Seoul City announced on the 6th that the public delivery app ‘Seoul Delivery + Ppangkyo’ recorded a national market share of 7.5% as of last month. This marks a 4.92 percentage point increase in seven months since the city transitioned the public delivery app operating system to a single private operator in March this year. The market share rose from 2.58% in February to 7.5% in October.
In 2023, Seoul launched ‘Seoul Delivery + 2.0’ to reduce delivery commission burdens on small businesses. Since March of this year, the existing multiple operating systems have been consolidated, with Shinhan Bank designated as the private operator providing services through ‘Ppangkyo’.
The city explained that this achievement is a result of the cooperative structure between Seoul City and the private operator. A collaborative system was established in which the public handles policy and support, while the private handles platform operations. It also strengthened collaboration among operators, local governments, franchises, and delivery agents, enhancing service quality, operational efficiency, and accessibility.
For merchants, the policy of ‘2% intermediary commission, 0 won advertising cost’ was maintained to reduce their burden, and consumers were offered benefits such as delivery-only vouchers, consumer coupons, and paybacks, amounting to up to 30% benefits. The linkage with the Ministry of Agriculture, Food and Rural Affairs’ public delivery app consumer coupons also influenced the spread of usage.
‘Seoul Delivery + Ppangkyo’ also showed growth in major indicators such as membership numbers, sales, and order numbers. As of last month, the cumulative number of members increased by 54.4% compared to the same month last year, reaching 2,339,975. The number of merchants rose by 28.4% to 55,848. Cumulative sales increased approximately 3.5 times, totaling 114 billion 7 million won. Cumulative order counts also increased about 3.1 times to reach 4,603,185 orders.
Market share increased from 2.34% in October 2024 to 7.5% in just one year. Seoul City explained that the public delivery app is maintaining growth despite a competitive landscape centered on private platforms.
There were also accomplishments in the policy promotion sector. ‘Seoul Delivery + Ppangkyo’ won the grand prize in the local government PR category at the ‘2025 Korea PR Awards’ organized by the Korea PR Association for ‘Promotion Marketing to Activate Seoul’s Public Delivery Service’.
Seoul City has continued to provide intensive administrative and financial support through the unification of private operators this year, and such policies have led to achievements, the city stated. It explained that the combination of the public’s policy capabilities and the private sector’s expertise has strengthened the platform’s competitiveness, providing tangible benefits that both consumers and merchants can experience.
Haeseon Lee, director of the Seoul City People’s Workforce Bureau, said, “As a result of focusing administrative and financial support after unifying to a private operator earlier this year, we were able to achieve results that benefit both consumers and small business owners.” He continued, “In the future, Seoul will lead in creating a public delivery app model that secures sustainability and self-sufficiency in close cooperation with the government, the Fair Trade Commission, and small business organizations.”
Seoul plans to continue to enhance service quality and expand support policies for small businesses to further increase the self-sufficiency of the public delivery app.