6,343 17,613 15,113 2,500 170,315 75,594 2023 541,289 45,184 18,296 21,341 5,546 16,656 14,453 2,204 183,587 84,000 2021.2/4 110,242 14,200 4,539 8,493 1,168 3,800 3,257 543 45,241 14,309 3/4 103,665 14,406 4,802 8,278 1,327 4,170 3,665 505 39,201 12,817 4/4 117,591 16,185 5,784 8,150 2,251 4,454 3,736 718 48,553 20,768 2022.1/4 111,303 16,650 6,506 8,795 1,349 4,930 4,319 611 39,742 15,798 2/4 121,336 13,311 4,648 7,490 1,173 3,898 3,356 543 43,127 18,758 3/4 121,820 13,022 4,882 6,935 1,204 4,440 3,829 611 38,077 16,144 4/4 131,101 14,476 5,060 6,798 2,617 4,344 3,609 735 49,369 24,894 2023.1/4 130,735 12,606 5,745 5,704 1,157 4,814 4,156 658 41,992 18,982 2/4 133,398 10,457 4,172 5,486 799 3,803 3,292 511 45,331 20,410 3/4 130,493 9,930 4,037 4,879 1,015 4,046 3,574 471 41,527 17,346 4/4 146,663 12,190 4,342 5,272 2,576 3,994 3,430 564 54,737 27,263 2024.1/4 138,717 11,389 5,597 4,744 1,047 4,549 4,017 532 44,889 19,677 2022. 5 41,558 4,296 1,528 2,374 394 1,276 1,101 175 14,537 6,270 6 41,235 4,424 1,498 2,567 359 1,212 1,025 187 14,010 6,015 7 38,654 4,743 1,697 2,667 379 1,454 1,260 194 12,147 5,239 8 41,370 4,485 1,667 2,297 521 1,447 1,234 213 11,962 4,712 9 41,796 3,793 1,517 1,971 305 1,540 1,335 204 13,967 6,193 10 42,846 5,592 1,462 2,532 1,598 1,303 1,098 206 16,130 8,046 11 42,948 4,202 1,649 2,071 482 1,432 1,179 253 16,644 8,556 12 45,308 4,682 1,949 2,196 537 1,609 1,332 277 16,595 8,292 2023. 1 43,212 4,191 1,686 2,096 409 1,499 1,286 213 12,822 5,699 2 40,838 4,182 1,926 1,814 442 1,499 1,270 229 13,162 5,821 3 46,685 4,233 2,133 1,794 306 1,816 1,599 216 16,008 7,462 4 43,016 3,483 1,485 1,730 268 1,297 1,119 178 15,225 6,855 5 46,828 3,397 1,314 1,818 266 1,293 1,132 162 15,702 7,062 6 43,554 3,577 1,374 1,939 265 1,212 1,041 170 14,404 6,492 7 42,547 3,529 1,440 1,825 265 1,424 1,264 160 14,235 6,060 8 42,479 3,508 1,374 1,620 514 1,336 1,163 172 13,178 5,257 9 45,467 2,892 1,223 1,434 236 1,286 1,147 139 14,114 6,029 10 48,887 4,930 1,374 1,800 1,756 1,179 1,023 156 17,884 8,832 11 49,589 3,634 1,361 1,761 512 1,279 1,085 194 18,917 9,670 12 48,187 3,627 1,608 1,711 308 1,535 1,322 214 17,937 8,761 2024. 1 46,291 4,106 1,944 1,663 500 1,496 1,303 193 14,297 5,924 2 43,102 3,705 1,833 1,577 295 1,314 1,140 174 14,138 6,075 3 49,323 3,578 1,821 1,505 252 1,739 1,574 165 16,455 7,678 4p 45,779 3,163 1,348 1,556 259 1,274 1,123 152 16,812 8,008 5p 49,991 2,878 1,128 1,511 238 1,302 1,150 152 16,537 7,540 ※ p는 잠정치임 - 36 - 5. 운영형태별/상품군별 온라인쇼핑 거래액 2) 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 2021 14,454 7,891 9,634 9,237 68,478 4,005 62,183 48,595 13,588 50,154 19,418 2022 17,842 10,970 12,565 9,796 39,646 3,901 63,419 48,040 15,380 53,145 17,999 2023 18,989 12,866 14,874 9,450 40,051 3,357 68,053 51,706 16,347 53,115 17,126 2021.2/4 3,991 1,933 2,375 2,343 19,313 977 14,754 11,865 2,889 14,462 4,572 3/4 3,333 2,003 2,519 1,889 15,764 877 16,254 12,508 3,746 12,272 4,894 4/4 4,118 2,085 2,639 2,985 14,902 1,056 14,577 11,652 2,925 12,046 4,947 2022.1/4 3,967 2,705 2,999 2,128 11,151 995 16,534 12,280 4,254 12,929 4,885 2/4 4,753 2,729 2,978 2,525 10,398 985 15,204 11,684 3,519 13,751 4,353 3/4 4,220 2,721 3,146 1,994 9,027 825 16,641 12,551 4,090 14,913 4,373 4/4 4,903 2,815 3,442 3,149 9,071 1,096 15,041 11,524 3,517 11,552 4,388 2023.1/4 4,767 3,379 3,296 2,024 8,586 958 20,613 15,234 5,378 10,838 4,195 2/4 4,811 3,244 3,343 2,469 10,163 892 17,589 13,419 4,169 12,794 4,124 3/4 4,181 3,246 3,581 2,058 10,424 691 15,629 11,985 3,644 13,970 4,295 4/4 5,230 2,997 4,655 2,898 10,877 816 14,222 11,068 3,155 15,514 4,511 2024.1/4 4,441 3,137 4,424 2,144 10,308 758 16,150 12,163 3,986 14,072 4,049 2022. 5 1,730 891 1,052 891 3,376 327 5,194 4,021 1,172 4,747 1,458 6 1,489 931 1,007 706 3,577 286 4,908 3,803 1,106 5,517 1,466 7 1,319 844 1,048 645 2,789 265 4,982 3,835 1,147 3,565 1,430 8 1,503 951 1,073 595 2,861 268 6,194 4,615 1,579 5,264 1,514 9 1,397 927 1,025 755 3,377 292 5,465 4,100 1,364 6,084 1,429 10 1,430 897 991 1,190 3,257 320 4,899 3,762 1,137 3,420 1,456 11 1,816 934 1,100 986 2,880 371 4,879 3,754 1,125 4,297 1,407 12 1,657 984 1,350 973 2,934 404 5,263 4,007 1,255 3,835 1,524 2023. 1 1,390 1,041 1,122 589 2,674 306 7,821 5,564 2,257 3,237 1,425 2 1,599 1,112 1,055 587 2,702 286 5,870 4,432 1,438 3,132 1,305 3 1,777 1,226 1,119 848 3,210 366 6,921 5,238 1,683 4,469 1,465 4 1,590 1,120 1,069 891 3,374 325 6,320 4,775 1,545 3,305 1,317 5 1,735 1,107 1,162 831 3,503 303 6,649 5,024 1,625 3,730 1,422 6 1,486 1,017 1,112 746 3,286 265 4,619 3,620 999 5,758 1,385 7 1,619 1,088 1,228 692 3,298 250 4,765 3,785 980 3,597 1,451 8 1,263 1,090 1,240 625 3,478 226 5,058 3,950 1,108 4,011 1,449 9 1,299 1,069 1,113 742 3,648 215 5,807 4,251 1,557 6,361 1,395 10 1,843 994 1,120 1,155 3,691 250 4,678 3,687 991 4,877 1,536 11 1,804 930 1,593 952 3,698 271 4,679 3,646 1,033 6,184 1,501 12 1,584 1,074 1,943 792 3,488 295 4,865 3,734 1,131 4,453 1,475 2024. 1 1,173 1,002 1,617 644 3,691 245 6,063 4,517 1,547 3,519 1,412 2 1,703 1,051 1,469 663 2,942 235 4,942 3,727 1,215 3,504 1,278 3 1,564 1,084 1,338 837 3,676 278 5,145 3,920 1,225 7,049 1,359 4p 1,613 1,003 1,341 925 3,617 306 5,084 3,988 1,096 4,060 1,261 5p 1,833 1,035 1,514 801 3,545 268 5,390 4,172 1,217 6,172 1,328 ※ p는 잠정치임 - 37 - 5. 운영형태별/상품군별 온라인쇼핑 거래액 2) 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 2021 21,318 8,313 1,106 67,327 49,614 4,512 226 7,144 5,831 3,776 2022 27,165 6,848 1,134 120,149 91,379 10,259 213 13,810 4,489 3,458 2023 28,839 6,153 997 171,807 141,455 10,676 320 15,645 3,711 2,887 2021.2/4 7,593 2,033 264 16,932 12,733 972 52 1,739 1,435 853 3/4 5,140 1,936 302 16,431 11,931 1,195 81 1,815 1,410 931 4/4 4,825 1,982 292 20,732 15,385 1,779 38 1,827 1,703 1,044 2022.1/4 5,800 1,960 284 19,629 13,901 1,100 61 3,401 1,166 888 2/4 7,377 1,715 306 31,217 23,454 3,009 47 3,500 1,208 827 3/4 8,611 1,634 295 33,816 25,724 3,448 61 3,415 1,168 911 4/4 5,377 1,539 248 35,487 28,299 2,702 45 3,494 947 832 2023.1/4 4,827 1,544 272 39,174 32,152 2,255 63 3,814 890 698 2/4 6,954 1,464 251 42,727 35,122 2,792 70 3,696 1,047 698 3/4 7,919 1,521 234 44,714 36,840 2,937 100 3,885 951 677 4/4 9,140 1,623 240 45,191 37,341 2,692 87 4,250 822 814 2024.1/4 8,116 1,683 224 46,886 39,721 2,419 90 4,054 602 781 2022. 5 2,625 567 98 11,275 8,471 1,157 13 1,194 440 233 6 3,402 545 105 10,874 8,064 1,275 13 1,139 384 289 7 1,489 542 104 11,455 8,520 1,330 27 1,172 406 308 8 3,054 589 107 11,700 8,898 1,243 18 1,119 422 317 9 4,068 503 84 10,661 8,306 875 16 1,124 340 287 10 1,315 565 83 11,216 8,894 845 14 1,115 348 285 11 2,330 480 80 11,235 9,118 665 14 1,117 321 258 12 1,731 494 85 13,036 10,287 1,192 17 1,262 278 288 2023. 1 1,240 481 92 13,411 10,892 853 30 1,329 307 231 2 1,270 476 80 12,778 10,580 656 17 1,240 285 215 3 2,317 587 101 12,985 10,679 747 16 1,245 299 253 4 1,423 476 89 13,120 10,862 685 16 1,189 369 266 5 1,737 480 90 15,818 13,159 1,034 29 1,230 366 238 6 3,794 507 72 13,789 11,101 1,073 25 1,277 312 194 7 1,566 502 78 14,779 11,964 1,092 34 1,301 389 218 8 1,948 534 80 15,140 12,348 1,145 36 1,313 298 248 9 4,404 486 76 14,795 12,528 701 30 1,271 264 212 10 2,697 561 82 15,072 12,616 846 25 1,304 281 267 11 4,057 546 81 14,601 12,119 764 28 1,423 266 294 12 2,385 517 77 15,518 12,605 1,082 34 1,522 275 253 2024. 1 1,462 564 81 16,569 14,274 689 27 1,347 232 241 2 1,643 517 66 15,235 12,846 840 32 1,324 193 265 3 5,011 602 77 15,083 12,600 891 32 1,383 178 275 4p 2,040 670 89 15,053 12,681 783 30 1,363 196 332 5p 3,976 782 85 17,447 14,828 834 32 1,527 227 266 ※ p는 잠정치임 - 38 - 부록 온라인쇼핑동향조사 개요 □ 온라인쇼핑동향조사 1. 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), 통계청 에서는 기업 ․ 소비자간(B2C) 거래를 주로 하는 몰을 별도로 “온라인쇼핑몰”이라 정의 2. 조사연혁 연 월 주 요 내 용 2001년 3월 ∙ 전자상거래통계조사 결과 공표(2001.1.~ 매월) 2008년 5월 ∙ 전자상거래통계조사 조사방법 및 공표주기 변경 ․ 전수조사 → 표본조사, 매월공표 → 분기공표 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 3. 조사대상(금융업 제외) ○ 온라인쇼핑동향조사(월): 약 1,100개 온라인쇼핑 운영업체 - 인터넷상에서 거래를 주로 하고 주문 및 결제 기능이 있는 온라인쇼핑 운영업체 4. 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 상품군 만을 구성하여 운영하는 온라인쇼핑몰 - 39 - 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, 온라인이외의 영업형태)을 병행하여 최종소비자에게 판매하는 쇼핑몰 다. 상품군별 분류 ※ 조사제외: 콘텐츠(음원, 이모티콘, 전자책 등)에 해당하는 무형의 상품은 제외 상품분류 조 사 범 위 컴퓨터 및 주변기기 PC, 노트북, 프린터, 스피커, CD형태 등 유형의 소프트웨어 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, 화장관련 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 관련용품 가구 가구 (장농, 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 해당금액에 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(안마의자제외), 골동품, 종교용품, 성인용품, 음반·비디오·악기 등 - 40 - 5. 조사시기 가. 조사기준일: 조사대상월 말일 나. 조사대상기간: 조사대상월 1일 ~ 말일 다. 조사실시기간: 조사대상월 익월 1일 ~ 20일 6. 조사방법 및 체계 가. 조사방법: 인터넷조사(CASI), 모바일조사(SASI), 컴퓨터를 이용한 전화조사(CATI) 등 다양한 스마트조사 방식과 조사담당자가 사업체를 방문하여 응답자와 면접을 통한 조사방식을 병행 나. 조사체계: 조사대상처 → 스마트조사센터, 지방통계청·사무소(현장조사, 조사자료 입력) → 통계청 서비스업동향과(자료집계, 분석 및 공표) 7. 조사항목 ○ 조사항목: 상품군별 온라인쇼핑 거래액, 상품군별 모바일쇼핑 거래액, 해외 상품 거래내역 등 8. 표본설계 방법 가. 모집단: 인터넷상에서 거래를 하는 온라인쇼핑 운영업체 ※ 모집단의 특성과 표본조사의 효율성을 고려하여, 연간거래액이 80백만원 이상인 온라인쇼핑 운영업체를 조사모집단으로 선정 나. 표본의 구성 1) 종합몰: 절사법(연간거래액 일정규모 이상) 2) 전문몰: 응용절사법 - 전수층: 대표상품군별 연간거래액 일정규모 이상 - 표본층: 대표상품군별 거래액 기준으로 내림차순 정렬하여 표본 크기만큼 층화 계통추출