The 2026 Coupang New Seller Onboarding Conference recently took place at the Anji International Convention Center in Anji county, Huzhou, East China's Zhejiang province, attracting over 150 local enterprises eager to explore South Korea's e-commerce market.

Representatives from Coupang, a leading South Korean e-commerce platform, presented insights into the market's potential, platform mechanisms, and benefits for new sellers. They extended invitations to Anji businesses to establish online stores on Coupang.

Zhejiang Botai Furniture, a well-established local furniture company, participated in the event. Its annual exports exceed $100 million, with over 80 percent targeting the US market, according to Li Yadong, the company's cross-border e-commerce director.

"Our company plans to expand into other markets, including Europe, the Middle East, and South Korea," Li said.

Representatives of companies in Anji participate in the 2026 Coupang New Seller Onboarding Conference. [Photo/WeChat account: anjifb]

In 2024, South Korea's e-commerce market reached $170 billion, ranking fourth globally. By the end of the third quarter of this year, South Korea's direct overseas purchases had surpassed 2.12 trillion ($1.44 billion) South Korean won, with Chinese products accounting for over 60 percent.

Anji Qianyuan Furniture, another local participant, specializes in sofas, with annual exports of 200 million yuan ($28.28 million). "We aim to understand South Korean consumer preferences and expand our sales channels," said Lu Le, the company's business manager.

Carrie, Coupang's regional director for East China, said that home and furniture products are among South Korea's top five best-selling categories, highlighting the benefits of Anji's green home product enterprises entering this promising market.