Used Because of 'Free Delivery'... 70% of Consumers Say They Will Use Less If Delivery Fees Apply

Survey Shows Free Delivery Drives Higher Satisfaction
Consumers Reluctant to Pay Delivery Fees, Indicating Potential Decline in App Usage

A recent survey found that free delivery significantly increases consumer satisfaction, and that delivery fees are a crucial factor influencing consumer behavior. More than 70% of respondents said they would use delivery applications less frequently if the delivery fees they have to pay increase. Experts point out that, in discussions about introducing a cap on total commissions for delivery apps, consumer benefits must be considered alongside the overall stability of the delivery app industry structure.

According to the results of the "Survey on Delivery App Usage Patterns and Service Satisfaction" conducted by the Korea Consumer Education Support Center on September 8, 2025, targeting 1,000 delivery app users through Open Survey, 71.3% said they would reduce their usage if free delivery was not offered. This indicates that delivery fees have a significant impact on consumer usage patterns. On September 5, Lee Eunhee, a professor in the Department of Consumer Studies at Inha University, presented these findings at a forum on consumer perceptions of delivery app usage and delivery services held at the National Assembly Members' Office Building in Yeouido, Seoul.

A motorcycle delivery worker is waiting for delivery calls early in the morning in downtown Seoul. Photo by Kang Jinhyung

The survey also found that the use of delivery apps increased by 51.3% after the introduction of free delivery services, while only 8.9% of respondents said they would be willing to pay delivery fees in the future. This shows that consumers are highly reluctant to pay delivery fees.

However, consumer awareness and understanding of the cap on total commissions-which could affect the delivery fees consumers pay-remain low. Specifically, 73.3% of consumers said they were unaware of the delivery app industry council discussing the cap on total commissions. Furthermore, nearly half of respondents (49.3%) said they would reduce their use of delivery apps if they had to pay delivery fees as a result of the implementation of a commission cap.

Professor Lee pointed out that, until now, discussions about commissions have focused only on the difficulties faced by merchants and riders, but if consumer benefits are not sufficiently considered, a balloon effect of consumer attrition is expected. This could lead to decreased sales for merchants, reduced income for riders, and contraction of the delivery industry as a whole.

Professor Lee stated, "If consumers who are reluctant to pay delivery fees reduce their use of delivery services, it will create difficulties for all parties involved in supplying delivery services-store owners, riders, and platforms alike." She added, "When discussing regulations, it is necessary to consider not only the overall stability of the industry structure, including riders, stores, and delivery app platforms, but also how these regulations will affect consumer benefits."