Coupang said on April 26 it is helping merchants at traditional seafood markets expand online sales channels and make a digital shift, driving the growth of small and medium-sized businesses with revenue in the 10 billion won range.

Ten small businesses at major seafood markets and ports nationwide have joined Rocket Fresh. They include stores in Busan’s Jagalchi market, Yeosu seafood market, Jeju Island, Noryangjin and the Jindo area.

They moved away from a business-to-business distribution structure that runs from producer to wholesaler, intermediate wholesaler and retailer, and expanded consumer sales through direct transactions with Coupang.

Myeongbo Seafood at Busan’s Gamcheon port posted higher sales after more than 30 percent of its staff focused on early-morning delivery work. Kim Myung-sik (김명식), head of Good Morning Seafood at Noryangjin seafood market, said sliced raw fish products jumped to 650 packs from 120 packs, rising more than fivefold, and he is considering additional hiring. Transaction volume by small businesses at seafood markets accounts for 17 percent of overall early-morning seafood delivery.

Haemalgeun Food, which started as a dried seafood store at Garak market, increased sales to 16 billion won last year from 40 million won after joining in 2015. Park Dong-eun (박동은), head of Haemalgeun Food, explained that the number of employees rose tenfold and the company established a production plant covering 1,600 pyeong.

Juil Co Ltd, which started as a seafood street stall at Seoul’s Jungbu market, joined in 2018. Kim Dae-young (김대영), head of Juil Co Ltd, said monthly sales increased to 900 million won to 1.0 billion won from 20 million won and that it expanded to a 1,300 pyeong factory and more than doubled its workforce.

Coupang’s purchase volume for origin-direct shipping seafood increased to 1,870 tons last year from 1,500 tons in 2024. It is expanding new sourcing areas including Namhae county in South Gyeongsang province, Jeju Island, Sinan in South Jeolla province, Wando, Yeonggwang and areas along the east coast.

Coupang cooperated with the Jeollanam-do Merchants Association Federation and the Jeollanam-do provincial government to hold promotional events in seven market areas in September last year.

A Coupang official said it will focus efforts on discovering small businesses at traditional markets and expanding sales channels, mutual growth and digital transition.