SSG.com, Shinsegae Group's integrated e-commerce platform, said on Thursday that analysis of grocery shopping data for members of its new Ssg7 Club from Jan. 8 to 25 showed the average order value was 70 percent higher than for non-members. It said the average number of orders was 45 percent higher.

SSG.com said more than 80 percent of those who signed up during the period bought grocery items at least once. It said 7 percent reward points and E-Mart-based product competitiveness are seen as driving online grocery shopping.

Food, including processed and fresh items, accounted for 70 percent of orders by item category. Non-food made up 30 percent, with higher preferences in the order of daily necessities, kitchenware, clothing, cosmetics, pet supplies and baby and children's items.

SSG.com said customers who join Ssg7 Club through the end of January will have the monthly subscription fee waived for 2 months and receive an additional 3-month payback benefit. Ssg7 Club is a membership that offers 7 percent reward points on payment amounts for purchases of Ssg Delivery products for a monthly subscription fee of 2,900 won. It also plans to launch an optional model for the online video service TVING in March.

An SSG.com official said the company is establishing itself as a lifestyle shopping platform, with the number of members placing their first Ssg Delivery order up 58 percent.