KurlyN Mart, a premium online grocery service jointly launched by Naver and Kurly, has shown stable growth, with the transaction amount increasing by more than 50% just one month after its September launch. In particular, the free delivery benefit on orders of 20,000 won or more for Naver Plus Membership users, the premium product curation jointly assembled by the two companies, and the stable delivery infrastructure are analyzed to have served as key competitive advantages.
According to Naver, more than 80% of KurlyN Mart buyers last month were Naver Plus Membership users, and more than 70% of them were people in their 30s and 40s who are active online grocery shoppers. Membership users had a repurchase rate about twice as high as non-members, and the share of "real regulars" who made repeat purchases five times or more was more than 15 times higher. Based on this, Naver opened the "frequently purchased" tab and added a feature that automatically aggregates and displays products a user has purchased two or more times, further enhancing the convenience of grocery shopping.
KurlyN Mart also showed strength in fresh foods and ready-to-eat meals. In particular, the transaction amount for livestock products, frozen foods, and produce increased significantly, with eggs and beef categories rising 2.3 times and 1.9 times, respectively. Popular ready-to-eat items included "Lee Yeon-bok's Mokran jjambbong," "Josun Hotel tteokgalbi," and "Samihun galbitang." In addition, the transaction amount for baby foods such as weaning food and powdered formula tripled, and baby snacks doubled, quickly expanding the user base seeking foods for children.
Naver plans to strengthen membership-only benefits and data-driven product curation, and offer popular products at special prices through the "Neplemem special price event."