Background and Purpose
○There are three major keywords in the recent changes in the agricultural distribution environment: digitalization, COVID-19, and the South Korean version of the New Deal. The fourth industrial revolution refers to the implementation of the digital revolution in our lives. Among the renovations, the field that is changing most dramatically is shopping: online transactions have expanded as non-face-to-face transactions have increased significantly due to the pandemic. In addition, the government is promoting online transactions in the distribution of agricultural products by announcing the Digital New Deal. Recently, as online transactions based on a digital agricultural product distribution system are increasing notably, a need for research has emerged that includes a comparative analysis of online and offline distribution and understanding of their actual status. This study aims to present activation strategies for the efficient promotion and expansion of online platform-based agricultural product distribution by identifying the proportion and distribution status of agricultural products traded on online platforms among all distribution channels and transaction methods of agricultural products.

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