In the ever-evolving world of e-commerce, there’s one name that has been making waves as the unsung hero behind Farfetch’s resurgence: Coupang Inc. (NYSE:CPNG). Often likened to the Amazon of South Korea, Coupang’s rise has been nothing short of meteoric. In this comprehensive article, we delve deep into Coupang’s origin story, its exceptional growth trajectory, innovative business model, global expansion ambitions, financial resilience, and noteworthy investor endorsements. Let’s unravel the fascinating narrative of Coupang and its pivotal role in reshaping the luxury e-commerce landscape.

Coupang’s Ascension: From Humble Beginnings to E-Commerce Giant

Before we dive into Coupang’s recent feats, it’s essential to understand its journey. In 2017, Coupang held a meager 7.4% share of South Korea’s e-commerce market. Fast forward to 2021, and that share had more than doubled to an impressive 15.7%. Today, it commands approximately 35% of the South Korean e-commerce market, as reported by Bank of America data. Coupang’s exponential growth serves as a testament to its unwavering commitment to innovation and customer-centricity.

The Amazon of South Korea: A Customer-Centric Powerhouse

Drawing inspiration from industry titan Amazon, Coupang has embraced a customer-centric strategy that goes above and beyond expectations. Take, for instance, its “rocket delivery” service, an equivalent of same-day delivery. What sets Coupang apart is its astonishing average delivery time of less than 12 hours. Additionally, Coupang elevates the shopping experience by allowing personal notes to be attached to items, making it a preferred destination for gift shoppers.

Coupang’s logistical prowess is awe-inspiring, with a network of over 100 fulfillment centers sprawled across South Korea. Remarkably, approximately 70% of the population resides within a mere 7 miles of one of these logistical hubs. Drawing parallels with Amazon, Coupang leverages machine learning and artificial intelligence to optimize inventory placement, aligning products with anticipated demand.

The company further extends its influence with services like Rocket Fresh, mirroring Amazon Fresh, and Eats, a food delivery service that gained significant traction during the 2020 lockdown. This holistic approach to e-commerce has solidified Coupang’s reputation as an industry disruptor.

Global Expansion on the Horizon

Expanding a business model as intricate as Coupang’s presents challenges, especially in markets dominated by Amazon. Nevertheless, Coupang has embarked on a journey of global expansion. Singapore, with its modest population of 5.7 million, presents a feasible market entry point. Japan is another battleground, with Tokyo, in particular, bearing similarities to South Korea’s culture and offering a population of 14 million. Though Amazon Japan currently reigns supreme, Coupang aims to carve its niche alongside competitors like Rakuten and Yahoo Japan.

Malaysia, with its vibrant capital Kuala Lumpur boasting 8.2 million residents, holds strategic importance. Coupang’s global ambitions demonstrate a calculated approach to market penetration.

A Financial Powerhouse: Coupang’s Resilience

In the tumultuous world of e-commerce, where margins can be razor-thin, Coupang stands out as a beacon of financial stability. During the second quarter of 2023, the company delivered robust financial results, surpassing both top and bottom-line growth estimates. With total net revenue reaching $5.84 billion, Coupang exceeded analyst forecasts by $18.25 million. Impressively, the company achieved steady 16% year-over-year growth, or an even more remarkable 21% when factoring in constant currency.

Coupang’s active customer base, a key performance indicator, expanded by 10% year over year to reach 19.7 million, underscoring its enduring appeal. Notably, its Eats business exhibited superior unit economics, a perennial challenge for delivery companies. The contribution margin was so robust that Coupang extended a 10% discount to its WOW members for unlimited orders, mirroring Amazon’s strategy of reinvesting for enhanced customer value.

Coupang Pay, the company’s fintech solution, consistently yielded robust financial results, further diversifying its revenue streams.

Taiwan: A Thriving Market Entry

Coupang’s strategic entry into Taiwan has been nothing short of impressive. During the second quarter, the company’s app secured the coveted title of the most downloaded app in the country. The introduction of the Rocket Delivery program in Taiwan outpaced its South Korean counterpart’s growth during the first 10 months. Coupang has committed substantial capital expenditures, projected to be around $400 million in 2023, demonstrating its unwavering commitment to the Taiwanese market.

Balancing Margins and a Strong Balance Sheet

Coupang’s financial fortitude extends to its profit margins and balance sheet. The company reported a record gross profit of $1.5 billion during the second quarter, representing a remarkable 32% year-over-year increase and a 7% improvement since the prior quarter. Gross profit margins expanded by an impressive 320 basis points to reach 26.1%. While accounting regulation changes contributed to a portion of this increase, it remains a remarkable achievement in an environment where many e-commerce companies face margin compression.

Operating income also soared, rising from a $67.1 million loss in the prior-year quarter to a profit of $147.6 million. This remarkable turnaround was fueled by improvements in operating leverage, with general and administrative expenses declining by 66 basis points as a percentage of revenue.

Coupang’s robust balance sheet reveals $4.5 billion in cash and short-term investments, comfortably offsetting total debt of $2.7 billion.


Coupang’s valuation is an intriguing aspect. It trades with a price-sales ratio of 1.5, closely aligning with its historic median of 1.52. Notably, this figure is significantly lower than its peak ratio, which exceeded 6.

Coupang’s trajectory paints a compelling narrative. Its business model, often likened to Amazon’s, coupled with its laser-focused approach to Asian markets, positions it as a formidable contender in the e-commerce realm. The success of its Eats and fintech businesses adds to its allure, making it a compelling player in the ever-evolving e-commerce landscape.