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Yang Mo (29), an office worker living alone in Guro-gu, Seoul, recently canceled her Coupang membership, which required a monthly subscription fee of 7,890 won, and joined Daisomall, where she can earn and use points in connection with the Daiso store she frequently visits. Yang said, "Popular products that are often sold out in stores are easily available on Daisomall." She added, "If you meet the free shipping requirements, you can conveniently receive value-for-money products delivered just like Coupang."

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Recently, as Daiso has strengthened its delivery services and targeted the online market, the number of users utilizing Daisomall has surged. According to WiseApp·Retail, an application and retail analytics service provider, the number of Daisomall users last month reached 3.62 million, a 69% increase from 2.14 million in the same month last year. The number of users, which had dropped from 1.42 million in February 2021 to 1 million in February 2023, has rebounded since last year and is now rapidly increasing as Daiso intensifies its online market strategy.

A Daiso store located in Jongno-gu, Seoul. Photo by Jo Yongjun

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Daiso, which had previously expanded by opening offline stores in areas with high foot traffic such as near subway stations, is now accelerating its efforts to attract online customers by introducing various delivery services, including 'Same-Day Delivery'.

Since last month, Daiso has been piloting its 'Same-Day Delivery' service in certain areas of Gangnam, Seocho, and Songpa in Seoul. With this service, a delivery driver picks up the ordered items directly from a nearby store and delivers them on the same day. Only orders placed between 9 a.m. and 5 p.m. are eligible for same-day delivery; orders placed after 5 p.m. are delivered by 3 p.m. the next day. In addition, Daisomall offers various online services such as ▲in-store pickup ▲bulk orders ▲regular delivery, and more.

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As the retail industry engages in fierce quick-commerce competition with promises of 'same-day delivery' and 'delivery within one hour,' Daiso, which had focused on offline stores, is also inevitably expanding its services to strengthen its online presence.

Daiso, which grew by selling fixed-price products at 1,000 won, 3,000 won, and 5,000 won in offline stores, has now integrated its previously separate online malls, Daisomall and ShopDaiso, into Daisomall. The company is attracting new users by offering various benefits such as discounted shipping coupons and has strengthened its connection with over 1,500 offline stores nationwide by providing a store inventory check feature. Consumers can check the stock of desired products in advance before visiting, reducing unnecessary store visits and making shopping more convenient. This allows consumers to confirm product availability beforehand, minimizing unnecessary visits and enhancing the shopping experience.

Daiso also operates a service that shows real-time popular products by category. This strategy aims to enhance Daisomall's competitiveness while improving consumer accessibility and convenience.

However, some have pointed out that the shipping fees are burdensome. In particular, the 'Same-Day Delivery' service requires a minimum order of 15,000 won, plus an additional 5,500 won shipping fee. Considering that standard shipping fees are usually between 2,500 and 3,000 won and that Daiso sells low-priced items under 5,000 won, this can be a significant burden for customers purchasing only a few items.

A student is purchasing items at Daiso Emart Mokdong store in Yangcheon-gu, Seoul. Photo by Kang Jinhyung

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The bulk order service also receives criticism for its high shipping fees, which range from 20,000 to 30,000 won. This service is available only for purchases of a single product totaling at least 100,000 won or for two or more products totaling at least 200,000 won. The shipping fee varies depending on the delivery vehicle: motorcycle delivery is in the 20,000 won range, and truck delivery is in the 30,000 won range.

The high free shipping threshold for standard delivery is another source of dissatisfaction. To receive free shipping, customers must purchase at least 30,000 won worth of products. Since product unit prices are low, many find it difficult to meet the threshold with only the items they need, leading to complaints about having to purchase unnecessary products just to save on shipping costs.