DISTRIBUTION DETECTIVE · Fruit & veg wholesale: online vs physical market (2025)

If wholesale steps are cut, what changes for farmers and buyers?

Unbranded commodity · Storage temperature unknown · Domestic · Checked 2026-10-07

Known 2 · Estimated 30 · Reported 0 · Unknown 0

Buyer paid
₩677,935m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Method: Research estimate from 2025 trades, applying margins by trade type
Buyer purchase value via the physical market (paid by retailers and other buyers, not final shoppers)
Factory / producer price
₩550,211m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Method: Buyer purchase value − shipping and wholesale costs
Distribution spread₩127,724m
Hand-offs4
Largest known increaseWholesale stage (intermediary margin, shrinkage, market fees) ₩71,824m ESTIMATED
Unresolved share₩0m (0.0%)

Tap a number to see its source, date and method.

PRICE WATERFALL

Where the price was added

  1. Farm gate (physical market)
    ₩550,211m ESTIMATEDWhy do we know this?
    Status: ESTIMATED — Estimated from public evidence; the method is shown
    Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
    Running ₩550,211m
  2. + Shipping stage (fees, transport, handling, waiting)
    ₩55,900m ESTIMATEDWhy do we know this?
    Status: ESTIMATED — Estimated from public evidence; the method is shown
    Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
    Running ₩606,111m
  3. + Wholesale stage (intermediary margin, shrinkage, market fees)
    ₩71,824m ESTIMATEDWhy do we know this?
    Status: ESTIMATED — Estimated from public evidence; the method is shown
    Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
    Running ₩677,935m
  4. = Buyer paid
    ₩677,935m ESTIMATEDWhy do we know this?
    Status: ESTIMATED — Estimated from public evidence; the method is shown
    Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
    Method: Research estimate from 2025 trades, applying margins by trade type
    Buyer purchase value via the physical market (paid by retailers and other buyers, not final shoppers)

Dashed boxes are steps with no public data. After an unknown step the running price is not computed. Blue bars are estimates.

DISTRIBUTION FLOW

The actual path

  1. FarmProducer · confirmed

    Pricing role: Unknown

  2. Wholesale market corporationWholesaler · confirmed

    What it does: Auction and consignment sale

    Pricing role: Unknown

  3. Intermediate wholesalerWholesaler · confirmed

    What it does: Distribution to retailers, bearing shrinkage

    Pricing role: Unknown · holds inventory

  4. Retailers and other buyersRetailer · confirmed

    Pricing role: Unknown

Dashed lines mean the step is not confirmed for this product. More steps are not automatically bad — each does work (distribution, storage, financing, inventory risk).

WHO GOT THE MONEY?

Who got the money?

Farmer
₩550,211m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
(81.2%)
Shipping stage
₩55,900m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
(8.2%)
Wholesale stage
₩71,824m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
(10.6%)
Unresolved share₩0m (0.0%)

Shares we cannot confirm stay unresolved instead of being forced to 100%. A stage’s share includes logistics, staff, rent, waste and tax — it is not its profit.

INDICATORS

Indicators

Producer share
Producer revenue ÷ consumer price
81.2% ESTIMATED
Distribution spread
Consumer − producer price: every cost and margin in between, not a profit
₩127,724m ESTIMATED
Price multiplier
Consumer ÷ producer price
1.23× ESTIMATED
Markup
(sale − acquisition) ÷ acquisition
Unknown
Gross margin
(sale − acquisition) ÷ sale
Unknown
Gross margin ≠ net profit

A gross margin is not a net margin after rent, staff, logistics and head-office costs. Markup and gross margin are computed only from a documented or reviewed-report acquisition cost, never from an AMS estimate. Operating and net margins are quoted separately, only from company filings.

A multiplier is not “N times profiteering”; it shows how many times the producer price grew on the way to the shopper.

STRUCTURE COMPARISON

The same trades via the physical vs online wholesale market (fruit & veg, ₩ million)

ItemPhysical marketOnline market
Farm-gate value
₩550,211m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩578,317m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Shipper commission
₩30,427m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩14,598m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Transport
₩16,584m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩11,991m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Handling
₩5,152m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩1,206m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Waiting time
₩3,737m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩0m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Intermediary sales margin
₩48,489m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩16,106m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Shrinkage
₩20,608m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩4,822m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Market fees
₩2,728m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩0m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
Buyer purchase value
₩677,935m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07
₩627,039m ESTIMATEDWhy do we know this?
Status: ESTIMATED — Estimated from public evidence; the method is shown
Source: 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07

A research estimate that stops before retail. Shipping-stage costs are borne by farmers. Many online trades still follow the old three-step path.

PRICE CONTROL MAP

Who sets the price?

FarmUnknown
Wholesale market corporationUnknown
Intermediate wholesalerUnknown
Retailers and other buyersUnknown

Stages without evidence stay Unknown. Pricing power is not turned into a score.

EVIDENCE

What we know

Farm-gate value5.1% higher online ESTIMATED
Buyer purchase value7.5% lower online ESTIMATED
Distribution cost rate (to wholesale)18.84% → 7.77% (−11.1 pts) ESTIMATED
Logistics distance26.8% shorter ESTIMATED
Production countryKorea VERIFIED
Origin labelDomestic VERIFIED

DETECTIVE RADAR

Fruit & veg wholesale: online vs physical market (2025) from other angles

  • Origin DetectiveApplies · not analysed yet
  • Cost DetectiveApplies · not analysed yet
  • Distribution DetectiveThis page
  • Inflation DetectiveApplies · not analysed yet
  • Value DetectiveApplies · not analysed yet
  • Hogu IndexApplies · not analysed yet
  • Tax DetectiveApplies · not analysed yet
  • Wage DetectiveApplies · not analysed yet
  • Ingredient Detective (food & drinks)Applies · not analysed yet
  • Regulation DetectiveApplies · not analysed yet

✓ analysed · △ applies, not analysed yet · not applicable: Discount Detective, Hype Detective, Privacy Detective · All axes on one page

WE DON'T KNOW EVERYTHING

Gaps still open

  • Whether lower wholesale costs reached final shoppers — no retail-stage data

Read with care

  • “Intermediary sales margin” is the study’s label, not net profit; it can include staff, storage and credit risk.
  • When steps disappear, someone else must perform their functions (distribution, storage, shrinkage).
  • The source table rounds to ₩1 million, so items may differ from the total by ₩1 million.

No official company response yet. Companies can send corrections or responses with evidence; they will be shown here.

INDUSTRY REPORT

Report the supply chain

Insiders can report actual supply prices, logistics fees, commissions, promotion funding, return terms, rebates or PB contract terms. We do not collect names, contacts or files, and never publish who reported. Published values are labelled “industry reported” with a confidence level.

Evidence you could show (we may ask later, with personal data and trade secrets removed)

Review: received → anonymised → evidence checked → cross-checked with public data → confidence set → published. A report alone is never published as fact.

Sources

  1. 충남대 산학협력단 「2025년 농수산물 온라인도매시장 성과분석 연구」(2026) — 국회예산정책처 평가 보고서 82~83쪽 인용 · 국회예산정책처(연구 인용) · checked 2026-10-07

Status labels: VERIFIED · ESTIMATED · INDUSTRY REPORTED · USER REPORTED · UNKNOWN