Coupang Eats Shopping – Rebooting Quick Commerce

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

■ 6.8% commission

■ Free delivery for Rocket Wow members

■ 1-hour delivery from neighborhood stores

This isn’t about controlling the supply chain—it’s about unlocking scale, fast and lean.

❷ Inside the Move | What Coupang Learned from Bmart

Baemin’s Bmart remains the benchmark for Korea’s quick commerce. Its model is built on three pillars:

1. Dedicated MFCs

-. 29 MFCs nationwide

-. Centralized inventory management

-. Predictive stocking systems

2. Loyal Rider Network

-. Order matching boosted by integrated rider missions

-. High availability drives fulfillment speed

3. Merchandising Differentiation

-. Exclusive PB products

-. Limited-edition SKUs and K-pop collaborations

-. Price competitiveness via central logistics

Baemin’s approach is “build-to-control.” Coupang’s new model is “plug-in-and-scale.”

❸ Business Playbook | Coupang’s Multi-Layered Strategy

“Shopping” isn’t just a product feature—it’s a strategic anchor for Coupang. Here’s what lies beneath:

① Rider Retention Play

Integrates shopping orders into bonus missions

Expands product variety per rider hour

Boosts stickiness within the delivery network

② Real Estate Chessboard

Coupang already owns inner-city lots suitable for MFCs

These spaces remain unused—for now

The option to pivot back to owned logistics remains open

③ Regulatory Positioning

Connecting local shops frames Coupang as a small business ally

Helps soften public and regulatory scrutiny

Builds a narrative of platform-led regional revitalization

Editor’s Note:
Coupang is not just testing delivery—it's setting up a full ecosystem pivot.

❹ Market Impact | How Is the Market Reacting?

Coupang Eats Shopping has successfully expanded citywide in under 6 months. But this fast rollout also exposes cracks:

-. Inconsistent packaging quality from store to store

-. Delays caused by in-store picking and handling

-. Uneven customer experience

-. Higher pressure on small merchants

Baemin and other players may use service quality as their competitive shield, while Coupang bets on reach and cost-efficiency.

In short: breadth is there; depth is still under construction.

❺ Competitor Matrix | Who’s Playing What Game?

Player	Coupang Eats Shopping	Baemin Bmart	Naver "Jigeum Delivery"	Convenience Store Delivery
Model	Merchant Aggregator	Owned MFC	Merchant Aggregator	Store Aggregator
Service Quality	Store-dependent	Fully controlled	Store-dependent	Store-dependent
Speed to Scale	Fast	Slow	Moderate	Moderate
Product Range	Food + Non-food	Food only	Food dominant	Limited
Delivery Cost	Free w/ Rocket Wow	Paid	Similar to Coupang	Varies by store

Insight:
Coupang’s real strength isn’t just free shipping—it’s ultra-fast expansion with minimal capital.

❻ Beyond the Numbers | What Must Go Right?

For Coupang Eats Shopping to move from a curiosity to a core engine, it must check three major boxes:

[Short-Term Wins]

1. Standardized Service Protocols

-. Clear packaging and delivery SOPs

-. Store-level compliance guides

-. Response systems for customer feedback

2. Merchandising Differentiation

-. Integrate Coupang PB brands

-. Offer regional exclusives and seasonal promos

-. Form delivery-only partnerships

3. Rider Incentives

-. Shopping-specific bonuses

-. Peak-hour surges

-. Training and long-term loyalty rewards

[Mid-to-Long Term Moves]

1. Hybrid Logistics Model

-. Selective MFC builds in high-demand areas

-. Use store + warehouse models based on SKU type

2. AI-Powered Personalization

-. Predictive analytics for inventory suggestion

-. Personalized offers based on shopping behavior

-. Dynamic pricing optimization

3. Ecosystem Expansion

-. Partnerships with large retailers and local franchises

-. Integrate non-retail services like repairs and cleaning

-. Move toward a super-app O2O model

❼ Summary Insight | Fast Growth, But Then What?

“Coupang Eats Shopping has re-entered the quick commerce game—and done so at scale.
But the real challenge is still ahead:
Can this model generate profit and transform the customer experience?”

Unlike Baemin, Coupang isn’t trying to build control—it’s building options. It’s stockpiling leverage: owned land, captive logistics, a massive user base, and Rocket Wow as the gateway drug.

If Coupang decides to pull the trigger—whether through MFC, exclusive products, or a policy shift—it could reshape the playing field entirely.

The only question is:
When, and how boldly, will Coupang make its next move?