KOTRA, Walmart to expand market access for Korean exporters

The Korea Trade-Investment Promotion Agency (KOTRA), the country’s state-run trade promotion agency, said it is teaming up with Walmart, the world's largest retailer, to help Korean consumer goods companies — particularly in the beauty and food sectors — expand their reach in the U.S. e-commerce market. Through the newly launched Global Online Distribution Network Power Seller Development Program, KOTRA will offer step-by-step support for Korean companies, covering everything from setting up accounts on the Walmart Marketplace to logistics operations and local marketing. The U.S. e-commerce market is projected to reach $1.22 trillion in 2026 and grow at an average annual rate of 5.51 percent through 2030, according to Statista Market Insights. Korean beauty products alone captured 24 percent of the U.S. beauty import market as of March, a share that has drawn growing interest from global retailers. Walmart operates more than 4,600 physical stores across the U.S. in addition to its online Marketplace platform, which allows outside sellers to list and sell products directly to Ameri