26.2% of Monthly Sales Paid in Delivery App Fees and Advertising... Dependence Growing

2026 Survey on Transactions of Online Platform Merchants
Average Payment Rate 21.7% When Including Online Shopping Malls and Accommodation Apps
51% of Merchants Say a Comprehensive Commission Cap System Is Necessary

It was found that small and medium-sized enterprises (SMEs) using food delivery apps are spending 26.2% of their average monthly sales on transaction costs for online platforms, including brokerage fees and advertising expenses.

Trends in Total Transaction Cost Levels Compared to Average Monthly Sales of Online Platforms from 2025 to 2026 (Source: Korea Federation of SMEs)

On September 15, the Korea Federation of SMEs announced the results of its "2026 Survey on the Transaction Status of Online Platform Merchants" conducted with 1,250 SMEs that use online platforms such as food delivery apps, accommodation apps, and online shopping malls. This survey was carried out from June 18 to July 3, 2026.

According to the survey, SMEs using online platforms pay an average of 21.7% of their monthly sales as total transaction costs—including brokerage fees, advertising expenses, and information usage fees—incurred through dealings with these platforms. By platform, the average total transaction cost ratio was highest for food delivery apps at 26.2%, followed by online shopping malls at 20.6%, and accommodation apps at 18.3%.

Trends in Total Transaction Cost Levels of Online Platforms (Source: Korea Federation of Micro Enterprises)

For individual companies, the platforms with the highest transaction cost burdens were: ▲Coupang at 45.0%, ▲Baedal Minjok (Baemin) and Coupang Eats at 45.0%, ▲Yanolja and Yeogi Eottae at 40.0%.

On the other hand, the lowest burdens were noted by: ▲Online shopping malls at 5.0%, ▲Coupang Eats at 3.0%, and ▲Yanolja at 5.0%, indicating a wide variation by store.

Compared to last year, the average transaction cost ratio has increased across the board, rising by 5.2 percentage points for food delivery apps, 2.0 percentage points for online shopping malls, and 0.8 percentage points for accommodation apps.

Dependence on sales through main online platforms is also deepening. Among online shopping mall users, 53.7% responded that the platform accounts for 100% of their sales. The most common answers for accommodation apps were 'between 75% and less than 100%' (38.4%), and for food delivery apps, 'between 25% and less than 50%' (28.9%).

Compared with the 2024 survey, the proportion of respondents with 75% or more of their sales coming from their main platform increased as follows: ▲Online shopping malls from 9.1% to 69.5%, ▲Accommodation apps from 8.0% to 39.2%, and ▲Food delivery apps from 3.0% to 23.7%.

When asked if there is a need for legislation to ensure fairness in online platforms, food delivery apps received the highest rate of positive responses (66.9%), followed by online shopping malls (62.2%) and accommodation apps (50.0%).

'Strict penalties for violations' was chosen most frequently as a necessary measure to secure the effectiveness of such a law, with 63.4% for online shopping malls, 59.1% for food delivery apps, and 87.6% for accommodation apps.

Regarding the introduction of a collective bargaining right for small business owners, 45.4% of those using food delivery apps found it necessary, followed by 39.7% for online shopping malls, while 35.2% of accommodation app respondents said it was 'so-so.'

Regarding payment settlement periods for online shopping malls, 14.9% answered that it takes 'more than 40 days' in intermediary or consignment transactions, and 12.5% answered 'more than 60 days' for direct purchasing and private brand (PB) transactions. This suggests that many businesses feel it takes a considerable amount of time to receive their full settlement payments.

More than half (51.1%) supported the introduction of a comprehensive commission cap system. This system involves setting a maximum rate for the total amount of fees imposed on restaurant owners using delivery apps (delivery brokerage fees, delivery fees, payment fees, etc.), allowing commissions only within this limit.

The 'differentiated fee system' applied by food delivery apps was found to have little effect on reducing costs: the most frequent responses were 'no change' (49.4%) and 'not helpful' (35.4%). The most common reason for feeling it was not helpful was that 'brokerage fees remained high even after reductions' (35.5%).

When asked which areas SMEs most hope to see improvement and mutual cooperation in, 'reducing brokerage fee rates' was the most frequent response (48.0% for online shopping malls, 47.1% for food delivery apps, and 61.2% for accommodation apps). In other desired improvements, 'lowering transaction costs such as advertising and payment fees' ranked first, with 57.7% for online shopping malls, 58.3% for food delivery apps, and 84.8% for accommodation apps, respectively.

Brian Heeseong Kim, Head of Economic Policy at the Korea Federation of SMEs, said, "With online platforms dominant in the distribution market, SMEs and small merchants relying on these platforms become more dependent every year, yet the burden from fees and advertising costs continues to rise and unfair transaction practices persist. The fundamental solution is to establish a horizontal structure that grants store owners autonomy in negotiating transaction terms. Real and effective regulation can only be achieved through the enactment of online platform fairness legislation to address imbalances in transactions."

This content was produced with the assistance of AI translation services.