Criteo: 53% of Korean Electronics Buyers Used AI in Purchase
Criteo's Consumer Electronics Pulse 2026 also found that 58% of Korean AI users said AI-recommended products swayed their decision.
Criteo published its Consumer Electronics Pulse 2026 report on the 8th, according to tech42.co.kr, showing that 53% of South Korean home appliance and electronics buyers have used AI chatbots or AI assistants in the purchase process.
Among Korean respondents who used AI, 58% said AI-recommended products influenced their purchase decision. At the same time, 41% preferred browsing many products and narrowing down the options themselves.
The report details a drawn-out decision process: 77% of Korean consumers took at least a week to decide on a product after first searching, and 46% took more than two weeks from starting online research to the actual purchase.
Channel use was split, with 56% of Korean buyers using only online channels, 31% using only offline stores and 13% using both. Online marketplace usage stood at 62%, while brand official websites and brand direct stores were each at 31%.
Q2 commerce data: fewer visits, higher conversion
In Criteo's Q2 2026 Korean commerce data, visit traffic fell 4% year-on-year while purchase conversion rose 7% and sales volume rose 3%. Average order value fell 9% and total revenue fell 6%.
By category, sales of single-burner portable induction cooktops rose 42% and blenders rose 37%, while desktop computers fell 49% and TVs fell 26%. Seasonal sales growth for home appliances and electronics reached 39% on November 3 compared to the October baseline, and water purifiers and filters showed 485% growth on November 11, with humidifiers at 426% growth on November 3.
Criteo based the analysis on commerce data from hundreds of brands and retailers worldwide and a survey of over 6,200 global consumers. Kim Do-yoon, CEO of Criteo Korea, said the purchase process is becoming more complex and brands should connect the entire process from product discovery to purchase.
Quick answers
What did Criteo's Consumer Electronics Pulse 2026 find about AI use in Korea?
53% of South Korean home appliance and electronics buyers have used AI chatbots or AI assistants in the purchase process, and 58% of Korean AI users said AI-recommended products influenced their purchase decision.
How long do Korean consumers take to decide on electronics?
77% took at least a week after first searching, and 46% took more than two weeks from starting online research to the actual purchase.
Which channels do Korean electronics buyers use?
56% used only online channels, 31% used only offline stores and 13% used both; online marketplace usage was 62%, while brand official websites and brand direct stores were each 31%.