*Curation commerce: A new type of e-commerce in which experts select affordable and practical products to consumers, similar to art museum curators who select art works for display. It is also called the "subscription service"

 ■ 56 curated shopping sites; food and snacks mostly sold

  As of December 2014, there are 56 curated shopping sites in operation. By type of items, 21.4% (12 shopping malls) sold fruits, vegetables, snacks, agricultural goods and fishery products, 16.1% (9 shopping malls) sold various products, 12.5% (7 shopping malls) sold fashion and living products, and 10.7% (6 shopping) malls sold pregnancy, childbirth, child care and wedding items.

 ■ Products advertised and delivered consistent; packaging defect found in some products

The KCA examined the order/delivery process of 12 products sold on 12 curated shopping sites that are the most popular among consumers (e.g. living/idea products, cosmetics, pregnancy/childbirth items, fashion items, food, coffee and flowers).

Accordingly, the KCA found the following: i) 8 shopping malls (66.7%) provided information on experts who participated in the product selection process; ii) 9 shopping malls (75.0%) offered customer reviews; and iii) 11 shopping malls (91.7%) provided escrow service.

Although products advertised and actually delivered were nearly identical, there were cases in which fruits were damaged due to inadequate packaging and spoiled due to no warning label.

 ■ 22.1% customers were dissatisfied and 65.7% were satisfied

In surveying 700 customers who had used curated shopping malls, 22.1% (155 customers) were dissatisfied. By type of complaint, 41.9% (65 customers) said that product information (such as expiry date) was insufficient, 29.7% (46 customers) were not satisfied with product quality, and 27.7% (43 customers) experienced late delivery or product loss.

  When asked on continuous use of curated shopping malls, 460 customers 65.7% said they would.

  Based on the survey results, in order to further improve the curated shopping mall industry, the KCA plans to recommend site operators to: ▲provide diverse and unique products; ▲improve product quality; and ▲offer accurate product information.