Woowa Brothers-operated Baedal Minjok said on Tuesday that merchants began selling through its Grocery & Shopping service from Dec. 17.

Seven sellers joined, including Yeolgwang Hanwoo, Youwon Meat and Sinsunseol Hanwoo. Customers can order from most areas of Seoul, excluding some districts including Gangseo and Geumcheon. Operating hours run from 9 a.m. to 5 p.m., though they may vary by store.

Ordered items are delivered via quick service. Delivery fees are capped at up to 5,000 won depending on distance, reducing the burden compared with general quick-service delivery.

Baemin prepared product assortments tailored to delivery users. It packaged 1++ grade Korean beef brisket, tenderloin and rib finger as value items priced below 50,000 won, and expanded the lineup to gift items priced in the 100,000 won range, including 1++ tenderloin and striploin steak sets and beef ribs.

To mark the launch, it will also run promotions through Jan. 31. During the event period, the delivery-fee cap will be fixed at 3,000 won regardless of distance. Some sellers will offer free delivery for orders of 70,000 won or more. It will also provide discount coupons of 3,000 won, 7,000 won and 10,000 won depending on purchase amount.

Son Young-ho, head of Majang Livestock Market's Korean beef cooperative, said, "Through Baemin instant delivery, we can introduce Majang-dong livestock products to more customers." He added, "We expect market merchants to expand quick-commerce sales channels."

Baemin plans to continue discovering specialised commercial districts with strong brand competitiveness and bring them to its Grocery & Shopping service based on this launch. It aims to expand customer choices while simultaneously broadening digital sales channels for traditional markets and specialised merchants.

Lee Hyo-jin, head of Woowa Brothers' commerce division, said, "Through Baemin Grocery & Shopping, we will provide products from specialised markets more conveniently." She added, "We will continue to expand commerce models that can grow together with merchants."