Sales of Korean brands through Chinese e-commerce platforms operated by Alibaba Group generated more than 14 trillion won ($9.8 billion) in domestic output, according to a new study. The analysis traces the economic ripple effects created as Korean brands sell products through Alibaba affiliates such as Taobao and Tmall.
Alibaba Group released the report, titled "An Analysis of Global Platforms' Contribution to the Korean Economy: The Case of Alibaba," by Professor Choi Sung-jin of Hanyang University on the 26th. Business-to-consumer transactions of Korean brands sold to Chinese consumers through Taobao and Tmall totaled about 7.1 trillion won in 2025, the report said. Revenue attributable to Korea, after accounting for various distribution margins, was estimated at 5.43 trillion won.
Based on those figures, Choi estimated the domestic production-inducement effect at about 14.17 trillion won and the value-added effect at 5.06 trillion won. He put the employment-inducement effect from the related production activity at about 42,300 jobs. Rising revenue at online sellers expands demand across linked industries including raw materials, packaging, logistics, design and original design manufacturing, he said. Every won of revenue Korean companies earned on the Chinese platforms generated about 2.6 won in domestic output, according to the report.
"Overseas sales of Korean brands through global online platforms broaden export opportunities for domestic brands while also creating new demand for related industries at home, including raw material suppliers, packaging manufacturers and logistics providers," Choi said.
Alibaba Group is China's largest comprehensive e-commerce company, operating Taobao, Tmall, Alibaba.com and AliExpress.