Lotte ON Launches Autumn Fashion Sale with Up to 93% Discounts as Korean Ecommerce Battles for Seasonal Consumer Demand

The Quick Take

• Lotte Shopping's ecommerce platform Lotte ON is running a 'September PasSeRa' fall fashion sale from September 28 to October 11 with discounts up to 93%.
• Major international brands including Nike, Tommy Hilfiger, Guess, Kolon Sport, and DAKS are featured in a daily rotation of brand-specific discount windows.
• Aggressive seasonal discounting reflects heightened ecommerce competition for fall fashion demand as South Korean consumers seek value amid elevated living costs.

Lotte Shopping's ecommerce platform Lotte ON is deploying a deep-discount seasonal campaign — '9월 패세라' or September PasSeRa — running from September 28 to October 11, targeting the shift in Korean consumer behavior toward fall wardrobe purchases. The campaign structure, featuring daily rotating brand spotlights with reductions of up to 93%, reflects the competitive pressure Lotte ON faces from rivals including Coupang, SSG.com, and Musinsa in Korea's fiercely contested ecommerce fashion vertical.

The scale of discounting — up to 93% off for brands like Nike, Tommy Hilfiger, and Kolon Sport — signals Lotte ON's prioritization of customer acquisition and gross merchandise value (GMV) over near-term margin optimization. For Lotte Shopping's equity narrative, heavy ecommerce promotional intensity is a double-edged signal: high GMV supports revenue growth metrics, but aggressive discounting pressures ecommerce division profitability that investors have been monitoring closely. Korea's broader consumer spending environment, marked by elevated household debt service costs, is pushing consumers toward value-seeking behavior, making discount-driven promotions an increasingly necessary competitive tool.

Key metrics to watch include Lotte Shopping's Q3 2026 ecommerce GMV and take-rate disclosures, and whether the September campaign drives measurable market share gains versus Coupang and SSG.com. The macro variable is Korean household disposable income trends: any Bank of Korea rate cut that relieves debt service pressure could allow Korean consumers to shift from deep-discount dependence to fuller-price purchases, improving ecommerce platform margins across the sector.

Synthesized from 2 sources.