Abstract
The online shopping craze in South Korea has been ongoing for more than a decade, but in China, online shopping is experiencing tremendous growth, with 64 million additional shoppers per year. Consumers in Asia are among the world's most prolific online shoppers. This study compares the evolution, cycle, and stages of the online shopping markets in South Korea and China. Using the fast‐expanding market model as an initial analytical framework and multiple case approach, we find that Chinese online shopping corresponds to the take‐off stage of a successful cluster, in which significant opportunities are still present in Chinese Tier 3 and Tier 4 cities. Conversely, the South Korean online market is nearing saturation, though major foreign players are still entering this perceived lucrative marketplace. © 2016 Wiley Periodicals, Inc.
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