11st (11st.co.kr)
A leading Korean marketplace offering an Amazon Global Store alongside domestic sellers.
11st at a glance
11st is an e-commerce website and one of the most visited sites in South Korea, currently ranked #5 in the country. It was founded in 2008 by SK Telecom (original parent) and is headquartered in Seoul, South Korea. Today 11st is owned by 11street Co., Ltd. (SK Square subsidiary). Our estimates put its audience at ≈ 55 million visits per month. The business earns money mainly through marketplace seller commissions, advertising and sponsored listings, amazon global store cross-border commissions. Its closest rivals include Coupang, Gmarket, SSG.com, Naver Shopping.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 57 million / month | -3% |
| Q2 | ≈ 55 million / month | -3% |
| Q3 | ≈ 53 million / month | -4% |
| Q4 | ≈ 55 million / month | +4% |
Traffic sources
- Direct38%
- Organic search28%
- Paid search13%
- Referral11%
- Social & other10%
Audience & demographics
- Men48%
- Women52%
- Age 18-2410%
- Age 25-3423%
- Age 35-5443%
- Age 55+24%
11st's shoppers are drawn heavily from SK Telecom's mobile subscriber base and OK Cashbag loyalty programme members seeking point-based discounts.
Geographic reach
- South Korea96%
- United States1%
- Other3%
SEO profile
- Organic keywords
- ≈ 900,000
- Estimated organic traffic
- ≈ 15 million visits / month
- Strongest clusters
- Electronics, Amazon cross-border products, deals
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| 11번가 | 1 | Very high | — |
| 11st amazon | 1 | High | — |
| 11번가 로그인 | 1 | High | — |
| 11st ok cashbag | 1 | Medium | — |
Backlink profile
- Referring domains
- ≈ 180,000
- Link profile
- Linked from SK Telecom services, coupon and deal sites
Top referral sources
- Direct40%
- Naver Shopping18%
- Google14%
- Other28%
Technology stack
Website technologies
Advertising & analytics technologies
11st's platform is built on Java-based services hosted on SK Group's cloud infrastructure, with dedicated integrations for the Amazon Global Store catalogue and logistics.
Mobile app statistics
- App downloads (cumulative)
- ≈ 10 million+
Company information
- Website
- 11st.co.kr
- Sector
- E-commerce
- Owner
- 11street Co., Ltd. (SK Square subsidiary)
- Owner type
- Private company, majority owned by SK Square with financial investors
- Founders
- SK Telecom (original parent)
- Founded
- 2008
- Headquarters
- Seoul, South Korea
- Employees
- ≈ 1,300
- Ownership
- Majority owned by SK Square, with private equity investors (H&Q Korea-led consortium) holding a minority stake
- Valuation
- ≈ USD 2-2.5 billion (2018 investment round valuation)
- Revenue
- ≈ KRW 500-600 billion (≈ USD 400 million) annually
- Languages
- Korean, with an English-friendly Amazon Global Store section
- Top traffic sources
- Direct navigation, organic search, OK Cashbag app integration
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2008 | Founded by SK Telecom | N/A | — |
| 2018 | Private equity investment | ≈ KRW 500 billion | H&Q Korea-led consortium |
| 2021 | Amazon strategic partnership announced | N/A | Amazon |
Financials
- Annual revenue
- ≈ KRW 500-600 billion
Business model & revenue
11st operates a third-party marketplace connecting domestic sellers with shoppers, differentiated by its exclusive partnership bringing Amazon's Global Store cross-border catalogue to Korean consumers.
- Marketplace seller commissions
- Advertising and sponsored listings
- Amazon Global Store cross-border commissions
- OK Cashbag loyalty-linked promotions
Products & services
Domestic third-party seller marketplace.
Exclusive cross-border storefront for Amazon US products.
Loyalty points programme integrated across SK Group services.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Active sellers
- ≈ 200,000+
International presence
- Amazon partnership
- Exclusive Korean distribution partner for Amazon Global Store
Employee statistics
Customer statistics
API & developer information
- 11st Open API
- Seller integration APIs for inventory and orders
Website rankings
- South Korea e-commerce
- Among the top five marketplaces
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Gmarket | Comparable marketplace scale | — | 11st differentiates via Amazon Global Store |
Overview
11st is a major South Korean online marketplace originally launched by SK Telecom, now known for its exclusive Amazon Global Store partnership alongside a large domestic seller base.
Traffic Statistics
11st.co.kr attracts an estimated 55 million monthly visits, with sessions averaging around five minutes across five and a half pages.
Traffic Sources
Direct traffic and organic search lead, supplemented by referrals from SK Group's OK Cashbag loyalty app integrations.
Audience & Demographics
11st's shoppers skew toward users aged 35-54, many of whom are SK Telecom subscribers and OK Cashbag loyalty programme members.
Geographic Reach
Around 96% of traffic originates in South Korea, with a small share of cross-border interest tied to the Amazon Global Store.
SEO Profile
11st ranks for roughly 900,000 Korean keywords, particularly strong in electronics and Amazon cross-border product searches.
Technology Stack
11st's platform runs on Java and Spring services with React front ends, hosted on SK Group's cloud infrastructure.
Social Media Statistics
11st maintains official Instagram and Facebook presences promoting deals and Amazon Global Store campaigns.
Mobile App Statistics
The 11st app has surpassed 10 million cumulative downloads across Android and iOS platforms.
Company Information
Founded in 2008 by SK Telecom and headquartered in Seoul, 11st employs approximately 1,300 people under 11street Co., Ltd.
Ownership & Investors
11st is majority owned by SK Square, following a 2018 investment by an H&Q Korea-led private equity consortium that spun it out of SK Telecom.
Financials
11st generates approximately KRW 500-600 billion in annual revenue from marketplace commissions and advertising.
Business Model
11st operates a third-party marketplace model, differentiated by its exclusive Amazon Global Store cross-border partnership and OK Cashbag loyalty integration.
Products & Services
Core offerings include the 11st domestic marketplace, the Amazon Global Store cross-border storefront and OK Cashbag loyalty points.
Competitors
Key competitors include Coupang, Gmarket, SSG.com and Naver Shopping.
Company History & Milestones
From its 2008 launch by SK Telecom through its 2018 private equity spin-out and 2021 Amazon partnership, 11st has carved a niche as Korea's cross-border shopping gateway.
Latest News
11st continues expanding its Amazon Global Store product catalogue to attract cross-border shoppers.
User Reviews & Ratings
Shoppers appreciate 11st's Amazon cross-border access and loyalty rewards, though it is generally viewed as a second-tier marketplace behind Coupang.
Pros & Cons
Pros: exclusive Amazon partnership, strong loyalty integration, SK Group backing. Cons: smaller scale than Coupang, past financial losses, slower delivery speed.
Key Statistics
≈55 million monthly visits, founded in 2008, and majority owned by SK Square.
Frequently Asked Questions
Who owns 11st? SK Square, alongside private equity investors led by H&Q Korea. What is the Amazon Global Store? An exclusive partnership letting Korean shoppers buy Amazon US products through 11st.
Data Sources
SK Square Annual Report and Similarweb estimates.
Last Updated
September 2026
Related Websites
Coupang, Gmarket and Amazon.
Website Rankings
Among the top five e-commerce marketplaces in South Korea.
Revenue & Funding History
11st was founded in 2008 by SK Telecom, received a private equity investment in 2018, and formed a strategic partnership with Amazon in 2021.
Employee Statistics
11st employs approximately 1,300 people across marketplace operations and technology.
Customer Statistics
11st reaches around 9 million monthly active users within South Korea.
Backlink Profile
11st.co.kr has around 180,000 referring domains, linked from SK Telecom services and coupon aggregator sites.
Top Organic Keywords
Leading keywords include "11번가", "11st amazon", "11번가 로그인" and "11st ok cashbag".
Top Referral Sources
Direct traffic leads, with Naver Shopping and Google also contributing significant referral traffic.
Website Technologies
Java, Spring, React front ends and SK Group's cloud infrastructure (SK C&C).
Advertising & Analytics Technologies
11st's own advertising platform, supplemented by partner network integrations such as Google Ad Manager.
API & Developer Information
The 11st Open API supports seller inventory and order management integrations.
International Seller Opportunities
Through its Amazon Global Store partnership, 11st offers a pathway for cross-border products to reach Korean consumers.
Company history & milestones
- 2008
11st launched by SK Telecom
- 2018
Private equity consortium invests, spinning 11st out of SK Telecom
- 2021
Strategic partnership with Amazon launched (Amazon Global Store)
- 2022
SK Square becomes parent following SK Telecom split
- 2026
Continues expanding cross-border catalogue with Amazon
Latest news
- 11st expands Amazon Global Store product catalogue11st Newsroom · 2026
Pros & cons
Pros
- Exclusive Amazon Global Store partnership
- Strong integration with OK Cashbag loyalty points
- Backed by SK Group's telecom and cloud infrastructure
- Established domestic seller base
Cons
- Smaller scale than Coupang and Naver Shopping
- Reported financial losses in past years
- Slower delivery speed than Coupang's Rocket network
- Faces pressure to reach profitability
Key statistics
Frequently asked questions
Who owns 11st?
11st is majority owned by SK Square, alongside private equity investors led by H&Q Korea.
What is 11st's Amazon Global Store?
An exclusive partnership allowing Korean shoppers to buy Amazon US products directly through 11st.
Popular searches
Data sources & confidence
- SK Square Annual ReportSK Square
- Similarweb estimatesSimilarweb
- Data confidence
- High for ownership and Amazon partnership; traffic and financial figures are third-party approximations.
- Last updated
- September 2026
Traffic figures are modelled estimates based on public industry reports and third-party analytics tools.
Social media profiles & statistics