Coupang’s Rocket Growth – A New 'Profit Laboratory' in Action
Logistics & Supply Chain Strategy Brief
STREAMLINE: Coupang’s Rocket Growth – A New 'Profit Laboratory' in Action
(May 26, 2025)
Coupang has cemented its dominance in South Korea’s e-commerce space.
In Q1 2025, it reported revenue of $7.9B (₩11.49T), a 21% YoY increase on a fixed FX basis, and operating profit up 340% YoY.
But it’s not just about earnings.
CEO Bom Kim highlighted the rapid growth of Rocket Growth (FLC: Fulfillment & Logistics by Coupang)—
a seller-led fulfillment model where Coupang handles storage, packaging, delivery, returns, and CS, while sellers retain product ownership and control.
Three new experiments reveal how Coupang is reshaping the seller-platform dynamic.
❶ Point of View | Rocket Growth = Fulfillment-as-a-Service, Coupang Style
Unlike Rocket Delivery (1P model), where Coupang owns the inventory, Rocket Growth (3P model) allows sellers to plug into Coupang’s logistics backbone without giving up ownership.
· Sellers list and price products on their own
· Coupang handles physical logistics and customer service
· Coupang gains commission, logistics fees, and ad revenue without inventory risk
“Rocket Growth is growing faster than the rest of our business,” said CEO Bom Kim.
❷ Inside the Move | The ‘Auto Bundle’ Feature – More Volume, Less Work?
In early May, Coupang rolled out the Auto Bundle tool for Rocket Growth sellers.
| Before | With Auto Bundle |
|---|---|
| Manual bundle setup | AI-generated bundle offers |
| Per-unit shipping/return costs | Single shipment/return fee |
| Manual ad campaign setup | Ads auto-applied to bundles (optional) |
Available for items under ₩30,000 (~$22) with unit pricing info
Sellers maintain full control over pricing, activation, or opt-out
editor's view: “It’s convenient, but costs can creep up with pick/pack fees and automatic ad coverage.
Feels like Coupang wins either way.”
❸ Business Playbook | ‘Saver Pack’: Monetizing Returns, Then Monetizing Relief
After return pickups became chargeable in January, seller backlash surged—especially in fashion.
Coupang is now testing Saver Pack, a flat-rate return service for Rocket Growth.
· Flat fee: ₩100,000/month ($75)
· Unlimited returns coverage
· Ideal for high-return categories (e.g. apparel)
editor's view: “Saver Pack is less about saving sellers money and more about stopping us from leaving. Coupang realized SKU diversity was dropping due to rising costs.”
❹ Market Signal | Taiwan Expansion – A Rocket Growth Global Play?
Coupang has been scaling aggressively in Taiwan:
· 5x growth in product assortment YoY
· 3 fulfillment centers live
· In-house delivery crews (Coupang Friends) hired
· Local Wow Membership launched
Sellers speculate: “Could Rocket Growth products be next in line for cross-border logistics?”
editor's view: “We’ve seen sellers unknowingly exported under Rocket Delivery.
If Coupang handles payments, logistics, and CS—we’re ready to sell globally.”
❺ Competitor Matrix | Fulfillment Strategies Compared
| Company | Fulfillment Model | Key Strategy | Seller Profit Dynamics |
|---|---|---|---|
| Coupang | Rocket Delivery (1P), Rocket Growth (3P) | Control logistics, shift inventory risk | Fees spread across logistics, ads, storage |
| Naver | Smart Store + 3PL | Platform + logistics partnerships | Sellers maintain autonomy |
| Kurly | In-house + hybrid | Premium curation, control chain | Kurly handles everything |
❻ Beyond the Numbers | Strategic Shifts Sellers Should Watch
Rocket Growth is no longer just a fulfillment service—it's a layered profit engine.
Coupang is experimenting with:
· Feature hooks (e.g., Auto Bundle) to increase seller participation
· Cost control tools (e.g., Saver Pack) to reduce attrition
· Cross-border potential via Taiwan infrastructure buildout
Sellers must now be:
· Selective with SKUs
· Careful with cost structures
· Strategic with advertising spend
❼ Summary Insight | Rocket Growth is Coupang’s New ‘Profit Laboratory’
Coupang has transitioned from logistics disruptor to platform optimizer.
Rocket Growth reflects its evolution: asset-light, cost-sharing, and data-driven.
It keeps delivery speed, offloads inventory risk
It builds recurring revenue via logistics, ads, and now returns
It keeps sellers invested by offering tools, flexibility, and global scale dreams
This is no longer just about selling online.
It’s about navigating a platform’s ecosystem as a strategic operator.