Delivery Apps, World Cup Boom Boosts Sales

User Increase of 20-30% on Match Days
Biggest Growth Before Uruguay Match
Expectations to Overcome Stagnation Due to World Cup

On the 6th, citizens participating in the street cheering event set up at Gwanghwamun Square in Jongno-gu, Seoul, are watching the Round of 16 match between South Korea and Brazil in the 2022 Qatar World Cup. Photo by Jinhyung Kang aymsdream@

The Korean national team's strong performance in the Qatar World Cup has also energized the food delivery application (app) market. Although the main matches took place late at night and in the early morning, the number of people ordering delivery food on days when the Korean team played increased by 20-30% compared to the previous week. The delivery industry, which had recently been experiencing a decline in users, is hopeful that the 'World Cup Round of 16 effect' will serve as a turning point.

According to Mobile Index by data company IGAWorks on the 6th, on the 2nd, the number of users (DAU) of Baemin, Yogiyo, and Coupang Eats on Android and iPhone (iOS) smartphones were 5.72 million, 1.44 million, and 600,000 respectively. Compared to the same day of the previous week, the 25th of last month, Baemin users increased by 19.8%, Yogiyo by 29.6%, and Coupang Eats by 24.7%. The increase was even more pronounced compared to the previous day. Baemin, Yogiyo, and Coupang Eats users rose by 26.0%, 37.7%, and 19.5% respectively. Delivery orders surged ahead of Korea's final group stage match against Portugal.

In particular, the demand for delivery food was highest on the 24th, when the first group stage match against Uruguay was held. On that day, the number of users for Baemin, Yogiyo, and Coupang Eats were 6.25 million, 1.65 million, and 680,000 respectively, marking increases of 37.5%, 58.3%, and 39.1% compared to the previous week. Compared to the previous day, the increases were 42.1%, 56.9%, and 60.8% respectively. The anticipation for the Korean national team's first match in the Qatar World Cup led to a sharp rise in delivery app users.

Although the Korean team concluded their World Cup challenge with the Round of 16 match against Brazil on the 6th, the delivery industry expects that the ongoing major matches attracting attention will help overcome the recent stagnation period and bring in new users during this Qatar World Cup. Delivery apps had been experiencing growth stagnation, losing nearly 2 million users over the past two months. An industry insider said, "In the past, delivery orders significantly increased during major sports events," adding, "We are technically preparing to efficiently handle the surge in delivery orders if it continues throughout this World Cup period, which lasts until mid-month."