Delivery Wars 2025: How Lotte and Hanjin Are Fighting to Survive in a Coupang-CJ World
South Korea's parcel delivery market has entered an era of duopoly. As of 2025, Coupang and CJ Logistics control more than 65% of total market share—marking a shift from competition over speed to a battle over strategy and structural efficiency. While Coupang (37.6%) leads with its exclusive ecosystem and logistics infrastructure, CJ Logistics (27.6%) is pushing back through nationwide reach and strategic partnerships. What about the others? Lotte Global Logistics (10.3%) and Hanjin (9.7%) now face an existential challenge. This report analyzes how these second-tier players are fighting to survive—through 7-day delivery, platform alliances, and long-term logistics competitiveness.
❶ Point of View | Coupang and CJ are Winning. Who's Left?
The delivery market is no longer a level playing field. The rise of Coupang’s in-house logistics and the expansion of CJ’s e-commerce alliances have reshaped industry dynamics. Lotte and Hanjin must now find their place in a high-stakes game dominated by scale, integration, and strategy.
❷ Inside the Move | How Hanjin and Lotte are Responding
Hanjin launched a pilot 7-day delivery service in major cities starting April 27, 2025.
Lotte Global Logistics plans to test weekend deliveries in Seoul and Gyeonggi in June, based on negotiations with labor unions.
Both face a vicious cycle of low initial volumes → driver reluctance → delivery delays → revenue loss.
❸ Business Playbook | The 3 Pillars of Survival
1. 7-Day Delivery Execution
Success depends not just on operating 7 days, but on creating volume density and solving labor friction.
2. Platform Alliance Building
Naver’s ecosystem—especially the Naver Plus Membership—offers an alternative to Coupang’s Wow Membership.
CJ and Hanjin are already logistics partners for Naver.
3. Sustainable Advantage
Hanjin leverages growth in global forwarding, port operations, and international commerce.
Lotte invests in smart infrastructure through its Ocado-based system and group-affiliate logistics.
❹ Market Impact | Strategy Is the New Speed
Even CJ Logistics is struggling to combine 7-day service with sustainable labor practices. For Hanjin and Lotte, simply copying the "Coupang model" won’t work. They must find their own way to differentiate through targeted partnerships, service specialization, and financial resilience.
❺ Competitor Strategy Matrix
| Company | Key Strategy | Strengths | Limitations |
|---|---|---|---|
| Coupang | Fulfillment + Rocket Delivery | Proprietary ecosystem + exclusive volume | High fixed costs |
| CJ Logistics | ‘O-NE’ 7-day delivery + diversification | Nationwide network + multiple partnerships | Slowing profitability |
| Hanjin | Pilot 7-day delivery + global expansion | Logistics expertise + overseas growth | Lacks own commerce volume |
| Lotte Global | Affiliate synergy + smart logistics | Group integration + automation investments | Limited platform volume |
❻ Beyond the Numbers | Who Can Break the Duopoly?
Coupang and CJ dominate in scale and infrastructure.
For others, survival depends on 3 things:
High-performance 7-day operations
Deep platform partnerships
Differentiated long-term competitiveness
❼ Summary Insight
📌 The Korean delivery market has moved beyond speed.
📌 Volume isn’t enough—survival now requires structure, alliance, and endurance.
📌 Lotte and Hanjin’s fate depends on how quickly and strategically they can evolve.