Strategic Direction of the E-Commerce Market in Korea : A Supply Chain Strategy using Business Model Canvas and the 5Force Model

Purpose: This study derives a sustainable strategic direction for K-commerce companies to respond to a threatened entry of multinational companies, mainly Chinese (C-commerce) companies, into the Korean e-commerce market. Research design, data, and methodology: The methodology includes a market approach, the Business Model Canvas, and the 5Force Model for the study period from March to July 2024. Results: The direction of Korea's e-commerce market success strategy, classified into asset type and non-asset type, is that the first is One Strength, which has the competitiveness and entry power to lead existing competitors. The second is that One Medle has the bargaining power of suppliers that can protect existing customers from conversion due to consumer benefits and seller benefits. The third is Three Weakness, which is facing the threat of new entrants, the bargaining power of buyers, and the threat of alternative products, so there are always risks. Conclusions: The implications of the “One Strength, One Medle, and Three Weakness” sector derived from Korea's e-commerce market strategic direction study are summarized into three in terms of supply chain strategy and presented in the text.