Natural and Farmers is an online marketplace focused on wellbeing foods, eco-friendly produce, and food distribution. Its store brings together products from the Natural and Farmers label and a range of agricultural cooperatives, farms, and food producers. Shoppers can browse dedicated sections for grains, vegetables, fruit, seafood, meat, and prepared foods, with selected items identified as organic, pesticide-free, or otherwise environmentally certified.

The range includes rice and grains such as brown rice, glutinous rice, oats, and millet; fresh produce including mushrooms, cabbage, garlic, greens, and seasonal apples; and meat and eggs, including certified Korean beef and pork. The shop also offers convenient pantry and family foods, such as organic oatmeal, baby-food ingredients, sauces, cereal, rice snacks, jams, and cooking oil. Health products include items such as red ginseng and organic milk. Product pages identify suppliers and provide details such as package sizes and certifications, helping customers compare options across categories. Natural and Farmers organizes its assortment into required and general shopping bundles, alongside featured collections and seasonal selections.