Main Facts: The Emergence of the "India Jikgu" Phenomenon In the rapidly evolving landscape of global e-commerce, a significant shift in consumer behavior is taking place. For years, the "Direct Purchase" (known in South Korea as Jikgu) market was dominated by a bipolar structure: high-end electronics and fashion from the United States and Europe, or […]

Introduction: The Shift in Cross-Border E-Commerce For over a decade, the landscape of "Jik-gu"—the Korean term for direct international purchasing—was dominated by two giants: the United States and China. Consumers sought high-end electronics and fashion from North America or ultra-low-cost household goods from Chinese platforms like AliExpress. However, a significant tectonic shift is occurring in […]