Fast shipping—once dominated by big e-commerce players like Coupang and Kurly—has become a core battleground for Korea’s fashion platforms. W Concept (W컨셉) introduced an 'today dispatch' service in October and expanded it to cover 70,000 SKUs; by December these items made up 30% of daily orders and three-month sales rose 185% vs. early service months. Zigzag (지그재그) has run its own logistics 'direct delivery (직진배송)' since 2021, growing next-day and same-day transactions and boosting beauty sales by 164% year-on-year. Musinsa strengthened same-day shipping with a combined free-and-fast program, raising orders 30% in the latter half of the year. Platforms select fast-fulfillment items with sellers or run private-brand stock to meet demand; this reduces customer inquiries and improves repurchase rates. Industry players say fast delivery is now essential infrastructure for fashion platforms, as logistics control helps standardize customer experience and improve sellers’ efficiency—so the rapid-delivery arms race is likely to continue.
