롯데e커머스 (롯데ON)

What 롯데e커머스 (롯데ON) does

Lotte eCommerce (롯데e커머스) operates LotteON (롯데ON), an open e-commerce marketplace platform serving Korean consumers across fashion, beauty, groceries, luxury, kids, and overseas direct-purchase categories. Launched in September 2020 through the integration of Lotte Shopping's prior e-commerce operations (Lotte.com and Lotte Fresh), the business functions as the digital commerce arm of the Lotte Group conglomerate, with headquarters at Lotte World Tower in Seoul and access to 40M+ customers drawn from Lotte's combined online and offline data assets. The platform operates as a horizontal marketplace of 3,000+ partner sellers and monetizes through marketplace commissions, advertising, and direct product sales; its primary customer segments are Korean women aged 30-40 seeking premium and trendy assortment, with secondary focus on overseas-direct-purchase shoppers, SMEs, and social enterprises.

Name

롯데e커머스 (롯데ON)

Legal name

Lotte Shopping Co., Ltd. (롯데쇼핑 주식회사)

Website

https://story.lotteon.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

251–500 employees

Short description

Lotte eCommerce operates LotteON, a Korean consumer e-commerce marketplace integrating Lotte Group's offline retail (department stores, Mart, 7-Eleven, duty-free) with online commerce across fashion, beauty, groceries, and cross-border direct purchase, serving 40M+ customers and 3,000+ partner sellers.

Ownership category

akta.pro rank

Product category

Online Marketplace (E-commerce)

NAICS

Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521)

SIC

Retail-Variety Stores (5331), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Online-Enabled Hard Discounters (Click & Collect / Delivery) (CRAHADAI)

akta.pro secondary industry

Full-Assortment Hard Discounters (CRAHADAB)

Keywords

• Online marketplace platform
• E-commerce platform
• Omnichannel retail
• AI shopping assistant
• Mobile commerce

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Marketplace Commission: LotteON operates as an open marketplace where third-party sellers (파트너사/셀러) list and sell products. The company earns commission on each transaction. In 2024, the company reduced seller commission rates to 5% as a competitive advantage to attract quality sellers.
2. Advertising Solutions: LotteON generates advertising revenue through its AI-powered '스마트매출업' (Smart Sales Up) solution, which enables sellers to run personalized targeted ads based on machine learning analysis of customer behavior data. Partners purchase '셀러머니' (seller currency) credits to run ads.
3. Direct Product Sales: LotteON sells products directly through vertical storefronts including beauty (온앤더뷰티), luxury, fashion, kids, and overseas direct purchase categories, generating revenue through product margins.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lotte eCommerce (Lotte ON) operates an open online marketplace platform that aggregates fashion, beauty, groceries, luxury goods, gifting, and overseas direct purchase categories under a unified storefront. The platform combines third-party seller listings with Lotte-operated vertical storefronts (beauty, luxury, kids, fashion, overseas direct purchase) and integrates with Lotte's offline retail network (Lotte Department Store, Lotte Mart, 7-Eleven, Lotte Duty Free) for same-day and next-day fulfillment. AI-driven personalization is delivered through the Charlott chatbot, the Smart Sales Up seller advertising solution, and a dynamic pricing engine.

Differentiator

Problem solved

Functional benefit

Brands

• On & The Beauty (온앤더뷰티): Premium beauty vertical service launched by Lotte eCommerce offering curated beauty products online.
• Charlott (샬롯)
• Smart Sales Up (스마트매출업)
• Ginza Japan Direct Purchase Mall (긴자 일본 직구몰)
• DealKrit (딜크릿)
• Naemondol (온돌)
• NaeyilOnDa (내일온다)
• Bottle Shop (보틀샵)

Products and services

• LotteON Marketplace Platform Open consumer-facing e-commerce marketplace combining third-party partner seller storefronts with Lotte-operated vertical stores; integrates online catalog with Lotte's offline department stores, marts, convenience stores, and duty-free shops for omnichannel shopping.
• On & The Beauty (온앤더뷰티) Curated premium beauty specialty store experience operated online by Lotte eCommerce, offering selected beauty products to consumers.
• Lotte Duty Free Tokyo Ginza Japan Direct Purchase Mall (롯데면세점 도쿄 긴자 일본 직구몰) Dedicated overseas direct purchase storefront on LotteON operated by Lotte Duty Free Tokyo Ginza, offering 700+ Japanese products including Bearbrick, Shiseido, Ippudo ramen, and Japan-exclusive items.
• Charlott AI Chatbot (샬롯) AI-powered personal shopping assistant on LotteON providing natural language customer inquiry handling, generative-AI review summarization, AI image-recognition style recommendations, and personalized discount/coupon alerts to consumers.
• Smart Sales Up (스마트매출업) Machine-learning advertising solution for marketplace partner sellers that analyzes customer search keywords and purchase history to deliver targeted personalized product ads; sellers purchase 셀러머니 credits to run campaigns.
• DealKrit (딜크릿)

Quantifiable outcome

• 스마트매출업 advertising solution achieved ROAS of over 2000% during pilot testing with 3,000+ partners
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• 해진식품 (Haejin Foods)minorStrategic or Co-development Partner · 25 September 2025LotteON partnered with 해진식품 through the 'ON DREAM' SME support program to help the company sell its 'Badamga Clam Salad' product online. LotteON supported the product through promotional events, coupons, banners, and permanent promotional sections, helping 해진식품 achieve 亿-won level sales. This partnership led to LotteON receiving the Win-Win Honors award.
• 롯데면세점 도쿄 긴자점 (Lotte Duty Free Tokyo Ginza)coreStrategic or Co-development Partner · 1 July 2024LotteON partnered with Lotte Duty Free Tokyo Ginza to open Korea's first 'Lotte Duty Free Ginza Japan Direct Purchase Mall' on LotteON. This partnership brings 700+ authentic Japanese products including Bearbrick, Shiseido, Ippudo ramen, and Japan-exclusive items to LotteON customers. Products are directly purchased and managed by Lotte Duty Free Tokyo Ginza, ensuring 100% authenticity and competitive pricing, some even lower than Japanese local stores.
• 롯데웰푸드 (Lotte Wellfood)minorStrategic or Co-development Partner · 1 January 2024LotteON collaborated with Lotte Wellfood to create an exclusive 'Lucky Box' product for the Monthly Lotte event, combining various snacks with Lotte Group prizes (accommodation tickets, movie tickets, etc.) randomly included in each box. The product was promoted through ON-LIVE live commerce featuring celebrity Giant Jang, achieving complete sellout and serving 10,000 customers.
• 롯데칠성 (Lotte Chilsung)minorStrategic or Co-development Partner · 1 January 2024LotteON collaborated with Lotte Chilsung on a camping collaboration, creating exclusive products combining Chilsung Cider Zero with Lotte Seven Outdoor products including Abenaki roll tables and North Star charcoal grills. This was the first collaboration with a Lotte Group affiliate after the e-commerce business launch.
• 경상남도 / 경남투자경제진흥원 (Gyeongsangnam-do / Gyeongnam Investment & Economy Promotion Agency)minorStrategic or Co-development Partner · 1 January 2024LotteON cooperated with Gyeongsangnam-do Province and Gyeongnam Investment & Economy Promotion Agency to discover local SMEs like 해진식품 and support their online distribution through the ON DREAM program.
• 부천산업진흥원 (Bucheon Industry Promotion Agency)minorStrategic or Co-development Partner · 7 December 2023LotteON signed an MOU with Bucheon Industry Promotion Agency to support the expansion of sales channels for small and medium enterprises in Bucheon city, helping local businesses reach online consumers through the LotteON platform.
• 한국사회적기업진흥원 (Korea Social Enterprise Promotion Agency)coreStrategic or Co-development Partner · 16 November 2023LotteON signed an MOU with the Korea Social Enterprise Promotion Agency to support online distribution for social enterprises. The partnership includes discovering and nurturing excellent social enterprises, operating regular promotional events and banner advertising, and providing educational programs. Social enterprise sales on LotteON grew 20%+ YoY as of October 2023.
• 코카콜라 (Coca-Cola)minorStrategic or Co-development Partner · 1 January 2023LotteON partnered with Coca-Cola to launch Korea's first online Digital Popup Store. The launch was promoted through ON-LIVE live commerce with interactive events including hidden discount coupon searches and Coca-Cola goods raffles across different product zones.

Scale indicators5 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• SSG.com: Shinsegae Group's online shopping mall leveraging offline department store and Emart grocery network. Closest omnichannel peer to LotteON given similar conglomerate-backed online-offline integration strategy.
• WeMakePrice: Korea-based daily deals and general merchandise marketplace with deep discount positioning. Competes with LotteON in deal-driven and discount-focused shopper segments.
• Naver Shopping: Naver's integrated shopping destination leveraging Korea's dominant search portal. Competes with LotteON for the same Korean consumer base across fashion, beauty, and general merchandise via a marketplace and Smartstore seller ecosystem.
• Gmarket: eBay Korea-operated marketplace with strong auction and fixed-price general merchandise assortment. Competes with LotteON for sellers and shoppers in fashion, electronics, and general merchandise categories.
• 11st Street: SK Telecom-owned general merchandise marketplace with strong seller tools and category breadth. Competes with LotteON as a broad-assortment marketplace targeting Korean online shoppers.
• Kakao Commerce: Kakao-affiliated commerce platform spanning gift-giving, social commerce, and marketplace. Competes with LotteON on KakaoTalk-native discovery and gift category, and increasingly on broader marketplace offerings.
• TMON: Korean social commerce and travel/deals marketplace with group-buy and time-limited deal mechanics. Comparable to LotteON on marketplace model and Korean consumer base, with overlap in fashion and lifestyle categories.
• Coupang: Korea's largest e-commerce marketplace with Rocket logistics and Play (online-first) vertical. Direct competitor to LotteON in general merchandise and grocery, and the dominant force LotteON must compete against for Korean consumer mindshare.

Regional players

• Rakuten: Japan-based marketplace and ecosystem with Rakuten Ichiba general merchandise platform. Comparable to LotteON on marketplace + group-affiliate + loyalty model, and a relevant peer for LotteON's Japan direct-purchase category expansion.

Broad incumbents

• Amazon: Global general merchandise and marketplace incumbent. Not a direct Korea competitor but a structural benchmark for LotteON's marketplace economics, advertising monetization, and logistics expectations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lotte-ecommerce

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 롯데e커머스 (롯데ON)