Expanded logistics infrastructure allows Korean online retailer to expand sourcing into rural areas
Coupang has increased the volume of fruit it sources from provincial areas, including regions with declining populations, purchasing 7,550 tonnes in 2025.
According to a report from ChosunBiz, this was a record total and represented a 28 per cent increase on the 5,870 tonnes purchased in 2024. Coupang sourced more than 30 fruits, including apples, oriental melons, grapes, peaches, and watermelons, from seven regions, including Yeongam and Hampyeong in South Jeolla, Chungju in North Chungcheong, and Goryeong County in North Gyeongsang.
The Korean online retailer said it has expanded its logistics infrastructure investments to islands, mountainous regions and areas with declining populations, which in turn, has helped increase its purchases from these regions. This is part of an effort to support rural producers facing the difficulties of climate change and expanding sales channels.
To help reduce distribution costs for suppliers, Coupang has expanded direct transactions and implemented direct shipping from production areas, eliminating intermediate charges.
The company said it will identify new production areas and items for purchase in 2026, and already has plans to expand fruit procurement to Namwon and Buan in North Jeolla, Miryang in South Gyeongsang, and Hongseong in South Chungcheong.
