Alphabiz - Coupang Faces Backlash Over Changes to Free Rocket Delivery Threshold

Photo courtesy of Coupang

 

 

[Alpha Biz= Kim Jisun] Coupang is facing growing consumer backlash after announcing changes to the minimum order requirement for its free Rocket Delivery service.

According to industry sources on March 19, the company recently notified customers via its website that it will revise the eligibility criteria for free Rocket Delivery for non-WOW membership users starting in mid-next month.

Under the current policy, customers qualify for free delivery if the pre-discount product price exceeds KRW 19,800. However, under the revised system, the threshold will be based on the final payment amount after applying coupons and discounts, requiring the total to exceed KRW 19,800.

For example, a product originally priced at KRW 19,900 but purchased at a discounted price of KRW 15,670 currently qualifies for free delivery. Under the new rule, however, customers would need to add additional items to meet the minimum payment threshold.

The timing of the change has intensified criticism, as it coincides with the expiration of compensation coupons issued following a recent personal data breach. Coupang had provided affected users with coupons worth up to KRW 50,000 per person.

Some consumers have raised concerns that the company is effectively shifting the cost of these compensation measures onto users by tightening free delivery conditions. Others argue that the move is aimed at encouraging subscriptions to the paid WOW membership program.

Consumer groups have also criticized the decision, suggesting it reflects a broader strategy commonly seen among dominant platform companies—initially offering free or low-cost services to capture market share before raising prices once a strong user base is established.

Coupang has previously faced criticism over its handling of the data breach, including briefly removing a public apology notice from its website just days after posting it, replacing it with promotional content instead. The latest policy change has further fueled negative sentiment among users, particularly as the company’s active user base had only recently recovered following the issuance of compensation coupons.

 

 

 

Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)