Massive SKU Expansion: Lazada and Gmarket to Increase Interconnected Products to 30 Million

Ebrun Original: July 1, news. South Korean retailer Gmarket recently announced a significant expansion of its product interconnection scale with Southeast Asian e-commerce platform Lazada, aiming to further strengthen its global market expansion strategy.

Currently, approximately 17,000 Korean sellers participate in Gmarket's global sales program. Their products are sold through the Lazada platform to consumers in five countries: Malaysia, Vietnam, Singapore, Thailand, and the Philippines.

With the joint upgrade of the global sales system, the number of products available for interconnected sales between Gmarket and Lazada has expanded from the previous 7 million to 30 million, an increase of over three times.

In terms of coverage, previously only free shipping items could achieve global synchronized sales. After this upgrade, regular items requiring shipping fees and eligible free shipping items have also been incorporated into the interconnection system, significantly broadening the available product pool.

For Korean sellers participating in the program, once an overseas order is generated, they only need to ship the product to Gmarket's logistics center in Incheon. All subsequent cross-border logistics processes, including international shipping, customs clearance, and duties, are handled jointly by Gmarket and Lazada, minimizing the operational burden on sellers.

Meanwhile, the 'reverse cross-border shopping' business, where Korean products are sold to overseas consumers via cross-border e-commerce channels, continues to show rapid growth momentum.

Data shows that from January 1 to June 21 this year, the transaction volume achieved by Gmarket through the Lazada channel increased by 102% compared to the second half of 2025. Notably, the transaction volume in the most recent statistical month (May 22 to June 21) surged by 232% compared to the previous month, indicating an accelerated growth trend. Gmarket stated that it would use this significant expansion of product interconnection as an opportunity to accelerate its global expansion plans.

In the longer term, Gmarket revealed that, starting as early as the end of this year, the company plans to leverage Alibaba Group's global e-commerce platform network to further expand its cross-border export service for Korean products to emerging markets such as Europe, South America, and Southwest Asia.

A Gmarket representative commented, 'This upgrade creates conditions for more Korean sellers' products to reach local consumers overseas. In the future, we will continue to invest in global sales infrastructure and localized marketing capabilities, further improving the ecosystem for Korean products going global and helping more Korean brands expand into international markets.'

Looking back at the cooperation between the two parties, the partnership between Lazada and Gmarket began in October 2025.

At that time, Lazada announced the establishment of a 'Gmarket Flagship Store' within its brand mall, LazMall, enabling consumers in Singapore, Malaysia, Thailand, the Philippines, and Vietnam to directly purchase products from Korean sellers.

To advance this cooperation, Alibaba International and Gmarket's parent company, Shinsegae Group, each contributed half of the capital to establish a joint venture, Grand Opus Holdings. This joint venture is primarily responsible for managing the relevant operations of Gmarket and AliExpress in South Korea. This significant expansion of interconnected products marks a further deepening of business synergy between the two parties under the joint venture framework.

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