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Photo: Coupang |
[Alpha Biz= Kim Jisun] Coupang is raising the minimum order requirement for free Rocket Delivery for non-members, a move seen as aimed at reducing delivery costs while encouraging more users to sign up for its paid membership program.
According to industry sources on March 17, Coupang announced the policy change through notices on its website and app the previous day, targeting customers who are not subscribed to its Wow Membership.
Under the new policy, the minimum order amount required for free delivery on Rocket Delivery items—including those sold through its “Seller Rocket” program—will be set at 19,800 won after applying coupons and instant discounts.
Previously, customers qualified for free delivery if the order amount reached 19,800 won before discounts were applied. The change effectively shifts the 기준 to the final payment amount.
The revised policy is scheduled to take effect in mid-April.
However, paid Wow Membership subscribers—who pay a monthly fee of 7,890 won—will continue to enjoy free delivery and returns without any minimum order requirement, as under the current system.
While Coupang said the measure is intended to curb pricing distortions by some sellers, industry observers view it as part of a broader strategy to improve profitability and expand its paid membership base, as the company’s operating margin remains in the low 1% range.
The move is likely to increase the burden on consumers, and public sentiment toward the change has been largely negative.
Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)
