Sony Korea Direct Sales Specialist: Role, B2B vs B2C, and Salary Guide

South Korean job seekers are expressing confusion about the nature of a newly advertised position at Sony Korea, specifically questioning whether the role of Direct Sales Specialist involves business-to-business (B2B) or business-to-consumer (B2C) sales responsibilities. The inquiry originated from an anonymous post on the professional platform Blind, where a user sought clarification on the job’s scope and expressed concern over the absence of salary information in the posting for an entry-level position.

The Sony Korea job listing, dated April 15, 2026, and targeting candidates with up to three years of experience, outlines responsibilities that include product launches for the Sony Store Online and physical locations such as the Apgujeong outlet, category-wise sales promotions, sell-through and inventory management, and system oversight for both online (EOS) and offline (WebPOS) platforms. Notably, the role explicitly includes B2B development, specifically corporate sales, and the analysis and development of new sales channels.

• Product registration and display preparation for Sony Store Online and Sony Store Apgujeong
• Pre-sales and launching promotion planning via online channels (website, e-DM, mobile app)
• Category-wise sales promotion (seasonal, collaboration, seminar, etc.)
• Sell-through and inventory management
• System management for online (EOS) and offline (WebPOS) platforms
• B2B development (corporate sales)
• Analysis and development of new sales channels

Mandatory qualifications for the position require candidates to have experience and expertise in digital marketing across social media and YouTube, a demonstrated interest in digital gadgets such as audio and camera equipment, and a high level of English proficiency. Computer skills in MS Office and internet usage are also required at a high level. The role offers flexible work arrangements, including remote work twice a week and a flexible working system.

• Digital marketing expertise (SNS, YouTube, etc.)
• Interest in digital gadgets (audio, camera, etc.)
• High English proficiency
• High proficiency in MS Office and internet usage
• Flexible work: twice-weekly remote work and flexible working system

Industry analysis from November 2025 highlights the growing significance of B2B e-commerce in South Korea, projecting the sector to expand from approximately USD 445.8 billion in 2023 to a projected USD 1,720.1 billion by 2030, reflecting a compound annual growth rate (CAGR) of 21.3%. This growth is attributed to the widespread adoption of digital procurement platforms that enhance cost efficiency and streamline business operations. In contrast, the B2C e-commerce market, while substantial, is projected to grow from USD 108.8 billion in 2023 to USD 204.2 billion by 2030 at a CAGR of 9.4%, driven by tech-savvy consumers, social media influence, live-stream shopping, and K-culture trends.

Salary benchmarks for sales roles in South Korea provide additional context. The average annual salary for a Sales Specialist in the country is reported as ₩67,500,000 (approximately USD 49,000), while the average salary for a B2B Sales Consultant is ₩55,721,811 per year (approximately USD 40,400), or an equivalent hourly rate of ₩26,789. These figures are based on national salary surveys and reflect compensation trends as of 2026.

Sony’s compensation practices in Seoul, as outlined in a 2024 salary guide, indicate an average base salary of $75,000 across all positions, with a range from $40,000 to $150,000 depending on role and experience level. The report notes that Sony typically offers salaries 5% above the industry average in Seoul, with total compensation increasing by an average of 12% when bonuses, stock options, and benefits are included. Location-specific factors in Seoul include a cost of living index of 110 (relative to the U.S. Average of 100), average monthly housing costs of $1,500 for a one-bedroom apartment, a state income tax rate of 6%, and a regional salary adjustment factor that is 5% higher than the national average. The guide also notes that Sony has demonstrated flexibility in negotiations, with approximately 5% room for adjustment on initial offers, and that emphasizing Korean language proficiency may lead to premium compensation.

The combination of B2B responsibilities in the job description, the company’s focus on corporate sales development, and the broader market trajectory of B2B e-commerce in South Korea strongly suggests that the Direct Sales Specialist role at Sony Korea is primarily oriented toward business-to-business sales, despite its consumer-facing elements such as in-store promotions and online product launches. The role appears to bridge consumer-facing activities with underlying B2B strategy, particularly in channel development and corporate account management.