Even in the new year of 2025, the Korean economy is unlikely to escape from the low growth trend. The International Monetary Fund (IMF) forecasts Korea's economic growth rate of 2.0% in 2025 in its latest Article IV result data. The economic growth rate in 2024 has been lowered by 0.3%p from 2.5% to 2.2%. This year has been difficult, but next year is expected to have better growth potential than this year. As the economic downturn is prolonged, customers' spending is expected to be stingier. In the "2024 Consumer Trend Analysis" recently released by Open Survey, 8 out of 10 people said, "We perceive the Korean economy as a crisis (77.3%)". How should e-commerce companies stimulate and persuade customers' consumer sentiment when the domestic and foreign environment is uncertain and dramatic economic policies are difficult to expect? Based on some trend analysis data, we will look at customer trends and countermeasures in 2025.

2025 Consumption Paradigm: Polygon Consumption Trends

Euromonitor International, a global data analysis company, predicted in its "2025 Global Consumer Trend Report" released in November that Korean consumers will show a "Wiser Wallet" tendency next year. Polygon consumption refers to strategic consumption considering priorities and future values. It is expected that more and more customers will consume satisfactory plans in all aspects, including cost, experience, and long-term value of products, while reducing impulse purchases to relieve stress or psychological satisfaction. In the Open Survey (1), one out of two people said, "We are reducing purchases of high-priced products such as home appliances and luxury goods (49.0%)" and "We are more actively looking for sales, hot deals, and promotions (54.4%)."

Looking back, these savings trends have continued to evolve. In 2023, there was a clear tendency for "Budgetters" to pursue extreme cost-effectiveness, and in 2024, "Value Hackers" emerged, which is actively engaged in conservation activities while considering price and quality more carefully. In the new year of 2025, planned consumption, which considers various aspects of the product from various angles, is expected to settle as a trend. As a result, companies and brands should not just compete by price, but strive to provide a combination of values such as experience, cost, performance, and future value.

3 Strategic Keywords for USP

What unique selling point (USP) should be used to maximize attractiveness for customers who will clearly show polygonal consumption trends? Here are three key keywords that are common in domestic and global customer trend insights.

① Health - #HealthyLife #WellAging #Wellness
Beyond simply living a long life, there is a growing desire to live a long life in a healthy state in both body and mind. Euromonitor named "well-aging" as the 2025 global consumer trend. The lifestyle of living naturally and healthily at all stages of life and related consumption are drawing attention. In the 2024 consumption trend identified by Open Survey, 67.2% of respondents said they "try to eat healthier." In particular, awareness of disease prevention and improved immunity has been strengthened through the COVID-19 crisis. If "personalization" is combined to provide customized health solutions or products that focus on improving specific problems, it will be easier to melt frozen customers' hearts.

② Earth - #ClimateSensitivity #EcoLogic #Sustainability
On July 21, 2024, this day was recorded as the highest average temperature on Earth's surface since the World Meteorological Organization (WMO) began observing climate in 1940. Warnings about the global environment have been mentioned for quite some time, but this year, the continued killer heat has come as a real threat. It is important to reflect the needs of customers who want to practice environmental protection in accordance with EcoLogic (2) trends. In a survey (3) conducted by the Korea Consumer Agency, 90.7% of customers said they are "willing to buy eco-friendly products," and 95.3% of customers said they would "choose products that are sustainable even if the price is higher."

③ Experience - #CharacteristicCharm #ExperienceEconomy #ContentCommerce
In the era of immateriality, where everything is digitized, customers still want something of a property that they can experience. This is why experiential pop-up stores are still popular, and goods produced by famous YouTubers are selling out. If you have a character or story loved in the digital space, it is important to give them the physical properties they can experience so that customers can experience it. Nowadays, in the era of Experience Economy, customers want to have a valuable experience in the unique characteristics of products. In a similar context, predictions that "content commerce" that purchases content and products in conjunction with each other are common in multiple reports. Customers seeking fun and experience are more likely to open their wallets pleasantly on content-added shortforms and live commerce.

With a delicate sense like a snake

Kim Nan-do, a consumer studies professor at Seoul National University, mentioned "SNAKE SENSE" in his book "Trend Korea 2025." In a media interview related to the book, he said, "Most economists expect a sluggish and frustrating economy to continue next year," adding, "Small and sensitive things will become important as the frustrating trend continues." Professor Kim, who looked at every aspect to find remarkable growth potential, added, "We need to find detailed and small differences and find opportunities for growth in them." The outlook for 2025 is not so bright. E-commerce companies and marketers will really have to capture customers' hearts with snake-like sensitive senses and delicate strategies.

1) Open Survey, Consumer Survey on Economic Awareness 2024.10
2) environmentally-friendly, environmentally-conscious
3) Korea Consumer Agency, Comparative Empathy Quality Comparative Information Effectiveness Analysis Press Release 2023.06

Subscribe to our newsletter