A Study of the Vitalization of Cross-border E-commerce between ASEAN and Korea

The purpose of this study is to suggest strategies for ASEAN MSME’s in the Korean e-commerce market. The ASEAN is the second largest trading partner of South Korea. However, the share of ASEAN in the cross-border e-commerce market of Korea is extremely low. First, we analyzed the Trade Specification Index (TSI) for competitiveness between Korea to ASEAN. Except for the food and drinks industry, Korea has the upper hand on ASEAN in cross-border e-commerce. Second, we focused on the priority factors of ASEAN MSME’s for making strategies for the Korea e-commerce market using AHP analysis. In this analysis, the experience of entering an overseas logistics market ranked first by a value of 0.087 (8.7%), followed by the Korean logistics network existence by 0.086 (8.6%). Lastly, we suggest logistics solutions for advance to korea such as strategic alliances with korean logistics companies, and using integrated e-platforms for vitalizing Cross-Border E-Commerce between Korea and ASEAN.