Online shopping mall 11 Street opened its English domain to attract a larger number of foreign shoppers, the nation’s third largest e-shopping portal said Friday.

The new domain displays product information, the payment process and other services in English. Expats can sign up for 11 Street using their email addresses.

“We look forward to introducing excellent Korean products to our customers at home and abroad,” said an 11 Street official. “The English domain will help Korean small and medium-sized merchants to make inroads to the global market.”

The e-shopping mall also put up a “K-pop and Drama” category, which displays original Korean Wave products such as Korean television shows, dramas, and K-pop.

Run by service platform provider firm SK Planet, 11 Street accepts 12 different foreign currencies and provides a foreign exchange converter for all of its products.

The mall processes email inquiries in foreign languages and runs customer service centers for expats, the company said.

Through its “Weekly Deals” 11 Street offers five items for special prices every week. The company also said that customers can see which items sell best in different countries through the “Best-selling Rank by Country” option.

Celebrating the opening of its first English domain, 11 Street will select two registered shoppers by the end of the year and present them with travel vouchers to visit Korea.

By Chung Joo-won (joowonc@heraldcorp.com)