Coupang, Inc. (CPNG): Analyse du Pestle [Jan-2025 Mise à jour]

Dans le paysage dynamique du commerce électronique, Coupang, Inc. apparaît comme une force transformatrice remodelant l'économie numérique de la Corée du Sud, mélangeant la technologie de pointe avec la logistique innovante et les stratégies centrées sur le consommateur. En naviguant sur des terrains politiques, économiques, sociologiques, technologiques, juridiques et environnementaux complexes, Coupang s'est positionné comme une plate-forme pionnière qui non seulement perturbe les paradigmes de vente au détail traditionnels, mais reflète également l'écosystème complexe du commerce numérique moderne. Cette analyse complète du pilon dévoile les facteurs à multiples facettes stimulant la croissance remarquable et le positionnement stratégique de Coupang sur un marché mondial de plus en plus interconnecté.

Coupang, Inc. (CPNG) - Analyse du pilon: facteurs politiques

Politiques de soutien électronique et d'économie numérique du gouvernement sud-coréen

Le gouvernement sud-coréen a mis en œuvre plusieurs politiques clés pour soutenir la croissance de l'économie numérique:

Initiative politique	Soutien financier	Année mise en œuvre
Programme numérique New Deal	₩ 58,2 billions (44,4 milliards USD)	2020-2025
Stratégie de promotion du commerce électronique	₩ 1,5 billion d'investissement direct	2022

Tensions géopolitiques potentielles

Paysage géopolitique actuel affectant le commerce transfrontalier:

• Restrictions technologiques américaines-chinoises impactant les investissements régionaux du commerce électronique
• Positionnement de neutralité de la technologie stratégique de la Corée du Sud
• Complications commerciales potentielles avec les transferts de semi-conducteurs et de technologie numérique

Environnement réglementaire pour l'innovation technologique

Zone de réglementation	Règlements spécifiques	Année de mise en œuvre
Protection des données du commerce électronique	Loi sur la protection des informations personnelles améliorées	2023
Surveillance de la plate-forme numérique	Droit de la concurrence de la plate-forme équitable	2022

Incitations gouvernementales pour la transformation numérique

Métriques de support de l'écosystème des startups:

• Crédits d'impôt sur les startups technologiques: 25% des dépenses de R&D
• Attribution du capital-risque du gouvernement: 4,7 billions en 2023
• Concessions de transformation numérique: jusqu'à 500 millions de ₩ par entreprise de qualification

Coupang, Inc. (CPNG) - Analyse du pilon: facteurs économiques

Croissance robuste sur le marché sud-coréen du commerce numérique

La taille du marché du commerce électronique sud-coréen a atteint 175,4 billions de wons en 2022, avec une croissance projetée à 214,6 billions gagnés d'ici 2025. La part de marché de Coupang en 2023 était d'environ 19,7% du segment total du commerce numérique.

Année	Taille du marché du commerce électronique (milliards de krw)	Part de marché de Coupang (%)
2022	175.4	18.5
2023	195.2	19.7
2024 (projeté)	206.8	20.3

Augmentation du pouvoir des dépenses de consommation et de l'adoption numérique

Le PIB par habitant de la Corée du Sud en 2023 était de 32 045 $. La pénétration du commerce numérique a atteint 35,6% du total des ventes au détail en 2023, le commerce mobile représentant 24,8% du total des transactions de commerce électronique.

Indicateur économique	Valeur 2023
PIB par habitant	$32,045
Pénétration du commerce numérique	35.6%
Partage du commerce mobile	24.8%

Paysage concurrentiel avec des plateformes de commerce électronique nationales et internationales

Les principaux concurrents de Coupang en 2023 comprenaient des achats Naver avec 22,3% de part de marché et Gmarket avec une part de marché de 15,6%. Les revenus totaux de la plate-forme de commerce électronique en Corée du Sud ont atteint 82,6 billions de wons en 2023.

Plate-forme de commerce électronique	Part de marché (%)	Revenus (milliards de krw)
Coupang	19.7	35.4
Shopping naver	22.3	40.1
Gmarket	15.6	28.1

Défis économiques potentiels des pressions inflationnistes mondiales

Le taux d'inflation de la Corée du Sud en 2023 était de 3,6%. L'indice des prix à la consommation (IPC) a augmenté de 2,9% par rapport à l'année précédente. Les coûts opérationnels de Coupang ont augmenté de 5,2% en raison des pressions inflationnistes.

Indicateur économique	Valeur 2023
Taux d'inflation	3.6%
Changement de l'indice des prix à la consommation (CPI)	2.9%
Augmentation des coûts opérationnels du coupang	5.2%

Coupang, Inc. (CPNG) - Analyse du pilon: facteurs sociaux

Changer les préférences des consommateurs vers les achats en ligne et la commodité

Le marché du commerce électronique de la Corée du Sud a atteint 177,7 billions de wons en 2022, Coupang détenant une part de marché de 15,4%. La pénétration des achats en ligne est passée à 85,4% parmi les internautes de 15 à 69 ans.

Année	Taille du marché des achats en ligne	Part de marché du coupang
2022	177,7 billions gagnés	15.4%
2023	193,5 billions gagnés	16.2%

Augmentation de la littératie numérique parmi les jeunes générations

Le taux de pénétration des smartphones de la Corée du Sud a atteint 95,7% en 2023, avec 99,7% des personnes âgées de 20 à 39 ans à l'aide de plateformes numériques.

Groupe d'âge	Utilisation de la plate-forme numérique	Propriété de smartphone
20-29	99.5%	98.3%
30-39	99.7%	96.8%

Demande croissante de services de livraison rapides et efficaces

Le service de livraison de fusées de Coupang a atteint 1,5 million de livraisons quotidiennes en 2023, avec un taux de livraison à temps de 99,1%. Le délai de livraison moyen a été réduit à 1,2 heure dans les zones métropolitaines.

Métrique	2022 Performance	Performance de 2023
Livraisons quotidiennes	1,2 million	1,5 million
Taux de livraison à temps	97.5%	99.1%

Changement de la culture du travail soutenant les économies de plate-forme numérique

L'économie des concerts de la Corée du Sud est passée à 3,8 millions de travailleurs en 2023, ce qui représente 14,6% de la main-d'œuvre totale. L'emploi de plate-forme numérique a augmenté de 22,3% en glissement annuel.

Année	Gig Economy Workers	Pourcentage de la main-d'œuvre
2022	3,1 millions	12.4%
2023	3,8 millions	14.6%

Coupang, Inc. (CPNG) - Analyse du pilon: facteurs technologiques

Infrastructure de technologie de logistique et de livraison avancée

Coupang exploite un réseau de logistique propriétaire avec 25 centres d'exécution à travers la Corée du Sud. L'infrastructure technologique de l'entreprise permet la livraison le jour même et le lendemain pour 70% de ses commandes.

Métrique infrastructure technologique	Données quantitatives
Centres de réalisation total	25
Couverture de livraison le jour même / le lendemain	70%
Capacité quotidienne de traitement des emballages	2,2 millions de packages

Investissements dans l'intelligence artificielle et l'apprentissage automatique

Coupang a investi 183 millions de dollars dans la recherche et le développement en 2022, avec un accent significatif sur les technologies de l'IA et de l'apprentissage automatique.

Catégorie d'investissement en IA	Montant d'investissement
Dépenses totales de R&D (2022)	183 millions de dollars
Budget de développement technologique AI / ML	52,7 millions de dollars

Solutions de livraison de dernier mile

Fusée La plate-forme utilise des algorithmes de routage avancés qui optimisent 95% des chemins de livraison, réduisant le délai de livraison moyen à 1,3 heures.

Métrique de performance de livraison	Valeur
Optimisation du chemin de livraison	95%
Délai de livraison moyen	1,3 heures

Robotique et automatisation dans l'entreposage

Coupang a déployé 500 robots autonomes dans ses centres de distribution, augmentant l'efficacité des entrepôts de 40%.

Métrique de mise en œuvre de la robotique	Données quantitatives
Robots autonomes totaux	500
Amélioration de l'efficacité de l'entrepôt	40%
Précision automatisée de cueillette	99.8%

Coupang, Inc. (CPNG) - Analyse du pilon: facteurs juridiques

Conformité aux réglementations sud-coréennes de protection des données et de confidentialité

Coupang adhère au Loi sur la protection des informations personnelles (PIPA) de la Corée du Sud, qui a été modifiée pour la dernière fois en 2020. En 2024, la société maintient le respect des principales exigences réglementaires suivantes:

Aspect réglementaire	Métriques de conformité
Enregistrement de protection des données	Enregistré sur Korea Internet & Agence de sécurité (Kisa)
Audit annuel de protection des données	Effectué chaque année avec une note de conformité à 100%
Mécanisme de consentement de l'utilisateur	Taux de consentement explicite de 97,5% pour le traitement des données

Navigation de lois complexes du commerce électronique et de la protection des consommateurs

Coupang est conforme au Loi sur la protection des consommateurs du commerce électronique, avec une concentration spécifique sur:

• Taux de conformité de la politique de retour: 99,8%
• Temps de résolution moyen pour les plaintes des consommateurs: 1,2 jours
• Temps de traitement de remboursement: dans les 3 jours ouvrables

Métrique de protection des consommateurs	Statut de conformité
Précision des informations du produit	Vérification de la précision à 99,6%
Prix ​​transparent	Zéro violations des frais cachés en 2023

Gestion des droits de la propriété intellectuelle dans le développement technologique

En 2024, le portefeuille de propriété intellectuelle de Coupang comprend:

Catégorie IP	Nombre d'inscriptions
Brevets	387 brevets enregistrés
Marques	126 marques enregistrées
Applications en attente	52 Applications IP en cours

Adhésion au commerce international et aux réglementations du commerce transfrontalier

Mesures de conformité au commerce international de Coupang:

Métrique de la conformité commerciale	Données de performance
Précision de la déclaration de douane	Taux de précision de 99,7%
Volume de transaction transfrontalière	427 millions de dollars en 2023
Conformité internationale de l'expédition	Zéro violations réglementaires en 2023

Coupang, Inc. (CPNG) - Analyse du pilon: facteurs environnementaux

Engagement envers l'emballage durable et réduction de l'empreinte carbone

Coupang a déclaré avoir réduit 11 000 tonnes d'emballages en plastique en 2022 grâce à des stratégies d'emballage innovantes. La société a mis en œuvre un Emballage 100% recyclable Initiative à travers ses opérations de commerce électronique.

Métrique d'emballage	2022 Performance	Cible 2023
Réduction du plastique	11 000 tonnes	15 000 tonnes
Emballage recyclable	98%	100%
Émissions de carbone sauvées	22 500 tonnes métriques CO2	30 000 tonnes métriques CO2

Investissement dans les technologies de livraison respectueuses de l'environnement

Coupang a investi 47 millions de dollars dans l'expansion de la flotte de véhicules électriques en 2023, ciblant 60% de véhicules de livraison électrique d'ici 2025.

Investissement de véhicules électriques	2023 Investissement	Cible 2025
Dépenses en capital	47 millions de dollars	120 millions de dollars
Pourcentage de véhicules électriques	35%	60%

Implémentation de stratégies de logistique et de transport vertes

Coupang a établi 7 centres de logistique verts avec des installations de panneaux solaires, générant 4,2 mégawatts d'énergie renouvelable en 2023.

Métrique logistique verte	Performance de 2023
Centres de logistique verte	7 centres
Production d'énergie solaire	4,2 mégawatts
Consommation d'énergie renouvelable	22% de l'énergie totale

Conscience croissante des consommateurs de la durabilité environnementale dans le commerce électronique

Les données de l'enquête des consommateurs ont montré que 68% des clients de Coupang préfèrent les emballages respectueux de l'environnement en 2023.

Préférence de durabilité des consommateurs	Pourcentage de 2023
Préférence d'emballage respectueuse de l'environnement	68%
Volonté de payer la prime pour la livraison verte	42%

Coupang, Inc. (CPNG) - PESTLE Analysis: Social factors

You're looking at how South Korean society is shaping Coupang's business right now, and frankly, the expectations are sky-high. The social environment is demanding speed and convenience like never before, which Coupang's logistics network is built to meet, but it's also scrutinizing the human cost of that speed.

High consumer expectation for instant fulfillment drives demand for quick commerce services

Korean consumers now see next-day delivery as the baseline, not a premium feature. Coupang's signature Rocket Delivery service is the benchmark here, with over 99% of its orders fulfilled within 24 hours. This relentless focus on speed is what keeps its 23.9 million monthly active users engaged as of Q2 2025. The broader quick commerce (Q-commerce) market reflects this, projected to hit 5 trillion won by 2025. Coupang Eats, while trailing in food delivery overall, holds 10% of that market, leveraging the same speed expectation for groceries and meals.

South Korea's high population density is a key enabler for efficient last-mile delivery

Honestly, Coupang's success in speed isn't just about technology; it's geography. South Korea's dense urban centers make the last mile much more manageable than in sprawling markets. Coupang has strategically positioned over 100 logistics hubs so that nearly 70% of the South Korean population lives within seven miles of a center. This density allows Rocket Delivery to cover over 90% of the territory with rapid service. The entire e-commerce logistics market in South Korea is estimated to be worth USD 16.22 billion in 2025, a scale made efficient by this compact environment.

Increasing preference for online grocery and fresh food delivery continues to expand the market

The shift to ordering fresh food online is a major tailwind for Coupang's Product Commerce segment, which includes Rocket Fresh. Food is a massive category; in April 2025, it accounted for 33% of Coupang's total revenue. Coupang Eats is also making headway in the dedicated online grocery space, capturing an estimated 15% market share and generating $1.2 billion in revenue in that specific sub-sector. Consumers are clearly prioritizing the convenience of having daily essentials, from groceries to household goods, delivered alongside their general merchandise.

Growing public concern over worker safety and labor conditions impacts brand reputation

This is the area where the pressure is mounting, and it's defintely a reputational risk you need to watch. In late 2025, public scrutiny intensified following multiple worker deaths, including a delivery driver who worked 83.4 hours in the week before his fatal crash on November 10, 2025. Union data suggests a total of 27 Coupang workers have died on duty since 2020. Even though a January 2025 ruling stated that their gig-economy drivers (Quick Flexers) are not employees, the Ministry of Labor still mandated Coupang CLS to improve health protection and safety protocols. The company is being accused of using structural loopholes to bypass work hour limits, which definitely doesn't help public perception.

Here's a quick snapshot of the social landscape metrics:

Social Metric	Value/Statistic	Context/Source Year
Rocket Delivery Fulfillment Speed	99% within 24 hours	2025 Data
South Korea Q-Commerce Market Projection	5 trillion won	2025 Estimate
Coupang Monthly Active Users	23.9 million	Q2 2025
Proximity to Fulfillment Center	70% of population within 7 miles	2025 Data
Coupang Eats Online Grocery Market Share	15%	2025 Data
Reported Worker Deaths Since 2020	27	Union Data as of late 2025

The consumer side is driving volume through expectation, but the labor side is creating friction that management must address immediately. Finance: draft 13-week cash view by Friday.

Coupang, Inc. (CPNG) - PESTLE Analysis: Technological factors

You're looking at a company whose entire competitive edge is built on its tech stack, and Coupang, Inc. is definitely doubling down on that bet as we move through 2025. The core thesis here is that their relentless investment in proprietary technology-especially in logistics-is creating a moat that competitors relying on third-party services simply cannot cross.

Continued massive investment in AI-driven logistics and fulfillment center automation

Coupang is running an 'AI First' strategy, and the numbers show they mean business. For the first half of fiscal 2025, investment in fulfillment infrastructure, equipment, and technology hit $538 million, which is nearly double the $285 million they spent in the same period last year. This capital is flowing into advanced automation like driverless forklifts and sorting robots to improve efficiency and worker safety. To be fair, Chairman Kim Bum-seok noted earlier this year that the automation ratio across major distribution centers was still only in the low 10% range, signaling massive room for future deployment. They have committed to investing over 3 trillion won (roughly $2.2 billion) across nine fulfillment centers by 2026, primarily for this advanced automation infrastructure.

The human capital supporting this tech is also growing. As of September 2025, the number of technical talents focused on AI automation at logistics sites reached about 750, more than doubling the 330 employees in that role in January 2024. This is where the real value is being built.

Expansion of its proprietary delivery fleet and integrated supply chain network (Coupang Logistics)

The proprietary network, Coupang Logistics, is the physical manifestation of their AI strategy. They are backing this up with a massive capital outlay of over 3 trillion won (around $2.2 billion) through the end of 2026 to expand this infrastructure. The goal is clear: extend free, one-day Rocket Delivery service coverage to 230 out of 260 cities, counties, and districts nationwide by 2027, up from the 182 locations covered as of late 2024. This expansion, which includes building eight new local logistics depots, is key to serving rural and mountainous areas that competitors often skip. They are building a logistical promise that is hard to replicate.

Leveraging data analytics for personalized recommendations and dynamic pricing strategies

It's not just about moving boxes faster; it's about knowing what to move and when. Coupang's AI platform uses predictive demand modeling to forecast consumer trends, ensuring inventory is forward-deployed before customers even search for it. This data-driven approach is what allows them to maintain their dominant market share in South Korea, even against strong competition like Naver. The system coordinates tasks and provides optimal routes for drivers in real-time, which helped them increase deliveries made same-day or at dawn by 45% in a recent quarter. Dynamic pricing is certainly in the toolkit, but the public data focuses more on the efficiency gains from predictive inventory placement.

Developing new fintech services through Coupang Pay to capture more transaction value

Coupang Pay is Coupang's play to capture value beyond the transaction itself-think of it as the next layer of the ecosystem flywheel. The broader Developing Offerings segment, which bundles in Eats, Play, and Fintech, is growing fast, reporting net revenues of $1.3 billion in Q3 2025, an 18% increase year-over-year on a constant currency basis. While this segment is still operating at a loss-reporting an adjusted EBITDA loss of $292 million in Q3 2025-the strategic value is in reducing checkout friction and gathering behavioral data. This data is the raw material for future, higher-margin financial products, even if the current margins in payments are thin. They are definitely building out the platform for future monetization.

Here's a quick snapshot of the technology investment and operational scale as of the latest available 2025 data:

Metric	Value (2025 Fiscal Data)	Context/Source
H1 2025 Tech/Infra Investment	$538 million	Nearly double the prior year's H1 spend.
Automation Talent (Sept 2025)	750 personnel	More than double the January 2024 count of 330.
Projected 2026 Logistics Investment	Over 3 trillion won (approx. $2.2 billion)	For new fulfillment centers and automation infrastructure.
Rocket Delivery Coverage Goal (by 2027)	230 cities/counties	Up from 182 locations covered in late 2024/early 2025.
Developing Offerings Revenue (Q3 2025)	$1.3 billion	Up 32% YoY on a reported basis.
Developing Offerings Adj. EBITDA (Q3 2025)	Loss of $292 million	Reflects ongoing investment in non-core ecosystem services.

What this estimate hides is the precise percentage of fulfillment that is fully automated right now-we only know it was in the low 10% range earlier this year, but the investment pace suggests a sharp increase is underway.

Finance: draft 13-week cash view by Friday.

Coupang, Inc. (CPNG) - PESTLE Analysis: Legal factors

You're dealing with a regulatory environment in South Korea that is definitely getting sharper, especially for dominant platforms like Coupang. The legal risks aren't just theoretical; they are translating into real financial hits and operational headaches right now.

Facing anti-monopoly investigations and potential fines regarding alleged unfair business practices

The Fair Trade Commission (FTC) has been very active in scrutinizing Coupang's market power. The company has faced significant penalties for alleged anti-competitive behavior, specifically manipulating search algorithms to favor its own products. From the first half of 2022 through the first half of 2025, Coupang was hit with the largest cumulative fines among Korean conglomerates, totaling 162.8 billion won (or about $114.3 million).

The core issue involved artificially boosting the search ranking of its private-label and directly purchased items, affecting at least 64,250 products between February 2019 and July 2023. The FTC imposed a 140 billion won fine last year for this, followed by an additional 22.8 billion won fine on sales from August 2023 to June 2024. To be fair, Coupang is appealing, arguing these are anti-innovation measures, but the regulatory trend is clear: self-preferencing is under the microscope.

Also, the FTC investigated Coupang for using 'dark patterns' to push a 58% membership price increase, suggesting consumer protection is a growing legal battleground.

Strict data privacy regulations, like the Personal Information Protection Act, require constant compliance updates

South Korea's Personal Information Protection Act (PIPA) saw major revisions taking effect in 2025, which means compliance is a moving target for your data teams. A key change from March 13, 2025, grants individuals new data portability rights, requiring Coupang to build mechanisms, like APIs or encrypted downloads, to transfer user data securely.

Furthermore, the Personal Information Protection Commission (PIPC) is increasing its focus on how you use AI and automated decision-making, demanding transparency on user profiling and cross-border data transfers. If you are expanding globally, note that a March 2025 law mandates that foreign businesses operating in Korea appoint a domestic representative by October 2, 2025.

Here's a quick look at the compliance demands:

• Data portability mechanisms must be live by March 2025.
• Consent rules now emphasize truly voluntary agreement.
• Overseas entities need a domestic representative by October 2025.
• Increased scrutiny on algorithmic data use.

Ongoing litigation related to labor disputes and worker compensation in fulfillment centers

Labor relations remain a significant legal risk area, with several high-profile cases surfacing in 2025. Coupang Fulfillment Services (CFS) recently lost a key case in September 2025 when the Seoul Administrative Court ruled it engaged in unfair dismissal and unfair labor practices by refusing to convert a union official from temporary to permanent employment.

Then there's the issue of severance pay; CFS was accused of unilaterally changing employment rules in May 2023 to deny entitlements, leading to a prosecution referral in January 2025 for violating the Workers' Severance Pay Guarantee Act. On the internal control front, executives apologized in January 2025 for maintaining an employment restriction blacklist that allegedly listed contact details and exclusion reasons for 16,450 workers over six years. Still, the company settled a separate five-year unfair dismissal case in July 2025, which included a non-disclosure clause.

International expansion requires navigating diverse and complex foreign e-commerce regulations

As Coupang pushes its international strategy, which saw 78% YoY growth in Taiwan in 2025 and plans for Japan, the regulatory landscape shifts from familiar Korean law to new, diverse foreign rules. Regulatory scrutiny in these new international markets is cited as a key risk to the long-term thesis.

While expanding, you must also contend with new domestic rules that affect cross-border flow. For instance, new South Korean regulations require intermediary platforms to settle payments to sellers within 20 days and deposit 50% of consumer payments into escrow to safeguard against crises like the one that impacted 48,124 sellers in a prior period. You need to ensure your international operations and payment flows align with these increasingly strict domestic standards, even as you adapt to local laws in places like Taiwan.

Here is a summary of the key legal and regulatory pressures Coupang faces:

Legal Factor	Specific Issue/Regulation	Reported Value/Date
Antitrust/Competition	FTC Fines for Search Algorithm Manipulation	162.8 billion won total (H1 2022 - H1 2025)
Labor/Employment	Unfair Dismissal Ruling (Union Official)	Seoul Admin. Court ruling, September 2025
Labor/Employment	Employment Restriction Blacklist Size	16,450 workers listed over six years
Data Privacy (PIPA)	Mandatory Data Portability Implementation	Effective March 13, 2025
Domestic E-commerce Rules	Mandated Seller Payment Settlement Window	20 days maximum

Finance: draft 13-week cash view by Friday

Coupang, Inc. (CPNG) - PESTLE Analysis: Environmental factors

You are managing a logistics network that moves millions of items daily, so the environmental footprint of that operation is under a microscope, and rightly so. For Coupang, Inc., the sheer scale of its Rocket Delivery service means that every truck on the road and every piece of packaging used translates into a measurable environmental impact that investors and regulators are watching closely as of 2025.

Increasing pressure to reduce carbon emissions from its vast fleet of delivery vehicles.

The pressure to decarbonize the last mile is intense, and Coupang has been making tangible moves to address this. You can see this in their infrastructure investment, which is key to future compliance and cost management. For instance, they have been aggressively expanding their electric vehicle (EV) infrastructure, growing their EV logistics centers by a factor of 2.6 times since 2022. This isn't just about PR; it's about future-proofing the delivery network. They even piloted zero-emission e-Coupang Cars in Jeju, showing a commitment to moving away from fossil fuels. Given that Coupang generated total net revenues of $9.26 billion in Q3 2025, the scale of their fleet operations is enormous, making any shift to cleaner energy a massive undertaking, but a necessary one.

Here's a quick look at how their fleet and packaging efforts stack up based on the latest available operational data:

Environmental Metric	Latest Reported Value/Year	Context/Impact
EV Logistics Center Growth	2.6X since 2022	Supports wider adoption of electric delivery vehicles
Boxless Rocket Deliveries	Over 85% (as of 2023)	Equivalent to saving an estimated 9 million trees in 2022
Fresh Products in Reusable Bags	Seven out of ten (as of 2022)	Replaced over 310,000 polystyrene boxes per day on average
Plastic Packaging Thickness Reduction	Nearly 10% reduction	Estimated annual saving of 669 tons of plastic

Focus on sustainable packaging solutions to minimize plastic and cardboard waste.

The physical waste from e-commerce is a visible problem, and Coupang is leaning heavily on its end-to-end control to tackle it. Their strategy centers on reuse and reduction, which is smarter than just recycling alone. The use of their Fresh eco-bags for groceries is a prime example of a closed-loop system; customers leave the bag out, and drivers collect it for cleaning and reuse. This approach directly cuts down on single-use materials. Honestly, reducing the sheer volume of packaging is the most effective lever you have. By keeping over 85% of Rocket deliveries boxless in Korea, they are making a significant dent in cardboard consumption.

Implementing energy efficiency measures in large-scale fulfillment and logistics centers.

Managing energy use across fulfillment and logistics centers-which are massive energy consumers-is where the big, less visible savings happen. Coupang has established some of the country's first integrated EV logistics centers, which inherently drives energy management innovation for charging infrastructure. While specific 2025 energy consumption figures for these centers aren't public yet, the investment in EV infrastructure suggests a direct link to optimizing energy use at these hubs. To be fair, achieving efficiency in these sprawling facilities is a constant battle, especially as sales volumes continue to climb, evidenced by their Q3 2025 net revenues hitting $9.26 billion.

Key actions in this area include:

• Integrating EV charging into facility design.
• Continuously optimizing packaging to reduce load volume.
• Seeking ways to minimize waste across the entire fulfillment chain.

Public reporting on ESG metrics is becoming a defintely critical factor for institutional investors.

If you're talking to institutional money managers today, ESG performance isn't a 'nice-to-have'; it's part of the risk assessment. The regulatory environment is tightening globally, with the IMO's Net-Zero Framework approved in April 2025 setting a precedent for carbon pricing based on fuel intensity, which will eventually trickle down to ground logistics. Coupang employs over 95,000 people globally, and this scale means their ESG disclosures are scrutinized for everything from Scope 1 emissions to governance structure. Investors need to see clear, forward-looking targets, not just past achievements. The fact that they are leading in certain areas, like the EV center expansion, gives them a story to tell, but they must keep reporting fresh data to maintain credibility.

Finance: draft 13-week cash view by Friday.