S. Korea Rejects Settlement Offers From Baemin, Coupang in Antitrust Delivery Probe

The Korea Fair Trade Commission (KFTC) determined that the remedies proposed by the companies were insufficient to resolve concerns raised during its ongoing review of business practices in the food delivery sector, according to Bloomberg, which first reported the decision on Thursday.

The case centers on whether the platforms used their market positions in ways that could restrict competition among restaurants, delivery providers, or rival services. Regulators have increasingly examined how major technology and platform companies structure contracts, pricing systems, and marketplace rules that can affect smaller businesses operating within their ecosystems.

Baemin, operated by Woowa Brothers, and Coupang Eats are among South Korea’s largest food delivery services, serving millions of consumers and restaurants nationwide. The companies had sought to resolve the investigation through negotiated commitments rather than proceed to a final regulatory ruling.

According to Bloomberg, the KFTC concluded that the proposed corrective measures did not adequately address the competition concerns identified by investigators. The rejection means the regulator can continue its review and potentially pursue further enforcement action.

The decision highlights the growing importance of antitrust oversight in digital marketplaces, where regulators worldwide have focused on the conduct of large online platforms. Competition authorities have increasingly scrutinized whether dominant services can use their scale, data advantages, or platform rules to strengthen market power at the expense of rivals and business partners.

South Korea has been particularly active in examining competition issues involving major technology companies. The KFTC has previously pursued cases involving e-commerce, online marketplaces, and digital platforms as authorities seek to ensure fair competition in rapidly expanding online sectors. Recent regulatory actions have also targeted Coupang over supplier-related practices, reflecting broader scrutiny of large platform operators.

Neither company immediately announced revised settlement proposals following the regulator’s decision. The investigation remains ongoing, and the KFTC has not issued a final determination on potential violations.

Source: Bloomberg