What Drove Kurly N Mart to a Tenfold Increase in Transaction Value One Year After Launch

[Financial News] Naver's transaction value for 'Kurly N Mart,' launched with Kurly Inc., has increased by about 10 times from the early days after opening. The growth reflects a steady rise in user traffic, driven by benefits that combine Naver Plus Membership perks with a dawn-delivery infrastructure. Analysts say the service has quickly established itself in the grocery shopping market one year after its launch in September last year.
According to industry sources on the 31st, one reason Kurly N Mart was able to grow so quickly was that it built a loyal customer base around Naver Plus Membership.
In fact, active grocery shopping patterns were especially strong among consumers in their 30s and 40s, the core group for grocery purchases.
Among loyal customers who used Kurly N Mart more than 10 times, people in their 30s and 40s accounted for more than 72%. The repeat-purchase rate of users who bought again at least twice was also the highest. In particular, customers in their 40s showed a clear tendency to make repeat purchases, visiting Kurly N Mart at least once a week on average.
Convenience through the Naver Plus Store app and fast delivery were also cited as factors behind Kurly N Mart's growth.
More than 80% of Kurly N Mart's transaction value came through the Naver Plus Store app. Since February, the service has also offered 'Same-day delivery,' which lets customers receive products on the same day. After the service was introduced, orders placed between 6 a.m. and noon rose 34% in just one month.
Over the past year, the two companies have also improved personalized recommendations and product competitiveness based on accumulated grocery shopping patterns, purchase data and reviews.
They identify competitive products from Naver Smart Store and introduce them through 'N+ Selection' within Kurly N Mart. Using Kurly's delivery network, they have also made it possible for Naver Smart Store products to be delivered quickly as grocery items through Kurly N Mart.
Going forward, the companies plan to use shopping data accumulated in Naver Plus Store, including search, click and purchase histories, to more precisely recommend products that match users' interests. In the second half of this year, they also plan to expand into 'discovery-based recommendations,' which will combine users' diverse shopping interests and contexts to suggest new grocery needs.
Meanwhile, Kurly N Mart will hold the 'Kurly N Mart 1st Anniversary Festa' from the 31st to Sept. 6, offering a range of benefits by selecting popular products frequently purchased by loyal customers.
Kim Pyeong-song, leader of Naver's grocery and leisure business, said, "Kurly N Mart is a successful partnership model that combined the capabilities and experience of Naver and Kurly Inc., proving its competitiveness just one year after launch and enabling both companies to grow together." He added, "We will continue close collaboration with Kurly across all areas, including products, logistics and marketing, so that we can provide Kurly N Mart users with a more convenient grocery shopping experience."
[email protected] Jang Min-kwon Reporter