For the platform, customers and retail, logistics
Fresh food is followed by Coupang
The competition for “two-person triangular” in the e-commerce market to chase Coupang is in full swing. The platform provides customer traffic, and retail operators with competitive logistics take charge of products and delivery. Following Naver’s partnership with kurly, Toss has collaborated with Oasis.
According to the industry on the 18th, Toss signed an exclusive commerce cooperation contract with Oasis, a fresh food early morning delivery company, on the 17th and opened an “Oasis Market Exclusive Hall” in Toss Shopping. It will also conduct equity investments worth about 30 billion won by valuing the Oasis company at 1.3 trillion won.
The two platforms are targeting Coupang, the No. 1 e-commerce company in Korea. According to WiseApp, Coupang ranked first with 33.57 million monthly active users (MAU) for the general shopping mall app in July. AliExpress had 9.62 million, Temu 8.59 million, and Naver Plus Store 8.37 million. Meritz Securities estimated Coupang’s share of e-commerce transactions in Korea at about 27% at the end of last year.
In particular,it is notable that both platforms chose fresh food companies as partners. According to the Open Survey’s survey of 1,285 people aged 20 to 59 last year, 55.4% picked Coupang as a platform for purchasing food mainly online. It is a big gap with kurly of 8.6% and Naver Shopping of 8.4%.
The market is also growing. Online food transactions rose about 50 percent in three years from 31.2476 trillion won in 2021 to 47.36 trillion won in 2024.
However, fresh food delivery is not easy for the platform to enter the market alone. Night manpower and refrigeration and refrigeration distribution centers are needed and the burden of disposal is high. In the end, a way of working with a business operator that already has a logistics network has emerged as an alternative.
Naver formed a strategic alliance with kurly in April 2025 and opened “Cully N Mart,” a shopping specialist, at the Naver Plus Store in September of the same year. Toss and Oasis chose a similar formula.
The difference is the scope of the alliance. kurly is operating its app, leaving open the possibility of partnering with other platforms. On the other hand, Oasis has unified its external platform partnership channels into Toss Shopping while maintaining its own mall. This is also the first time that Toss Shopping provides a dedicated tab to certain sellers at all times.
It is also common that kurly and Oasis have proven profitability. Oasis has been in the black every year since its establishment, operating both online and offline stores to lower its inventory disposal rate to 0.18%. Last year, kurly also achieved an annual surplus after 10 years of its foundation.
At the Oasis Market exclusive hall, you can search for products, pay, and check delivery within the Toss app without a separate membership registration. About 7,000 types of fresh food purchased directly by Oasis will be delivered to the existing logistics network.
A Toss official said, “The collaboration with Oasis has expanded the range of services to early morning delivery of fresh food, allowing customers to purchase products needed for daily life more conveniently in Toss.”
