Quick commerce is back—but not as we knew it. Coupang Eats has re-entered the ring with a new format: “Shopping,” not “Mart.” Launched in Gangnam in May and now covering all of Seoul, the service connects customers to neighborhood shops—from hardware stores to wig boutiques—for 1-hour delivery.
This isn’t a revival of the old model. It’s a new game altogether. The big question:
Can “Coupang Eats Shopping” become more than just a rapid expansion play—and turn into a lasting advantage?
Logistics & Supply Chain Strategy Briefing
STREAMLINE: Coupang Eats Shopping – Rebooting Quick Commerce
(2025.07.14)
❶ Point of View | From ‘Mart’ to ‘Shopping’ – A Strategic Shift
Coupang Eats Mart, launched in 2021, operated urban micro-fulfillment centers (MFCs) with owned inventory. It promised full control but came with high fixed costs and limited reach. The service was quietly downsized in 2023.
Now in 2025, Coupang has pivoted to a zero-inventory, platform-driven model with “Coupang Eats Shopping.” The new service connects customers directly to existing retail stores, skipping warehouse ownership and inventory risks.
Key features:
■ No listing fees