2015년 12월 및 연간 소매판매 및 온라인쇼핑 동향

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보도일시 2016. 02. 02.(화) 12:00

배포일시 2016. 02. 02.(화) 09:30

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담 당 자

과 장: 손은락(042-481-2585)사 무 관: 김태근(소매판매, 2197)사 무 관: 이복현(온라인쇼핑, 2195)

2015년 12월 및 연간

소매판매 및 온라인쇼핑 동향

통계청이 작성한 “2015년 12월 및 연간 소매판매 및 온라인쇼핑 동향”은

'공공누리' 출처표시-상업적이용금지 조건에 따라 이용 할 수 있습니다.

일 러 두 기

□ 소매판매액통계는 「한국표준산업분류」상의 소매업(중분류 47)과

자동차판매업(소분류 451) 중 승용차 판매액을 기초로 작성한

통계입니다.

□ 온라인쇼핑 거래액은 PC기반 인터넷쇼핑 거래액과 모바일기반

인터넷쇼핑 거래액을 합산한 수치입니다.

○ 온라인쇼핑 거래액 중 모바일 거래액은 ‘13년 1/4분기부터 구분

하였으며, 상품군별 모바일 거래액은 ’14년 1/4분기부터 구분 작성

하였습니다.

○ 2014년 1월부터 일부 상품군을 세분화하여 작성하였습니다.

의류․패션 및 관련상품 : 의복, 신발, 가방, 패션용품 및 액세서리

생활․자동차용품 : 생활․자동차용품, 가구

기타 : 애완용품, 기타

□ 이 통계는 소매판매 및 온라인쇼핑 거래액을 경상금액으로

작성하였습니다.

□ 반올림으로 인하여 본 자료내의 수치(합계, 구성비, 증감률)는

통계표상의 숫자를 이용하여 계산한 결과와 일치하지 않을 수

있습니다.

□ 본문에 수록된 자료는 통계청 홈페이지(http://kostat.go.kr) 및

국가통계포털(http://kosis.kr)을 통해 이용하실 수 있습니다.

○ 본문에 수록된 통계자료의 최근 수치(2개월)에는 잠정치(p)가 포함

되어 있으므로 추후 수정될 수 있습니다.

목 차

□ 소매판매 및 온라인쇼핑 동향 ···················································2

1. 소매판매 및 온라인쇼핑 동향 ·························································2

가. 소매판매 및 온라인쇼핑 거래액 ················································· 2

나. 상품군별 거래액 ············································································· 3

2. 소매판매 동향 ····················································································· 4

3. 온라인쇼핑 동향 ················································································· 5

가. 온라인쇼핑 거래액 ········································································· 5

나. 상품군별 거래액 ············································································· 6

다. 취급상품범위 및 운영형태별 거래액 ······································· 10

□ 2015년 4/4분기 소매판매 및 온라인쇼핑 동향 ···················· 11

1. 소매판매 및 온라인쇼핑 동향 ······················································· 11

2. 소매판매 동향 ··················································································· 12

3. 온라인쇼핑 동향 ··············································································· 13

□ 2015년 연간 소매판매 및 온라인쇼핑 동향 ························· 14

1. 소매판매 및 온라인쇼핑 동향 ······················································· 14

2. 소매판매 동향 ··················································································· 15

3. 온라인쇼핑 동향 ··············································································· 16

□ 통계표 ··························································································· 17

1. 소매판매 및 온라인쇼핑 거래액 ··················································· 18

2. 상품군별 소매판매액 ······································································· 20

3. 업태별 소매판매액 ··········································································· 22

4. 온라인쇼핑 거래액 ··········································································· 24

5. 상품군별 온라인쇼핑 거래액 ························································· 26

6. 취급상품범위별 온라인쇼핑 거래액 ············································· 34

7. 운영형태별 온라인쇼핑 거래액 ····················································· 38

◇ 부 록

◎ 조사개요 ······························································································ 42

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소매판매 및 온라인쇼핑 동향

1. 소매판매 및 온라인쇼핑 동향

가. 소매판매 및 온라인쇼핑 거래액

□ 2015년 12월 소매판매액은 33조 186십억원으로 전년동월대비 2.7% 증가

○ 온라인쇼핑 거래액은 5조 344십억원으로 전년동월대비 15.3% 증가

< 소매판매 및 온라인쇼핑 동향 >(단위: 십억원, %)

구 분2013년 2014년 2015년 증감률

12월 12월 11월p 12월p 전월비 전 년동월비

소매판매액(A) 31,404 32,301 32,296 33,186 2.8 2.7

- 온라인쇼핑거래액(B) 3,729 4,633 4,949 5,344 8.0 15.3

모바일쇼핑거래액 907 1,870 2,443 2,650 8.5 41.7

비중(B/A) 11.9 14.3 15.3 16.1 - -

< 소매판매 및 온라인쇼핑 동향 >

- 3 -

□ 소매판매에서 온라인쇼핑 비중이

높은 상품은 서적 및 문구(30.8%),

가전제품·컴퓨터 및 통신기기(29.3%),

가구(28.3%), 화장품(26.1%) 순

○ 전년동월대비 비중은 화장품(6.7%p),

가전제품·컴퓨터 및 통신기기

(3.4%p), 서적 및 문구(3.0%p),

가구(3.0%p) 등 모두 확대

< 소매판매의 온라인쇼핑 비중 >

29.3%

28.3%

14.2%

15.7%

8.2%

26.1%

30.8%

가전제품·컴퓨터및통신기기

가구

의복

신발및가방

음·식료품

화장품

서적및문구

나. 상품군별 거래액

□ 2015년 12월 소매판매액은 전년동월대비 의복(-3.7%), 가전제품·컴퓨터 및

통신기기(-2.2%) 등은 감소하였으나, 음식료품(4.1%), 화장품(3.0%) 등은 증가

○ 온라인쇼핑 거래액은 전년동월대비 화장품(38.9%), 음식료품(22.6%),

가전제품·컴퓨터 및 통신기기(10.8%) 등 모두 증가

< 소매판매 및 온라인쇼핑 상품군별 거래액 >(단위: 십억원, %, %p)

구 분

2014년 2015년전 년비중차(B-A)

증감률12월 11월p 12월p 전월비 전년동월비

소매판매

소매판매

소매판매

소매판매 온라인 소매

판매 온라인온라인비중(A) 온라인 비중 온라인비중(B)

◦ 합 계 32,301 4,633 14.3 32,296 4,949 15.3 33,186 5,344 16.1 1.8 2.8 8.0 2.7 15.3

가전제품·컴퓨터 및 통신기기 3,241 837 25.8 3,410 893 26.2 3,170 928 29.3 3.4 -7.0 3.8 -2.2 10.8

가구 397 101 25.3 428 123 28.7 423 120 28.3 3.0 -1.2 -2.6 6.4 19.0

의복1) 5,386 706 13.1 5,520 754 13.7 5,189 736 14.2 1.1 -6.0 -2.4 -3.7 4.2

신발 및 가방 1,121 156 13.9 1,118 162 14.5 1,114 175 15.7 1.8 -0.3 7.6 -0.6 12.2

음식료품2) 6,566 457 7.0 6,553 532 8.1 6,833 561 8.2 1.2 4.3 5.3 4.1 22.6

화장품 1,451 280 19.3 1,438 333 23.2 1,494 390 26.1 6.7 3.9 16.9 3.0 38.9

서적 및 문구 526 146 27.8 433 134 30.9 548 169 30.8 3.0 26.4 26.0 4.2 15.5

기타상품3) 13,613 1,950 14.3 13,396 2,017 15.1 14,415 2,268 15.7 1.4 7.6 12.4 5.9 16.3

1) 온라인쇼핑은 패션용품 및 액세서리 포함2) 온라인쇼핑은 농축수산물 포함3) 소매판매는 승용차 및 연료소매 등 포함, 온라인쇼핑은 여행 및 예약서비스, 각종서비스 등 포함

- 4 -

2. 소매판매 동향

□ 2015년 12월 소매판매액은 33조 186십억원으로 전년동월대비 2.7% 증가

□ 소매업태별판매액은전년동월대비전문소매점(-3.1%), 백화점(-2.7%)은감소하였으나,

승용차 및 연료소매점(7.5%), 편의점(21.5%), 무점포소매(5.8%) 등은 증가

< 소매업태별 판매액 >(단위: 십억원, %)

구 분

2013년 2014년 2015년 전 년비중차(B-A)

증감률

12월 12월 11월p 12월p 전월비 전 년동월비구성비 구성비

(A)구성비

(B)

◦ 합 계 31,404 100.0 32,301 100.0 32,296 33,186 100.0 - 2.8 2.7

백화점 3,019 9.6 2,895 9.0 2,845 2,818 8.5 -0.5 -1.0 -2.7

대형마트 4,037 12.9 4,145 12.8 4,076 4,273 12.9 0.1 4.8 3.1

슈퍼마켓 2,810 8.9 2,928 9.1 2,866 2,959 8.9 -0.2 3.2 1.1

편의점 961 3.1 1,165 3.6 1,419 1,415 4.3 0.7 -0.2 21.5

승용차 및 연료소매점 7,854 25.0 8,055 24.9 7,772 8,658 26.1 1.2 11.4 7.5

전문소매점 9,192 29.3 9,107 28.2 9,174 8,827 26.6 -1.6 -3.8 -3.1

무점포소매 3,531 11.2 4,005 12.4 4,143 4,236 12.8 0.4 2.2 5.8

□ 업태별 판매액 구성비를 보면

전문소매점(26.6%), 승용차 및 연료

소매점(26.1%), 대형마트(12.9%),

무점포소매(12.8%), 슈퍼마켓(8.9%),

백화점(8.5%), 편의점(4.3%) 순

○ 전년동월대비 업태별 구성비는

승용차 및 연료소매점(1.2%p),

편의점(0.7%p), 무점포소매(0.4%p),

대형마트(0.1%p)는 확대, 전문

소매점(-1.6%p), 백화점(-0.5%p),

슈퍼마켓(-0.2%p)은 축소

< 소매업태별 판매액 구성비>(단위: 십억원, %)

- 5 -

3. 온라인쇼핑 동향

가. 온라인쇼핑 거래액

□ 2015년 12월 온라인쇼핑 거래액은 5조 344십억원으로 전년동월대비

15.3% 증가하였으며, 온라인쇼핑 거래액 중 모바일쇼핑 거래액은 2조

650십억원으로 41.7% 증가

○ 전월대비 온라인쇼핑 거래액은 8.0%, 모바일쇼핑 거래액은 8.5% 각각 증가

○ 온라인쇼핑 거래액 중 모바일쇼핑 거래액 비중은 49.6% 차지

< 온라인쇼핑 거래액 동향 >

(단위: 십억원, %)

구 분2013년 2014년 2015년 증 감 률

12월 12월 11월p 12월p 전월비 전 년동월비구성비 구성비 구성비 구성비

◦ 총 거래액 3,729 100.0 4,633 100.0 4,949 100.0 5,344 100.0 8.0 15.3

모바일 거래액 907 24.3 1,870 40.4 2,443 49.4 2,650 49.6 8.5 41.7

< 온라인쇼핑 거래액 동향 >

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나. 상품군별 거래액

□ 상품군별 거래액

○ 2015년 12월 상품군별 온라인쇼핑 거래액은 전년동월대비 신발(-0.6%),

소프트웨어(-2.5%)는 감소하였으나, 화장품(38.9%), 여행 및 예약서비스(13.3%),

음·식료품(27.2%), 생활·자동차용품(21.6%) 등은 증가

- 전월대비 의복(-5.2%), 스포츠·레저용품(-3.8%), 가구(-2.6%) 등은 감소하였으나,

여행 및 예약서비스(14.7%), 아동·유아용품(32.2%), 화장품(16.9%) 등은 증가

< 상품군별 온라인쇼핑 거래액 >(단위: 십억원, %)

구 분

2014년 2015년 증 감 률

12월 11월p 12월p 전월비 전년동월비

온라인 온라인 온라인 온라인 온라인모바일 모바일 모바일 모바일 모바일

◦ 합 계 4,633 1,870 4,949 2,443 5,344 2,650 8.0 8.5 15.3 41.7

컴퓨터 및 주변기기 315 57 305 76 340 86 11.4 12.2 7.7 51.5

가전·전자·통신기기 516 168 584 232 582 239 -0.3 2.9 12.8 42.2

소프트웨어 6 1 5 1 6 1 20.9 42.9 -2.5 85.6

서적 99 20 91 25 120 35 33.1 38.0 22.0 74.8

사무·문구 47 10 43 11 48 13 11.3 12.6 1.8 30.0

음반·비디오·악기 15 4 18 8 20 8 9.8 2.0 31.1 94.5

의복 625 313 674 392 639 374 -5.2 -4.6 2.3 19.7

신발 92 44 91 53 92 53 1.0 0.4 -0.6 21.7

가방 64 28 72 40 83 47 15.9 17.1 30.7 70.1

패션용품 및 액세서리 81 35 80 44 97 54 21.5 22.4 19.0 54.7

스포츠·레저용품 183 74 209 97 201 94 -3.8 -3.0 10.2 28.0

화장품 280 133 333 199 390 223 16.9 11.9 38.9 66.7

아동·유아용품 272 148 219 137 289 182 32.2 32.8 6.3 23.1

음·식료품 346 159 418 232 440 246 5.2 5.9 27.2 54.9

농축수산물 111 38 114 61 121 64 5.7 5.5 8.5 68.0

생활·자동차용품 431 193 505 275 524 290 3.9 5.6 21.6 50.0

가구 101 36 123 55 120 53 -2.6 -3.0 19.0 49.7

애완용품 19 7 25 14 25 14 0.4 2.3 31.4 87.2

여행 및 예약서비스 817 304 807 343 926 404 14.7 17.8 13.3 32.8

각종서비스 및 기타1) 214 100 235 148 283 170 20.4 14.9 32.6 70.8

1) 꽃은 각종서비스 및 기타에 포함

- 7 -

< 상품군별 온라인쇼핑 거래액 전년동월비 >

- 8 -

□ 상품군별 거래액 구성비

○ 2015년 12월 상품군별 온라인쇼핑 거래액 구성비는 전년동월대비

화장품(1.2%p), 음·식료품(0.7%p), 생활·자동차용품(0.5%p), 가방(0.2%p),

서적(0.2%p) 등은 확대, 의복(-1.5%p), 아동·유아용품(-0.5%p), 컴퓨터 및

주변기기(-0.4%p), 여행 및 예약서비스(-0.3%p), 신발(-0.3%p) 등은 축소

- 전월대비 여행 및 예약서비스(1.0%p), 아동·유아용품(1.0%p), 화장품(0.6%p)

등은 확대, 의복(-1.6%p), 가전·전자·통신기기(-0.9%p), 스포츠·레저용품(-0.4%p),

생활·자동차용품(-0.4%p) 등은 축소

< 상품군별 온라인쇼핑 거래액 구성비 >

(단위: %, %p)

구 분

2014년 2015년 증 감

12월 11월p 12월p 전월비차 전년동월비차


◦ 합 계 100.0 100.0 100.0 100.0 100.0 100.0 - - - -

컴퓨터 및 주변기기 6.8 3.0 6.2 3.1 6.4 3.2 0.2 0.1 -0.4 0.2

가전·전자·통신기기 11.1 9.0 11.8 9.5 10.9 9.0 -0.9 -0.5 -0.2 0.0

소프트웨어 0.1 0.0 0.1 0.0 0.1 0.0 0.0 0.0 0.0 0.0

서적 2.1 1.1 1.8 1.0 2.3 1.3 0.5 0.3 0.2 0.2

사무·문구 1.0 0.5 0.9 0.5 0.9 0.5 0.0 0.0 -0.1 0.0

음반·비디오·악기 0.3 0.2 0.4 0.3 0.4 0.3 0.0 0.0 0.1 0.1

의복 13.5 16.7 13.6 16.1 12.0 14.1 -1.6 -2.0 -1.5 -2.6

신발 2.0 2.3 1.8 2.2 1.7 2.0 -0.1 -0.2 -0.3 -0.3

가방 1.4 1.5 1.4 1.6 1.6 1.8 0.2 0.2 0.2 0.3

패션용품 및 액세서리 1.8 1.9 1.6 1.8 1.8 2.1 0.2 0.3 0.0 0.2

스포츠·레저용품 3.9 3.9 4.2 4.0 3.8 3.6 -0.4 -0.4 -0.1 -0.3

화장품 6.1 7.1 6.7 8.1 7.3 8.4 0.6 0.3 1.2 1.3

아동·유아용품 5.9 7.9 4.4 5.6 5.4 6.9 1.0 1.3 -0.5 -1.0

음·식료품 7.5 8.5 8.4 9.5 8.2 9.3 -0.2 -0.2 0.7 0.8

농축수산물 2.4 2.0 2.3 2.5 2.3 2.4 0.0 -0.1 -0.1 0.4

생활·자동차용품 9.3 10.3 10.2 11.2 9.8 10.9 -0.4 -0.3 0.5 0.6

가구 2.2 1.9 2.5 2.3 2.2 2.0 -0.3 -0.3 0.0 0.1

애완용품 0.4 0.4 0.5 0.6 0.5 0.5 0.0 -0.1 0.1 0.1

여행 및 예약서비스 17.6 16.3 16.3 14.0 17.3 15.3 1.0 1.3 -0.3 -1.0

각종서비스 및 기타1) 4.6 5.3 4.8 6.1 5.3 6.4 0.5 0.3 0.7 1.11) 꽃은 각종서비스 및 기타에 포함

- 9 -

< 상품군별 온라인쇼핑 거래액 구성비 >


< 상품군별 모바일쇼핑 거래액 구성비 >


- 10 -

다. 취급상품범위 및 운영형태별 거래액

○ 취급상품범위별 온라인쇼핑 거래액은 전년동월대비 종합몰 16.7%,

전문몰 10.5% 각각 증가

- 전월대비 종합몰 7.0%, 전문몰 11.9% 각각 증가

○ 운영형태별 온라인쇼핑 거래액은 전년동월대비 online업체 12.9%,

on/offline병행업체 19.8% 각각 증가

- 전월대비 online업체 6.4%, on/offline병행업체 10.9% 각각 증가

< 취급상품범위 및 운영형태별 거래액 동향 >(단위: 십억원, %)

구 분

2013년 2014년 2015년 증 감 률

12월 12월 11월p 12월p 전월비 전 년동월비구성비 구성비 구성비 구성비

◦ 합 계 3,729 100.0 4,633 100.0 4,949 100.0 5,344 100.0 8.0 15.3

취급상품

범 위 별

종합몰1) 2,919 78.3 3,610 77.9 3,939 79.6 4,214 78.8 7.0 16.7

전문몰2) 810 21.7 1,023 22.1 1,010 20.4 1,130 21.2 11.9 10.5

운 영

형태별

online3) 2,419 64.9 2,996 64.7 3,180 64.3 3,383 63.3 6.4 12.9

on/offline병행4) 1,310 35.1 1,638 35.3 1,769 35.7 1,961 36.7 10.9 19.8

1) 인터넷상에서 취급하는 상품군이 다양하게 구성되어 여러 종류의 상품을 일괄 구매할 수 있는 온라인쇼핑몰2) 인터넷상에서 하나의 상품군 또는 주된 상품군만을 구성하여 판매하는 온라인쇼핑몰3) 컴퓨터 및 네트워크 기반(온라인)을 통해서만 상품 및 서비스를 최종소비자에게 판매하는 경우4) 온라인 뿐만 아니라 기존의 상거래방식을 병행하여 상품 및 서비스를 최종소비자에게 판매하는 경우

- 11 -

2015년 4/4분기 소매판매 및 온라인쇼핑 동향


□ 2015년 4/4분기 소매판매액은 97조 739십억원으로 전년동분기대비

4.5% 증가

○ 온라인쇼핑 거래액은 15조 98십억원으로 전년동분기대비 18.5% 증가

□ 전분기대비 소매판매 거래액은 7.6%, 온라인쇼핑 거래액은 11.8% 각각 증가


구 분

2014년 2015년 증감률

4/4분기 3/4분기 4/4분기p

전분기비 전년동분기비

소매판매

소매판매

소매판매온라인 비중 온라인 비중 온라인 비중

소매판매

온라인소매판매

온라인

◦ 합 계 93,555 12,746 13.6 90,794 13,505 14.9 97,739 15,098 15.4 7.6 11.8 4.5 18.5


9,145 2,329 25.5 9,383 2,377 25.3 9,866 2,678 27.1 5.2 12.7 7.9 15.0

가구 1,226 297 24.2 1,215 299 24.6 1,312 363 27.7 8.0 21.5 7.0 22.2

의복1) 15,381 1,907 12.4 11,008 1,475 13.4 15,812 2,125 13.4 43.6 44.1 2.8 11.4

신발 및 가방 3,290 413 12.5 2,767 404 14.6 3,391 490 14.4 22.5 21.1 3.1 18.7

음식료품2) 19,194 1,244 6.5 22,245 1,665 7.5 20,074 1,618 8.1 -9.8 -2.8 4.6 30.1

화장품 4,270 778 18.2 3,983 825 20.7 4,436 1,050 23.7 11.4 27.3 3.9 35.1

서적 및 문구 1,442 461 32.0 1,348 387 28.7 1,406 427 30.4 4.3 10.3 -2.5 -7.4

기타상품3) 39,607 5,317 13.4 38,845 6,072 15.6 41,441 6,346 15.3 6.7 4.5 4.6 19.4

1) 온라인쇼핑은 패션용품 및 액세서리 포함2) 온라인쇼핑은 농축수산물 포함3) 소매판매는 승용차 및 연료소매 등 포함, 온라인쇼핑은 여행 및 예약서비스, 각종서비스 등 포함

- 12 -


□ 2015년 4/4분기 소매판매액은 97조 739십억원으로 전년동분기대비

4.5% 증가

□ 소매업태별 판매액은 전년동분기대비 무점포소매(9.7%), 편의점(32.1%),

승용차 및 연료소매점(2.9%), 대형마트(4.0%) 등 모두 증가


구 분

2014년 2015년 증감률

4/4분기 3/4분기 4/4분기p 전분기비전 년

동분기비구성비 구성비구성비

◦ 합 계 93,555 100.0 90,794 100.0 97,739 100.0 7.6 4.5

백화점 8,154 8.7 6,596 7.3 8,461 8.7 28.3 3.8

대형마트 12,015 12.8 12,301 13.5 12,498 12.8 1.6 4.0

슈퍼마켓 8,585 9.2 9,685 10.7 8,785 9.0 -9.3 2.3

편의점 3,342 3.6 4,608 5.1 4,412 4.5 -4.2 32.1

승용차 및 연료소매점 23,472 25.1 22,547 24.8 24,151 24.7 7.1 2.9

전문소매점 26,672 28.5 24,136 26.6 27,017 27.6 11.9 1.3

무점포소매 11,315 12.1 10,921 12.0 12,413 12.7 13.7 9.7

- 13 -


□ 2015년 4/4분기 온라인쇼핑 거래액은 15조 98십억원으로 전년

동분기대비 18.5% 증가하였으며, 온라인쇼핑 거래액 중 모바일쇼핑

거래액은 7조 395십억원으로 50.6% 증가

□ 전년동분기대비 서적(-9.3%), 사무·문구(-2.6%), 소프트웨어(-6.1%)는

감소하였으나, 여행 및 예약서비스(18.0%), 음·식료품(34.7%),

생활·자동차용품(25.0%) 등은 증가



구 분

2014년 2015년 증 감 률

4/4분기 3/4분기 4/4분기p 전분기비 전년동분기비


◦ 합 계 12,746 4,910 13,505 6,225 15,098 7,395 11.8 18.8 18.5 50.6

컴퓨터 및 주변기기 865 159 857 217 939 240 9.5 10.8 8.5 50.9

가전·전자·통신기기 1,447 447 1,506 588 1,724 692 14.5 17.8 19.1 54.7

소프트웨어 16 2 14 2 15 3 7.3 33.7 -6.1 55.6

서적 330 71 287 70 299 85 4.4 21.3 -9.3 19.1

사무·문구 132 24 101 24 128 34 27.0 38.4 -2.6 40.2

음반·비디오·악기 41 11 38 13 51 21 34.0 57.1 25.0 92.2

의복 1,699 808 1,253 720 1,874 1,093 49.5 51.9 10.3 35.3

신발 246 113 212 118 265 154 25.0 30.4 7.9 36.0

가방 167 69 192 103 225 125 16.8 21.0 34.4 82.1

패션용품 및 액세서리 208 86 221 117 251 138 13.3 17.9 20.6 61.0

스포츠·레저용품 544 208 531 220 612 282 15.3 28.4 12.6 35.6

화장품 778 348 825 458 1,050 600 27.3 31.0 35.1 72.6

아동·유아용품 678 356 642 387 751 474 17.1 22.5 10.9 33.2

음·식료품 946 419 1,267 658 1,275 705 0.6 7.2 34.7 68.3

농축수산물 298 103 398 179 343 180 -13.7 0.5 15.4 75.1

생활·자동차용품 1,224 534 1,328 700 1,529 829 15.2 18.4 25.0 55.2

가구 297 97 299 122 363 159 21.5 30.6 22.2 63.5

애완용품 55 20 66 34 75 41 13.7 20.9 36.4 102.3

여행 및 예약서비스 2,187 771 2,794 1,126 2,579 1,092 -7.7 -3.0 18.0 41.7

각종서비스 및 기타1) 590 265 674 370 749 449 11.1 21.1 26.9 69.51) 꽃은 각종서비스 및 기타에 포함

- 14 -

2015년 연간 소매판매 및 온라인쇼핑 동향


□ 2015년 소매판매액은 366조 518십억원으로 전년대비 1.9% 증가

○ 온라인쇼핑 거래액은 53조 934십억원으로 전년대비 19.1% 증가


구 분

2013년 2014년 2015년p 전년대비증감률

소매판매

소매판매

소매판매

소매판매

온라인온라인 비중 온라인 비중 온라인 비중

◦ 합 계 353,642 38,498 10.9 359,746 45,302 12.6 366,518 53,934 14.7 1.9 19.1


38,531 7,248 18.8 36,450 8,434 23.1 37,349 9,545 25.6 2.5 13.2

가구1) 4,559 - - 4,677 1,119 23.9 5,003 1,295 25.9 7.0 15.7

의복2) 3) 50,680 6,281 12.4 51,602 5,878 11.4 51,772 6,738 13.0 0.3 14.6

신발 및 가방2) 11,791 - - 12,182 1,469 12.1 12,238 1,725 14.1 0.5 17.5

음식료품4) 77,826 4,421 5.7 79,169 4,782 6.0 82,898 6,287 7.6 4.7 31.5

화장품 14,957 2,100 14.0 16,286 2,669 16.4 16,958 3,527 20.8 4.1 32.1

서적 및 문구 5,725 1,711 29.9 5,825 1,751 30.1 5,544 1,611 29.1 -4.8 -8.0

기타상품1) 5) 149,574 16,737 11.2 153,555 19,200 12.5 154,756 23,205 15.0 0.8 20.9

1) 가구의 2013년 온라인쇼핑 거래액은 기타상품 거래액에 포함2) 의복의 2013년 온라인쇼핑 거래액은 신발 및 가방 거래액을 포함3) 온라인쇼핑은 패션용품 및 액세서리 포함4) 온라인쇼핑은 농축수산물 포함5) 소매판매는 승용차 및 연료소매 등 포함, 온라인쇼핑은 여행 및 예약서비스, 각종서비스 등 포함

- 15 -


□ 2015년 소매판매액은 366조 518십억원으로 전년대비 1.9% 증가

□ 소매업태별 판매액은 전년대비 승용차 및 연료소매점(-2.6%), 전문

소매점(-0.4%), 백화점(-0.4%)은 감소하였으나, 무점포소매(9.4%),

편의점(29.6%), 대형마트(2.4%), 슈퍼마켓(2.4%)은 증가


구 분

2013년 2014년 2015년p

전년대비

증 감 률구성비 구성비구성비

◦ 합 계 353,642 100.0 359,746 100.0 366,518 100.0 1.9

백화점 29,800 8.4 29,323 8.2 29,202 8.0 -0.4

대형마트 45,905 13.0 47,497 13.2 48,635 13.3 2.4

슈퍼마켓 35,066 9.9 35,351 9.8 36,189 9.9 2.4

편의점 11,728 3.3 12,744 3.5 16,521 4.5 29.6

승용차 및 연료소매점 89,608 25.3 91,980 25.6 89,603 24.4 -2.6

전문소매점 103,108 29.2 101,719 28.3 101,354 27.7 -0.4

무점포소매 38,427 10.9 41,133 11.4 45,013 12.3 9.4

- 16 -


□ 2015년 온라인쇼핑 거래액은 53조 934십억원으로 전년대비 19.1%

증가하였으며, 온라인쇼핑 거래액 중 모바일쇼핑 거래액은 24조

427십억원으로 64.3% 증가

□ 전년대비 서적(-10.1%), 사무·문구(-2.2%)는 감소하였으나, 여행 및

예약서비스(18.9%), 생활·자동차용품(32.4%), 음·식료품(34.2%) 등은 증가



구 분2013년 2014년 2015년p 전년대비 증감률

온라인 온라인 온라인 온라인모바일 모바일 모바일 모바일

◦ 합 계 38,498 6,560　 45,302 14,870 53,934 24,427 19.1 64.3

컴퓨터 및 주변기기 3,084 - 3,414 498 3,605 870 5.6 74.9

가전·전자·통신기기 4,105 - 4,962 1,356 5,880 2,235 18.5 64.8

소프트웨어 60 - 58 5 60 8 3.3 61.7

서적 1,196 - 1,280 221 1,151 279 -10.1 26.1

사무·문구 515 - 471 62 460 108 -2.2 74.5

음반·비디오·악기 153 - 163 32 169 54 4.0 66.4

의복1) 6,281 - 5,111 2,088 5,839 3,225 14.2 54.4

신발1) 　- - 847 339 940 511 11.1 50.7

가방1) -　 - 622 217 785 401 26.2 84.9

패션용품 및 액세서리1) -　 - 766 280 899 461 17.4 64.8

스포츠·레저용품 1,639 - 1,899 591 2,088 891 10.0 50.8

화장품 2,100 - 2,669 1,038 3,527 1,902 32.1 83.4

아동·유아용품 1,947 - 2,227 1,012 2,709 1,616 21.7 59.6

음·식료품 3,289 - 3,611 1,299 4,844 2,497 34.2 92.2

농축수산물 1,132 - 1,171 345 1,443 657 23.2 90.4

생활·자동차용품2) 4,279 - 4,056 1,505 5,372 2,739 32.4 82.0

가구2) - - 1,119 313 1,295 510 15.7 62.7

애완용품3) - - 198 64 260 130 31.6 103.3

여행 및 예약서비스 6,419 - 8,383 2,724 9,969 3,901 18.9 43.2

각종서비스 및 기타3) 4) 2,300 - 2,276 879 2,637 1,430 15.9 62.71) 의복의 2013년 온라인쇼핑 거래액은 신발, 가방, 패션용품 및 액세서리 거래액을 포함2) 생활·자동차용품의 2013년 온라인쇼핑 거래액은 가구의 거래액을 포함3) 애완용품의 2013년 온라인쇼핑 거래액은 각종서비스 및 기타에 포함4) 꽃은 각종서비스 및 기타에 포함

- 17 -

통 계 표

1. 소매판매 및 온라인쇼핑 거래액 ··················································18

2. 상품군별 소매판매액 ······································································20

3. 업태별 소매판매액 ··········································································22

4. 온라인쇼핑 거래액 ··········································································24

5. 상품군별 온라인쇼핑 거래액 ························································26

6. 취급상품범위별 온라인쇼핑 거래액 ·················································34

7. 운영형태별 온라인쇼핑 거래액 ····················································38

- 18 -

1. 소매판매 및 온라인쇼핑 거래액

구 분계 가전제품··컴퓨터및통신기기 가구 의복1)

소매판매 소매판매 소매판매 소매판매온라인 온라인 온라인 온라인모바일 모바일 모바일 모바일

2014 359,746 45,302 14,870 36,450 8,434 1,859 4,677 1,119 313 51,602 5,878 2,368

2015p 366,518 53,934 24,427 37,349 9,545 3,114 5,003 1,295 510 51,772 6,738 3,686

2014.1/4 87,552 10,482 2,822 9,261 2,036 365 1,175 284 66 12,327 1,327 433

2/4 89,440 10,593 3,208 8,897 1,997 397 1,154 266 70 12,783 1,381 521

3/4 89,200 11,482 3,930 9,147 2,072 489 1,122 272 80 11,112 1,263 521

4/4 93,555 12,746 4,910 9,145 2,329 609 1,226 297 97 15,381 1,907 893

2015.1/4 87,363 12,445 5,094 9,058 2,261 658 1,232 325 116 12,273 1,479 728

2/4 90,623 12,886 5,713 9,042 2,229 714 1,245 307 114 12,680 1,660 891

3/4 90,794 13,505 6,225 9,383 2,377 807 1,215 299 122 11,008 1,475 836

4/4p 97,739 15,098 7,395 9,866 2,678 935 1,312 363 159 15,812 2,125 1,231

2014. 1 30,293 3,541 911 3,109 636 112 368 86 21 4,174 420 126

2 27,121 3,359 884 3,202 696 122 380 95 20 3,675 423 131

3 30,137 3,582 1,027 2,949 704 131 426 103 26 4,478 483 175

4 29,060 3,530 1,025 2,536 660 118 390 93 24 4,328 490 181

5 30,862 3,561 1,083 3,124 660 133 387 90 23 4,583 457 170

6 29,517 3,502 1,100 3,237 677 145 377 84 23 3,871 434 169

7 29,986 3,940 1,301 3,260 744 173 371 86 24 3,689 447 179

8 29,310 3,890 1,325 2,985 682 161 375 92 27 3,454 386 162

9 29,904 3,652 1,304 2,902 647 156 376 94 29 3,969 430 181

10 30,299 3,954 1,435 2,711 722 182 424 101 31 4,745 561 250

11 30,955 4,159 1,605 3,193 769 201 404 95 30 5,250 641 296

12 32,301 4,633 1,870 3,241 837 225 397 101 36 5,386 706 348

2015. 1 28,889 4,313 1,764 3,084 777 220 399 105 37 4,112 520 251

2 28,187 3,830 1,552 2,918 683 200 373 97 35 3,792 416 206

3 30,288 4,302 1,777 3,057 800 238 460 123 44 4,368 544 271

4 29,840 4,281 1,840 2,909 727 222 425 105 37 4,415 561 290

5 31,431 4,240 1,902 3,107 696 229 422 98 37 4,762 556 304

6 29,352 4,365 1,970 3,025 806 263 398 105 40 3,503 543 297

7 30,195 4,749 2,141 3,355 895 290 410 102 40 3,639 536 301

8 29,459 4,383 2,027 3,197 780 270 412 100 41 3,382 441 254

9 31,140 4,374 2,058 2,831 703 247 393 97 41 3,986 498 281

10 32,257 4,805 2,302 3,286 857 301 461 121 50 5,103 636 366

11p 32,296 4,949 2,443 3,410 893 309 428 123 55 5,520 754 437

12p 33,186 5,344 2,650 3,170 928 326 423 120 53 5,189 736 429

1) 온라인쇼핑은 패션용품 및 액세서리 포함2) 온라인쇼핑은 농축수산물 포함3) 소매판매는 승용차 및 연료소매 등 포함, 온라인쇼핑은 여행 및 예약서비스, 각종서비스 등 포함※ p는 잠정치임

- 19 -

(단위: 십억원)신발 및 가방 음식료품2) 화장품 서적 및 문구 기타상품3)

소매판매 소매판매 소매판매 소매판매 소매판매온라인 온라인 온라인 온라인 온라인모바일 모바일 모바일 모바일 모바일

12,182 1,469 557 79,169 4,782 1,644 16,286 2,669 1,038 5,825 1,751 283 153,555 19,200 6,807

12,238 1,725 913 82,898 6,287 3,154 16,958 3,527 1,902 5,544 1,611 387 154,756 23,205 10,760

2,864 341 111 19,721 1,175 306 3,941 608 193 1,640 485 60 36,623 4,225 1,288

3,056 357 127 19,337 1,084 342 3,931 621 221 1,324 369 52 38,958 4,517 1,479

2,972 358 136 20,918 1,279 474 4,144 662 276 1,419 436 76 38,366 5,142 1,876

3,290 413 182 19,194 1,244 522 4,270 778 348 1,442 461 95 39,607 5,317 2,164

2,987 385 178 20,278 1,482 674 4,395 837 406 1,547 440 94 35,593 5,236 2,240

3,092 447 235 20,301 1,521 756 4,144 815 438 1,242 356 81 38,876 5,550 2,484

2,767 404 221 22,245 1,665 837 3,983 825 458 1,348 387 94 38,845 6,072 2,850

3,391 490 279 20,074 1,618 886 4,436 1,050 600 1,406 427 119 41,441 6,346 3,187

897 98 31 7,639 474 107 1,351 202 60 496 151 18 12,258 1,473 437

924 117 36 5,662 343 93 1,261 197 62 505 154 18 11,513 1,334 403

1,043 126 45 6,420 358 106 1,329 210 71 639 180 25 12,852 1,418 448

1,012 122 41 6,183 359 108 1,278 208 67 466 134 18 12,865 1,464 468

1,086 119 42 6,650 360 122 1,385 215 77 441 119 17 13,206 1,539 498

957 116 44 6,504 364 113 1,267 198 77 417 116 17 12,886 1,513 513

959 129 48 6,709 388 141 1,329 208 84 494 154 26 13,175 1,784 626

974 113 43 7,099 461 165 1,385 206 83 465 140 25 12,573 1,809 660

1,039 116 45 7,110 429 168 1,430 248 109 460 141 25 12,618 1,548 590

1,096 125 52 6,391 395 160 1,432 255 101 429 136 26 13,071 1,659 634

1,073 132 58 6,238 392 165 1,387 242 114 487 180 40 12,923 1,708 700

1,121 156 71 6,566 457 197 1,451 280 133 526 146 30 13,613 1,950 830

925 128 60 6,443 480 227 1,466 289 137 475 145 31 11,984 1,869 800

984 119 55 7,361 523 227 1,462 260 122 455 128 29 10,842 1,603 680

1,077 137 64 6,474 478 220 1,467 288 147 618 168 34 12,768 1,763 760

1,086 146 73 6,503 490 237 1,416 281 146 444 128 29 12,641 1,842 807

1,190 152 81 7,022 469 235 1,497 266 146 400 108 23 13,031 1,895 848

816 148 81 6,775 563 285 1,232 268 146 398 120 29 13,204 1,813 829

872 144 78 6,972 528 270 1,196 269 145 470 141 33 13,280 2,133 983

900 127 69 7,133 499 264 1,274 262 153 441 126 32 12,721 2,048 945

995 133 73 8,140 638 304 1,514 294 160 437 120 29 12,844 1,891 923

1,159 153 85 6,688 525 284 1,504 328 179 425 125 34 13,631 2,061 1,004

1,118 162 93 6,553 532 293 1,438 333 199 433 134 37 13,396 2,017 1,021

1,114 175 100 6,833 561 310 1,494 390 223 548 169 48 14,415 2,268 1,162

- 20 -

2-1. 상품군별 소매판매액

(단위: 십억원)

구 분 계가전제품··컴퓨터 및통신기기

가구 의복 신발및가방 음식료품 화장품 서적 및

문구 기타상품 승용차 ·연료소매

2012 350,006 39,905 4,577 47,783 10,888 76,469 14,129 5,972 150,284 89,5702013 353,642 38,531 4,559 50,680 11,791 77,826 14,957 5,725 149,574 89,6082014 359,746 36,450 4,677 51,602 12,182 79,169 16,286 5,825 153,555 91,9802015p 366,518 37,349 5,003 51,772 12,238 82,898 16,958 5,544 154,756 89,603

2012.1/4 84,649 9,617 1,159 11,362 2,517 18,789 3,546 1,669 35,991 21,3502/4 87,181 9,560 1,167 11,996 2,855 18,490 3,519 1,446 38,148 22,6163/4 86,828 10,537 1,060 10,044 2,567 20,703 3,420 1,416 37,082 22,0074/4 91,348 10,192 1,191 14,381 2,950 18,486 3,644 1,441 39,064 23,597

2013.1/4 85,322 9,372 1,124 12,231 2,823 18,920 3,639 1,641 35,573 21,4832/4 87,682 9,622 1,142 12,566 2,976 18,708 3,684 1,336 37,648 22,3983/4 87,839 9,640 1,075 10,657 2,819 21,020 3,804 1,386 37,439 22,3844/4 92,799 9,897 1,219 15,226 3,173 19,178 3,830 1,362 38,914 23,342

2014.1/4 87,552 9,261 1,175 12,327 2,864 19,721 3,941 1,640 36,623 22,0832/4 89,440 8,897 1,154 12,783 3,056 19,337 3,931 1,324 38,958 23,4993/4 89,200 9,147 1,122 11,112 2,972 20,918 4,144 1,419 38,366 22,9274/4 93,555 9,145 1,226 15,381 3,290 19,194 4,270 1,442 39,607 23,472

2015.1/4 87,363 9,058 1,232 12,273 2,987 20,278 4,395 1,547 35,593 20,4852/4 90,623 9,042 1,245 12,680 3,092 20,301 4,144 1,242 38,876 22,4203/4 90,794 9,383 1,215 11,008 2,767 22,245 3,983 1,348 38,845 22,5474/4p 97,739 9,866 1,312 15,812 3,391 20,074 4,436 1,406 41,441 24,151

2014. 1 30,293 3,109 368 4,174 897 7,639 1,351 496 12,258 7,4092 27,121 3,202 380 3,675 924 5,662 1,261 505 11,513 6,9163 30,137 2,949 426 4,478 1,043 6,420 1,329 639 12,852 7,7584 29,060 2,536 390 4,328 1,012 6,183 1,278 466 12,865 7,8365 30,862 3,124 387 4,583 1,086 6,650 1,385 441 13,206 7,8836 29,517 3,237 377 3,871 957 6,504 1,267 417 12,886 7,7807 29,986 3,260 371 3,689 959 6,709 1,329 494 13,175 8,0088 29,310 2,985 375 3,454 974 7,099 1,385 465 12,573 7,4739 29,904 2,902 376 3,969 1,039 7,110 1,430 460 12,618 7,445

10 30,299 2,711 424 4,745 1,096 6,391 1,432 429 13,071 7,70811 30,955 3,193 404 5,250 1,073 6,238 1,387 487 12,923 7,71012 32,301 3,241 397 5,386 1,121 6,566 1,451 526 13,613 8,055

2015. 1 28,889 3,084 399 4,112 925 6,443 1,466 475 11,984 7,0752 28,187 2,918 373 3,792 984 7,361 1,462 455 10,842 6,0713 30,288 3,057 460 4,368 1,077 6,474 1,467 618 12,768 7,3394 29,840 2,909 425 4,415 1,086 6,503 1,416 444 12,641 7,2265 31,431 3,107 422 4,762 1,190 7,022 1,497 400 13,031 7,3396 29,352 3,025 398 3,503 816 6,775 1,232 398 13,204 7,8547 30,195 3,355 410 3,639 872 6,972 1,196 470 13,280 7,7998 29,459 3,197 412 3,382 900 7,133 1,274 441 12,721 7,3109 31,140 2,831 393 3,986 995 8,140 1,514 437 12,844 7,438

10 32,257 3,286 461 5,103 1,159 6,688 1,504 425 13,631 7,72111p 32,296 3,410 428 5,520 1,118 6,553 1,438 433 13,396 7,77212p 33,186 3,170 423 5,189 1,114 6,833 1,494 548 14,415 8,658

※ p는 잠정치임

- 21 -

2-2. 상품군별 소매판매액(전년동월(기)비)

(단위: %)

구 분 계가전제품··컴퓨터 및통신기기

가구 의복 신발 및가방 음식료품 화장품 서적 및

문구 기타상품 승용차 ·연료소매

2012 4.3 3.3 1.3 4.0 12.8 6.6 5.4 -4.6 3.4 4.22013 1.0 -3.4 -0.4 6.1 8.3 1.8 5.9 -4.1 -0.5 0.02014 1.7 -5.4 2.6 1.8 3.3 1.7 8.9 1.8 2.7 2.62015p 1.9 2.5 7.0 0.3 0.5 4.7 4.1 -4.8 0.8 -2.6

2012.1/4 5.8 4.7 2.4 5.8 13.6 9.0 6.1 -4.5 4.6 4.82/4 4.0 -2.3 2.4 3.3 16.4 6.5 4.9 -3.9 4.1 4.63/4 3.6 8.5 -2.1 1.0 12.0 6.6 6.0 -5.5 1.3 1.34/4 4.0 2.4 2.4 5.4 9.6 4.5 4.4 -4.6 3.5 6.0

2013.1/4 0.8 -2.5 -3.1 7.6 12.2 0.7 2.6 -1.7 -1.2 0.62/4 0.6 0.7 -2.2 4.8 4.2 1.2 4.7 -7.6 -1.3 -1.03/4 1.2 -8.5 1.4 6.1 9.8 1.5 11.2 -2.1 1.0 1.74/4 1.6 -2.9 2.4 5.9 7.6 3.7 5.1 -5.5 -0.4 -1.1

2014.1/4 2.6 -1.2 4.5 0.8 1.5 4.2 8.3 -0.1 3.0 2.82/4 2.0 -7.5 1.1 1.7 2.7 3.4 6.7 -0.9 3.5 4.93/4 1.5 -5.1 4.5 4.3 5.4 -0.5 8.9 2.4 2.5 2.44/4 0.8 -7.6 0.5 1.0 3.7 0.1 11.5 5.9 1.8 0.6

2015.1/4 -0.2 -2.2 4.9 -0.4 4.3 2.8 11.5 -5.7 -2.8 -7.22/4 1.3 1.6 7.9 -0.8 1.2 5.0 5.4 -6.2 -0.2 -4.63/4 1.8 2.6 8.2 -0.9 -6.9 6.3 -3.9 -5.0 1.2 -1.74/4p 4.5 7.9 7.0 2.8 3.1 4.6 3.9 -2.5 4.6 2.9

2014. 1 6.0 -3.2 3.5 -0.1 3.0 22.8 11.3 -2.5 1.9 1.22 -0.7 4.0 9.4 0.5 1.3 -14.2 6.7 1.6 4.4 5.43 2.4 -4.3 1.3 1.8 0.4 5.3 6.8 0.6 2.7 2.14 1.5 -14.4 -0.1 4.4 7.5 2.8 6.8 -2.8 2.9 4.45 2.5 -3.8 0.7 1.7 2.5 4.7 6.0 0.4 2.9 4.06 2.1 -5.1 2.8 -1.0 -1.8 2.5 7.4 -0.1 4.7 6.47 1.3 -7.9 4.3 1.4 0.9 3.4 7.3 2.3 2.0 2.38 2.7 -6.8 5.1 10.8 9.3 3.9 11.7 1.3 1.1 -0.29 0.7 0.1 4.0 1.7 6.2 -7.7 7.9 3.7 4.4 5.3

10 -0.3 -16.9 3.2 3.1 8.1 -1.1 14.5 2.0 0.8 -0.911 -0.1 -4.9 -0.9 -2.6 2.8 -0.4 10.3 16.3 0.5 0.012 2.9 -1.1 -0.7 2.9 0.5 1.8 9.8 0.6 4.1 2.6

2015. 1 -4.6 -0.8 8.3 -1.5 3.1 -15.7 8.5 -4.2 -2.2 -4.52 3.9 -8.9 -1.9 3.2 6.6 30.0 16.0 -10.0 -5.8 -12.23 0.5 3.6 7.9 -2.5 3.2 0.8 10.4 -3.4 -0.7 -5.44 2.7 14.7 8.8 2.0 7.3 5.2 10.8 -4.7 -1.7 -7.85 1.8 -0.5 9.1 3.9 9.6 5.6 8.0 -9.3 -1.3 -6.96 -0.6 -6.6 5.7 -9.5 -14.7 4.2 -2.8 -4.5 2.5 1.07 0.7 2.9 10.6 -1.3 -9.0 3.9 -10.0 -4.8 0.8 -2.68 0.5 7.1 9.6 -2.1 -7.6 0.5 -8.1 -5.3 1.2 -2.29 4.1 -2.5 4.6 0.4 -4.2 14.5 5.8 -5.0 1.8 -0.1

10 6.5 21.2 8.7 7.5 5.8 4.6 5.0 -1.0 4.3 0.211p 4.3 6.8 5.8 5.1 4.1 5.1 3.7 -11.0 3.7 0.812p 2.7 -2.2 6.4 -3.7 -0.6 4.1 3.0 4.2 5.9 7.5


- 22 -

3-1. 업태별 소매판매액

(단위: 십억원)

구 분 계 백화점 대형마트 슈퍼마켓 편의점승용차 및연료소매점

전문소매점

무점포소매

2012 350,006 29,056 44,838 34,006 10,884 89,570 105,794 35,8592013 353,642 29,800 45,905 35,066 11,728 89,608 103,108 38,4272014 359,746 29,323 47,497 35,351 12,744 91,980 101,719 41,1332015p 366,518 29,202 48,635 36,189 16,521 89,603 101,354 45,013

2012.1/4 84,649 7,061 11,202 8,058 2,357 21,350 25,944 8,6772/4 87,181 7,102 10,791 8,422 2,746 22,616 26,734 8,7703/4 86,828 6,364 11,708 9,303 3,004 22,007 25,740 8,7034/4 91,348 8,528 11,137 8,223 2,778 23,597 27,375 9,709

2013.1/4 85,322 7,284 11,075 8,475 2,577 21,483 25,314 9,1142/4 87,682 7,303 11,002 8,617 2,985 22,398 25,836 9,5393/4 87,839 6,528 12,219 9,486 3,212 22,384 24,677 9,3334/4 92,799 8,684 11,609 8,488 2,954 23,342 27,281 10,440

2014.1/4 87,552 7,408 11,602 8,657 2,780 22,083 25,197 9,8262/4 89,440 7,197 11,571 8,886 3,194 23,499 25,143 9,9493/4 89,200 6,564 12,309 9,223 3,428 22,927 24,707 10,0424/4 93,555 8,154 12,015 8,585 3,342 23,472 26,672 11,315

2015.1/4 87,363 7,153 12,021 8,624 3,250 20,485 25,148 10,6832/4 90,623 6,992 11,815 9,096 4,251 22,420 25,053 10,9963/4 90,794 6,596 12,301 9,685 4,608 22,547 24,136 10,9214/4p 97,739 8,461 12,498 8,785 4,412 24,151 27,017 12,413

2014. 1 30,293 2,607 4,300 3,237 924 7,409 8,545 3,2712 27,121 2,214 3,358 2,556 853 6,916 8,119 3,1053 30,137 2,587 3,944 2,864 1,002 7,758 8,534 3,4494 29,060 2,379 3,658 2,836 1,003 7,836 8,006 3,3425 30,862 2,605 4,090 3,030 1,098 7,883 8,827 3,3296 29,517 2,213 3,823 3,020 1,093 7,780 8,310 3,2797 29,986 2,124 3,932 3,069 1,133 8,008 8,234 3,4878 29,310 2,139 4,298 3,086 1,140 7,473 7,906 3,2679 29,904 2,301 4,079 3,068 1,155 7,445 8,567 3,288

10 30,299 2,509 3,924 2,890 1,116 7,708 8,562 3,59211 30,955 2,750 3,946 2,767 1,061 7,710 9,003 3,71812 32,301 2,895 4,145 2,928 1,165 8,055 9,107 4,005

2015. 1 28,889 2,425 3,773 2,771 977 7,075 8,211 3,6572 28,187 2,327 4,248 3,006 1,023 6,071 8,240 3,2713 30,288 2,400 4,000 2,847 1,250 7,339 8,698 3,7544 29,840 2,382 3,964 2,849 1,313 7,226 8,481 3,6265 31,431 2,672 4,441 3,091 1,466 7,339 8,882 3,5396 29,352 1,939 3,411 3,155 1,471 7,854 7,690 3,8317 30,195 2,123 3,787 3,166 1,513 7,799 7,974 3,8338 29,459 2,058 4,003 3,231 1,561 7,310 7,873 3,4239 31,140 2,415 4,511 3,288 1,535 7,438 8,289 3,665

10 32,257 2,798 4,149 2,961 1,578 7,721 9,016 4,03411p 32,296 2,845 4,076 2,866 1,419 7,772 9,174 4,14312p 33,186 2,818 4,273 2,959 1,415 8,658 8,827 4,236


- 23 -

3-2. 업태별 소매판매액(전년동월(기)비)

(단위: %)

구 분 계 백화점 대형마트 슈퍼마켓 편의점 승용차 및연료소매점

전문소매점

무점포소매

2012 4.3 5.4 6.3 4.8 18.3 4.2 0.0 11.12013 1.0 2.6 2.4 3.1 7.8 0.0 -2.5 7.22014 1.7 -1.6 3.5 0.8 8.7 2.6 -1.3 7.02015p 1.9 -0.4 2.4 2.4 29.6 -2.6 -0.4 9.4

2012.1/4 5.8 4.7 8.7 7.1 21.7 4.8 2.8 10.32/4 4.0 5.3 6.3 4.4 19.5 4.6 -1.2 10.73/4 3.6 4.6 5.3 5.1 18.9 1.3 0.3 11.54/4 4.0 6.8 4.9 2.7 13.8 6.0 -1.8 11.9

2013.1/4 0.8 3.2 -1.1 5.2 9.3 0.6 -2.4 5.02/4 0.6 2.8 2.0 2.3 8.7 -1.0 -3.4 8.83/4 1.2 2.6 4.4 2.0 6.9 1.7 -4.1 7.24/4 1.6 1.8 4.2 3.2 6.3 -1.1 -0.3 7.5

2014.1/4 2.6 1.7 4.8 2.1 7.9 2.8 -0.5 7.82/4 2.0 -1.5 5.2 3.1 7.0 4.9 -2.7 4.33/4 1.5 0.5 0.7 -2.8 6.7 2.4 0.1 7.64/4 0.8 -6.1 3.5 1.1 13.1 0.6 -2.2 8.4

2015.1/4 -0.2 -3.4 3.6 -0.4 16.9 -7.2 -0.2 8.72/4 1.3 -2.8 2.1 2.4 33.1 -4.6 -0.4 10.53/4 1.8 0.5 -0.1 5.0 34.4 -1.7 -2.3 8.74/4p 4.5 3.8 4.0 2.3 32.1 2.9 1.3 9.7

2014. 1 6.0 7.0 21.1 17.2 10.5 1.2 0.8 1.82 -0.7 -1.4 -10.7 -13.6 5.7 5.4 -0.7 11.43 2.4 -0.6 4.7 4.0 7.4 2.1 -1.5 10.84 1.5 -1.7 5.7 3.2 6.3 4.4 -5.0 6.75 2.5 1.5 8.4 4.2 7.8 4.0 -1.9 1.66 2.1 -4.5 1.4 2.0 6.9 6.4 -1.1 4.77 1.3 2.7 1.1 1.0 7.7 2.3 -2.4 5.88 2.7 6.9 7.8 -2.5 3.1 -0.2 1.5 9.39 0.7 -6.4 -6.1 -6.5 9.5 5.3 1.4 7.9

10 -0.3 -4.4 4.8 0.9 7.0 -0.9 -3.8 4.311 -0.1 -9.6 3.0 -1.6 11.5 0.0 -2.0 7.312 2.9 -4.1 2.7 4.2 21.3 2.6 -0.9 13.4

2015. 1 -4.6 -7.0 -12.3 -14.4 5.7 -4.5 -3.9 11.82 3.9 5.1 26.5 17.6 19.9 -12.2 1.5 5.33 0.5 -7.2 1.4 -0.6 24.7 -5.4 1.9 8.84 2.7 0.1 8.4 0.5 30.8 -7.8 5.9 8.55 1.8 2.5 8.6 2.0 33.5 -6.9 0.6 6.36 -0.6 -12.4 -10.8 4.5 34.6 1.0 -7.5 16.97 0.7 0.0 -3.7 3.1 33.6 -2.6 -3.2 9.98 0.5 -3.8 -6.9 4.7 36.9 -2.2 -0.4 4.89 4.1 4.9 10.6 7.2 32.8 -0.1 -3.3 11.4

10 6.5 11.5 5.7 2.5 41.5 0.2 5.3 12.311p 4.3 3.5 3.3 3.6 33.8 0.8 1.9 11.412p 2.7 -2.7 3.1 1.1 21.5 7.5 -3.1 5.8


- 24 -

4-1. 온라인쇼핑 거래액

(단위: 백만원)

구 분 거래액취급상품범위별 운영형태별

종합몰 전문몰 online on/offline병행

2012 34,068,231 25,858,234 8,209,997 22,130,629 11,937,6022013 38,497,861 29,813,501 8,684,360 24,611,143 13,886,7182014 45,302,487 34,788,971 10,513,516 28,678,572 16,623,9152015p 53,933,733 41,850,164 12,083,570 34,012,864 19,920,870

2012.1/4 8,074,364 6,146,283 1,928,081 5,212,859 2,861,5052/4 8,216,711 6,285,815 1,930,896 5,395,207 2,821,5043/4 8,457,599 6,301,177 2,156,422 5,402,266 3,055,3344/4 9,319,556 7,124,958 2,194,598 6,120,297 3,199,259

2013.1/4 8,975,531 6,843,155 2,132,376 5,671,161 3,304,3702/4 9,255,033 7,222,820 2,032,213 5,997,473 3,257,5603/4 9,662,259 7,418,676 2,243,583 6,121,843 3,540,4154/4 10,605,039 8,328,850 2,276,189 6,820,666 3,784,372

2014.1/4 10,481,699 8,010,644 2,471,055 6,584,362 3,897,3372/4 10,592,517 8,153,294 2,439,224 6,749,478 3,843,0393/4 11,482,379 8,669,400 2,812,980 7,184,115 4,298,2644/4 12,745,892 9,955,634 2,790,258 8,160,617 4,585,275

2015.1/4 12,444,874 9,562,020 2,882,854 7,749,797 4,695,0762/4 12,885,685 10,042,569 2,843,116 8,151,653 4,734,0323/4 13,504,936 10,326,909 3,178,027 8,512,753 4,992,1834/4p 15,098,239 11,918,665 3,179,574 9,598,660 5,499,578

2014. 1 3,540,730 2,668,214 872,516 2,146,287 1,394,4432 3,359,154 2,565,336 793,817 2,127,504 1,231,6493 3,581,815 2,777,094 804,721 2,310,571 1,271,2444 3,529,557 2,729,272 800,285 2,256,605 1,272,9525 3,561,044 2,722,741 838,302 2,241,858 1,319,1866 3,501,917 2,701,281 800,636 2,251,016 1,250,9017 3,940,085 3,011,580 928,506 2,542,203 1,397,8838 3,889,981 2,873,920 1,016,061 2,404,212 1,485,7699 3,652,313 2,783,900 868,412 2,237,700 1,414,612

10 3,954,029 3,073,969 880,061 2,479,445 1,474,58411 4,158,741 3,271,671 887,070 2,685,669 1,473,07212 4,633,122 3,609,994 1,023,128 2,995,503 1,637,619

2015. 1 4,312,941 3,272,929 1,040,012 2,668,674 1,644,2672 3,829,924 2,924,158 905,766 2,341,086 1,488,8383 4,302,009 3,364,933 937,076 2,740,037 1,561,9724 4,281,245 3,307,335 973,910 2,664,740 1,616,5055 4,239,608 3,252,788 986,820 2,652,552 1,587,0566 4,364,832 3,482,446 882,386 2,834,361 1,530,4717 4,748,576 3,678,122 1,070,453 3,076,387 1,672,1898 4,382,550 3,296,655 1,085,895 2,735,478 1,647,0729 4,373,810 3,352,132 1,021,678 2,700,888 1,672,922

10 4,804,800 3,766,022 1,038,778 3,035,418 1,769,38211p 4,949,219 3,938,900 1,010,319 3,180,112 1,769,10812p 5,344,220 4,213,742 1,130,477 3,383,130 1,961,089


- 25 -

4-2. 온라인쇼핑 거래액(전년동월(기)비)

(단위: %)

구 분 거래액취급상품범위별 운영형태별

종합몰 전문몰 online on/offline병행

2012 17.2 18.4 13.5 16.5 18.42013 13.0 15.3 5.8 11.2 16.32014 17.7 16.7 21.1 16.5 19.72015p 19.1 20.3 14.9 18.6 19.8

2012.1/4 17.1 17.6 15.4 16.3 18.52/4 16.6 18.6 10.8 17.1 15.83/4 16.5 17.9 12.7 15.2 18.94/4 18.4 19.4 15.0 17.4 20.2

2013.1/4 11.2 11.3 10.6 8.8 15.52/4 12.6 14.9 5.2 11.2 15.53/4 14.2 17.7 4.0 13.3 15.94/4 13.8 16.9 3.7 11.4 18.3

2014.1/4 16.8 17.1 15.9 16.1 17.92/4 14.5 12.9 20.0 12.5 18.03/4 18.8 16.9 25.4 17.4 21.44/4 20.2 19.5 22.6 19.6 21.2

2015.1/4 18.7 19.4 16.7 17.7 20.52/4 21.6 23.2 16.6 20.8 23.23/4 17.6 19.1 13 18.5 16.14/4p 18.5 19.7 14.0 17.6 19.9

2014. 1 11.0 11.6 9.2 9.0 14.32 22.0 22.1 21.6 23.0 20.43 18.1 18.0 18.2 17.2 19.74 17.1 16.2 20.0 15.1 20.75 12.3 10.0 20.4 9.0 18.46 14.1 12.5 19.6 13.7 14.87 16.9 16.1 19.5 16.1 18.48 23.0 19.9 32.8 20.9 26.69 16.7 14.7 23.8 15.2 19.2

10 16.0 16.4 14.6 16.1 15.811 19.9 18.2 27.0 18.5 22.712 24.2 23.7 26.4 23.8 25.0

2015. 1 21.8 22.7 19.2 24.3 17.92 14.0 14.0 14.1 10.0 20.93 20.1 21.2 16.4 18.6 22.94 21.3 21.2 21.7 18.1 27.05 19.1 19.5 17.7 18.3 20.36 24.6 28.9 10.2 25.9 22.37 20.5 22.1 15.3 21.0 19.68 12.7 14.7 6.9 13.8 10.99 19.8 20.4 17.6 20.7 18.3

10 21.5 22.5 18.0 22.4 20.011p 19.0 20.4 13.9 18.4 20.112p 15.3 16.7 10.5 12.9 19.8


- 26 -

5-1. 상품군별 온라인쇼핑 거래액

구 분 계컴퓨터및주변기기

가전⋅전자⋅통신기기

소프트웨어 서적 사무⋅문구음반⋅비디오⋅악기

의류 및 패션관련상품

의복 신발 가방패션용품및액세서리

2012 34,068,231 3,079,221 3,751,205 65,183 1,272,781 414,799 141,643 5,609,523 - - - -

2013 38,497,861 3,083,543 4,104,898 59,728 1,196,149 514,550 152,792 6,280,654 - - - -

2014 45,302,487 3,413,900 4,962,096 58,431 1,280,404 470,926 162,549 7,346,479 5,111,328 846,577 622,277 766,297

2015p 53,933,733 3,604,719 5,880,319 60,359 1,150,897 460,386 169,036 8,463,852 5,839,194 940,261 785,119 899,277

2012.1/4 8,074,364 839,009 846,938 19,561 377,389 99,577 38,193 1,315,061 - - - -

2/4 8,216,711 753,915 897,114 17,477 275,630 103,380 32,260 1,306,275 - - - -

3/4 8,457,599 725,054 947,660 12,451 327,601 95,534 32,835 1,238,463 - - - -

4/4 9,319,556 761,243 1,059,494 15,695 292,160 116,308 38,355 1,749,724 - - - -

2013.1/4 8,975,531 827,302 904,063 16,492 352,901 139,076 37,293 1,432,985 - - - -

2/4 9,255,033 716,233 1,041,364 14,376 254,260 137,188 36,607 1,518,467 - - - -

3/4 9,662,259 721,855 1,006,258 14,848 304,755 121,522 37,022 1,392,448 - - - -

4/4 10,605,039 818,152 1,153,212 14,012 284,233 116,764 41,869 1,936,754 - - - -

2014.1/4 10,481,699 958,959 1,062,966 14,435 364,745 120,342 44,712 1,667,852 1,156,136 190,921 150,033 170,761

2/4 10,592,517 783,682 1,199,605 14,142 259,618 109,406 38,482 1,738,116 1,191,688 216,788 140,621 189,018

3/4 11,482,379 805,908 1,252,407 13,501 326,314 109,640 38,318 1,620,659 1,064,309 193,329 164,429 198,592

4/4 12,745,892 865,351 1,447,117 16,353 329,727 131,539 41,037 2,319,852 1,699,194 245,539 167,193 207,925

2015.1/4 12,444,874 971,208 1,273,418 16,284 317,281 123,018 40,649 1,863,884 1,282,225 197,037 187,540 197,082

2/4 12,885,685 837,954 1,377,055 14,392 247,872 108,417 38,826 2,106,401 1,429,532 266,186 180,496 230,186

3/4 13,504,936 856,922 1,505,728 14,320 286,553 100,860 38,268 1,878,922 1,253,327 211,997 192,341 221,257

4/4p 15,098,239 938,635 1,724,119 15,363 299,191 128,091 51,293 2,614,644 1,874,110 265,041 224,741 250,752

2014. 1 3,540,730 294,108 337,085 4,553 113,958 36,920 12,689 518,329 363,610 55,619 42,427 56,673

2 3,359,154 329,003 362,232 4,981 111,977 42,370 15,151 540,325 368,199 62,205 54,688 55,233

3 3,581,815 335,849 363,648 4,901 138,810 41,051 16,873 609,198 424,327 73,098 52,918 58,855

4 3,529,557 289,059 365,192 5,645 94,312 39,407 14,167 612,179 424,863 71,779 50,639 64,898

5 3,561,044 252,653 403,400 4,295 84,440 34,961 13,731 576,313 393,848 72,641 46,540 63,284

6 3,501,917 241,970 431,013 4,202 80,866 35,038 10,583 549,625 372,977 72,369 43,443 60,836

7 3,940,085 275,593 463,327 4,632 118,918 35,527 12,505 575,444 379,369 73,887 54,987 67,201

8 3,889,981 268,083 409,444 4,002 106,291 34,102 12,814 499,724 320,349 55,571 57,809 65,994

9 3,652,313 262,232 379,637 4,867 101,104 40,011 12,999 545,492 364,591 63,870 51,633 65,398

10 3,954,029 274,858 442,323 5,225 95,834 39,818 12,694 685,900 497,483 74,210 51,019 63,188

11 4,158,741 275,098 488,907 5,261 135,116 44,447 13,234 772,424 577,053 79,222 52,619 63,531

12 4,633,122 315,395 515,888 5,868 98,777 47,274 15,109 861,527 624,659 92,108 63,555 81,206

2015. 1 4,312,941 323,233 448,087 5,686 103,029 41,854 13,187 647,713 455,254 64,958 62,786 64,715

2 3,829,924 293,960 384,722 4,750 90,253 37,551 12,068 535,170 355,480 57,446 61,995 60,248

3 4,302,009 354,015 440,609 5,847 123,999 43,613 15,394 681,001 471,490 74,633 62,759 72,119

4 4,281,245 297,609 424,713 5,136 88,081 40,130 13,853 706,862 489,462 83,451 62,818 71,131

5 4,239,608 250,437 441,468 4,455 75,114 32,897 11,942 708,168 478,718 91,685 60,337 77,428

6 4,364,832 289,908 510,874 4,801 84,677 35,390 13,031 691,371 461,352 91,050 57,341 81,627

7 4,748,576 307,220 582,387 5,025 105,738 34,990 13,751 680,405 453,638 78,857 65,357 82,553

8 4,382,550 282,400 492,429 4,672 93,407 33,002 12,271 567,684 368,974 63,134 63,787 71,788

9 4,373,810 267,302 430,911 4,623 87,408 32,868 12,246 630,834 430,714 70,006 63,198 66,916

10 4,804,800 293,798 558,357 4,913 88,186 36,687 13,450 788,395 560,951 82,828 70,033 74,583

11p 4,949,219 305,091 583,678 4,730 90,525 43,256 18,035 916,052 674,184 90,662 71,664 79,542

12p 5,344,220 339,745 582,084 5,720 120,480 48,148 19,808 910,197 638,975 91,551 83,044 96,627


- 27 -

(단위: 백만원)

스포츠⋅레저용품

화장품아동

⋅유아용품음⋅식료품

농축수산물

생활⋅자동차용품꽃

여행및예약서비스

각종서비스

기타

생활⋅자동차용품

가구 기타 애완용품

1,274,706 1,945,829 1,658,381 2,892,142 955,523 3,655,369 - - 44,866 5,576,817 522,801 1,207,442 - -

1,638,745 2,100,463 1,947,320 3,288,965 1,132,350 4,278,521 - - 45,654 6,418,903 640,200 1,614,427 - -

1,899,092 2,668,957 2,226,539 3,610,886 1,170,952 5,175,481 4,056,465 1,119,016 43,719 8,382,610 960,393 1,469,073 1,271,392 197,681

2,088,087 3,526,876 2,709,240 4,844,485 1,442,603 6,666,667 5,371,938 1,294,730 32,041 9,969,473 1,156,898 1,707,796 1,447,573 260,222

245,948 481,973 375,583 714,325 256,977 867,523 - - 11,678 1,092,052 129,856 362,721 - -

340,384 453,368 418,230 693,941 221,653 881,815 - - 13,268 1,386,942 142,815 278,245 - -

330,878 468,140 397,688 778,907 242,367 902,780 - - 9,277 1,562,144 130,634 255,188 - -

357,496 542,348 466,880 704,968 234,526 1,003,252 - - 10,644 1,535,679 119,497 311,288 - -

301,268 505,792 422,777 791,229 285,834 1,033,559 - - 11,824 1,459,901 121,593 331,643 - -

427,650 515,573 483,982 757,148 244,435 1,041,366 - - 14,599 1,544,732 128,702 378,351 - -

429,097 534,507 471,540 870,332 296,016 1,036,448 - - 8,130 1,762,816 206,587 448,075 - -

480,731 544,591 569,022 870,256 306,064 1,167,147 - - 11,100 1,651,454 183,319 456,357 - -

362,686 608,237 516,019 859,695 315,687 1,147,670 863,660 284,010 13,899 1,840,916 232,436 350,442 305,124 45,318

494,918 621,133 509,387 831,975 251,571 1,179,382 913,091 266,291 15,542 1,971,042 212,432 362,085 314,688 47,397

497,859 661,999 523,550 972,727 306,158 1,327,552 1,056,050 271,502 7,746 2,384,121 268,580 365,340 314,991 50,350

543,628 777,589 677,583 946,489 297,536 1,520,877 1,223,664 297,214 6,532 2,186,531 246,946 391,206 336,590 54,617

405,974 836,709 636,839 1,127,872 354,188 1,550,977 1,225,804 325,173 7,780 2,287,638 255,622 375,532 318,164 57,368

539,187 814,881 679,390 1,174,291 347,101 1,596,608 1,289,338 307,270 10,251 2,308,413 259,803 424,845 362,034 62,811

530,846 825,042 641,783 1,267,311 397,834 1,626,625 1,327,591 299,035 6,147 2,794,394 299,253 434,127 368,605 65,522

612,080 1,050,244 751,228 1,275,009 343,480 1,892,457 1,529,204 363,252 7,864 2,579,028 342,221 473,292 398,770 74,522

108,899 201,872 178,683 319,386 155,014 361,435 274,997 86,438 3,373 689,524 81,935 122,968 107,974 14,994

111,666 196,747 162,968 267,331 75,542 376,587 281,905 94,682 4,643 578,858 68,833 109,940 94,935 15,005

142,121 209,618 174,369 272,978 85,131 409,648 306,758 102,890 5,883 572,534 81,668 117,534 102,216 15,318

155,481 207,724 183,489 274,532 84,749 395,999 303,493 92,506 6,115 608,977 74,101 118,428 102,913 15,515

174,075 215,325 166,448 278,626 81,535 384,443 294,362 90,081 6,567 684,623 71,153 128,456 112,871 15,585

165,363 198,084 159,450 278,816 85,287 398,941 315,236 83,704 2,860 677,442 67,178 115,201 98,904 16,297

194,796 208,488 180,640 300,316 88,159 432,875 346,843 86,032 2,511 829,755 97,943 118,656 101,959 16,698

152,324 205,721 168,424 346,091 115,300 448,288 356,542 91,746 2,731 888,233 100,129 128,279 111,035 17,244

150,739 247,789 174,486 326,319 102,698 446,389 352,665 93,724 2,504 666,134 70,508 118,405 101,997 16,408

175,360 254,745 190,518 302,869 91,689 492,254 390,903 101,351 2,605 690,407 69,645 127,284 109,472 17,813

185,567 242,402 214,924 297,831 94,383 497,000 401,711 95,289 1,904 679,446 77,735 133,062 115,157 17,905

182,701 280,442 272,140 345,789 111,463 531,623 431,049 100,574 2,023 816,678 99,565 130,860 111,960 18,900

140,206 288,893 223,147 370,592 109,590 517,769 412,732 105,038 2,334 868,511 84,985 124,125 104,879 19,247

109,536 260,162 188,178 382,416 140,993 471,599 374,943 96,657 2,584 718,166 84,363 113,450 95,726 17,724

156,231 287,655 225,515 374,865 103,605 561,609 438,130 123,479 2,862 700,961 86,273 137,956 117,559 20,397

167,747 281,443 241,909 378,836 110,814 510,788 405,545 105,243 3,229 789,386 85,220 135,488 114,960 20,528

177,891 265,628 215,368 365,168 103,977 506,113 408,592 97,521 4,612 843,320 92,329 140,720 120,603 20,117

193,549 267,809 222,113 430,287 132,310 579,707 475,201 104,506 2,410 675,707 82,253 148,637 126,470 22,167

214,833 269,193 229,664 405,206 122,989 551,776 449,796 101,980 2,155 983,670 94,834 144,739 121,646 23,092

161,431 262,062 201,006 389,657 109,512 533,330 433,437 99,893 2,093 988,034 102,110 147,450 126,326 21,124

154,583 293,787 211,114 472,448 165,333 541,519 444,358 97,161 1,898 822,690 102,310 141,938 120,633 21,305

201,600 327,510 243,229 417,377 108,080 621,325 500,650 120,676 2,363 846,557 94,540 158,431 133,462 24,970

209,202 333,201 218,750 417,936 114,428 627,443 504,536 122,907 2,811 806,914 108,403 148,763 124,037 24,725

201,278 389,533 289,248 439,696 120,972 643,688 524,018 119,670 2,690 925,558 139,278 166,098 141,272 24,826

- 28 -

5-2. 상품군별 온라인쇼핑 거래액(전년동월(기)비)






2012 17.2 9.6 15.8 -29.9 -0.1 16.1 -7.0 15.2 - - - -

2013 13.0 0.1 9.4 -8.4 -6.0 24.0 7.9 12.0 - - - -

2014 17.7 10.7 20.9 -2.2 7.0 -8.5 6.4 17.0 - - - -

2015p 19.1 5.6 18.5 3.3 -10.1 -2.2 4.0 15.2 14.2 11.1 26.2 17.4

2012.1/4 17.1 24.8 1.4 -34.9 7.3 4.2 0.9 16.8 - - - -

2/4 16.6 10.1 21.2 -12.2 -0.1 22.2 -20.6 10.5 - - - -

3/4 16.5 0.6 22.0 -41.1 -0.3 13.5 -9.9 13.3 - - - -

4/4 18.4 4.2 19.5 -28.3 -8.1 25.1 2.9 19.2 - - - -

2013.1/4 11.2 -1.4 6.7 -15.7 -6.5 39.7 -2.4 9.0 - - - -

2/4 12.6 -5.0 16.1 -17.7 -7.8 32.7 13.5 16.2 - - - -

3/4 14.2 -0.4 6.2 19.3 -7.0 27.2 12.8 12.4 - - - -

4/4 13.8 7.5 8.8 -10.7 -2.7 0.4 9.2 10.7 - - - -

2014.1/4 16.8 15.9 17.6 -12.5 3.4 -13.5 19.9 16.4 - - - -

2/4 14.5 9.4 15.2 -1.6 2.1 -20.3 5.1 14.5 - - - -

3/4 18.8 11.6 24.5 -9.1 7.1 -9.8 3.5 16.4 - - - -

4/4 20.2 5.8 25.5 16.7 16.0 12.7 -2.0 19.8 - - - -

2015.1/4 18.7 1.3 19.8 12.8 -13.0 2.2 -9.1 11.8 10.9 3.2 25.0 15.4

2/4 21.6 6.9 14.8 1.8 -4.5 -0.9 0.9 21.2 20.0 22.8 28.4 21.8

3/4 17.6 6.3 20.2 6.1 -12.2 -8.0 -0.1 15.9 17.8 9.7 17.0 11.4

4/4p 18.5 8.5 19.1 -6.1 -9.3 -2.6 25.0 12.7 10.3 7.9 34.4 20.6

2014. 1 11.0 2.3 4.6 -21.4 -5.3 -21.4 0.5 4.0 - - - -

2 22.0 26.5 28.3 1.1 10.0 -5.1 32.5 29.4 - - - -

3 18.1 20.1 21.3 -15.1 6.2 -13.5 27.5 17.8 - - - -

4 17.1 10.6 23.1 18.8 0.2 -19.9 9.4 20.1 - - - -

5 12.3 7.9 15.1 -8.9 2.2 -22.6 3.8 9.3 - - - -

6 14.1 9.7 9.3 -14.4 4.4 -18.2 1.5 14.1 - - - -

7 16.9 8.1 15.9 3.7 7.8 -19.2 0.8 14.5 - - - -

8 23.0 9.1 24.2 -10.1 5.3 -13.8 0.8 21.0 - - - -

9 16.7 18.5 37.2 -17.9 8.2 5.3 9.1 14.4 - - - -

10 16.0 12.7 20.0 25.6 9.6 6.0 -1.4 17.4 - - - -

11 19.9 2.3 20.5 13.5 59.8 15.1 4.8 16.2 - - - -

12 24.2 3.3 36.1 12.5 -12.0 16.5 -7.6 25.3 - - - -

2015. 1 21.8 9.9 32.9 24.9 -9.6 13.4 3.9 25.0 25.2 16.8 48.0 14.2

2 14.0 -10.7 6.2 -4.6 -19.4 -11.4 -20.3 -1.0 -3.5 -7.7 13.4 9.1

3 20.1 5.4 21.2 19.3 -10.7 6.2 -8.8 11.8 11.1 2.1 18.6 22.5

4 21.3 3.0 16.3 -9.0 -6.6 1.8 -2.2 15.5 15.2 16.3 24.1 9.6

5 19.1 -0.9 9.4 3.7 -11.0 -5.9 -13.0 22.9 21.5 26.2 29.6 22.4

6 24.6 19.8 18.5 14.3 4.7 1.0 23.1 25.8 23.7 25.8 32.0 34.2

7 20.5 11.5 25.7 8.5 -11.1 -1.5 10.0 18.2 19.6 6.7 18.9 22.8

8 12.7 5.3 20.3 16.7 -12.1 -3.2 -4.2 13.6 15.2 13.6 10.3 8.8

9 19.8 1.9 13.5 -5.0 -13.5 -17.9 -5.8 15.6 18.1 9.6 22.4 2.3

10 21.5 6.9 26.2 -6.0 -8.0 -7.9 6.0 14.9 12.8 11.6 37.3 18.0

11p 19.0 10.9 19.4 -10.1 -33.0 -2.7 36.3 18.6 16.8 14.4 36.2 25.2

12p 15.3 7.7 12.8 -2.5 22.0 1.8 31.1 5.6 2.3 -0.6 30.7 19.0


- 29 -

(단위: %)


화장품아동


농축수산물



각종서비스

기타



4.9 21.2 7.7 35.0 16.4 20.1 - - -8.6 37.2 286.1 -27.4 - -

28.6 7.9 17.4 13.7 18.5 17.0 - - 1.8 15.1 22.5 33.7 - -

15.9 27.1 14.3 9.8 3.4 21.0 - - -4.2 30.6 50.0 -9.0 - -

10.0 32.1 21.7 34.2 23.2 28.8 32.4 15.7 -26.7 18.9 20.5 16.2 13.9 31.6

-10.3 18.6 -8.4 41.9 26.9 25.3 - - -1.0 24.9 466.6 3.6 - -

7.7 14.3 1.0 40.5 13.9 17.1 - - -20.2 41.2 380.8 -33.6 - -

10.2 20.9 15.5 37.1 11.2 16.9 - - -4.1 34.9 337.3 -37.5 - -

10.2 30.5 25.9 22.2 14.2 21.4 - - -2.9 46.2 125.8 -35.9 - -

22.5 4.9 12.6 10.8 11.2 19.1 - - 1.3 33.7 -6.4 -8.6 - -

25.6 13.7 15.7 9.1 10.3 18.1 - - 10.0 11.4 -9.9 36.0 - -

29.7 14.2 18.6 11.7 22.1 14.8 - - -12.4 12.8 58.1 75.6 - -

34.5 0.4 21.9 23.4 30.5 16.3 - - 4.3 7.5 53.4 46.6 - -

20.4 20.3 22.1 8.7 10.4 11.0 - - 17.5 26.1 91.2 5.7 - -

15.7 20.5 5.2 9.9 2.9 13.3 - - 6.5 27.6 65.1 -4.3 - -

16.0 23.9 11.0 11.8 3.4 28.1 - - -4.7 35.2 30.0 -18.5 - -

13.1 42.8 19.1 8.8 -2.8 30.3 - - -41.2 32.4 34.7 -14.3 - -

11.9 37.6 23.4 31.2 12.2 35.1 41.9 14.5 -44.0 24.3 10.0 7.2 4.3 26.6

8.9 31.2 33.4 41.1 38.0 35.4 41.2 15.4 -34.0 17.1 22.3 17.3 15.0 32.5

6.6 24.6 22.6 30.3 29.9 22.5 25.7 10.1 -20.6 17.2 11.4 18.8 17.0 30.1

12.6 35.1 10.9 34.7 15.4 24.4 25.0 22.2 20.4 18.0 38.6 21.0 18.5 36.4

9.1 11.6 37.4 5.0 35.9 -0.7 - - -2.9 21.7 110.1 31.9 - -

33.9 22.7 24.3 8.0 -19.2 16.6 - - 28.9 27.8 68.7 17.1 - -

20.3 27.4 7.9 14.1 8.7 18.2 - - 23.9 30.0 95.4 -18.7 - -

15.2 18.8 9.4 10.9 5.2 15.3 - - 27.6 29.5 74.5 -1.0 - -

14.3 18.6 -3.3 7.4 5.7 10.4 - - -3.0 26.8 67.7 -3.5 - -

17.8 24.5 10.7 11.5 -1.6 14.0 - - -5.8 26.7 53.3 -8.3 - -

23.0 19.6 8.4 12.0 4.7 21.1 - - -11.1 34.0 27.6 -11.3 - -

8.7 19.3 11.9 27.8 33.6 32.0 - - 4.3 41.8 26.8 -13.8 - -

15.5 32.0 13.0 -1.5 -18.2 31.5 - - -6.9 28.8 38.7 -28.4 - -

12.4 47.4 11.3 -15.9 -7.9 27.5 - - -28.5 33.9 40.3 -18.2 - -

9.4 36.9 22.0 23.5 -7.6 28.1 - - -49.8 28.7 34.1 -7.3 - -

17.8 44.0 22.8 28.5 6.8 35.2 - - -44.8 34.4 31.5 -16.8 - -

28.7 43.1 24.9 16.0 -29.3 43.3 50.1 21.5 -30.8 26.0 3.7 0.9 -2.9 28.4

-1.9 32.2 15.5 43.0 86.6 25.2 33.0 2.1 -44.3 24.1 22.6 3.2 0.8 18.1

9.9 37.2 29.3 37.3 21.7 37.1 42.8 20.0 -51.4 22.4 5.6 17.4 15.0 33.2

7.9 35.5 31.8 38.0 30.8 29.0 33.6 13.8 -47.2 29.6 15.0 14.4 11.7 32.3

2.2 23.4 29.4 31.1 27.5 31.6 38.8 8.3 -29.8 23.2 29.8 9.5 6.9 29.1

17.0 35.2 39.3 54.3 55.1 45.3 50.7 24.9 -15.7 -0.3 22.4 29.0 27.9 36.0

10.3 29.1 27.1 34.9 39.5 27.5 29.7 18.5 -14.2 18.5 -3.2 22.0 19.3 38.3

6.0 27.4 19.3 12.6 -5.0 19.0 21.6 8.9 -23.4 11.2 2.0 14.9 13.8 22.5

2.6 18.6 21.0 44.8 61.0 21.3 26.0 3.7 -24.2 23.5 45.1 19.9 18.3 29.8

15.0 28.6 27.7 37.8 17.9 26.2 28.1 19.1 -9.3 22.6 35.7 24.5 21.9 40.2

12.7 37.5 1.8 40.3 21.2 26.2 25.6 29.0 47.6 18.8 39.5 11.8 7.7 38.1

10.2 38.9 6.3 27.2 8.5 21.1 21.6 19.0 33.0 13.3 39.9 26.9 26.2 31.4

- 30 -

5-3. 상품군별 모바일쇼핑 거래액






2013 6,559,633 - - - - - - - - - - -

2014 14,869,803 497,573 1,356,133 5,244 221,499 61,950 32,360 2,924,868 2,088,386 339,390 217,154 279,937

2015p 24,426,591 870,100 2,235,335 8,478 279,249 108,120 53,839 4,599,233 3,224,974 511,379 401,421 461,458

2013.1/4 1,127,409 - - - - - - - - - - -

2/4 1,347,944 - - - - - - - - - - -

3/4 1,729,427 - - - - - - - - - - -

4/4 2,354,853 - - - - - - - - - - -

2014.1/4 2,822,364 109,618 254,164 893 48,724 11,405 7,171 544,222 379,570 67,691 43,716 53,245

2/4 3,207,796 91,818 303,411 1,330 40,427 11,476 6,185 648,050 455,000 83,169 44,188 65,692

3/4 3,929,614 136,854 351,119 1,201 61,002 15,141 8,284 657,628 445,996 75,470 60,693 75,470

4/4 4,910,028 159,283 447,439 1,820 71,346 23,929 10,720 1,074,968 807,820 113,061 68,557 85,530

2015.1/4 5,093,624 214,503 441,431 1,885 68,148 25,827 10,783 906,433 637,300 95,243 83,169 90,721

2/4 5,713,040 198,358 514,030 1,643 56,043 24,497 9,338 1,126,025 775,054 144,473 90,273 116,225

3/4 6,225,241 216,930 587,640 2,118 70,075 24,248 13,116 1,057,424 719,519 117,928 103,164 116,813

4/4p 7,394,686 240,309 692,233 2,832 84,983 33,549 20,602 1,509,351 1,093,101 153,734 124,816 137,699

2014. 1 911,354 29,395 82,440 237 14,784 3,076 1,858 157,129 109,434 18,560 12,086 17,049

2 884,288 39,084 82,389 190 13,529 4,109 2,446 167,256 114,067 21,375 14,781 17,033

3 1,026,722 41,138 89,336 466 20,411 4,219 2,867 219,836 156,069 27,756 16,849 19,163

4 1,024,795 30,543 86,922 638 13,745 4,083 2,131 222,482 159,656 26,085 15,184 21,557

5 1,082,794 30,313 102,396 392 13,123 3,652 2,265 212,671 148,481 27,679 14,715 21,797

6 1,100,207 30,962 114,092 300 13,560 3,741 1,790 212,896 146,863 29,405 14,289 22,338

7 1,300,715 45,078 127,164 391 21,642 4,718 2,587 226,632 153,857 28,021 19,921 24,834

8 1,325,390 46,511 114,138 336 19,829 4,954 2,808 204,628 137,137 21,565 21,184 24,742

9 1,303,510 45,265 109,817 474 19,530 5,469 2,890 226,368 155,002 25,884 19,588 25,894

10 1,435,161 49,571 132,358 552 19,401 6,123 3,140 301,521 225,880 33,220 18,659 23,761

11 1,605,003 53,166 147,251 595 31,841 8,005 3,470 354,313 269,359 36,102 22,279 26,573

12 1,869,864 56,545 167,829 673 20,104 9,800 4,111 419,135 312,581 43,739 27,619 35,196

2015. 1 1,763,675 66,777 152,673 691 22,355 8,710 3,889 311,053 222,221 32,187 27,545 29,100

2 1,552,456 66,467 132,621 528 20,532 8,024 3,106 260,725 178,258 27,165 27,401 27,901

3 1,777,493 81,260 156,138 666 25,261 9,093 3,789 334,655 236,821 35,891 28,222 33,720

4 1,840,357 67,708 153,710 576 20,121 8,545 3,259 362,866 256,446 42,807 29,837 33,775

5 1,902,249 61,032 167,372 471 15,535 7,652 3,070 384,830 263,726 51,129 30,053 39,922

6 1,970,434 69,617 192,948 596 20,386 8,300 3,010 378,328 254,882 50,537 30,382 42,527

7 2,140,954 75,466 214,156 756 25,260 8,220 4,394 379,694 258,693 43,341 34,856 42,803

8 2,026,727 73,145 195,781 698 23,640 8,008 4,213 323,096 215,214 35,336 34,133 38,414

9 2,057,560 68,318 177,703 664 21,175 8,020 4,509 354,634 245,611 39,252 34,175 35,596

10 2,301,884 78,267 221,604 709 24,390 9,495 4,769 450,755 326,789 47,500 37,713 38,752

11p 2,443,011 76,378 231,965 874 25,454 11,313 7,839 529,723 392,118 53,001 40,117 44,486

12p 2,649,791 85,663 238,665 1,249 35,138 12,741 7,994 528,873 374,193 53,233 46,986 54,461


- 31 -

(단위: 백만원)


화장품아동


농축수산물



각종서비스

기타



- - - - - - - - - - - - - -

590,985 1,037,535 1,012,025 1,299,384 344,888 1,818,722 1,505,234 313,488 6,625 2,723,665 563,112 373,234 309,413 63,821

890,977 1,902,402 1,615,516 2,497,061 656,642 3,249,375 2,739,407 509,968 12,019 3,900,549 852,030 695,666 565,947 129,719

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

90,143 192,907 205,113 234,254 71,619 307,416 241,044 66,372 1,902 551,108 112,992 78,714 66,735 11,979

133,615 220,543 214,545 265,075 76,791 386,407 316,334 70,074 2,173 601,276 112,576 92,097 77,350 14,747

159,157 276,349 236,588 380,927 93,557 493,572 413,621 79,951 1,160 800,526 168,561 87,989 71,096 16,893

208,070 347,737 355,779 419,128 102,921 631,327 534,235 97,091 1,390 770,754 168,983 114,434 94,232 20,202

164,186 405,735 356,404 533,016 141,258 687,884 572,373 115,511 2,457 829,648 179,552 124,473 99,902 24,571

224,971 438,211 398,096 600,638 155,776 752,305 638,204 114,100 3,867 853,562 191,833 163,849 133,395 30,454

219,733 458,205 387,002 658,102 179,361 821,532 699,947 121,586 2,230 1,125,538 221,564 180,423 146,604 33,819

282,087 600,251 474,013 705,305 180,248 987,653 828,882 158,771 3,466 1,091,801 259,081 226,921 186,046 40,875

25,883 59,589 64,957 77,096 29,460 93,800 73,011 20,789 556 205,253 38,409 27,431 23,739 3,692

27,695 61,853 65,852 77,522 15,910 95,073 75,204 19,869 585 169,627 33,400 27,766 24,076 3,690

36,565 71,464 74,304 79,636 26,249 118,544 92,830 25,714 761 176,228 41,183 23,517 18,920 4,597

40,181 66,791 74,845 83,393 24,357 123,907 100,211 23,696 875 181,923 38,509 29,471 24,898 4,573

47,130 77,137 70,732 95,903 25,702 118,837 95,393 23,444 926 212,705 37,712 31,196 26,410 4,786

46,304 76,615 68,968 85,779 26,732 143,663 120,730 22,934 373 206,648 36,355 31,430 26,042 5,388

61,055 84,082 78,379 114,721 26,592 153,467 129,595 23,872 363 261,431 59,508 32,905 27,562 5,343

48,133 83,209 75,200 130,894 34,009 164,484 137,738 26,746 426 307,853 61,771 26,205 20,414 5,791

49,970 109,057 83,010 135,311 32,955 175,621 146,288 29,333 372 231,243 47,281 28,877 23,119 5,758

61,705 100,610 94,084 129,198 30,960 195,524 164,530 30,993 426 228,204 47,253 34,531 28,330 6,201

72,849 113,644 113,835 131,371 33,966 206,758 176,372 30,386 510 238,241 54,294 40,894 34,273 6,621

73,516 133,483 147,860 158,559 37,995 229,045 193,333 35,712 454 304,309 67,436 39,009 31,629 7,380

54,357 136,984 129,028 182,186 44,849 233,910 196,512 37,398 671 317,753 59,345 38,445 30,507 7,938

45,164 121,771 103,203 175,087 51,915 208,018 173,475 34,543 878 260,476 58,912 35,029 27,304 7,725

64,665 146,980 124,173 175,743 44,493 245,956 202,386 43,570 907 251,419 61,295 51,000 42,091 8,909

67,827 146,431 137,590 187,811 49,349 230,126 193,540 36,586 1,159 290,862 60,674 51,742 42,205 9,537

76,735 145,769 128,420 185,723 49,008 244,634 207,542 37,092 1,876 311,126 68,764 50,232 40,316 9,916

80,409 146,010 132,087 227,104 57,419 277,545 237,122 40,423 831 251,574 62,396 61,874 50,874 11,001

89,621 144,818 135,068 212,238 57,737 273,541 233,455 40,086 723 382,203 71,317 65,741 53,933 11,808

65,575 153,214 121,765 209,901 53,907 268,886 228,053 40,833 825 393,803 75,819 54,449 43,749 10,700

64,536 160,173 130,169 235,962 67,716 279,105 238,439 40,666 681 349,532 74,428 60,233 48,922 11,311

91,028 178,734 154,919 227,635 55,876 314,669 264,434 50,234 938 344,808 71,244 72,044 58,486 13,558

96,965 198,944 137,067 231,998 60,525 329,615 274,522 55,093 1,331 342,894 85,104 75,023 61,519 13,503

94,094 222,574 182,027 245,672 63,848 343,370 289,926 53,444 1,196 404,099 102,734 79,854 66,041 13,813

- 32 -

5-4. 상품군별 모바일쇼핑 거래액(전년동월(기)비)






2013 - - - - - - - - - - - -

2014 126.7 - - - - - - - - - - -

2015p 64.3 74.9 64.8 61.7 26.1 74.5 66.4 57.2 54.4 50.7 84.9 64.8

2013.1/4 - - - - - - - - - - - -

2/4 - - - - - - - - - - - -

3/4 - - - - - - - - - - - -

4/4 - - - - - - - - - - - -

2014.1/4 150.3 - - - - - - - - - - -

2/4 138.0 - - - - - - - - - - -

3/4 127.2 - - - - - - - - - - -

4/4 108.5 - - - - - - - - - - -

2015.1/4 80.5 95.7 73.7 111.1 39.9 126.5 50.4 66.6 67.9 40.7 90.2 70.4

2/4 78.1 116.0 69.4 23.5 38.6 113.5 51.0 73.8 70.3 73.7 104.3 76.9

3/4 58.4 58.5 67.4 76.4 14.9 60.1 58.3 60.8 61.3 56.3 70.0 54.8

4/4p 50.6 50.9 54.7 55.6 19.1 40.2 92.2 40.4 35.3 36.0 82.1 61.0

2014. 1 144.1 - - - - - - - - - - -

2 154.6 - - - - - - - - - - -

3 152.4 - - - - - - - - - - -

4 150.9 - - - - - - - - - - -

5 139.4 - - - - - - - - - - -

6 125.8 - - - - - - - - - - -

7 141.4 - - - - - - - - - - -

8 128.2 - - - - - - - - - - -

9 113.8 - - - - - - - - - - -

10 111.4 - - - - - - - - - - -

11 108.8 - - - - - - - - - - -

12 106.1 - - - - - - - - - - -

2015. 1 93.5 127.2 85.2 191.6 51.2 183.2 109.3 98.0 103.1 73.4 127.9 70.7

2 75.6 70.1 61.0 177.9 51.8 95.3 27.0 55.9 56.3 27.1 85.4 63.8

3 73.1 97.5 74.8 42.9 23.8 115.5 32.2 52.2 51.7 29.3 67.5 76.0

4 79.6 121.7 76.8 -9.7 46.4 109.3 52.9 63.1 60.6 64.1 96.5 56.7

5 75.7 101.3 63.5 20.2 18.4 109.5 35.5 81 77.6 84.7 104.2 83.2

6 79.1 124.8 69.1 98.7 50.3 121.9 68.2 77.7 73.6 71.9 112.6 90.4

7 64.6 67.4 68.4 93.4 16.7 74.2 69.8 67.5 68.1 54.7 75.0 72.4

8 52.9 57.3 71.5 107.7 19.2 61.6 50.0 57.9 56.9 63.9 61.1 55.3

9 57.8 50.9 61.8 40.1 8.4 46.6 56.0 56.7 58.5 51.6 74.5 37.5

10 60.4 57.9 67.4 28.4 25.7 55.1 51.9 49.5 44.7 43.0 102.1 63.1

11p 52.2 43.7 57.5 46.9 -20.1 41.3 125.9 49.5 45.6 46.8 80.1 67.4

12p 41.7 51.5 42.2 85.6 74.8 30.0 94.5 26.2 19.7 21.7 70.1 54.7


- 33 -

(단위: %)


화장품아동


농축수산물



각종서비스

기타



- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

50.8 83.4 59.6 92.2 90.4 78.7 82.0 62.7 81.4 43.2 51.3 86.4 82.9 103.3

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

82.1 110.3 73.8 127.5 97.2 123.8 137.5 74.0 29.2 50.5 58.9 58.1 49.7 105.1

68.4 98.7 85.6 126.6 102.9 94.7 101.8 62.8 78.0 42.0 70.4 77.9 72.5 106.5

38.1 65.8 63.6 72.8 91.7 66.4 69.2 52.1 92.2 40.6 31.4 105.1 106.2 100.2

35.6 72.6 33.2 68.3 75.1 56.4 55.2 63.5 149.4 41.7 53.3 98.3 97.4 102.3

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

- - - - - - - - - - - - - -

110.0 129.9 98.6 136.3 52.2 149.4 169.2 79.9 20.7 54.8 54.5 40.2 28.5 115.0

63.1 96.9 56.7 125.9 226.3 118.8 130.7 73.9 50.1 53.6 76.4 26.2 13.4 109.3

76.8 105.7 67.1 120.7 69.5 107.5 118.0 69.4 19.2 42.7 48.8 116.9 122.5 93.8

68.8 119.2 83.8 125.2 102.6 85.7 93.1 54.4 32.5 59.9 57.6 75.6 69.5 108.6

62.8 89.0 81.6 93.7 90.7 105.9 117.6 58.2 102.6 46.3 82.3 61.0 52.7 107.2

73.7 90.6 91.5 164.8 114.8 93.2 96.4 76.3 122.8 21.7 71.6 96.9 95.4 104.2

46.8 72.2 72.3 85.0 117.1 78.2 80.1 67.9 99.2 46.2 19.8 99.8 95.7 121.0

36.2 84.1 61.9 60.4 58.5 63.5 65.6 52.7 93.7 27.9 22.7 107.8 114.3 84.8

29.1 46.9 56.8 74.4 105.5 58.9 63.0 38.6 83.1 51.2 57.4 108.6 111.6 96.4

47.5 77.7 64.7 76.2 80.5 60.9 60.7 62.1 120.2 51.1 50.8 108.6 106.4 118.6

33.1 75.1 20.4 76.6 78.2 59.4 55.6 81.3 161.0 43.9 56.7 83.5 79.5 103.9

28.0 66.7 23.1 54.9 68.0 49.9 50.0 49.7 163.4 32.8 52.3 104.7 108.8 87.2

- 34 -

6. 취급상품범위별 온라인쇼핑 거래액

1) 종합몰 거래액






2012 25,858,234 2,329,924 3,588,420 41,866 402,590 288,269 84,097 4,754,603 - - - -

2013 29,813,501 2,282,060 3,884,252 30,404 389,324 388,377 95,072 5,417,661 - - - -

2014 34,788,971 2,478,969 4,604,781 23,259 469,258 357,590 100,668 6,443,197 4,400,009 743,390 561,632 738,166

2015p 41,850,164 2,579,420 5,408,905 24,660 417,527 352,265 109,944 7,519,459 5,102,004 830,390 717,711 869,354

2012.1/4 6,146,283 650,314 817,021 13,331 123,876 66,792 23,544 1,109,874 - - - -

2/4 6,285,815 570,355 871,219 12,207 85,090 74,135 18,298 1,094,318 - - - -

3/4 6,301,177 540,366 895,367 7,023 99,231 65,801 18,622 1,056,331 - - - -

4/4 7,124,958 568,889 1,004,813 9,305 94,393 81,541 23,633 1,494,080 - - - -

2013.1/4 6,843,155 622,132 861,539 9,203 119,085 104,991 23,474 1,219,553 - - - -

2/4 7,222,820 527,289 990,209 7,171 80,362 107,371 22,693 1,302,645 - - - -

3/4 7,418,676 528,307 951,092 8,393 97,343 91,094 23,114 1,210,211 - - - -

4/4 8,328,850 604,332 1,081,412 5,637 92,534 84,921 25,791 1,685,252 - - - -

2014.1/4 8,010,644 703,270 996,441 5,544 129,381 90,851 28,809 1,464,072 999,743 164,094 134,933 165,302

2/4 8,153,294 574,946 1,123,782 5,872 88,694 82,052 23,303 1,512,154 1,012,198 190,471 126,111 183,374

3/4 8,669,400 589,821 1,166,070 4,832 115,924 82,944 22,636 1,421,002 912,598 169,101 148,078 191,226

4/4 9,955,634 610,932 1,318,487 7,011 135,259 101,743 25,920 2,045,968 1,475,470 219,724 152,510 198,264

2015.1/4 9,562,020 709,955 1,174,352 6,590 114,762 93,653 27,880 1,628,732 1,097,323 172,370 170,206 188,833

2/4 10,042,569 597,149 1,274,657 5,209 89,913 83,362 24,217 1,874,779 1,247,332 238,733 165,436 223,279

3/4 10,326,909 605,377 1,387,120 5,871 100,588 77,047 23,946 1,670,359 1,096,894 184,993 174,592 213,880

4/4p 11,918,665 666,939 1,572,776 6,990 112,264 98,203 33,901 2,345,589 1,660,455 234,294 207,478 243,362

2014. 1 2,668,214 200,389 313,227 1,679 40,921 27,002 7,678 454,913 314,967 47,847 37,351 54,748

2 2,565,336 248,380 340,909 1,891 41,197 32,382 9,969 476,641 320,460 52,939 49,609 53,633

3 2,777,094 254,501 342,305 1,974 47,263 31,467 11,162 532,517 364,315 63,308 47,973 56,921

4 2,729,272 211,233 344,586 2,902 33,744 29,427 8,626 532,335 361,306 62,645 45,611 62,773

5 2,722,741 186,493 377,364 1,653 27,836 26,057 8,133 501,537 334,410 63,416 42,185 61,526

6 2,701,281 177,220 401,832 1,317 27,114 26,568 6,544 478,282 316,481 64,410 38,315 59,075

7 3,011,580 200,830 436,258 1,626 41,693 25,938 7,580 508,930 327,747 65,594 49,876 65,712

8 2,873,920 197,340 380,366 1,342 37,905 25,665 7,639 438,142 275,945 47,500 52,090 62,607

9 2,783,900 191,650 349,446 1,864 36,326 31,341 7,417 473,930 308,906 56,007 46,111 62,907

10 3,073,969 197,535 409,805 2,236 36,289 30,028 7,561 599,802 427,642 66,199 46,029 59,932

11 3,271,671 195,258 436,772 2,263 64,539 34,940 8,472 678,589 498,692 71,036 48,359 60,503

12 3,609,994 218,138 471,910 2,512 34,431 36,775 9,887 767,577 549,136 82,489 58,122 77,830

2015. 1 3,272,929 230,335 408,625 2,406 37,382 31,903 9,001 559,285 383,367 57,153 57,001 61,765

2 2,924,158 216,409 356,202 1,945 32,307 28,267 8,011 469,238 306,417 49,177 56,177 57,467

3 3,364,933 263,211 409,525 2,239 45,073 33,483 10,868 600,209 407,539 66,040 57,029 69,601

4 3,307,335 210,444 391,271 1,895 33,003 30,976 9,068 628,619 427,817 74,303 57,466 69,033

5 3,252,788 181,664 413,383 1,529 24,571 25,022 7,466 630,770 418,309 82,391 55,412 74,658

6 3,482,446 205,041 470,002 1,785 32,339 27,364 7,683 615,391 401,206 82,039 52,558 79,588

7 3,678,122 216,708 531,443 2,110 39,767 26,820 8,359 608,137 399,155 69,459 59,254 80,269

8 3,296,655 202,298 455,195 1,923 31,952 25,029 7,706 507,321 325,153 54,943 58,029 69,196

9 3,352,132 186,371 400,482 1,838 28,869 25,198 7,881 554,902 372,586 60,591 57,309 64,415

10 3,766,022 209,143 495,049 1,879 30,912 27,725 8,462 706,229 496,394 73,183 64,292 72,360

11p 3,938,900 218,193 535,892 2,152 33,839 33,735 12,149 818,743 595,399 79,995 66,150 77,198

12p 4,213,742 239,603 541,835 2,959 47,513 36,743 13,290 820,617 568,662 81,116 77,035 93,804


- 35 -

(단위: 백만원)


화장품아동


농축수산물



각종서비스

기타



1,164,851 1,698,792 1,572,697 2,400,303 868,623 3,468,587 - - 25,949 1,594,180 469,922 1,104,561 - -

1,524,788 1,798,936 1,863,137 2,678,292 1,049,850 4,043,422 - - 26,702 2,235,449 576,322 1,529,453 - -

1,775,907 2,299,498 2,149,029 3,021,948 1,091,692 4,927,139 3,936,197 990,942 25,828 2,752,615 892,279 1,375,314 1,196,601 178,713

1,937,965 3,164,865 2,649,481 3,943,531 1,357,240 6,384,272 5,245,212 1,139,059 23,495 3,300,208 1,054,760 1,622,166 1,377,975 244,191

222,040 432,467 356,607 585,472 234,629 818,993 - - 6,674 232,299 112,517 339,834 - -

313,198 403,548 395,862 588,989 201,744 835,175 - - 8,029 427,036 130,882 255,730 - -

304,443 409,787 376,028 650,502 219,028 859,209 - - 5,389 449,024 119,150 225,876 - -

325,170 452,990 444,200 575,341 213,221 955,210 - - 5,857 485,821 107,373 283,121 - -

277,432 448,380 400,648 656,014 263,858 979,470 - - 7,149 437,561 104,196 308,470 - -

399,750 441,224 462,826 641,276 226,889 979,151 - - 8,809 551,838 115,069 358,248 - -

400,531 448,781 451,820 732,868 273,996 979,073 - - 4,378 600,663 190,122 426,890 - -

447,075 460,551 547,843 648,135 285,106 1,105,728 - - 6,366 645,387 166,935 435,845 - -

335,425 523,497 496,435 706,354 294,956 1,089,477 834,543 254,934 8,965 593,957 214,355 328,856 288,496 40,360

462,423 534,881 490,249 699,483 235,978 1,121,527 884,602 236,924 9,825 648,581 199,510 340,033 297,486 42,547

463,985 554,110 504,634 833,607 285,897 1,267,385 1,026,218 241,168 3,458 761,761 251,874 339,458 293,801 45,657

514,074 687,010 657,711 782,504 274,861 1,448,750 1,190,835 257,916 3,580 748,316 226,540 366,967 316,818 50,149

387,480 741,628 622,317 919,388 333,498 1,479,126 1,194,938 284,188 5,550 737,648 227,407 352,054 298,755 53,299

502,952 730,668 664,420 954,851 329,322 1,526,982 1,257,579 269,402 7,707 738,430 233,394 404,557 345,793 58,764

483,502 741,161 628,249 1,038,510 373,774 1,561,054 1,297,213 263,841 4,252 935,772 276,239 414,088 352,540 61,548

564,031 951,407 734,496 1,030,782 320,646 1,817,110 1,495,482 321,628 5,986 888,358 317,720 451,467 380,887 70,580

100,767 175,933 172,529 270,382 145,293 343,376 265,365 78,011 2,000 220,735 76,136 115,254 101,899 13,355

103,345 168,467 156,237 208,417 69,927 358,038 272,448 85,590 3,077 181,467 62,138 102,853 89,511 13,342

131,313 179,097 167,669 227,554 79,735 388,062 296,729 91,333 3,888 191,755 76,081 110,749 97,086 13,663

144,542 177,737 176,310 229,533 79,671 376,671 294,028 82,643 4,428 197,839 68,880 110,807 96,936 13,871

162,862 186,191 160,475 231,580 76,441 364,536 285,300 79,236 4,240 219,312 67,014 121,017 107,051 13,966

155,019 170,953 153,464 238,370 79,867 380,319 305,274 75,045 1,157 231,430 63,616 108,209 93,499 14,710

182,445 178,218 174,229 255,634 82,269 414,284 336,859 77,425 1,116 296,469 93,151 110,909 95,823 15,086

141,680 180,693 162,320 296,196 108,354 427,948 346,605 81,343 1,309 254,647 93,538 118,834 103,179 15,655

139,860 195,199 168,085 281,776 95,275 425,153 342,754 82,399 1,033 210,645 65,185 109,715 94,799 14,916

162,456 222,665 183,968 255,376 85,316 468,113 380,020 88,093 1,114 228,321 63,940 119,442 103,145 16,297

174,017 218,824 208,687 251,209 86,155 473,287 390,990 82,297 1,249 239,393 72,104 125,913 109,480 16,433

177,602 245,521 265,055 275,918 103,390 507,350 419,825 87,526 1,217 280,602 90,496 121,612 104,193 17,419

135,727 257,168 218,705 307,837 103,519 494,819 402,802 92,017 1,585 281,877 76,452 116,303 98,472 17,831

101,295 229,339 182,707 312,960 131,799 450,791 365,645 85,147 1,889 220,490 74,932 105,577 89,172 16,405

150,459 255,121 220,904 298,591 98,181 533,516 426,491 107,025 2,076 235,281 76,023 130,174 111,111 19,063

161,810 251,630 236,291 306,922 105,154 485,288 394,509 90,779 2,449 249,897 74,445 128,173 109,001 19,172

162,561 239,045 211,142 296,741 98,819 485,384 399,149 86,235 3,590 253,670 82,941 134,490 115,709 18,781

178,581 239,993 216,986 351,188 125,349 556,310 463,921 92,389 1,668 234,863 76,008 141,894 121,083 20,811

198,266 241,468 224,725 327,548 116,612 529,592 439,604 89,988 1,455 379,315 87,779 138,019 116,260 21,759

146,320 237,823 197,256 314,926 103,919 511,906 423,797 88,109 1,516 316,500 94,279 140,786 121,005 19,781

138,916 261,870 206,267 396,037 153,242 519,556 433,813 85,744 1,281 239,957 94,181 135,283 115,275 20,008

184,241 302,650 237,577 342,375 101,372 595,708 489,661 106,047 1,715 282,166 86,982 151,837 128,198 23,639

193,835 306,594 214,083 338,865 106,002 603,266 493,489 109,777 2,220 276,620 101,308 141,404 117,992 23,412

185,955 342,163 282,835 349,542 113,272 618,135 512,332 105,803 2,051 329,572 129,430 158,225 134,697 23,528

- 36 -

2) 전문몰 거래액






2012 8,209,997 749,297 162,785 23,317 870,191 126,530 57,546 854,920 - - - -

2013 8,684,360 801,483 220,646 29,324 806,825 126,173 57,720 862,993 - - - -

2014 10,513,516 934,931 357,315 35,172 811,146 113,336 61,881 903,282 711,319 103,187 60,645 28,131

2015p 12,083,570 1,025,299 471,414 35,699 733,370 108,121 59,092 944,393 737,191 109,871 67,408 29,923

2012.1/4 1,928,081 188,695 29,917 6,230 253,513 32,785 14,649 205,187 - - - -

2/4 1,930,896 183,560 25,895 5,270 190,540 29,245 13,962 211,957 - - - -

3/4 2,156,422 184,688 52,293 5,428 228,370 29,733 14,213 182,132 - - - -

4/4 2,194,598 192,354 54,681 6,390 197,767 34,767 14,722 255,644 - - - -

2013.1/4 2,132,376 205,170 42,524 7,289 233,816 34,085 13,819 213,432 - - - -

2/4 2,032,213 188,944 51,155 7,205 173,898 29,817 13,914 215,822 - - - -

3/4 2,243,583 193,548 55,166 6,455 207,412 30,428 13,908 182,237 - - - -

4/4 2,276,189 213,820 71,800 8,375 191,699 31,843 16,078 251,502 - - - -

2014.1/4 2,471,055 255,689 66,525 8,891 235,364 29,491 15,903 203,780 156,394 26,827 15,100 5,459

2/4 2,439,224 208,736 75,822 8,270 170,924 27,354 15,179 225,962 179,490 26,317 14,510 5,644

3/4 2,812,980 216,087 86,337 8,669 210,390 26,696 15,682 199,657 151,711 24,228 16,352 7,367

4/4 2,790,258 254,419 128,630 9,342 194,468 29,796 15,117 273,883 223,724 25,815 14,683 9,661

2015.1/4 2,882,854 261,253 99,066 9,694 202,519 29,365 12,769 235,152 184,902 24,668 17,334 8,249

2/4 2,843,116 240,805 102,398 9,183 157,959 25,055 14,609 231,622 182,200 27,453 15,061 6,907

3/4 3,178,027 251,545 118,608 8,449 185,965 23,813 14,322 208,563 156,433 27,003 17,750 7,377

4/4p 3,179,574 271,696 151,343 8,373 186,927 29,888 17,392 269,056 213,655 30,747 17,264 7,390

2014. 1 872,516 93,719 23,858 2,874 73,037 9,918 5,011 63,416 48,643 7,772 5,076 1,925

2 793,817 80,623 21,323 3,090 70,780 9,988 5,182 63,684 47,739 9,266 5,079 1,600

3 804,721 81,348 21,343 2,927 91,547 9,584 5,711 76,681 60,011 9,790 4,945 1,934

4 800,285 77,826 20,606 2,743 60,568 9,980 5,541 79,843 63,556 9,134 5,028 2,125

5 838,302 66,160 26,036 2,642 56,604 8,904 5,598 74,775 59,438 9,225 4,355 1,758

6 800,636 64,750 29,181 2,885 53,752 8,470 4,039 71,343 56,496 7,959 5,128 1,761

7 928,506 74,763 27,068 3,006 77,225 9,589 4,925 66,514 51,621 8,293 5,111 1,488

8 1,016,061 70,743 29,078 2,660 68,386 8,437 5,175 61,582 44,405 8,071 5,719 3,387

9 868,412 70,581 30,191 3,003 64,778 8,670 5,582 71,561 55,685 7,863 5,522 2,491

10 880,061 77,322 32,518 2,989 59,545 9,790 5,133 86,098 69,840 8,011 4,990 3,257

11 887,070 79,840 52,134 2,998 70,577 9,507 4,762 93,835 78,361 8,186 4,260 3,028

12 1,023,128 97,257 43,978 3,356 64,346 10,499 5,222 93,950 75,523 9,618 5,433 3,377

2015. 1 1,040,012 92,898 39,462 3,280 65,647 9,951 4,186 88,428 71,888 7,806 5,785 2,950

2 905,766 77,551 28,520 2,805 57,946 9,284 4,057 65,932 49,063 8,269 5,818 2,781

3 937,076 90,804 31,084 3,608 78,926 10,130 4,526 80,792 63,951 8,593 5,730 2,518

4 973,910 87,165 33,441 3,241 55,078 9,154 4,785 78,243 61,645 9,148 5,352 2,098

5 986,820 68,773 28,085 2,926 50,543 7,875 4,476 77,399 60,409 9,294 4,925 2,770

6 882,386 84,867 40,872 3,016 52,338 8,026 5,348 75,980 60,147 9,011 4,783 2,039

7 1,070,453 90,512 50,945 2,915 65,971 8,170 5,392 72,268 54,484 9,397 6,103 2,284

8 1,085,895 80,102 37,234 2,749 61,455 7,973 4,565 60,363 43,821 8,191 5,758 2,592

9 1,021,678 80,931 30,429 2,785 58,539 7,670 4,365 75,932 58,128 9,415 5,889 2,501

10 1,038,778 84,655 63,309 3,034 57,274 8,962 4,988 82,166 64,557 9,645 5,741 2,223

11p 1,010,319 86,898 47,786 2,578 56,686 9,521 5,886 97,310 78,786 10,666 5,514 2,344

12p 1,130,477 100,142 40,248 2,761 72,967 11,405 6,518 89,580 70,313 10,435 6,009 2,823


- 37 -

(단위: 백만원)


화장품아동


농축수산물



각종서비스

기타



109,855 247,037 85,684 491,838 86,900 186,782 - - 18,917 3,982,637 52,879 102,881 - -

113,957 301,527 84,183 610,673 82,499 235,099 - - 18,952 4,183,454 63,878 84,974 - -

123,185 369,459 77,510 588,938 79,260 248,342 120,268 128,074 17,891 5,629,995 68,114 93,759 74,791 18,968

150,122 362,011 59,758 900,953 85,363 282,396 126,725 155,670 8,546 6,669,265 102,138 85,629 69,598 16,031

23,908 49,506 18,976 128,853 22,349 48,530 - - 5,004 859,753 17,339 22,887 - -

27,186 49,820 22,368 104,952 19,908 46,640 - - 5,239 959,906 11,933 22,515 - -

26,435 58,353 21,660 128,406 23,339 43,571 - - 3,888 1,113,120 11,484 29,312 - -

32,326 89,358 22,680 129,627 21,304 48,042 - - 4,787 1,049,858 12,124 28,167 - -

23,836 57,412 22,129 135,215 21,976 54,089 - - 4,675 1,022,340 17,397 23,173 - -

27,900 74,349 21,156 115,872 17,546 62,215 - - 5,790 992,894 13,633 20,103 - -

28,566 85,726 19,720 137,464 22,019 57,375 - - 3,752 1,162,153 16,465 21,185 - -

33,656 84,040 21,179 222,121 20,958 61,419 - - 4,734 1,006,067 16,384 20,512 - -

27,261 84,740 19,584 153,341 20,731 58,193 29,118 29,076 4,934 1,246,959 18,081 21,586 16,628 4,958

32,496 86,252 19,138 132,492 15,593 57,855 28,489 29,367 5,717 1,322,461 12,922 22,052 17,202 4,850

33,874 107,889 18,916 139,120 20,261 60,167 29,832 30,334 4,288 1,622,360 16,706 25,882 21,190 4,693

29,554 90,579 19,872 163,985 22,675 72,127 32,829 39,298 2,952 1,438,215 20,406 24,239 19,772 4,468

18,494 95,081 14,522 208,484 20,689 71,852 30,866 40,985 2,230 1,549,990 28,215 23,478 19,409 4,069

36,235 84,212 14,970 219,440 17,779 69,626 31,759 37,867 2,544 1,569,983 26,409 20,287 16,241 4,047

47,344 83,881 13,534 228,801 24,060 65,571 30,378 35,193 1,895 1,858,622 23,014 20,039 16,065 3,973

48,049 98,836 16,732 244,228 22,834 75,346 33,722 41,624 1,878 1,690,670 24,501 21,825 17,883 3,942

8,132 25,939 6,154 49,003 9,721 18,059 9,632 8,427 1,373 468,789 5,799 7,714 6,075 1,639

8,321 28,280 6,731 58,914 5,614 18,549 9,457 9,092 1,566 397,391 6,695 7,087 5,424 1,663

10,808 30,521 6,700 45,424 5,396 21,586 10,029 11,557 1,995 380,779 5,587 6,785 5,130 1,655

10,939 29,987 7,179 44,999 5,078 19,327 9,465 9,863 1,687 411,138 5,221 7,621 5,977 1,644

11,213 29,134 5,973 47,046 5,095 19,907 9,062 10,845 2,327 465,311 4,139 7,439 5,820 1,619

10,344 27,131 5,986 40,446 5,420 18,621 9,962 8,659 1,703 446,012 3,562 6,992 5,405 1,587

12,351 30,270 6,411 44,682 5,891 18,591 9,984 8,607 1,395 533,286 4,792 7,747 6,136 1,612

10,643 25,028 6,104 49,895 6,947 20,340 9,937 10,403 1,422 633,586 6,591 9,445 7,856 1,589

10,879 52,590 6,401 44,543 7,424 21,236 9,911 11,325 1,471 455,489 5,323 8,690 7,198 1,492

12,904 32,080 6,550 47,492 6,373 24,141 10,883 13,258 1,491 462,086 5,705 7,842 6,327 1,516

11,550 23,578 6,237 46,622 8,228 23,714 10,722 12,992 655 440,053 5,631 7,149 5,677 1,472

5,099 34,921 7,085 69,871 8,073 24,273 11,225 13,048 806 536,076 9,069 9,248 7,767 1,481

4,480 31,725 4,441 62,755 6,071 22,951 9,930 13,021 749 586,634 8,533 7,822 6,407 1,416

8,241 30,823 5,470 69,456 9,194 20,808 9,298 11,510 695 497,676 9,431 7,873 6,554 1,319

5,773 32,534 4,611 76,274 5,424 28,093 11,639 16,454 786 465,680 10,250 7,782 6,448 1,334

5,938 29,813 5,618 71,915 5,659 25,500 11,036 14,464 780 539,489 10,775 7,315 5,959 1,356

15,330 26,583 4,225 68,427 5,159 20,729 9,444 11,286 1,022 589,650 9,388 6,230 4,894 1,336

14,968 27,816 5,126 79,098 6,961 23,397 11,280 12,117 742 440,844 6,245 6,742 5,387 1,356

16,567 27,725 4,938 77,659 6,377 22,184 10,192 11,992 700 604,355 7,055 6,720 5,386 1,333

15,111 24,239 3,749 74,731 5,593 21,424 9,641 11,784 577 671,534 7,831 6,664 5,321 1,343

15,667 31,917 4,846 76,411 12,090 21,962 10,545 11,418 617 582,733 8,129 6,655 5,358 1,297

17,359 24,860 5,652 75,002 6,709 25,617 10,989 14,628 648 564,391 7,558 6,594 5,264 1,331

15,367 26,607 4,667 79,072 8,426 24,177 11,047 13,130 591 530,294 7,095 7,358 6,045 1,313

15,323 47,370 6,413 90,154 7,699 25,552 11,686 13,866 639 595,986 9,848 7,873 6,575 1,298

- 38 -

7. 운영형태별 온라인쇼핑 거래액

1) online몰 거래액






2012 22,130,629 2,514,900 2,807,055 53,819 991,977 263,476 118,453 3,949,071 - - - -

2013 24,611,143 2,271,609 3,084,769 44,948 910,136 302,478 129,435 4,361,908 - - - -

2014 28,678,572 2,564,967 3,864,718 38,097 984,923 274,741 139,414 4,839,516 3,438,016 561,753 346,017 493,731

2015p 34,012,864 2,671,804 4,566,832 38,713 890,960 304,918 148,668 5,351,096 3,727,972 620,015 451,395 551,715

2012.1/4 5,212,859 668,798 615,102 16,939 295,469 54,689 31,782 901,653 - - - -

2/4 5,395,207 611,762 657,193 14,830 215,533 69,170 27,264 936,304 - - - -

3/4 5,402,266 598,724 704,962 9,718 254,940 62,957 26,856 872,006 - - - -

4/4 6,120,297 635,616 829,798 12,332 226,034 76,660 32,551 1,239,108 - - - -

2013.1/4 5,671,161 608,221 681,426 12,829 269,713 81,752 31,562 996,269 - - - -

2/4 5,997,473 517,517 779,461 10,662 192,618 82,088 30,844 1,086,629 - - - -

3/4 6,121,843 525,767 748,706 11,625 233,169 73,603 31,523 958,161 - - - -

4/4 6,820,666 620,104 875,176 9,831 214,636 65,034 35,505 1,320,850 - - - -

2014.1/4 6,584,362 732,088 813,187 9,800 280,763 68,093 37,476 1,096,262 785,303 125,688 78,467 106,803

2/4 6,749,478 587,381 931,880 9,361 198,817 64,126 33,612 1,156,866 812,773 145,313 73,469 125,311

3/4 7,184,115 602,034 957,944 8,221 252,725 60,880 33,346 1,055,735 710,112 126,367 94,858 124,398

4/4 8,160,617 643,464 1,161,705 10,714 252,619 81,641 34,981 1,530,653 1,129,827 164,384 99,223 137,219

2015.1/4 7,749,797 728,904 1,008,225 10,505 244,318 81,754 35,257 1,161,831 808,740 125,013 106,004 122,074

2/4 8,151,653 617,298 1,060,925 8,774 191,190 70,687 34,473 1,371,273 943,638 181,251 103,556 142,829

3/4 8,512,753 625,365 1,152,608 8,968 225,952 67,642 33,478 1,196,521 816,389 140,927 108,638 130,567

4/4p 9,598,660 700,237 1,345,074 10,465 229,500 84,836 45,460 1,621,471 1,159,205 172,823 133,198 156,245

2014. 1 2,146,287 222,348 254,018 3,047 88,568 19,346 10,551 328,051 237,208 36,138 19,739 34,967

2 2,127,504 252,401 277,023 3,294 87,228 24,276 12,533 362,278 254,909 41,264 31,394 34,711

3 2,310,571 257,339 282,147 3,459 104,967 24,472 14,391 405,932 293,187 48,286 27,334 37,125

4 2,256,605 216,845 284,828 4,118 72,077 23,620 12,333 408,535 292,549 47,260 25,905 42,821

5 2,241,858 190,193 313,323 2,838 64,356 20,478 12,043 378,639 264,411 47,309 24,872 42,048

6 2,251,016 180,343 333,729 2,405 62,383 20,028 9,235 369,692 255,813 50,744 22,692 40,442

7 2,542,203 204,774 357,180 2,721 93,313 20,972 10,807 386,476 259,893 50,382 32,095 44,107

8 2,404,212 201,883 314,623 2,310 82,985 19,397 11,189 317,719 208,756 35,224 32,573 41,166

9 2,237,700 195,377 286,141 3,190 76,427 20,511 11,350 351,539 241,464 40,761 30,190 39,125

10 2,479,445 203,522 342,815 3,379 73,772 22,925 10,936 448,166 330,584 47,431 30,096 40,057

11 2,685,669 204,469 394,402 3,475 105,442 26,228 11,174 509,863 384,251 53,117 30,983 41,511

12 2,995,503 235,473 424,488 3,860 73,405 32,489 12,870 572,623 414,992 63,836 38,144 55,651

2015. 1 2,668,674 240,672 356,774 3,714 77,937 27,269 11,491 394,212 277,235 40,917 36,086 39,974

2 2,341,086 220,895 304,238 2,985 68,269 25,070 10,188 329,962 223,133 35,011 35,082 36,736

3 2,740,037 267,337 347,212 3,807 98,112 29,414 13,578 437,657 308,371 49,086 34,835 45,365

4 2,664,740 218,210 325,842 3,091 68,072 25,934 12,381 452,467 317,488 55,190 35,343 44,446

5 2,652,552 186,198 344,701 2,730 56,118 21,450 10,396 459,783 314,290 62,450 35,026 48,017

6 2,834,361 212,890 390,382 2,954 67,000 23,303 11,695 459,023 311,860 63,611 33,186 50,366

7 3,076,387 224,447 456,102 3,172 85,877 23,427 12,213 442,139 303,023 53,786 35,358 49,973

8 2,735,478 207,905 369,568 2,949 73,189 22,016 10,764 352,307 232,836 41,741 36,483 41,247

9 2,700,888 193,012 326,938 2,846 66,886 22,199 10,502 402,075 280,530 45,400 36,797 39,347

10 3,035,418 215,980 425,435 3,165 66,675 24,499 11,830 480,072 343,524 51,877 40,165 44,505

11p 3,180,112 228,965 456,408 3,163 69,815 28,412 16,051 579,929 425,117 61,089 42,830 50,893

12p 3,383,130 255,292 463,231 4,137 93,010 31,924 17,578 561,470 390,564 59,857 50,203 60,846


- 39 -

(단위: 백만원)


화장품아동


농축수산물



각종서비스

기타



857,095 982,194 1,278,703 1,393,197 523,672 2,664,952 - - 34,885 2,178,917 498,135 1,020,128 - -

1,079,780 954,156 1,522,923 1,485,563 632,396 3,050,738 - - 37,343 2,857,840 612,458 1,272,666 - -

1,328,340 1,051,992 1,735,325 1,675,155 654,282 3,668,531 2,977,684 690,847 36,169 3,715,299 923,270 1,183,836 997,478 186,357

1,501,595 1,248,692 2,198,332 2,533,556 767,997 4,833,643 4,027,764 805,879 25,825 4,322,099 1,068,947 1,539,188 1,292,533 246,654

168,956 245,627 282,284 350,728 137,912 626,424 - - 8,818 358,753 122,093 326,832 - -

233,267 223,923 323,594 347,188 124,235 646,019 - - 10,504 585,345 134,013 235,063 - -

237,027 239,533 313,458 360,719 125,814 651,245 - - 7,213 611,849 126,633 198,611 - -

217,845 273,111 359,366 334,562 135,712 741,264 - - 8,350 622,970 115,395 259,622 - -

191,126 248,274 321,182 367,243 145,782 750,876 - - 9,614 577,463 114,911 262,918 - -

297,502 239,895 380,445 352,436 136,785 749,049 - - 12,015 720,661 122,862 286,003 - -

312,832 231,186 376,320 402,365 159,313 725,318 - - 6,508 768,993 198,933 357,522 - -

278,321 234,801 444,976 363,518 190,515 825,495 - - 9,206 790,722 175,752 366,223 - -

249,652 241,056 402,574 383,287 173,968 819,500 634,086 185,414 11,883 764,505 225,580 274,687 232,053 42,634

363,505 250,748 401,100 382,043 142,779 848,799 679,793 169,006 13,150 872,503 207,482 285,326 240,665 44,661

371,243 249,459 406,973 446,760 166,877 929,486 766,046 163,440 6,211 1,076,971 257,439 301,809 254,228 47,581

343,939 310,728 524,678 463,065 170,659 1,070,746 897,759 172,986 4,925 1,001,320 232,768 322,013 270,531 51,482

261,126 313,437 509,813 590,630 191,825 1,079,367 882,991 196,376 6,099 958,284 237,629 330,795 276,487 54,308

403,387 296,174 556,901 597,392 178,601 1,169,162 982,565 186,597 8,287 966,663 239,552 380,914 321,236 59,677

408,642 287,803 525,137 662,245 204,525 1,180,392 993,381 187,011 4,888 1,256,558 277,270 394,758 332,190 62,568

428,440 351,277 606,481 683,289 193,046 1,404,723 1,168,828 235,895 6,550 1,140,594 314,495 432,721 362,620 70,100

72,340 77,684 142,192 135,707 84,300 252,895 195,946 56,949 2,745 278,341 79,817 94,336 80,213 14,123

78,255 82,654 124,685 119,534 41,516 272,510 209,440 63,070 3,991 234,142 66,586 84,598 70,476 14,122

99,057 80,718 135,697 128,046 48,152 294,095 228,699 65,395 5,147 252,022 79,177 95,753 81,364 14,389

111,211 83,253 144,964 127,837 48,210 286,680 228,008 58,672 5,524 262,339 71,720 92,510 78,037 14,473

127,719 87,855 131,514 126,923 47,290 274,028 217,683 56,345 5,395 287,518 69,593 102,151 87,478 14,674

124,576 79,640 124,622 127,283 47,279 288,091 234,102 53,989 2,231 322,645 66,169 90,664 75,150 15,514

146,607 84,721 141,473 137,124 48,798 309,121 255,862 53,259 1,955 402,608 95,246 98,306 82,513 15,792

114,983 81,796 130,729 165,817 62,122 313,904 257,533 56,370 2,250 380,888 97,043 104,573 88,255 16,318

109,654 82,942 134,771 143,819 55,956 306,461 252,650 53,811 2,005 293,476 65,150 98,931 83,460 15,471

118,724 94,056 147,007 143,543 54,802 338,755 280,155 58,601 2,097 303,128 65,685 106,133 89,240 16,894

117,168 103,031 161,636 147,381 58,734 350,809 296,870 53,939 1,348 315,511 72,168 102,830 86,072 16,758

108,047 113,642 216,034 172,140 57,123 381,181 320,735 60,446 1,480 382,681 94,916 113,049 95,219 17,830

82,139 112,721 180,267 195,946 61,720 359,721 296,739 62,982 1,769 376,667 78,808 106,847 88,724 18,123

72,418 97,619 148,460 205,219 75,457 324,357 264,552 59,805 2,062 275,729 79,202 98,957 82,124 16,833

106,569 103,097 181,085 189,465 54,648 395,289 321,700 73,589 2,267 305,888 79,619 124,991 105,639 19,352

115,677 95,627 194,755 192,575 59,881 373,292 309,521 63,770 2,698 323,669 78,180 122,389 103,014 19,374

131,870 97,417 175,876 189,377 54,276 367,572 308,814 58,759 3,756 339,614 85,823 125,594 106,477 19,117

155,840 103,130 186,270 215,440 64,444 428,298 364,230 64,068 1,833 303,380 75,549 132,931 111,745 21,186

168,638 99,155 188,590 208,721 63,201 402,678 338,953 63,725 1,611 478,085 86,974 131,357 109,319 22,038

122,822 92,785 163,733 201,005 55,596 387,874 325,429 62,445 1,734 441,836 94,913 134,481 114,355 20,125

117,182 95,864 172,815 252,519 85,727 389,840 328,999 60,842 1,543 336,637 95,383 128,920 108,516 20,404

145,930 111,126 197,019 220,443 62,136 449,229 373,288 75,941 1,949 388,637 86,645 144,649 121,108 23,541

145,046 119,642 176,142 228,125 65,954 470,176 390,294 79,882 2,365 357,703 97,187 135,029 111,968 23,061

137,464 120,509 233,321 234,721 64,956 485,318 405,246 80,072 2,236 394,255 130,664 153,043 129,545 23,498

- 40 -

2) on/offline병행몰 거래액






2012 11,937,602 564,321 944,150 11,364 280,804 151,323 23,190 1,660,452 - - - -

2013 13,886,718 811,934 1,020,129 14,780 286,013 212,071 23,357 1,918,746 - - - -

2014 16,623,915 848,933 1,097,378 20,334 295,481 196,185 23,135 2,506,963 1,673,312 284,825 276,260 272,566

2015p 19,920,870 932,915 1,313,487 21,646 259,937 155,468 20,369 3,112,756 2,111,222 320,246 333,725 347,563

2012.1/4 2,861,505 170,211 231,835 2,622 81,920 44,888 6,411 413,409 - - - -

2/4 2,821,504 142,152 239,921 2,647 60,097 34,210 4,996 369,971 - - - -

3/4 3,055,334 126,330 242,698 2,733 72,661 32,577 5,979 366,457 - - - -

4/4 3,199,259 125,627 229,696 3,363 66,126 39,648 5,804 510,616 - - - -

2013.1/4 3,304,370 219,081 222,637 3,663 83,189 57,323 5,731 436,716 - - - -

2/4 3,257,560 198,716 261,903 3,714 61,642 55,100 5,763 431,838 - - - -

3/4 3,540,415 196,088 257,552 3,223 71,586 47,919 5,500 434,287 - - - -

4/4 3,784,372 198,048 278,036 4,181 69,597 51,730 6,363 615,905 - - - -

2014.1/4 3,897,337 226,871 249,779 4,634 83,982 52,248 7,237 571,590 370,833 65,233 71,566 63,958

2/4 3,843,039 196,301 267,725 4,781 60,802 45,280 4,870 581,250 378,915 71,475 67,153 63,707

3/4 4,298,264 203,873 294,463 5,280 73,589 48,760 4,972 564,924 354,197 66,961 69,571 74,195

4/4 4,585,275 221,887 285,412 5,639 77,108 49,897 6,056 789,199 569,367 81,155 67,971 70,706

2015.1/4 4,695,076 242,304 265,193 5,779 72,963 41,264 5,392 702,053 473,485 72,024 81,536 75,007

2/4 4,734,032 220,656 316,130 5,618 56,682 37,730 4,353 735,127 485,894 84,935 76,941 87,358

3/4 4,992,183 231,557 353,120 5,352 60,601 33,218 4,790 682,401 436,938 71,069 83,704 90,690

4/4p 5,499,578 238,397 379,045 4,897 69,691 43,255 5,834 993,174 714,905 92,217 91,544 94,507

2014. 1 1,394,443 71,759 83,067 1,506 25,390 17,574 2,138 190,277 126,403 19,481 22,688 21,706

2 1,231,649 76,602 85,210 1,687 24,749 18,095 2,617 178,047 113,290 20,940 23,294 20,522

3 1,271,244 78,510 81,502 1,441 33,843 16,579 2,481 203,266 131,140 24,812 25,584 21,730

4 1,272,952 72,214 80,364 1,527 22,235 15,787 1,834 203,644 132,314 24,519 24,733 22,077

5 1,319,186 62,460 90,077 1,457 20,084 14,483 1,688 197,674 129,437 25,332 21,668 21,236

6 1,250,901 61,627 97,284 1,796 18,483 15,010 1,348 179,933 117,164 21,624 20,751 20,394

7 1,397,883 70,819 106,146 1,911 25,606 14,555 1,698 188,967 119,476 23,506 22,892 23,094

8 1,485,769 66,199 94,821 1,692 23,306 14,705 1,625 182,005 111,594 20,347 25,236 24,828

9 1,414,612 66,855 93,496 1,677 24,677 19,500 1,649 193,952 123,127 23,108 21,443 26,273

10 1,474,584 71,336 99,508 1,846 22,062 16,893 1,758 237,734 166,899 26,779 20,924 23,132

11 1,473,072 70,629 94,504 1,786 29,674 18,219 2,060 262,561 192,801 26,104 21,636 22,019

12 1,637,619 79,922 91,400 2,007 25,371 14,785 2,239 288,904 209,666 28,272 25,411 25,556

2015. 1 1,644,267 82,561 91,313 1,972 25,092 14,584 1,696 253,501 178,019 24,041 26,700 24,741

2 1,488,838 73,065 80,484 1,766 21,984 12,481 1,880 205,208 132,347 22,436 26,913 23,512

3 1,561,972 86,677 93,397 2,041 25,887 14,199 1,816 243,344 163,119 25,547 27,924 26,754

4 1,616,505 79,399 98,871 2,046 20,009 14,196 1,472 254,394 171,974 28,261 27,475 26,685

5 1,587,056 64,239 96,767 1,725 18,997 11,447 1,546 248,386 164,428 29,235 25,311 29,412

6 1,530,471 77,018 120,492 1,847 17,677 12,087 1,335 232,347 149,492 27,439 24,155 31,262

7 1,672,189 82,772 126,286 1,852 19,861 11,563 1,538 238,266 150,616 25,070 29,999 32,580

8 1,647,072 74,495 122,861 1,723 20,218 10,987 1,508 215,376 136,138 21,393 27,304 30,541

9 1,672,922 74,290 103,973 1,777 20,522 10,669 1,744 228,759 150,184 24,606 26,400 27,569

10 1,769,382 77,818 132,922 1,748 21,511 12,188 1,620 308,324 217,426 30,951 29,868 30,078

11p 1,769,108 76,126 127,270 1,566 20,710 14,844 1,984 336,123 249,067 29,572 28,835 28,649

12p 1,961,089 84,453 118,852 1,583 27,470 16,223 2,230 348,727 248,411 31,694 32,841 35,781


- 41 -

(단위: 백만원)


화장품아동


농축수산물



각종서비스

기타



417,611 963,635 379,678 1,498,945 431,851 990,417 - - 9,982 3,397,900 24,666 187,314 - -

558,965 1,146,307 424,397 1,803,402 499,954 1,227,783 - - 8,311 3,561,064 27,743 341,762 - -

570,752 1,616,966 491,214 1,935,731 516,669 1,506,951 1,078,781 428,170 7,550 4,667,312 37,123 285,238 273,914 11,324

586,493 2,278,184 510,907 2,310,929 674,606 1,833,024 1,344,174 488,851 6,217 5,647,374 87,952 168,608 155,040 13,568

76,992 236,347 93,299 363,597 119,066 - - - 2,860 733,299 7,762 35,889 - -

107,117 229,446 94,637 346,753 97,417 235,795 - - 2,764 801,597 8,802 43,181 - -

93,851 228,606 84,229 418,188 116,554 251,535 - - 2,064 950,295 4,001 56,577 - -

139,651 269,236 107,514 370,406 98,814 261,988 - - 2,294 912,709 4,101 51,666 - -

110,143 257,518 101,595 423,986 140,052 282,683 - - 2,210 882,437 6,682 68,725 - -

130,148 275,677 103,537 404,712 107,650 292,317 - - 2,584 824,071 5,839 92,349 - -

116,265 303,321 95,220 467,967 136,703 311,131 - - 1,622 993,824 7,655 90,553 - -

202,410 309,790 124,046 506,738 115,549 341,652 - - 1,894 860,732 7,567 90,134 - -

113,035 367,181 113,445 476,408 141,719 328,170 229,575 98,595 2,017 1,076,411 6,855 75,755 73,071 2,684

131,413 370,385 108,287 449,932 108,792 330,583 233,298 97,285 2,392 1,098,539 4,950 76,759 74,022 2,736

126,616 412,540 116,577 525,967 139,281 398,066 290,004 108,062 1,535 1,307,151 11,140 63,531 60,762 2,769

199,689 466,861 152,905 483,424 126,877 450,132 325,904 124,227 1,606 1,185,211 14,178 69,193 66,058 3,135

144,848 523,272 127,027 537,242 162,363 471,611 342,813 128,797 1,681 1,329,354 17,993 44,737 41,677 3,060

135,800 518,707 122,488 576,899 168,500 427,447 306,774 120,673 1,964 1,341,750 20,250 43,931 40,797 3,134

122,204 537,239 116,646 605,066 193,309 446,234 334,210 112,023 1,258 1,537,835 21,983 39,369 36,415 2,954

183,640 698,967 144,747 591,721 150,434 487,733 360,376 127,357 1,313 1,438,434 27,726 40,571 36,150 4,421

36,559 124,187 36,491 183,679 70,714 108,540 79,050 29,489 628 411,183 2,118 28,632 27,760 871

33,411 114,093 38,282 147,797 34,026 104,077 72,465 31,612 652 344,716 2,247 25,342 24,459 883

43,064 128,900 38,672 144,932 36,980 115,553 78,059 37,494 736 320,512 2,491 21,782 20,852 929

44,270 124,471 38,525 146,695 36,539 109,319 75,485 33,834 591 346,638 2,381 25,918 24,876 1,042

46,356 127,470 34,934 151,703 34,245 110,414 76,679 33,736 1,172 397,105 1,560 26,305 25,393 912

40,787 118,443 34,828 151,533 38,008 110,850 81,134 29,715 629 354,796 1,009 24,536 23,754 783

48,189 123,767 39,167 163,192 39,361 123,754 90,981 32,773 555 427,147 2,697 20,351 19,445 905

37,341 123,925 37,695 180,274 53,178 134,384 99,008 35,376 481 507,345 3,085 23,706 22,780 927

41,085 164,848 39,716 182,500 46,742 139,927 100,014 39,913 499 372,658 5,359 19,474 18,537 937

56,636 160,689 43,511 159,326 36,888 153,499 110,748 42,750 507 387,280 3,961 21,151 20,232 919

68,399 139,371 53,288 150,450 35,650 146,191 104,842 41,350 555 363,935 5,567 30,232 29,085 1,147

74,654 166,800 56,105 173,649 54,340 150,442 110,314 40,127 544 433,996 4,650 17,811 16,741 1,070

58,068 176,171 42,880 174,646 47,871 158,048 115,993 42,056 564 491,844 6,177 17,278 16,155 1,123

37,119 162,543 39,718 177,198 65,536 147,242 110,391 36,851 522 442,437 5,161 14,493 13,602 892

49,662 184,557 44,429 185,399 48,956 166,320 116,430 49,890 595 395,073 6,654 12,965 11,920 1,045

52,071 185,817 47,155 186,261 50,932 137,496 96,023 41,473 531 465,717 7,040 13,099 11,946 1,153

46,020 168,210 39,491 175,791 49,701 138,541 99,779 38,762 856 503,706 6,506 15,126 14,126 1,000

37,709 164,679 35,842 214,847 67,866 151,409 110,972 40,438 577 372,327 6,705 15,706 14,725 981

46,195 170,039 41,074 196,485 59,788 149,098 110,843 38,255 544 505,585 7,860 13,382 12,328 1,054

38,608 169,277 37,273 188,652 53,916 145,456 108,008 37,448 359 546,197 7,196 12,969 11,971 999

37,401 197,923 38,299 219,929 79,606 151,679 115,359 36,320 355 486,053 6,927 13,018 12,117 901

55,670 216,383 46,211 196,934 45,945 172,096 127,362 44,734 414 457,920 7,895 13,783 12,354 1,429

64,156 213,560 42,608 189,812 48,474 157,268 114,243 43,025 446 449,211 11,216 13,733 12,069 1,664

63,814 269,024 55,927 204,974 56,015 158,370 118,772 39,598 454 531,303 8,614 13,055 11,727 1,328

- 42 -

부록 조 사 개 요

1 소매판매액통계

가. 의의

소매판매액통계는 유통 및 소비동향을 파악하기 위해 작성되는 지표로서 상품군,

소매업태별, 16개 시․도별로 구분․작성

나. 조사대상

◉ 조사대상 :『한국표준산업분류』의 『자동차 판매업(451) 중 승용차』및 『소매업(47)』사업체

중 약 2,700개 사업체

- 단,『소매업(47)』중 중고품 소매업(4786), 노점 및 유사이동 소매업(4792), 그 외기타 무점포 소매업(47999)은 제외

다. 분류체계

◉ 상품군별 분류

상품분류 조 사 범 위

승용차 승용차, RV, CDV, SUV 등(중고 승용차 제외)

가전제품

전열기기(냉장고, 세탁기, 가스레인지, 전기밥솥, 진공청소기, 전기다리미, 선풍기,

전기히터), 영상, 음향기기(TV, VTR, DVD, 디지털카메라, 오디오, MP3, 노래방기기 등),

기타(정수기, 에어컨, 가습기, 공기청정기 등)

컴퓨터 및 통신기기 휴대폰, 카폰, 전화기, 무전기, 컴퓨터, 모니터, 프린터, 바코드리더기, 소프트웨어 등

가구 장롱, 장식장, 침대, 의자, 식탁, 화장대, 사무용 가구 등

기타내구재난방기기, 기계공구, 전동드릴, 전기용품, 조명장치, 악기, 자전거, 휠체어, 의료기기,

안경, 사진기, 시계, 귀금속, 골동품 등

의복의복(남녀용 정장, 속옷, 유아복, 캐주얼, 한복 등), 의복 액세서리(양말, 스타킹, 모자,

장갑, 넥타이, 머플러 등)

신발 및 가방 구두, 운동화, 슬리퍼, 가방, 핸드백, 지갑, 배낭, 트렁크 등

오락·취미 및 경기용품영화, 음악 등 각종 문화콘텐츠를 기록한 CD 및 테이프, 운동용품, 경기용품, 헬스

기구, 등산장비, 게임용품, 낚시장비, 완구류, 인형 등

기타준내구재 침구류, 철물류, 건축자재, 주방용품, 우산, 가발, 장식용품, 기념품 등

음식료품 곡물, 육류, 수산물, 과실, 채소, 빵, 건강보조식품, 음료, 주류 등

의약품 의약품, 반창고, 감기약, 의료용품 등

화장품 화장품, 향수, 비누, 샴푸 등

차량연료 휘발유, 경유, LPG

서적 및 문구 서적(교재, 잡지, 교과서, 학습용 테이프), 문구(노트, 물감, 복사지)

기타비내구재 담배, 신문, 가정용 소모품, 화초, 꽃, 분재류, 애완동물 사료, 가정연료(등유, LPG) 등

- 43 -

◉ 업태별 분류

- 백 화 점 : 다수의 매장으로 구획된 판매시설을 갖추고 각종 상품을 판매하는 대형

종합소매점

- 대형마트 : 대형매장(백화점 제외)을 갖추고 식료품, 의복 등의 각종 상품을 판매

하는 종합소매점(대형할인점, 기타대형마트(아웃렛, 면세점 등))

- 슈퍼마켓 : 음식료품 및 각종 생활잡화 등을 판매하는 소매점

- 편 의 점 : 체인계약을 체결하고 각종 상품을 24시간 판매하는 소매점

- 전문소매점 : 일정한 매장을 갖추고 특정상품을 전문적으로 판매하는 소매점

- 승용차 및 연료소매점 : 승용차, 차량연료 등을 판매하는 소매점

- 무점포소매 : 매장 없이 인터넷, 홈쇼핑, 배달, 방문 등의 방법으로 판매

라. 조사시기

◉ 조사기준일 : 조사대상월 말일

◉ 조사대상기간 : 조사대상월 1일 ~ 말일

◉ 조사실시기간 : 조사대상월 익월 1일 ~ 20일

마. 조사방법 및 체계

◉ 조사방법 : 조사담당자가 사업체를 방문하여 응답자와 면접을 통하여 조사

(사업체가 원할 경우에는 인터넷조사 방법 병행)

◉ 조사체계 : 조사대상처 → 통계청 지방통계청·사무소(현장조사, 조사자료 입력) →

통계청 서비스업동향과(자료집계, 분석 및 공표)

바. 조사항목

◉ 조사항목 : 월간 영업일수, 월말 종사자수, 월간 상품판매액 등

표본설계 내용

1. 모집단 : 2010년기준 경제총조사 결과

2. 표본추출틀 : 2010년기준 경제총조사 결과 영세사업체를 제외한『한국표준 산업분류』의

『자동차 판매업(451) 중 승용차』 및 『소매업(47)』에 속한 모든 사업체

3. 표본의 구성

1) 전수조사 업종 : 백화점, 대형마트, 자동차 신품 판매업, 홈쇼핑

2) 표본조사 업종 : 전수층(종사자수, 매출액이 절사점 이상)과 표본층으로 구성

3) 행정자료이용 업종 : 수입자동차(수입자동차협회), 연료(한국석유공사, 한국석유관리원)

- 44 -

상품분류 조 사 범 위

컴퓨터 및 주변기기 데스크톱, 노트북, 테블릿pc, 프린터, 스피커 등

가전·전자·통신기기 TV, 냉장고, 세탁기, 디지털카메라, 휴대폰 등

소프트웨어 운영체제, 오피스, 게임, 학습용 소프트웨어 등

서적 각종 도서

사무·문구 사무용품, 문구류, 다이어리/앨범, 종이류/복사지, 필기구 등

음반·비디오·악기 음반, 영화 DVD/비디오테이프, 피아노, 바이올린, 기타 등

의복 남성복, 여성복, 스포츠웨어 등

신발 구두, 운동화, 샌들, 실내화 등

가방 핸드백, 지갑, 여행용 가방 등

패션용품 및 액세서리 모자, 장갑, 스카프, 시계, 금반지, 각종 액세서리 등

스포츠·레저용품 운동용품, 레저용품, 등산화, 등산배낭 등

화장품 화장품, 향수, 화장관련 소품 등

아동·유아용품 기저귀, 유모차, 그네, 아기침대, 보행기, 카시트, 인형, 완구 등

음·식료품 공산품류(커피, 설탕, 식용유 등), 김치, 장류 및 장아찌류 등

농축수산물 곡물, 육류, 어류, 채소, 과실, 신선식품류 등

생활·자동차용품 주방용품, 침구, 자동차용품(튜닝/선팅용품, 네비게이션, 블랙박스 등)관련 액세서리

가구 장농, 화장대, 신발장, 책상, 의자 등

애완용품 애완용품(사료, 장난감, 장신구 등)

꽃 꽃바구니, 꽃다발, 화환, 화분, 부케, 연회 장식용 꽃, 웨딩플라워 등

여행 및 예약서비스 항공권, 교통티켓(버스, 기차), 렌터카, 숙박시설, 영화, 공연 등의 예약서비스

각종서비스 청첩장, 사진인화, 용역서비스, 각종 렌탈 서비스, 기프티 및 각종쿠폰 등

기타 상품권, 의료기구(안마의자제외), 골동품, 종교용품, 보험 잔존물상품, 성인용품 등

2 온라인쇼핑동향

가. 온라인쇼핑몰 정의

◉ 컴퓨터, 정보통신 설비 등을 이용하여 재화 및 용역을 거래할 수 있도록 설정된

가상의 영업장을 인터넷쇼핑몰이라고 지칭하며 통계청에서는 PC 및 모바일을 이용

하여 거래를 주로 하는 인터넷쇼핑몰을 온라인쇼핑몰로 정의

나. 조사대상(금융업 제외)

◉ 온라인쇼핑동향조사(월) : 990개 온라인쇼핑 운영업체 (2015년 12월)

- 인터넷상에서 거래를 주로 하고 주문기능이 있는 온라인쇼핑 운영업체

다. 분류체계

◉ 상품군별 분류

◉ 취급상품 범위에 따른 분류

- 종합몰 : 각종 상품군의 카테고리를 다양하게 구성하여 여러 종류의 상품을구매

할 수 있는 온라인쇼핑몰

- 전문몰 : 하나 혹은 주된 특정 카테고리의 상품군 만을 구성하여 운영하는 온라인쇼핑몰

- 45 -

◉ 운영형태에 따른 분류

- online : 쇼핑몰을 운영하는 사업체에서 컴퓨터 및 네트워크 기반을 통해서만 상품 및

서비스를 최종소비자에게 판매하는 경우

- on/offline병행 : 쇼핑몰을 운영하는 사업체에서 온라인을 통한 상거래뿐만 아니라

기존의 상거래방식(오프라인매장, 온라인이외의 영업형태)을

병행하여 최종소비자에게 판매하는 경우

라. 조사시기

◉ 조사기준일 : 조사대상월 말일

◉ 조사대상기간 : 조사대상월 1일 ~ 말일◉ 조사실시기간 : 조사대상월 익월 1일 ~ 20일

마. 조사방법 및 체계

◉ 조사방법 : 조사담당자가 사업체를 방문하여 응답자와 면접을 통하여 조사(사업체가 원할 경우에는 인터넷조사 방법 병행)

◉ 조사체계 : 조사대상처 → 통계청 지방통계청·사무소(현장조사, 조사자료 입력) →통계청 서비스업동향과(자료집계, 분석 및 공표)

바. 조사항목

◉ 조사항목 : 상품군별 온라인쇼핑 거래액, 상품군별 모바일쇼핑 거래액 등

표본설계 내용

1. 모집단 : 인터넷상에서 거래를 주로 하는 온라인쇼핑 운영업체※ 모집단의 특성과 표본조사의 효율성을 고려, 2007년도 연간거래액이 12백만원

이상인 온라인쇼핑 운영업체를 표본모집단으로 선정

2. 표본의 구성1) 전수조사 : 상품군이 다양하게 구성되어 있는 종합몰2) 표본조사◦ 전수층 : 상품군별 대표성을 고려하여 전수조사 상품군(거래되는 쇼핑몰이 소수이고,

연간거래액 비중이 낮은 상품군)을 취급하는 전문몰- 해당 상품군 : 소프트웨어, 음반⋅비디오⋅악기, 꽃, 각종서비스, 기타

◦ 표본층 : 상품군별 거래액 크기에따라절사법(cut-off)을 이용하여 표본 추출한 전문몰

3. 표본업체수 (2015년 12월) (단위: 개)

합계 전수(종합몰) 표본(전문몰)

990 171소계 전수층 표본층819 273 546

※ 분기내 각 월별 표본업체수의 평균

4. 표본업체의 연간거래액 대표도 : 98%

5. 표본조사 적용 시점 : 2008. 4월 조사결과부터 적용

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3 상품군 비교

소매판매 온라인쇼핑동향 비 고

가전제품컴퓨터 및 통신기기

가전·전자·통신기기컴퓨터 및 주변기기소프트웨어

상품군 일치

가구 가구 상품군 일치

의복 의복패션용품 및 액세서리

소매판매: 시계, 귀금속, 골드바는기타상품에 포함

온라인쇼핑: 시계, 귀금속, 골드바는패션용품 및 액세서리에포함

신발 및 가방 신발가방

상품군 일치

음식료품 음·식료품농축수산물

상품군 일치

화장품 화장품소매판매: 비누, 샴푸 포함

온라인쇼핑: 비누, 샴푸는 생활·자동차용품에 포함

서적 및 문구 서적사무·문구

상품군 일치

기타상품

승용차의약품차량연료

-

-여행 및 예약서비스각종서비스

오락·취미및경기용품기타 등

음반·비디오·악기스포츠·레저용품아동·유아용품생활·자동차용품애완용품꽃기타

※ 본문에 수록된 지표들은 통계청 홈페이지(http://kostat.go.kr) 및 국가통계포털(http://kosis.kr)을 통해 이용하실 수 있습니다.

⇒ 국가통계포털「주제별통계」의 “도소매․서비스” 부문(온라인쇼핑동향)

※ 통계조사와 관련한 사항은 통계설명자료(http://meta.narastat.kr)를 이용하시기바랍니다.

2015년 12월 및 연간 소매판매 및 온라인쇼핑 동향

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