KOTRA Expands Support for K-Consumer Goods Entering U.S. Market in Partnership with Walmart

Full Support from Walmart Entry to Logistics and Marketing
Connecting to Offline Stores Using Walmart Marketplace

The Korea Trade-Investment Promotion Agency (KOTRA) has joined forces with Walmart, the world’s largest retailer, to support the entry of domestic consumer goods companies—such as those in the booming K-beauty and K-food sectors—into the North American market, which has recently been experiencing a surge in demand.

On August 3, KOTRA announced the launch of the 'KOTRA-Walmart Global Online Distribution Power Seller Development Program,' aimed at enabling domestic companies to enter global online distribution networks and achieve successful market entry in the United States.

According to Statista Market Insights, a global market research provider, the U.S. e-commerce market is estimated to reach 1.22 trillion dollars (about 1,760 trillion won) this year, with an expected average annual growth rate of 5.51% through 2030. Notably, Korean beauty products achieved a 24% market share in the U.S. import market as of March this year, rapidly expanding their presence in the market.

Walmart, which operates more than 4,600 offline stores across the United States, serves as a pivotal distribution channel that connects high-performing products—proven in online sales and well-received by consumers—to its offline retail network. KOTRA plans to offer step-by-step, customized support programs to lower the barriers to entry faced by small and medium-sized enterprises, such as account setup, logistics management, and marketing required for listing in Walmart.

Selected companies will receive practical training and support necessary for their initial entry and market stabilization at Walmart, as well as initial marketing funding to boost early product exposure and build a sales foundation on the platform.

This collaboration is a follow-up outcome of the first round of negotiations between KOTRA President Kang Kyungsung and a Walmart Global Senior Manager at last November’s Hallyu Expo in New York, and the 'Walmart Marketplace·Sourcing Plaza,' which took place this January at KOTRA headquarters with a Walmart purchasing delegation of 14, including seven vice presidents. As a result, Korean companies can now pursue not only offline wholesale exports, but also online export initiatives utilizing Walmart’s cross-border e-commerce platform.

A Walmart Marketplace representative stated, "We plan to further expand our collaboration with Korean companies through a variety of support programs aimed at fostering seller growth."

KOTRA plans to expand follow-up support programs in phases, beginning with this initiative, including enhancements in advertising and marketing and integrating live commerce for top-performing participants. Through these efforts, KOTRA aims to go beyond basic market entry assistance by supporting sustainable sales results and boosting competitiveness within global online distribution networks in the U.S. market.

KOTRA President Kang Kyungsung remarked, "The U.S. market is both a core export destination for K-consumer goods and a key driver of global consumption trends. We will spare no effort to help promising domestic consumer goods companies achieve stable entry and tangible export success in the U.S. market, using a range of major online and offline platforms like Walmart as a springboard."

View of the KOTRA Headquarters. KOTRA

This content was produced with the assistance of AI translation services.