VeriLink and YUMA BEST SOFT to co-operate CIS cross-border platform 'Kberrypick'

Korean startup VeriLink is set to accelerate the expansion of Korean cosmetics and health foods into the Commonwealth of Independent States (CIS) market through a new partnership. VeriLink has signed an agreement with Uzbekistan-based logistics and e-commerce firm YUMA BEST SOFT to jointly operate 'Kberrypick,' a cross-border e-commerce platform specializing in the CIS region.

The collaboration aims to address the challenges faced by small and medium-sized Korean beauty and health food brands, which have struggled with complex distribution networks and high logistics costs despite a surge in demand for K-beauty and health products in the CIS, driven by the Korean Wave (Hallyu).

'Kberrypick' will function as a direct-to-consumer (D2C) platform, connecting consumers directly with brands. By integrating with local logistics networks, the platform intends to offer competitive pricing. Consumers will be able to purchase products from major Korean retailers like Coupang and Olive Young, as well as 13 specific brands for which VeriLink serves as the master distributor, including Lactofit and I'm Vita.

A key feature of 'Kberrypick' is its strategy to navigate Uzbekistan's stringent import regulations. The platform will leverage the country's "duty-free customs system for individuals importing goods under $200 per month." This allows Korean companies to test market responses and build brand awareness without the extensive time and cost typically associated with CIS local certifications. VeriLink also plans to apply its expertise in seeding marketing, utilizing over 600 influencers in Russia across four previous campaigns for seven brands.

YUMA BEST SOFT, with six years of experience managing cross-border e-commerce operations for platforms like AliExpress and Temu, will handle local fulfillment and customer service, ensuring fast and stable operations. VeriLink CEO Kim Tae-woo stated that 'Kberrypick' aims to become a leading CIS commerce platform, expanding to Kazakhstan and Russia by next year. The company also plans to broaden its business scope to the vast Halal markets in Indonesia, the Middle East, and Turkey.