The purpose of this study is to analyze the market structure related to consumer commission in the duty-free industry and to deduce implications for improving issues due to excessive bleeding of consumer commissions. It was conducted by data collected through in-depth interviews with related industry workers using the grounded theory approach. From the results of open coding and axial coding, the central phenomena were the bleeding competition of consumer commissions and variations of the duty-free ecosystem. Causal conditions were an increase of downtown duty-free shops and market variations after the THAAD controversy. Contextual conditions were the intensification of competition in the duty-free industry and the emergence of and expansion of the daigou market related to low-priced tour packages, which threatens the travel business ecosystem. Intervening conditions were competitiveness of the duty-free industry and influence in the tourism industry, and actions/interactions were government intervention and the structural improvement of consumer commissions. The consequence was the improvement of the ecosystem. The core category was organized as recognition of problematic issues due to excessive bleeding and improvement of the ecosystem of the duty-free industry through the role performances of industry and government. This study provides an analysis and understanding of the duty-free industry and political implications for the direction of establishing a sustainable ecosystem for it .