Market Kurly

Name

Market Kurly

Legal name

주식회사 컬리 (KURLY CORP.)

Website

https://kurly.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Market Kurly is a South Korean direct-to-consumer e-commerce platform operating a grocery and lifestyle delivery marketplace served by proprietary nationwide cold-chain logistics that enables 365-day, time-unrestricted midnight delivery to individual consumers.

Ownership category

akta.pro rank

Product category

Online Grocery Delivery

NAICS

Food and Beverage Retailers (445), All Other Specialty Food Retailers (445298), Other Grocery and Related Products Merchant Wholesalers (42449)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Grocery & Specialty Food Marketplaces (CRAFABAE)

akta.pro secondary industries

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE), Grocery & Convenience Delivery (TLAAADAD)

Keywords

• Online grocery delivery
• Quick commerce
• Fresh food delivery
• Midnight delivery service
• E-commerce marketplace

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. E-commerce Product Sales: Kurly generates revenue primarily through direct sales of groceries, fresh food, beauty products, and lifestyle items to consumers via its online platform, with a marketplace model where third-party sellers also sell on the platform.
2. Marketplace Commission: The platform includes marketplace (오픈마켓) products where Kurly acts as a通信销售中개业者 (communication sales intermediary), with individual sellers offering products on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Market Kurly operates a South Korean online grocery delivery platform offering same-day and midnight delivery of fresh food, groceries, beauty products, and lifestyle items through its own e-commerce website and mobile app. The platform combines first-party inventory with a third-party seller marketplace, and offers private label brands (Kurly Only, KF365, Kurly's) alongside a dedicated beauty sub-brand (Beauty Kurly).

Product overview

Market Kurly operates as a unified e-commerce platform with multiple integrated offerings: the core Market Kurly grocery delivery platform providing same-day and midnight delivery services, the Beauty Kurly sub-brand for beauty products, and private label brands including Kurly Only (premium exclusive products) and KF365 (value-oriented everyday essentials). The platform operates a hybrid marketplace model combining first-party inventory with third-party seller products. Recent strategic additions include HeyJoyce (acquired women's career platform) and AI capabilities developed in partnership with 1Z Labs, while logistics operations are enhanced through a humanoid robotics partnership with LG CNS.

Differentiator

Problem solved

Functional benefit

Brands

• Market Kurly (마켓컬리): Main grocery and fresh food delivery platform offering same-day and midnight delivery services
• Beauty Kurly (뷰티컬리)
• Kurly Only
• KF365
• Kurly's

Products and services

• Market Kurly (마켓컬리) Primary e-commerce platform offering grocery delivery with same-day and midnight delivery services, featuring fresh food, processed foods, beauty, living, and fashion categories. Includes a marketplace model with both Kurly-managed inventory and third-party seller products for South Korean consumers.
• Beauty Kurly (뷰티컬리) Dedicated beauty and personal care sub-brand under Market Kurly, offering beauty products including private label brands and curated third-party beauty items to consumers in South Korea.
• Kurly Only Exclusive private label products available only on Kurly platform, including food items, household goods, and personal care products with exclusive branding for individual consumers.
• KF365 Value-focused private label brand offering everyday essentials at competitive prices, including tissue paper, smoked duck, cucumbers, nuts, and other grocery items for budget-conscious consumers.
• HeyJoyce Women's career platform operated by subsidiary Planery, targeting women in their 2040s with marketing strategies and online services integrated with Kurly's consumer base.
• Kurly Marketplace (Open Market) Marketplace platform where third-party sellers can list and sell products, with Kurly acting as a communication sales intermediary handling orders, quality, and exchanges/returns for South Korean consumers.

Quantifiable outcome

• 28.4% revenue growth in Q1 2026
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• 1Z LabscoreStrategic or Co-development Partner · 2 June 2026Kurly will acquire Seoul-based AI startup 1Z Labs through a stock-swap deal expected to close by early August, making the startup a wholly owned subsidiary. The two companies have already been jointly developing AI technologies for customer service, advertising, and product development. The acquisition is part of Kurly's strategy to find new growth opportunities after postponing its IPO in 2023 due to a market downturn.
• LG CNScoreTechnology or Integration · 18 May 2026LG CNS has partnered with Kurly to test humanoid robots and expand automation across logistics operations. The partnership involves a memorandum of understanding for proof-of-concept projects at Kurly's logistics centers, using LG CNS's PhysicalWorks robot learning platform to validate humanoid robots in real-world environments. The goal is to develop AI-powered logistics intelligence solutions and identify tasks where robots can ease physical strain on workers and improve efficiency. LG CNS previously worked on Kurly's logistics centers in Gimpo, Gyeonggi Province, and Changwon.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Getir: Getir is a Turkish-origin global quick-commerce (q-commerce) player offering 10-minute grocery delivery. It is a category peer on ultrafast delivery economics and dark-store operations, though it does not currently operate in Korea.
• Yogiyo: Yogiyo, owned by Delivery Hero, is one of Korea's leading food-delivery apps and has expanded into grocery/convenience categories. It overlaps with Kurly in on-demand delivery economics but is differentiated by restaurant-led demand.

Direct peers

• Coupang: Coupang is South Korea's largest e-commerce platform with its own Rocket Delivery next-day logistics network. It directly competes with Market Kurly in online grocery and quick-commerce, and is the most cited competitive threat in Kurly's own membership-pricing benchmarking.
• SSG.com: Shinsegae's online grocery and department-store platform offers same-day grocery delivery in Korea with a competing 7% membership cashback program. Overlaps directly with Market Kurly's premium grocery and same-day delivery positioning.
• Oasis Market (Oasis): Oasis is a Korean morning/midnight grocery delivery specialist operating its own fulfillment network. It is a direct same-day/early-morning delivery peer to Kurly, competing on the same SLA-driven value proposition in overlapping Korean metros.

Broad incumbents

• Instacart: Instacart is the largest U.S. online grocery delivery platform. While geographically separate, it is a structural peer in marketplace-grocery-delivery model design, take-rate economics, and retail-media monetization relevant to Kurly's marketplace expansion.
• Naver Shopping: Naver Shopping is the dominant Korean horizontal marketplace with Naver Pay (up to 5% cashback). While not a dedicated grocery-delivery platform, it competes aggressively on price discovery, membership loyalty, and increasingly grocery/fresh SKUs — a broad incumbent Kurly must defend against.
• Emart (E-Mart): E-Mart is Korea's largest hypermarket chain and operates its own e-commerce and same-day delivery through SSG.com. As the incumbent offline grocer, it competes with Kurly on grocery assortment, private label (No Brand, Peacock), and increasingly on delivery SLAs.

Others

• CJ Logistics (CJ대한통운): CJ Logistics is a Kurly investor and one of Korea's largest 3PL providers. It is adjacent (infrastructure/supply chain) rather than directly competitive, but is highly comparable on fulfillment-network design, last-mile cost structure, and cold-chain capability relevant to Kurly's Gimpo/Pyeongtaek/Changwon network.
• Ocado Group: Ocado is a UK-based automated-warehouse and online-grocery technology provider. It is a relevant peer on the logistics-automation and CFC (customer fulfillment center) engineering side — the same domain Kurly is pursuing via its LG CNS humanoid-robotics partnership.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds16 records

Investors25 records

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M&A4 records

Investments4 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Market Kurly