According to the financial sector on March 16, Seoul drafted a 2026 public delivery app budget totaling 3.5 billion won: 300 million won for promotion and 3.2 billion won for district-level delivery vouchers. That is sharply higher than 108 million won in 2024 and 2.5 billion won in 2025. Ttaenggyeoyo has effectively become the sole operator in Seoul’s public delivery app market, making it a joint project that requires close coordination between the city and Shinhan Bank.
Seoul and Shinhan Bank plan to closely analyze accumulated public delivery app data and expand targeted marketing. They aim to issue about 64.4 billion won worth of delivery vouchers through discounts and payback programs, roll out quarterly franchise-linked promotions, and broaden use of digital Onnuri gift certificates. They also plan to widen partnerships for delivery operations beyond a single provider, working with Kakao Mobility, GS Retail and Vroong to strengthen service competitiveness.
Other local governments are also allocating funds this year. Gwangju Metropolitan City and Busan set aside 100 million won and 50 million won, respectively. The Ministry of SMEs and Startups earmarked 300 million won for research services related to revitalizing public delivery apps.
Such budget support is helping Ttaenggyeoyo expand. Unlike private delivery apps, public platforms can lower their cost structure with local government backing. Ttaenggyeoyo has maintained a low brokerage fee of about 2% under that model.
As a result, Seoul Delivery+Ttaenggyeoyo’s market share stood at 7.7% last year, nearly tripling from 2.64% a year earlier. Shinhan Bank has sought to broaden the platform ecosystem by linking policies such as free advertising and onboarding fees with financial support for small merchants.
Cooperation is also widening beyond Seoul in areas that have put budget money into public delivery apps. By service usage share, Seoul accounts for 25%, followed by Gyeonggi (19.6%), South Chungcheong (7.1%), South Gyeongsang (6.8%), Gangwon (6.6%), North Chungcheong (5.8%), Gwangju (4.6%) and Busan (4.6%). Shinhan Bank said it plans to rapidly expand its local-government network this year. It has agreements with 51 local governments nationwide and has broadened cooperation with basic local governments such as Busan’s Dongnae District and Gijang County. It also plans a promotion this month in Gyeonggi Province offering discounts when purchasing local currency.
Officials are also reviewing ways to combine public delivery apps with small-business support programs tied to supplementary budgets and with policies aimed at revitalizing local economies. “With global wars and rising oil prices, the government’s 고민 about stimulating domestic demand is growing,” a financial industry official said. “There is direct support such as help with electricity bills, but if public delivery apps increase small merchants’ sales, it can lead to broader consumption.”
* This article has been translated by AI.
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