Coupang, Inc. (CPNG): Análise de Pestle [Jan-2025 Atualizado]

No cenário dinâmico do comércio eletrônico, a Coupang, Inc. surge como uma força transformadora que remodelava a economia digital da Coréia do Sul, misturando tecnologia de ponta com logística inovadora e estratégias centradas no consumidor. Ao navegar por terrenos políticos, econômicos, sociológicos, tecnológicos, jurídicos e ambientais complexos, Coupang se posicionou como uma plataforma pioneira que não apenas interrompe os paradigmas tradicionais de varejo, mas também reflete o intrincado ecossistema do comércio digital moderno. Essa análise abrangente de pestles revela os fatores multifacetados que impulsionam o notável crescimento e posicionamento estratégico de Coupang em um mercado global cada vez mais interconectado.

Coupang, Inc. (CPNG) - Análise de Pestle: Fatores Políticos

Políticas de comércio eletrônico e economia digital do governo sul-coreano

O governo sul -coreano implementou várias políticas -chave para apoiar o crescimento da economia digital:

Iniciativa de Política	Apoio financeiro	Ano implementado
Programa de New Deal Digital	₩ 58,2 trilhões (US $ 44,4 bilhões)	2020-2025
Estratégia de promoção do comércio eletrônico	₩ 1,5 trilhão de investimento direto	2022

Tensões geopolíticas potenciais

A atual paisagem geopolítica que afeta o comércio transfronteiriço:

• Restrições tecnológicas americanas-china que afetam investimentos regionais de comércio eletrônico
• Posicionamento de neutralidade da tecnologia estratégica da Coréia do Sul
• Complicações comerciais em potencial com transferências de semicondutores e tecnologia digital

Ambiente regulatório para inovação tecnológica

Área regulatória	Regulamentos específicos	Ano de implementação
Proteção de dados de comércio eletrônico	Lei aprimorada de proteção de informações pessoais	2023
Supervisão da plataforma digital	Lei de Concorrência da Plataforma Fair	2022

Incentivos do governo para transformação digital

Métricas de suporte ao ecossistema de inicialização:

• Créditos fiscais de inicialização de tecnologia: 25% das despesas de P&D
• Alocação de capital de risco do governo: ₩ 4,7 trilhões em 2023
• Subsídios de transformação digital: até ₩ 500 milhões por empresa qualificada

Coupang, Inc. (CPNG) - Análise de Pestle: Fatores Econômicos

Crescimento robusto no mercado de comércio digital sul -coreano

O tamanho do mercado de comércio eletrônico sul-coreano atingiu 175,4 trilhões de vencedores em 2022, com crescimento projetado para 214,6 trilhões de won em 2025. A participação de mercado da Coupang em 2023 foi de aproximadamente 19,7% do segmento total de comércio digital.

Ano	Tamanho do mercado de comércio eletrônico (trilhão KRW)	Participação de mercado de Coupang (%)
2022	175.4	18.5
2023	195.2	19.7
2024 (projetado)	206.8	20.3

Aumentando o poder de gastos do consumidor e a adoção digital

O PIB per capita da Coréia do Sul em 2023 foi de US $ 32.045. A penetração do comércio digital atingiu 35,6% do total de vendas no varejo em 2023, com o comércio móvel representando 24,8% do total de transações de comércio eletrônico.

Indicador econômico	2023 valor
PIB per capita	$32,045
Penetração de comércio digital	35.6%
Compartilhamento de comércio móvel	24.8%

Cenário competitivo com plataformas de comércio eletrônico doméstico e internacional

Os principais concorrentes de Coupang em 2023 incluíram compras naver com 22,3% de participação de mercado e Gmarket com 15,6% de participação de mercado. As receitas totais da plataforma de comércio eletrônico na Coréia do Sul atingiram 82,6 trilhões de vencidos em 2023.

Plataforma de comércio eletrônico	Quota de mercado (%)	Receita (trilhão KRW)
Coupang	19.7	35.4
NAVER COMPRAS	22.3	40.1
Gmarket	15.6	28.1

Possíveis desafios econômicos das pressões inflacionárias globais

A taxa de inflação da Coréia do Sul em 2023 foi de 3,6%. O Índice de Preços ao Consumidor (CPI) aumentou 2,9% em comparação com o ano anterior. Os custos operacionais de Coupang aumentaram 5,2% devido a pressões inflacionárias.

Indicador econômico	2023 valor
Taxa de inflação	3.6%
Alteração do Índice de Preços ao Consumidor (CPI)	2.9%
Aumento do custo operacional de Coupang	5.2%

Coupang, Inc. (CPNG) - Análise de Pestle: Fatores sociais

Mudando as preferências do consumidor para compras on -line e conveniência

O mercado de comércio eletrônico da Coréia do Sul atingiu 177,7 trilhões de won em 2022, com Coupang com uma participação de 15,4%. A penetração de compras on-line aumentou para 85,4% entre os usuários da Internet de 15 a 69 anos.

Ano	Tamanho do mercado de compras on -line	Participação de mercado de Coupang
2022	177,7 trilhões vencidos	15.4%
2023	193,5 trilhões vencidos	16.2%

Aumentando a alfabetização digital entre as gerações mais jovens

A taxa de penetração de smartphones da Coréia do Sul atingiu 95,7% em 2023, com 99,7% dos indivíduos de 20 a 39 anos usando plataformas digitais ativamente.

Faixa etária	Uso da plataforma digital	Propriedade do smartphone
20-29	99.5%	98.3%
30-39	99.7%	96.8%

Demanda crescente por serviços de entrega rápidos e eficientes

O serviço de entrega de foguetes da Coupang alcançou 1,5 milhão de entregas diárias em 2023, com 99,1% de taxa de entrega no tempo. O tempo médio de entrega reduziu para 1,2 horas em áreas metropolitanas.

Métrica	2022 Performance	2023 desempenho
Entregas diárias	1,2 milhão	1,5 milhão
Taxa de entrega no tempo	97.5%	99.1%

Mudança na cultura de trabalho que apoia economias de plataforma digital

A economia do show da Coréia do Sul cresceu para 3,8 milhões de trabalhadores em 2023, representando 14,6% da força de trabalho total. O emprego na plataforma digital aumentou 22,3% ano a ano.

Ano	Trabalhadores da Economia de Gig	Porcentagem de força de trabalho
2022	3,1 milhões	12.4%
2023	3,8 milhões	14.6%

Coupang, Inc. (CPNG) - Análise de Pestle: Fatores tecnológicos

Infraestrutura de tecnologia de logística e entrega avançada

Coupang opera uma rede de logística proprietária com 25 centros de atendimento em toda a Coréia do Sul. A infraestrutura de tecnologia da empresa permite entrega no mesmo dia e no dia seguinte para 70% de seus pedidos.

Métrica de infraestrutura de tecnologia	Dados quantitativos
Centros totais de atendimento	25
Cobertura de entrega no mesmo dia/dia seguinte	70%
Capacidade diária de processamento de pacotes	2,2 milhões de pacotes

Investimentos em inteligência artificial e aprendizado de máquina

Coupang investiu US $ 183 milhões em pesquisa e desenvolvimento em 2022, com foco significativo nas tecnologias de IA e aprendizado de máquina.

Categoria de investimento da IA	Valor do investimento
Despesas totais de P&D (2022)	US $ 183 milhões
Orçamento de desenvolvimento de tecnologia AI/ML	US $ 52,7 milhões

Soluções de entrega de última milha

Entrega de foguetes A plataforma utiliza algoritmos avançados de roteamento que otimizam 95% dos caminhos de entrega, reduzindo o tempo médio de entrega para 1,3 horas.

Métrica de desempenho de entrega	Valor
Otimização do caminho de entrega	95%
Tempo médio de entrega	1,3 horas

Robótica e automação em armazenamento

O Coupang implantou 500 robôs autônomos em seus centros de distribuição, aumentando a eficiência do armazém em 40%.

Métrica de implementação de robótica	Dados quantitativos
Robôs autônomos totais	500
Melhoria da eficiência do armazém	40%
Precisão de coleta automatizada	99.8%

Coupang, Inc. (CPNG) - Análise de Pestle: Fatores Legais

Conformidade com os regulamentos sul -coreanos de proteção de dados e privacidade

Coupang adere ao Lei de Proteção de Informações Pessoais (PIPA) da Coréia do Sul, que foi alterada pela última vez em 2020. A partir de 2024, a empresa mantém a conformidade com os seguintes requisitos regulatórios seguintes:

Aspecto regulatório	Métricas de conformidade
Registro de proteção de dados	Registrado na Coréia Internet & Agência de Segurança (KISA)
Auditoria anual de proteção de dados	Conduzido anualmente com 100% de conformidade
Mecanismo de consentimento do usuário	97,5% Taxa de consentimento explícito para processamento de dados

Navegação de leis complexas de comércio eletrônico e de proteção ao consumidor

Coupang está em conformidade com o Lei de Proteção ao Consumidor de Comércio Eletrônico, com foco específico em:

• Taxa de conformidade da política de retorno: 99,8%
• Tempo médio de resolução para reclamações do consumidor: 1,2 dias
• Tempo de processamento de reembolso: dentro de 3 dias úteis

Métrica de proteção ao consumidor	Status de conformidade
Precisão da informação do produto	99,6% de verificação de precisão
Preços transparentes	Violações de taxa oculta zero em 2023

Gerenciamento de direitos de propriedade intelectual em desenvolvimento de tecnologia

A partir de 2024, o portfólio de propriedade intelectual de Coupang inclui:

Categoria IP	Número de registros
Patentes	387 patentes registradas
Marcas comerciais	126 marcas comerciais registradas
Aplicações pendentes	52 Aplicativos IP em processo

Adesão ao comércio internacional e regulamentos de comércio transfronteiriço

Métricas internacionais de conformidade comercial de Coupang:

Métrica de conformidade comercial	Dados de desempenho
Precisão da declaração aduaneira	99,7% da taxa de precisão
Volume de transação transfronteiriça	US $ 427 milhões em 2023
Conformidade internacional de remessa	Violações regulatórias zero em 2023

Coupang, Inc. (CPNG) - Análise de Pestle: Fatores Ambientais

Compromisso com embalagens sustentáveis ​​e pegada de carbono reduzida

Coupang relatou reduzir 11.000 toneladas de embalagens plásticas em 2022 por meio de estratégias inovadoras de embalagens. A empresa implementou um Embalagem 100% reciclável iniciativa em suas operações de comércio eletrônico.

Métrica de embalagem	2022 Performance	2023 Target
Redução de plástico	11.000 toneladas	15.000 toneladas
Embalagem reciclável	98%	100%
Emissões de carbono salvas	22.500 toneladas métricas CO2	30.000 toneladas métricas CO2

Investimento em tecnologias de entrega ecológicas

Coupang investiu US $ 47 milhões em expansão da frota de veículos elétricos em 2023, visando 60% de veículos de entrega elétrica até 2025.

Investimento de veículos elétricos	2023 Investimento	2025 Target
Gasto de capital	US $ 47 milhões	US $ 120 milhões
Porcentagem de veículos elétricos	35%	60%

Implementando estratégias de logística e transporte verdes

Coupang estabeleceu 7 centros de logística verde com instalações de painel solar, gerando 4,2 megawatts de energia renovável em 2023.

Métrica de logística verde	2023 desempenho
Centros de logística verde	7 centros
Geração de energia solar	4,2 megawatts
Uso de energia renovável	22% da energia total

Crescente conscientização do consumidor da sustentabilidade ambiental no comércio eletrônico

Os dados da pesquisa do consumidor mostraram que 68% dos clientes do Coupang preferem embalagens ambientalmente responsáveis ​​em 2023.

Preferência de sustentabilidade do consumidor	2023 porcentagem
Preferência de embalagem ambientalmente responsável	68%
Disposição de pagar prêmio por entrega verde	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.