Baemin is shifting from speed to strategy.
By integrating grocery delivery into its dominant food platform, Baemin is building a loyalty-driven commerce ecosystem. This playbook unpacks how membership, private brands, and rider networks are reshaping its competitive position in Korea’s grocery war.


❶ Point of View | What’s Changing?

From a fast delivery app to a strategic commerce platform.
Baemin’s latest moves—including the launch of the “Fry-Day” pop-up and the introduction of the Baemin Club membership—reveal a transition from speed-focused grocery delivery to a deeper focus on lock-in, quality, and profitability.


❷ Inside the Move | Key Strategies in Play

📍 Timeline of Strategic Milestones

Year Milestone
2018 Launched Baemin Market
2019 Rebranded as B Mart
2022 Introduced first PB brand “Baemin Easy”
2023 Launched premium PB “Baegnature”
2024 Hosted Fry-Day Pop-Up & launched Baemin Club

🔺 Strategic Triangle