Baemin (Woowa Brothers): how its people are moving

Banseog note · Oct 25, 2026

Baemin (Baedal Minjok) — widening from food delivery to neighborhood grocery shopping

Where it stands now

Transition — revenue has passed KRW 5 trillion, and with a new owner the company is widening into quick commerce

2025 revenue was KRW 5.283 trillion and operating profit KRW 592.9 billion. Revenue grew, but as domestic competition intensified, operating profit fell for the third consecutive year.

The number of stores on Baemin Grocery & Shopping grew from 2,200 in 2022 to more than 24,000 in April 2026.

According to Korea's National Pension Service public workplace data, the number of people on the pension register was 2,077 in August 2026, down 97 (4.5%) from October 2025. In that period 396 people joined and 487 left.

Three decisions within a year

1. Change of major shareholder: on July 16, 2026 (local time) Uber announced the acquisition of parent company Delivery Hero (USD 14.8 billion on a 100% basis), and both companies' boards approved it unanimously. Woowa Brothers will become a second-tier subsidiary of Uber, and regulatory approval is expected in the second half of 2027.
2. Wider instant delivery of non-food items: from October 14, 2026 the company connected 30 stores of the footwear multi-brand shop Shoemarker in the Seoul metropolitan area to its delivery network, with plans to increase this to 50 stores within the year. Following FILA and Siyaju, it has also brought in beauty brands such as Offbeauty, LUSH and ARITAUM.
3. Link with neighborhood supermarkets: on October 18, 2026 it integrated POS systems with Togethers, allowing about 5,000 small and mid-sized supermarkets using Togethers POS to take Baemin orders and register products through their existing POS. The first participant is Tomato Food Mart, and participating stores will increase from November.

Three people it will look for

1. Quick commerce category merchandiser — products beyond food, such as footwear, beauty and merchandise goods, are being added quickly.
2. Retail partner sales and partnerships — the work of connecting 5,000 small and mid-sized supermarkets and brand stores to the delivery network continues.
3. Finance, legal and global collaboration — reporting lines and regulatory responses have to be aligned during the integration into Uber.

For HR

Quick commerce merchandisers and retail partnership talent are sought by e-commerce companies, convenience stores and hypermarkets alike. With the change of major shareholder running into 2027, it is better to put in place early the finance and legal leaders who can see the integration through.

For job seekers

Experience connecting offline store inventory to online instant delivery, especially merchandising and partnership experience growing non-food categories, is worth the most right now.

A reading written from public sources. Sources: Seoul Shinmun 2026-07-17 (Uber's acquisition of Delivery Hero, 2025 results); Asia Today 2026-09-04 (stores on Grocery & Shopping); MediaPen 2026-10-19 (Shoemarker and beauty listings); Newspim 2026-10-17 (Togethers POS integration); Korea's National Pension Service public workplace data (people on the pension register). Team size is from Korea's pension register.