E-Mart has embraced an ultra-low-price strategy in its daily necessities division to address the current high cost of living. The company announced the launch of approximately 1,340 new imported daily necessities and a pilot operation of its in-store "Wow Shop" curated selection. This move marks the beginning of a full-scale price competition in non-food categories for E-Mart, which has focused on strengthening its core competitiveness in fresh produce and groceries.
Wow Shop is a low-price specialty store, selling all products at a uniform price of 1,000 won, ranging from 1,000 won to 5,000 won. Sixty-four percent of all products are priced under 2,000 won, and 86 percent are priced under 3,000 won, lowering perceived prices.
E-Mart first introduced the approximately 20-pyeong (approximately 66 sq ft) Wow Shop at its Wangsimni branch on the 17th. Following this, it will be piloted in four other stores, including Eunpyeong, Jayang, and Suseong, through the end of the year. Based on customer response and sales performance, E-Mart plans to determine future expansion and product direction.
Wow Shop offers a wide range of everyday essentials, from home furnishings like storage boxes, hangers, and bathroom slippers to kitchenware, fashion, sports accessories, beauty supplies, stationery, and digital accessories. Non-slip hangers and convenient storage containers are priced at 1,000 won, bathroom slippers at 2,000 won, living boxes at 3,000 won, and bamboo cutting boards at 4,000 won. All products are 100% imported from overseas, hand-selected by E-Mart buyers.
