Revitalizing Traditional Markets: How Delivery Platforms Connect Small Business Owners to New Consumers
Apr 2026|Asia
At a glance
Baemin brings new customers to markets struggling with loss of footfall
Moving onto the Baemin platform provides sales surge for traditional market in Donghae
Traditional Markets a fast-growing part of Baemin platform
In parts of Korea, changes in populations and shopping habits have left some traditional markets with a loss of footfall. The example of the 80-year-old ‘Dongjokbada Jungang Market‘ in Donghae, Gangwon Province, shows how delivery platforms can support traditional market vendors in reaching new customers.
The population of Donghae has been in decline for 10 years and the market, near the port, was fighting for survival. But now orders for grocery items such as meat, dried seafood and soup packs from the market’s vendors are coming in via smartphones, bringing new life to the market and its vendors.
When an order is placed via the Baemin platform, participating vendors can pack up the order and place it at a special delivery centre, where riders will pick it up and take it to customers. In the three months following the launch on the Baemin platform, average monthly sales at Donghae market jumped 27-fold, according to a local press report. Local associations hope the online boost will also encourage customers to return to the physical market for their shopping needs in the future.
Baemin maintains a supportive policy, providing this digital infrastructure with zero commission and zero delivery fees borne by the merchants, helping to foster growth. Over the past year, quick commerce sales at traditional market shops on Baemin increased by 196% year-on-year, and the number of orders rose by 170%.
“The digital transformation of traditional markets can serve as a starting point for securing new sales channels and attracting new customers in an environment where online consumption has become part of daily life.”
Joonghyun Kim, Head of Sustainable Management Department at Woowa Brothers
By connecting legacy local commerce with advanced logistics, Woowa Brothers continues to foster a resilient ecosystem that empowers small businesses to build sustainable livelihoods.
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