Quick Commerce's Evolution from Delivery to Life Design

There was a time when the only thing that mattered in quick commerce was “how fast can you deliver?”

But that era is behind us. Speed is now the baseline, not the differentiator.
Today, what matters more is: how close can you get to me? How well do you understand me?

So where exactly is quick commerce today—and where is it headed?
In this briefing, we explore the evolution of quick commerce through four strategic phases:
Speed → Density → Intimacy → Predictive.

We'll walk you through how the industry is changing, how major players are adapting,
and most importantly, where the next growth opportunities lie—step by step, and in plain English.

Logistics & Supply Chain Strategy Briefing

STREAMLINE: From Speed to Density to Intimacy — Quick Commerce's Evolution from Delivery to Life Design

Date: July 12, 2025

❶ Point of View | How Has Quick Commerce Evolved?

Quick commerce, offering delivery within 1–2 hours, has transformed from a mere speed competition to a lifestyle platform. This evolution can be understood in three phases:

■ Phase 1: The Speed Era (2019–2021)

Key Question: "How fast can we deliver?"

Strategy: Prioritized reducing delivery times.

Customer Reaction: "Wow, it's here already!"

Examples: Coupang's Rocket Delivery, E-Mart's 1-hour delivery.

■ Phase 2: The Density Era (2022–2024)

Key Question: "How widely can we offer services?"

Strategy: Expanded service areas through partnerships.

Customer Reaction: "Now it's available in my neighborhood!"

Examples: Naver's 'Now Delivery', leveraging convenience store networks.

■ Phase 3: The Intimacy Era (2025–Present)

Key Question: "How well do we understand individual needs?"

Strategy: Personalized services based on lifestyle patterns.

Customer Reaction: "This service feels tailor-made for me!"

Examples: Baemin's time-specific services, Lotte Super's situational free deliveries.

❷ Inside the Move | What's Truly Changed?

Category	Speed Era	Density Era	Intimacy Era
Core Question	How fast?	How close?	How personalized?
Main Strategy	Logistics automation	Store partnerships	AI-driven lifestyle matching
Differentiator	Ultra-fast delivery	Broad coverage	Personalized curation
Customer Reaction	"Incredibly fast!"	"Available locally!"	"Perfectly suited for me!"
Revenue Model	Logistics efficiency	Increased transactions	Maximizing LTV & subscriptions

Note: Companies like Lotte Super, GS The Fresh, and Baemin are enhancing paid memberships to shift revenue models towards repeat purchases, lifestyle integration, and predictive suggestions.

❸ Business Playbook | Strategic Approaches by Company

Strategy Aspect	Coupang Eats	Baemin	Naver
Starting Point	Speed optimization via Rocket Delivery	Transitioned from food delivery to all three phases	Platform integrating online and offline
Current Position	Leapfrogged to intimacy phase	Simultaneously operating in all three phases	Strengthening intimacy post-density
Future Direction	Enhancing curation of non-food items	Lock-in strategy centered on memberships	Predictive delivery based on purchase data
Unique Strategy	15-minute time-slot reservations	Weather/time-specific shopping	Expanding local delivery integration

❹ Beyond the Numbers | What's Next?

■ Phase 4: The Predictive Era

Services will anticipate customer needs, offering suggestions or automatic deliveries based on patterns.

Examples:

"Mr. Kim, we've added your usual Thursday milk to your cart."

"Rain is expected this week. Umbrellas and ready meals are trending!"

Shift in Approach:

Traditional Model	Predictive Model
Customer orders → Delivery	System suggests → Customer confirms
Product-centric	Lifestyle-centric
Focus on today's needs	Anticipating future needs

❺ Strategic Implications | Challenges by Phase

Company Phase	Immediate Challenge	Recommended Action
Speed Era	Cost structure optimization	Expand last-mile partnerships
Density Era	Maintaining service quality	Integrate local hubs & unified inventory
Intimacy Era	Internalizing AI capabilities	Enhance pattern-based recommendations
Transitioning to Predictive	Building customer trust	Design privacy-centric recommendation systems

❻ Summary Insight

Quick commerce's evolution signifies a fundamental shift in customer relationships:

■ Speed Era: "Fast delivery provider"

■ Density Era: "Convenient shopping platform"

■ Intimacy Era: "Lifestyle partner"

The next frontier is the Predictive Era, where services anticipate and fulfill needs before customers even express them, akin to how family members intuitively understand each other's needs.