Selling on Coupang: Your entry into South Korea’s number 1 e-commerce platform.
Coupang isn’t just another e‑commerce platform—it’s often called the “Amazon of Korea.” Launched in 2010, the company listed on the New York Stock Exchange in 2021 and now serves more than 18 million active customers with over 66 000 employees. South Korea’s online shopping boom makes Coupang a powerful sales channel for brands across Canada, the United States and Europe.
Why South Korea and Coupang?
South Korea is poised to become the world’s third‑largest e‑commerce market by 2025. Over half of all retail transactions already take place online, and 72 % of online sales occur via mobile devices—a level of digital engagement that surpasses many Western markets. Consumers spent more than USD 153 billion on online shopping in 2021, and cross‑border sales reached USD 4.1 billion. The combination of high smartphone penetration, trend‑driven shopping habits and densely populated cities makes Korea a natural fit for e‑commerce.
Coupang leverages this environment with lightning‑fast Rocket Delivery, local warehouses and a customer‑obsessed culture. Its user base represents about 31 % of South Korea’s population and continues to grow, giving sellers access to millions of mobile‑savvy customers.
What Sets Coupang Apart?
Customer reach: Coupang’s customer base grew 13 % in a year and now accounts for roughly one‑third of the population. Spending per customer is rising, making it easier for new brands to find an audience.
Popular product categories: Health supplements, consumer electronics, coffee/capsules and fashion items are highly searched on Coupang—especially well‑known North American brands.
Costs of Selling on Coupang
Coupang charges a sales commission on each order. The rate varies by category and typically ranges from around 4 % (for jewellery) to about 10–11 % for categories like furniture, kitchenware, fashion and pet supplies. Electronics and home appliances usually incur lower fees (around 5–8 %). Some examples are shown below.
| Category | Typical commission (referral fee) |
|---|---|
| Digital appliances (laptops, printers, TVs) | 4.5–7.8 % |
| Cameras & accessories | 5.8–6 % |
| Furniture / Home interior | 10.8 % |
| Beauty products | 9.6 % |
| Sports/Leisure supplies | 10.5–10.8 % |
| Food | 10.6 % |
| Jewelry (gold, baby rings) | 4 % |
| Fashion (clothing, shoes) | 10.5 % |
These fees are automatically deducted from the amount Coupang transfers to you after a sale. The platform classifies products into specific sub‑categories; be sure to check your exact fee when listing an item.
Delivery Processing Fee
When you set a shipping charge for an order, Coupang adds a 3 % processing fee on the shipping cost. This fee is not paid to the logistics company; it’s a platform fee that either the seller or the customer can cover.
Advertising Costs
Coupang’s Product Ads (PA) work on a pay‑per‑click model. You pay only when a shopper clicks on your ad. We recommend allocating at least 50 000 KRW per day to ensure your campaigns run throughout the day.
Best practices include:
Run one campaign per product to avoid cannibalising your own impressions.
Set an appropriate return on advertising spend (ROAS) target.
Advertising is optional but we believe this is essential to help your listings appear in search results and product pages, accelerating sales.
Steps for North American & European Brands to Start Selling
Work with Kaeros to create your Coupang Seller Account
List your products: Use the WING portal or integrate via API. Kaeros will help build listings that are translated, culturally appropriate, and seach engine optimized.
Price competitively: Consider Coupang’s commission fees and currency conversion. Many consumers search for U.S. and European brands, but price sensitivity is still important. Kaeros will work with you to build out your pricing.
Plan logistics: Decide whether to ship from your home country or work with a fulfilment partner in Korea. Factor in delivery times and the 3 % shipping processing fee.
Promote strategically: Start with small Product Ads budgets and scale up as you gather data. Optimise your keywords and monitor ROAS
How Kaeros Can Help You Succeed on Coupang
Breaking into a new marketplace can be complex. Kaeros Global specializes in helping North American and European brands navigate Coupang and manage their presence effectively. Our team offers:
Onboarding support: We handle the registration process and verify that your business documents meet Coupang’s requirements, so you can start selling quickly.
Listing management: Kaeros prepares fully localised product listings—optimizing titles, descriptions and images—to improve search visibility and conversion. We also monitor your inventory and pricing to keep your catalog up to date.
Compliance and translation: Our experts ensure that your products comply with Korean regulations and provide professional translations, helping you avoid costly listing removals.
Performance insights: Using data-driven analytics, we track keyword ranking, ad performance and customer reviews to refine your strategy over time.
By partnering with Kaeros, you can focus on developing your products and brand while we handle the mechanics of selling on Coupang.
SEO Tips for Your Coupang Listings
Use bilingual keywords. Korean shoppers frequently search for English brand names and product descriptions; combine English and Korean keywords in your titles and bullet points.
Highlight certifications. U.S./Canadian/EU health supplements and electronics are popular. Emphasise authentic sourcing to build trust.
Optimise for mobile. With 72 % of online transactions happening via mobile, keep product titles concise and ensure images are high resolution.
Leverage customer reviews. Encourage early buyers to leave reviews to increase your product’s ranking in search results.
South Korea’s e‑commerce boom presents a lucrative opportunity for Western brands. Coupang simplifies cross‑border selling with free registration, a multilingual seller platform and competitive commission rates that often fall between 5 % and 11 %. By understanding the fee structure, preparing the right documents and leveraging targeted advertising, brands in Canada, the U.S. and Europe can tap into one of the world’s fastest‑growing online markets.
