Is Naver’s ‘Jigeum Delivery’ a Bigger Threat to Baemin Than Coupang?
Supply Chain Strategy Briefing
STREAMLINE: Is Naver’s ‘Jigeum Delivery’ a Bigger Threat to Baemin Than Coupang?
(May 24, 2025)
“Order now, get it now.” Naver’s latest move—Jigeum Delivery—signals more than just fast shipping.
Media headlines named Coupang. But insiders? They point to Baemin.
Here’s why this battle isn’t about speed—it’s about who owns the last mile, the product, and the membership.
❶ Point of View | Naver Goes All-In on Quick Commerce
On May 15, Naver officially launched Jigeum Delivery, a new quick commerce feature inside Naver Plus Store.
It delivers CU convenience store and Homeplus Express goods in under one hour by motorbike.
But more importantly, this isn’t just another delivery plugin—it’s Naver stepping in as a quick commerce platform operator, brokering logistics across partners.
※ Not just rebranding. This is a full-stack move into instant delivery.
❷ Inside the Move | How Is It Different from “Naver Grocery”?
Naver Grocery relied on partner timelines and regional marts.
Jigeum Delivery adds a new layer: Naver itself connects riders to stores, handling the last mile.
That’s a fundamental platform shift.
| Feature | Naver Grocery | Jigeum Delivery |
|---|---|---|
| Main partners | E-Mart, traditional marts | CU, Homeplus Express |
| Delivery model | Seller-managed | Naver-integrated 3PLs |
| Key value prop | Diversity & accessibility | Speed and platform consistency |
❸ Business Playbook | Baemin, Not Coupang, Should Be Nervous
While the press compared it to Coupang, insiders see a clone of Baemin’s Shopping & B-Mart model.
From SKU categories to rollout structure, Jigeum Delivery closely mirrors Baemin’s growth playbook.
But Naver brings Naver Pay, dominant traffic, and app integration to the fight.
“They’re copying our playbook—and scaling it fast.” – Baemin insider
❹ Market Impact | Membership Will Tip the Scales
Quick commerce is expensive—low basket sizes, high delivery costs.
So the real differentiator is how you offset that with member benefits.
Baemin: Baemin Club = Free delivery + coupons
Naver: Naver Plus = Netflix, Yogiyo, N-Delivery perks
Coupang: Rocket Wow = All-channel delivery, lower PB pricing
With over 10 million members, Naver is perfectly positioned to introduce Jigeum-specific perks that shift user behavior overnight.
❺ Competitor Matrix | Head-to-Head Comparison
| Company | Quick Commerce Channel | Platform Strengths | Membership Strategy | Key Competitive Edge |
|---|---|---|---|---|
| Naver | Jigeum Delivery | Search, Naver Pay, UX ecosystem | Naver Plus (10M+ users) | Retail scaling, Kurly partnership |
| Baemin | B-Mart, Shopping | Food delivery leader, own MFCs | Baemin Club | Operational know-how, high logistics control |
| Coupang | Coupang Eats Mart (pending) | Rocket delivery, PB + MFC | Rocket Wow | Nationwide MFCs, product portfolio |
❻ Beyond the Numbers | Winning Category = Exclusive SKUs
Speed isn’t enough. Platforms need killer categories users can’t get elsewhere:
Baemin’s B-Mart exclusives. Kurly’s PB line. Oasis’ “No.1 eggs.”
If Naver and Kurly offer Kurly Onlies via 1-hour delivery, the battleground shifts.
In the end, it’s not about faster—it’s about faster + unique.
❼ Summary Insight | This Isn’t a Quiet Battle
Naver is fast-tracking Baemin’s model at platform scale
Baemin is now forced to share the market it nurtured alone
Coupang isn’t moving yet—but its arsenal (MFC, PB, Wow) is ready
Quick commerce is no longer a race—it’s a war of loyalty.
And the winner? The platform that delivers speed, exclusivity, and member value.
With Jigeum Delivery, Naver just made its opening move.