Naver is intensifying efforts to bolster its delivery competitiveness, aiming to disrupt the ecommerce landscape that has been firmly dominated by Coupang. With the introduction of same-day delivery services via its 'KurlyN-Mart', which it operates in collaboration with Kurly, Naver is narrowing the gap with Coupang's Rocket Fresh service. Recent analyses suggest that due to the rise in 'de-Coupang' (dropping out of Coupang) trends, Naver has slightly surpassed Coupang's transaction volume, signaling a significant shift in the competitive landscape.

Starting from September 9, the KurlyN-Mart launched a same-day delivery service for customers in the Seoul metropolitan area, broadening its operational hours to accommodate orders placed until 11 PM for delivery before midnight on the same day. Previously limited to next-morning deliveries, this innovative 'twice-a-day delivery system' allows a smoother and more flexible shopping experience for consumers. The KurlyN-Mart, launched in September of last year, has quickly become a significant contributor to Naver's commerce growth, showing substantial increases in average monthly transaction volume.

Naver CEO Choi Soo-yeon highlighted during a recent earnings release that enhancing delivery competitiveness is now the top priority for Naver's commerce strategy. The push toward improving delivery services is reportedly influenced by the demand for alternatives following the substantial personal data breach at Coupang in November. With a 26% year-over-year increase in revenues from Naver's commerce sector, the fourth quarter alone saw a staggering 36% growth compared to the same period the previous year, showcasing the swift adaptation and competitive advantage that Naver is achieving through strategic investments in logistics and partnerships.