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Photo courtesy of Yonhap News |
[Alpha Biz= Kim Jisun] Coupang’s compensation plan for victims of a large-scale personal data breach is drawing growing criticism, as the company’s ₩50,000 (about $37) purchase vouchers come with a three-month expiration period and extensive usage restrictions, prompting accusations that the measure is more of a marketing tool than genuine restitution.
According to industry sources on Jan. 14, Coupang will begin issuing compensation vouchers to affected users starting Jan. 15. While the total value per person amounts to ₩50,000, the vouchers are divided across Coupang’s platforms: ₩5,000 each for Coupang and Coupang Eats, and ₩20,000 each for Coupang Travel and luxury shopping service R.LUX.
The vouchers are valid for only three months—until April 15—and any unused balance will automatically expire. In addition, only one voucher can be applied per transaction, and any remaining amount is forfeited if the purchase price is lower than the voucher value.
For example, if a customer uses a ₩20,000 Coupang Travel voucher to purchase a ₩18,000 product, the remaining ₩2,000 is lost. Critics say this structure effectively forces users to spend more than the voucher amount.
Usage restrictions further limit the vouchers’ value. Coupang Travel vouchers cannot be used for overseas travel products and are limited to domestic accommodations or tickets. They also cannot be applied to mobile gift certificates such as food and beverage coupons, which some users had expected to purchase.
Similarly, the ₩5,000 Coupang Eats voucher cannot be used for pickup orders, applying only to delivery services.
Online criticism has intensified, with some users questioning the sincerity of the compensation. “Is this really a voucher issued to acknowledge wrongdoing? It feels more like a promotional coupon,” one user wrote on social media.
The compensation plan has faced criticism since its announcement on Dec. 29, particularly over concerns that it functions as a customer re-engagement strategy. Users who had previously deleted their accounts must re-register with Coupang in order to receive the vouchers, further fueling accusations that the company is leveraging the data breach response for marketing purposes.
Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)
