The American retail giant has expanded into the lucrative Korean market by linking up with local e-commerce player 11st (also known as 11 Street), allowing shoppers to buy tens of millions of products directly from the latter platform, The Korea Herald reports.

The Amazon Global store has been introduced in 12 other markets; its selection on 11st spans over 30 categories, including fashion and electronics. The deal could give 11st, which is owned by mobile carrier giant SK Telecom, a boost in Korea’s cutthroat e-commerce market, but it faces tough competition in local giants like Coupang, Naver and Shinsegae Group, which in June acquired eBay’s Korean business for $3 billion.

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