-Providing differentiated user experience based on direct purchase of genuine domestic brands and customer-driven product composition
– When a customer uploads a link to a product they wish to purchase, a product purchase page is created on Bizly… Resolving the inefficiency of existing direct purchases
– Strong and reliable growth, including annual sales of 1 billion won, ROAS of 3000%, and a repurchase rate of 30% based on the number of payments
The Korea International Trade Association (KITA) defines 'reverse direct purchase' as overseas direct sales where domestic sellers sell products directly to overseas consumers. As global interest in K-Something (K-pop, K-beauty, K-food, etc.) continues, global demand for Korean culture in general is also rapidly increasing. Accordingly, related businesses are also expanding rapidly.
Founded in 2022, New Andy has quickly captured the inconveniences that overseas consumers experience when purchasing Korean products and has introduced the 'Veasly' platform, which drastically simplifies the purchasing process. Veasly is currently based in Taiwan and is actively developing the Asian reverse direct purchase market, and is building differentiated competitiveness among strong global players such as Gmarket Global Shop and Coupang Global. We met with New Andy CEO Song Myung-ki to hear more.
If you upload the product you want, Bizly will prepare it … The digitalization of the so-called ‘ Bottari Sang ’
Before Beazley, conventional reverse direct purchase required a rather cumbersome process for consumers. In most cases, since the product they wanted to purchase could not be found on the online shopping platform, they had to contact the peddler account through SNS channels such as Instagram and then express their intention to purchase, thereby purchasing Korean products. There were also inconveniences that had to be endured, such as inconvenience in payment methods, low reliability, slow communication, and risks in the delivery process.
Bizly is tackling the structural problems of the existing reverse import market head-on. When overseas customers upload a product link or image they want to purchase, Bizly’s own system automatically calculates the price, shipping cost, customs duty, etc. and creates a payment page. This makes it easy to purchase Korean products without a complicated process. Furthermore, it can be explained as a thorough demand-based platform where customers directly take on the role of product planners (MDs). This fundamental attribute of Bizly is leading to an immediate market response centered on K-products that are highly sensitive to trends.
ROAS 3000%, repurchase rate 30%… Beazley’s power proven by numbers
Bizly began to find a fit with the market by pivoting from the initial crowdfunding service to the current model. After presenting a web-based MVP that provides products that customers want, it started with sales of 2 million won in the first month of service launch and grew to annual sales of 1 billion won and a maximum of 200 million won per month. It is currently continuing a stable growth trend by exceeding 500 million won in quarterly sales, and is also showing excellent performance in key indicators such as AOV of over 200,000 won, purchase conversion rate of over 20%, ROAS of 3000%, and quarterly repurchase rate of over 30%.
There are strong players in the reverse direct purchase market such as Gmarket Global and Coupang Global, but New Andy promotes a direct sales structure that is different from these large open market platforms. It provides products purchased directly from brands to relieve anxiety about authenticity, and as a vertical platform centered on K-trends, it targets customers who are sensitive to trends. The system automatically creates product pages based on customer requests, which means that all products in the current service exist based on actual demand. As CEO Song said, “Customers buy products they really want, that’s why we exist,” Bizly’s customer experience has been on a steady upward curve because it is rooted in consumer needs.
Excellent teamwork and thorough localization strategy
Newandy's team is formed based on the trust built up through long-term relationships between the four co-founders. They have been organically solving problems since the early days of the company by utilizing their respective expertise in advertising/marketing, trade, AI development, etc. In particular, they are implementing a localization strategy by establishing an office in Taiwan and hiring local personnel to operate it. Although it is in the early stages, they are also steadily knocking on the door of Asian markets such as Japan and Hong Kong, and in the future, they plan to grow into a global reverse direct purchase hub by expanding data-based brand partnerships and customer hyper-personalized experiences.
Moving towards hyper-personalization and logistics optimization
Based on local customer data and purchasing behavior, Bizly can select brands that are attracting attention in overseas markets faster than anyone else. In the future, it plans to expand its function as a brand aggregator by combining SaaS-based infrastructure and customer data analysis. It will encompass a hyper-personalized recommendation system and logistics optimization, and CEO Song said, “We will provide an experience that makes you wonder if purchasing Korean products has ever been this easy.”
“ There is no reason why a unicorn will not emerge in the reverse direct purchase sector ,” says Investors
In early 2024, New Andy, which attracted pre-seed investment from Antler Korea, closed the Seed round in the first quarter of 2025 with Strong Ventures as the lead and Antler Korea as a follow-up investment. Each investment firm paid attention to the meaningful achievements that Beazley has made in the steadily growing reverse direct purchase sector.
Antler Korea Partner Jaehee Jang, who was the first to recognize Bizly’s marketability and explosive growth potential, said, “Bizly has a clear value proposition that easily and quickly meets customers’ purchasing demands in the domestic content-based consumer market that is rapidly growing globally.” He continued, “In particular, we highly evaluated the team’s insight and execution ability that not only secured a loyal customer base, but also created a virtuous cycle structure in which customers directly act as merchandise planners (MDs) for other customers, which led us to decide on this follow-up investment.”
In addition, Strong Ventures' Yoo Hye-rim, an auditor, stated the reason for the investment, saying, "We highly evaluated the thick trust that the founding team has built up over a long period of time, the flexible collaboration method, and the rapid learning and execution capabilities in overseas markets." She added, "We invested in Bizly because we judged that it will show meaningful growth potential in the global commerce market in the future as a platform that provides real value to both brands and customers while solving the structural inconveniences of existing direct purchasing."
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