Korea’s biggest online shopping season runs from late October to mid November, when Naver, Gmarket, 11st, Coupang and large retailers all hold overlapping sale events, so foreign brands should plan promotions months ahead. This guide uses the 2025 season as a worked example of how the calendar looks, what each platform offered, and how a brand can prepare. Dates and event names change every year, so confirm the current schedule on each platform before you plan.
The autumn and year end peak
According to Asia Business Daily’s October 2025 report, retailers lined up events that started in late October and ended around November 11. Examples included Shinsegae’s SSG Day (October 30 to November 9), Gmarket’s Big Smile Day and 11st’s Grand 11 Day (both November 1 to 11), a Naver shopping event from October 29 to November 11, and a Coupang Singles’ Day promotion. The report described SSG Day as the group’s largest ever, at about 2 trillion won.
What the platforms offered
A second Asia Business Daily report said Naver expected about 4.9 million products in its event, described as its largest ever, and that 11st’s Grand 11 Day covered more than 10 million products from over 2,200 brands and over 7,000 sellers, with time deals and short rush deals. The first report also said Gmarket would cover all discount costs and drop separate coupon fees for sellers during its event, and that 11st recruited sellers until October 27. Offers like these change each year, so read the current seller terms.
Chuseok and regional promotions
Smaller seasonal events also matter. A report on a 2025 Chuseok sale for Gyeongbuk small businesses described coupons up to 30 percent off sold through Coupang, Naver, 11st, Gmarket and other platforms across September. Gift sets, food and beauty products suit holiday periods like this.
What it means for a foreign brand
These events reward sellers who are ready early. Listings must be complete in Korean, stock must be in place, prices must allow for discount and fees, and enrolment deadlines can pass weeks before the event. A brand that starts preparing in September can join the autumn peak, while one that starts in October may miss seller recruitment.
How to prepare
Work back from the event dates. Finish your Korean product pages, collect honest reviews as described in Korean review culture, check the marketplace fees in Naver Smart Store fees, and decide your discount depth before you apply. Our guides on Gmarket vs Coupang vs 11st and Naver Shopping vs Coupang help you choose where to join.
Support the sale with marketing
Sales events work best with traffic behind them. Plan Naver Search Ads, creator content with proper disclosure as covered in Korea influencer disclosure rules, and a checkout that matches how Koreans pay online.
Where to start
List the events you want to join, note each application deadline, and build a margin sheet for the discount you can afford. If you want help with store setup and promotion planning, see our store setup service or the pricing page.
Frequently asked questions
When is the biggest online shopping season in Korea?
In 2025 the autumn peak ran from late October to about November 11, with events from Naver, Gmarket, 11st, Coupang and Shinsegae. Check the current year’s dates.
Do marketplaces hold sales events for Chuseok?
Yes. Platforms and regional programs run Chuseok promotions, such as a September 2025 Gyeongbuk sale with coupons of up to 30 percent.
When should a foreign brand start preparing for Korean sale events?
Months ahead. Seller recruitment and enrolment deadlines can close weeks before an event, and listings need Korean pages and stock first.
Do sellers have to fund the discounts?
It depends on the platform and the year. In 2025 Gmarket said it would cover discount costs for its event, but terms change, so read the current seller rules.