NAVER Expands Strategic Partnerships with Major Brands to Enhance User Loyalty
NAVER Expands Strategic Partnerships with Major Brands to Enhance User Loyalty
A “Loyalty Alliance” with Leading Brands
NAVER Expands Strategic Partnerships with Major Brands to Enhance User Loyalty
- NAVER Commerce expands into a user-friendly ecosystem, strengthening user loyalty through expanded collaborations with major brands
- NAVER and Kurly form a strong tie-up across grocery shopping platforms, logistics, and membership services to boost grocery user loyalty
- In the third quarter, NAVER partners with “Uber Taxi” to extend user loyalty into mobility services
- To further boost user loyalty, NAVER plans to incorporate seller trustworthiness index into its AI recommendation system
September 9, 2025
NAVER Corporation (CEO Choi Soo-yeon) strengthens strategic partnerships with major brands to boost user loyalty.
At the “NAVER Commerce Meetup” held at NAVER Square Jongno on September 9 (Tuesday), Lee Yoon Sook, Head of NAVER Shopping Business Division, delivered the opening session. She said, “NAVER Commerce has so far grown with a seller-friendly strategy, focusing on technologies, policies, and education.” She continued, “In the era of AI commerce, we are moving beyond this seller-friendly ecosystem to grow into a user-friendly ecosystem, expanding strategic partnerships with major brands to strengthen user loyalty.” Lee emphasized the background of the collaboration with Kurly, saying, “As part of this effort, we have started a partnership with Kurly, which has the strongest user base in the premium grocery market, following our collaboration with Netflix.”
NAVER forms a strong tie-up with Kurly to boost grocery user loyalty and begins collaboration with Uber Taxi in the third quarter
NAVER and Kurly designed the online grocery service “Kurly N Mart,” focusing on platforms with high rates of repeat purchases and subscriptions, such as grocery platforms, memberships, and dawn delivery. At “Kurly N Mart,” users can reliably receive Smart Store’s popular products, along with Kurly’s fresh food items, through dawn delivery. In particular, NAVER Plus Membership subscribers receive free delivery on orders over KRW 20,000. Earlier this month, Kurly’s logistics subsidiary, Kurly Nextmile, joined the NAVER Fullfilment Alliance (NFA) and began launching dawn delivery for Smart Store products.
The partnership between the two companies is also drawing attention as a new model of cooperation, as it creates synergy by combining Kurly’s unrivaled product curation capacity and stable logistics system with NAVER’s broad user base, personalization technology, and marketing infrastructure.
Lee said, “Through collaboration with Kurly, NAVER can give users a stable and consistent grocery shopping experience in areas where it had been previously limited, such as fresh food databases, premium grocery shopping, and dawn delivery,” adding, “In the future, we will broaden collaboration with leading players that hold strong leadership and loyalty in everyday life sectors centered on user loyalty, such as OTT, grocery, and mobility.”
NAVER also announced a new partnership that day. In the third quarter, NAVER plans to link “Uber Taxi’s” membership service “Uber One” to NAVER Plus Membership through a strategic partnership with the global ride-hailing platform.
Boosting user loyalty by integrating seller trust into personalized recommendations and restructuring seller growth indicators
On the other hand, NAVER also disclosed the restructuring direction of NAVER Plus Store , fostering user loyalty from the perspective of technology products, apart from strategic alliances.
Chung Kyounghwa, NAVER Plus Store Product Leader, said, “NAVER Plus Store is enhancing personalized recommendations by comprehensively considering not only price but also delivery speed, reviews, and membership benefits,” adding, “Based on this, we plan to reflect seller activities such as order fulfillment, delivery, and customer service, which show user trust, into the personalized recommendation process, while also newly grouping seller growth indicators to strengthen user loyalty.”
NAVER Plus Store’s personalized recommendation products will also be further enhanced. In the second half of this year, the personalized recommendation section will be fully expanded on the NepleS home screen. By precisely analyzing users’ potential context and derived intent, the service will provide customized recommendations for products and stores of potential interest. </End>
