LOTTE-ON

What LOTTE-ON does

Lotte ON is a South Korean e-commerce platform operated as a business division of Lotte Shopping Co., Ltd. (롯데쇼핑 주식회사), a publicly listed conglomerate. It serves Korean consumers across multiple categories including fashion, beauty, kids, food, home living, and electronics, and acts as the digital storefront integrating Lotte Department Store products, brand official stores, and a third-party marketplace of approximately 2,000 small business vendors.

The platform combines first-party sales (Lotte ON as merchant of record across categories) with a marketplace-commission model supporting third-party sellers, layered with specialty sub-brands: Gaze Shop for premium tech and robotics (including Unitree humanoid robots priced around 31 million KRW), Home Meal Table for fresh agricultural and fishery products sourced directly from Korean producers, and the e-Seoul Love Shop# storefront supporting Seoul-based SMBs under a public-private partnership. Underlying infrastructure includes a seller API Center (api.lotteon.com), integrated L.POINT loyalty, Lotte Card discount integration, escrow payment services, and same-day delivery (내일ON다).

Monetization is primarily transaction-based, combining marketplace commissions on third-party GMV with direct first-party sales. The GTM mix spans channel partnerships (Seoul City, Gmarket), marketplace listings (specialty and general categories), and product-led growth (specialty store launches with promotional events). Distribution is domestic-only across South Korea, and the platform's strategic positioning leverages Lotte Group's offline retail footprint and brand equity rather than proprietary AI/ML technology.

Name

LOTTE-ON

Legal name

Lotte Shopping Co., Ltd. (롯데쇼핑 주식회사)

Website

https://lotteon.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lotte ON is a South Korean e-commerce platform operated by Lotte Shopping Co., Ltd., serving Korean consumers across fashion, beauty, food, home living, and electronics, combining first-party sales with a marketplace of approximately 2,000 third-party sellers and specialty stores.

Ownership category

akta.pro rank

Product category

Online Marketplace

NAICS

Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (4552)

SIC

Retail-Variety Stores (5331), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Multi-Price-Point Variety Stores (CRAGAJAI)

akta.pro secondary industries

General Variety & Household Basics Stores (CRAGAJAH), Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)

Keywords

• Online marketplace platform
• Fashion beauty electronics
• Department store e-commerce
• Small business marketplace
• Consumer shopping platform

Headquarters

HQ city

Songpadong

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Marketplace Commission: Lotte ON operates as a marketplace platform where third-party sellers list and sell products, generating revenue through commissions on transactions. The platform supports approximately 2,000 small business vendors through partnerships.
2. Product Sales: Direct sales of products including fashion, beauty, electronics, food, and home goods through the Lotte ON e-commerce platform, serving as the merchant of record for first-party sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels3 records

Core offering

LOTTE-ON is a multi-category online marketplace operated by Lotte Shopping's e-commerce division, combining first-party Lotte retail merchandise (department store, hypermarket, home shopping) with third-party marketplace seller listings across fashion, beauty, kids, food, electronics, and home living. The platform runs curated specialty storefronts including Home Meal Table for Korean producer-direct fresh food and Gaze Shop for premium tech products such as Unitree humanoid robots, supported by a seller API, integrated L.POINT loyalty, escrow payments, and same-day delivery.

Product overview

LOTTE ON is a comprehensive e-commerce platform operated by Lotte Shopping (롯데쇼핑 주식회사). The platform operates as a multi-category marketplace offering fashion, beauty, kids, food & living, department store products, and specialty stores. Key product offerings include the core LOTTE ON platform, Home Meal Table food specialty store connecting Korean producers with consumers, Gaze Shop premium tech lifestyle store featuring robots including Unitree humanoid robots, and e-Seoul Love Shop for small business support. The platform provides B2C e-commerce services with seller APIs, customer support, and various promotional campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• LOTTE-ON Online Marketplace Multi-category e-commerce marketplace combining first-party Lotte retail merchandise (department store, hypermarket, home shopping) with third-party marketplace sellers across fashion, beauty, kids, food & living, and electronics; provides seller API access, customer support at 1899-7000, escrow payments, same-day delivery, and L.POINT loyalty integration.
• Home Meal Table (홈밀테이블) Food specialty store on LOTTE-ON connecting Korean agricultural, livestock, and fishery producers directly with consumers, featuring producer stories, seasonal ingredient introductions, and regular promotional events.
• Gaze Shop (게이즈 샵) Premium tech lifestyle specialty storefront on LOTTE-ON offering humanoid, quadruped, pet, and educational robots, including Unitree's G1 humanoid robot priced at approximately 31 million KRW, operated through trusted official sellers.
• e-Seoul Love Shop# on LOTTE-ON Dedicated online shopping sections on LOTTE-ON for Seoul-based small businesses under the e-Seoul Love Shop# initiative, providing promotional campaigns and 100,000 KRW in advertising credits to approximately 2,000 participating small businesses alongside 20% consumer discount coupons.

Quantifiable outcome

• Over 2,500 small businesses supported through Seoul City partnership
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Seoul CitycoreStrategic or Co-development Partner · 21 June 2026Seoul City partnership with Gmarket and Lotte ON to open dedicated online shopping sections for Seoul's small businesses, with over 2,500 vendors participating. Lotte ON assists approximately 2,000 vendors with promotional campaigns and 100,000 KRW in advertising credits. The initiative aims to help offline-focused small businesses enter the online market with up to 20% discount coupons for consumers through December.
• UnitreeflagshipTechnology or Integration · 9 March 2026Chinese robotics company Unitree partnered with Lotte ON to launch humanoid and robot sales on the e-commerce platform. Lotte ON expanded its robotic product lineup to include various categories like pet robots and educational robots through this partnership, featuring the Unitree G1 humanoid robot priced at approximately 31 million won.
• GmarketcoreChannel Partner/ Reseller/ Distributor · 2 January 2026Gmarket partnered with Seoul City and Lotte ON in the e-Seoul Love Shop# initiative, opening exclusive stores for small businesses. Gmarket supports 500+ Seoul-based businesses through international expansion via its global channel and Lazada platform while Lotte ON supports 2,000 vendors.

Scale indicators2 records

Expansion highlights5 records

Direct peers

• TMON: Korean deal-and-marketplace platform focused on time-limited promotions; competes with LOTTE-ON's discount-heavy promotional events in fashion, beauty, and food verticals.
• Coupang: Korea's largest e-commerce platform and LOTTE-ON's primary direct competitor; operates a similar multi-category marketplace with proprietary logistics (Rocket Delivery), serving the same Korean consumer base.
• Naver Shopping: Naver's e-commerce destination integrated with Korea's dominant search portal; competes directly with LOTTE-ON across fashion, beauty, and home categories using a similar marketplace commission model.
• Gmarket: Korea-headquartered marketplace (eBay Korea) and explicit co-partner with LOTTE-ON in the Seoul City SMB initiative; offers overlapping multi-category marketplace functionality to Korean consumers.
• 11st Street (SK Group): SK Group-affiliated multi-category online marketplace with similar breadth across fashion, beauty, and electronics; directly comparable marketplace model serving Korean consumers.
• SSG.com: Shinsegae Group's online marketplace integrating department store, hypermarket, and convenience store inventory; comparable to LOTTE-ON's Lotte Department Store + Mart integration play.
• Kakao Commerce / KakaoTalk Gift: Kakao-affiliated social commerce and gifting platform leveraging KakaoTalk's massive Korean user base; an increasingly competitive marketplace in fashion, beauty, and food gifting categories where LOTTE-ON also operates.
• WeMakePrice: Korean group-buying and marketplace operator overlapping with LOTTE-ON on promotional pricing strategy and multi-category assortment, particularly in fashion and home goods.

Emerging players

• AliExpress: Cross-border marketplace with growing Korean consumer penetration in fashion and electronics; an emerging competitive threat to LOTTE-ON in price-sensitive categories though not directly embedded in the Korean retail ecosystem.

Broad incumbents

• Lotte Department Store: Parent-group department store chain whose brand inventory (Coach, Burberry, luxury fashion) is integrated into LOTTE-ON; serves as both supplier and adjacent retail channel within the Lotte ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheLotteon
• LinkedInlinkedin.com/company/lotte-ecommerce

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LOTTE-ON