Seoul's public delivery service "Seoul Delivery Plus Ttaenggyeoyo" recorded a 2.5-fold increase in sales in the first half of this year compared with the same period a year earlier. Analysts attribute the service's successful market entry to policy support such as low brokerage fees and expanded discount benefits, which drove simultaneous growth in both users and member merchants.
The Seoul Metropolitan Government announced on the 12th that sales of Seoul Delivery Plus Ttaenggyeoyo reached 81.9 billion won from January to June this year, about 2.5 times higher than the 32.6 billion won recorded during the same period last year. As of the end of June, cumulative member merchants numbered 62,000 and members totaled 2.84 million, up 29.2% and 53.5%, respectively, from the same period last year.
The city cited its low-fee policy compared with private delivery apps as a key factor behind the growth. Seoul Delivery Plus Ttaenggyeoyo maintains a brokerage fee of around 2% and charges no advertising fees, lowering the burden on small business owners compared with private apps, whose brokerage fees run as high as 9.7%. For a merchant with monthly sales of 10 million won, the cost savings are estimated at up to 770,000 won.
In fact, brokerage fees saved through the platform from 2024 through June this year are estimated at about 16.3 billion won. The Seoul Metropolitan Government said, "By creating a structure in which saved costs are returned to small business owners, the service is also contributing to revitalizing the local economy."
Consumer benefits have also expanded. Using district-specific delivery gift certificates applies a "triple discount" structure combining a 15% upfront discount, 5% payback, and various discount coupons. In addition, payments with the citywide Seoul Love Gift Certificate and the Onnuri Gift Certificate are also supported, delivering both consumer discounts and merchant fee savings.
The Seoul Metropolitan Government is also providing financial and educational support in parallel. In cooperation with Shinhan Bank, it has created a 40 billion won "Seoul Delivery Mutual Growth Fund," offering low-interest loans of up to 100 million won to merchants that achieve certain sales levels. It also provides management and marketing training through the "SOHO Officer Academy" and grants 200,000 to 400,000 won in subsidies to new member merchants.
Going forward, the Seoul Metropolitan Government plans to strengthen the competitiveness of its public delivery service by cooperating with districts to expand the roster of local eateries and by continuing to run gift certificate and discount promotions.
Park Kyung, director of Seoul's Livelihood and Labor Bureau, said, "Seoul Delivery Plus Ttaenggyeoyo has established itself as a mutual-growth platform where small business owners and citizens benefit together, based on low brokerage fees and diverse benefits," adding, "We will continue to reduce the burden on small business owners and expand the benefits citizens can feel."
