"Shopping Online and Solving Meals" Homeplus Online Mart Direct Delivery Attracts 2030 Generation

Models are showcasing deli menu items available for same-day online delivery service 'Mart Jiksong' at Homeplus Gangseo branch in Deungchon-dong, Seoul on the 23rd.

[Asia Economy Reporter Jeon Jinyoung] Homeplus's 'Mart Direct Delivery' sales, which allow customers to receive fresh food on the same day if ordered online by 2 PM, have shown an increasing trend. In particular, sales among customers in their 20s and 30s played a significant role.

According to Homeplus on the 23rd, from March to August over six months, sales of the online same-day delivery service Mart Direct Delivery increased by 32% compared to the same period last year, and the number of orders surged by 42%. Especially, from July to August, the number of online customers in their 20s increased by 57% compared to the same period last year, and sales from this age group also rose by 40%.

Deli, meal kits, and frozen foods, suitable for a single meal, showed remarkable growth over the past six months across all age groups, with sales increasing by 69%, 86%, and 50% respectively compared to the same period last year. Notably, deli sales among 2030 customers who prefer convenient meals more than doubled, rising 126% in the last two months.

Interest in representative foods such as chicken, pizza, and sushi was also high. From the 15th of last month to the 14th of this month, the search volume for the keyword "chicken" on Homeplus online increased by 249% compared to two months prior, pizza by 96%, and sushi by 98%. As more customers purchased bread as a meal substitute, the search volume for Homeplus’s bakery brand Montblancje also grew by 151%.

Following this trend, the number of visitors to Homeplus online increased by 31%, the number of first-time order customers rose by 32%, and new installations of the Homeplus application (app) surged by 208%, nearly tripling.

Jo Hyeyoung, Head of Online Marketing at Homeplus, said, “With rising dining-out and delivery costs causing a crisis in food prices, many customers are using online orders to reduce the burden on their shopping baskets while also solving their meal needs.” She added, “We will continue to offer reasonably priced, high-quality food products and strengthen benefits for online customers to contribute to easing food prices.”

This content was produced with the assistance of AI translation services.