On-Foot Hyperlocal Delivery - An Overview, Challenges, and Opportunities: Case Studies in Korea


  • Bernardo Nugroho Yahya Hankuk University of Foreign Studies




Hyperlocal delivery, on-foot delivery, gig economy, last mile logistics, quick commerce


During the Covid19 pandemic, many local business were struggling to survive. With the rising of click and collect solutions, business strives to survive by offering pick-up points and maintaining the social distance policy. The demand for goods and services of customers are met instantly from the local offline shops via digital platform. Meanwhile, local businesses in a specific geographical area are still striving from the hard times due to least popularity and competitivenes in the services such as delivery. Hyperlocal delivery comes into the logistics industry to meet the issues from local businesses. While the hyperlocal delivery terminology is still new, there have been some real world practices. This study attempts to define the hyperlocal delivery and explore multiple case studies to analyze the on-foot delivery as a rising of quick commerce in the gig economy. The multiple case studies will take place on the hyperlocal delivery business models in South Korea. The overview of the hyperlocal “on-foot” delivery will be described in four dimension of analysis; strategy, customer, cost-revenue, and process model. At the end, some research challenges and opportunities are presented to show how the research communities can contribute to the field


Melendez, S. T., The Impact of Coronavirus on Last-Mile Delivery, 2020.

https://www.allthingssupplychain.com/the-impact-of-coronavirus-on-last-mile-delivery/. (Accessed on December 10, 2020)

Huschebeck, M. and Leonardi, J., Approaching Delivery as a Service, Transportaion Research Procedia, 46, 2020, pp. 61–68.

Kim O. S., Parker, J. A. and Schoar, A., Revenue Collapses and the Consumption of Small Business Owners in the Early Stages of the COVID-19 Pandemic, 2020, [Online]. Available: http://www.nber.org/data-appendix/w28151.

Tenor, C., Hyperlocal News : After the Hype Contents Introduction, 2013.

Long, B., Consumers would Pay up to 16% More for Better Customer Experience, Say Companies have Lost the Human Touch, according to PwC survey,2018. http://library1.nida.ac.th/termpaper6/sd/2554/19755.pdf.

Dablanc, L., Morganti, E., Arvidsson, N., Woxenius, J., Browne, M., and Saidi, N., The Rise of On-Demand ‘Instant Deliveries’ in European Cities, Supply Chain Forum, 18(4), 2017, pp. 203–217.

Dablanc, L. Rouhier, J., Lazarevic N., Klaunberg, J., Liu, Z., Koning, M., de Oliveira, L.K, Combes, F., Coulombel, N., Gardrat, M., Blanquart, C., Heitz, A., and Seidel, S., CITYLAB Observatory of Strategic Developments Impacting Urban Logistics, 4 (1), 2016, pp. 64–75, 2016, [Online]. Available:http://www.citylab-project.eu/deliverables/D2_1.pdf.

Okholm, H. B., Thelle, M. H., Möller, A., Basalisco, B., and Rølmer, S., E-commerce and Delivery: A Study of the State of Play of EU Parcel Markets with Particular Emphasis on e-commerce, European Commision. Directorat-General for the International Market and Services, 2013 p. 297, [Online]. Available:


Milioti C., Pramatari, K. and Kelepouri, I., Modelling Consumers’ Acceptance for the Click and Collect Service, Journal of Retailing and Consumer Services, 56, 2020, pp. 102-149.

Tripathi, S., What is a Hyperlocal Delivery Model and How does It Work?, 2020. [Online]


(Accessed on December 10, 2020)

Mladenow, A., Bauer, C., and Strauss, C., Crowd¬sourcing in Logistics: Concepts and Applications using the Social Crowd, 17th International Confe¬rence on Information Inte¬gra¬tion Web-Based Appl. Serv. iiWAS 2015 - Proceeding, 2015, doi: 10.1145/2837185.2837242.

Sampaio, A., Savelsbergh, M., Veelenturf, L., and van Woensel, T., Crowd-Based City Logistics, in Sustainable Transportation and Smart Logistics: Decision-Making Models and Solutions, 2018.

Petriglieri, G., Ashford, S., and Wrzesniewski, A., Thriving in The Gig Economy, Harvard Business Review, March-April, 2018.

Guo, X., Lujan Jaramillo, Y. J., Bloemhof-Ruwaard, J., and Claassen, G. D. H., On Integrating Crowdsourced Delivery in Last-mile Logistics: A Simulation Study to Quantify Its Feasibility, Journal of Cleaner Production, 241, 2019, doi: 10.1016/j.jclepro.2019.118365.

Rashid, Y., Rashid, A., Warraich, A., Sabir, S. S., and Waseem, A., Case Study Method: A Step-by-Step Guide for Business Researchers,” International Journal of Quality Methods, vol. 18, 2019.

Wirtz, B. W., Business Model Management. Springer, 2011.

Neighborhood Delivery, 2020. http://woodel.co.kr/.

Walking Delivery, 2020. http://www.dobo60.com/.

“‘코로나 통금’에 뜨거워진 배달시장···GS25·CU·이마트24 ‘3파전,’” 2020. http://www.sisajournal-e.com/news/articleView.html?idxno=227086. (Accessed on December 10, 2020)

Das, D. and Yadav, C., A Framework of Hiring Strategy for Manpower Hiring in a Hyper-Local Food Delivery Organization, Journal of Advance Management Research, 2020, doi: 10.1108/JAMR-06-2020-0104.

News Analysis, The Evolution of South Korean Convenience Stores over the 38-year history,2020. http://english.hani.co.kr/arti/english_edition/e_business/932615.html. (Accessed on December 10, 2020)




How to Cite

Yahya, B. N. (2020). On-Foot Hyperlocal Delivery - An Overview, Challenges, and Opportunities: Case Studies in Korea. Jurnal Teknik Industri, 22(2), 75-84. https://doi.org/10.9744/jti.22.2.75-84