Coupang’s Taiwan Experiment – Can the Rocket Model Lift Off Again?
🔎 Why You Should Read This
Coupang is transplanting its proven Korean commerce model into Taiwan.
Taiwan shares similar consumer behavior and retail infrastructure with Korea, yet online penetration remains relatively low. Coupang is deploying its signature trio—direct purchasing, in-house delivery, and paid membership—to compete head-on in a market dominated by Shopee and Momo. This Playbook dissects Coupang’s rollout strategy in Taiwan and evaluates its potential as a stepping stone toward Southeast Asia.
➊ Point of View | What’s Changing?
Coupang is going all-in with its Korean-style “Rocket Delivery” system in Taiwan.
2024: Launch of paid Wow Membership (NT$59/month)
2025: Recruitment of in-house delivery drivers begins
All three pillars—product, logistics, and loyalty—are being implemented simultaneously, not incrementally
➋ Inside the Move | What’s Being Executed?
① Loyalty through Membership
Wow Membership includes free shipping and 30-day free returns
Lock-in model verified in Korea, now deployed in Taiwan
② Control via Logistics Infrastructure
Coupang is hiring its own drivers → Full control of last-mile delivery
Logistics centers and fulfillment expected to follow
③ Price Edge with Direct Purchasing
Direct sourcing allows lower prices and curation
Positions Coupang closer to a retailer than a marketplace
➌ Market Impact | What’s the Market Shift?
Taiwan’s e-commerce battlefield is evolving into a three-way showdown.
| Company | Market Share | Key Strengths | Weaknesses |
|---|---|---|---|
| Shopee | 21.4% | Brand power, strong discount ecosystem | Weak logistics, slower delivery |
| Momo | 19.5% | In-house logistics, moPlus membership | Expansion pace |
| Coupang | ~5% | Price + Delivery + Membership synergy | Low brand recognition |
Shopee leverages convenience store pickup culture → slower but reliable
Momo launched moPlus (NT$2,399/year) with discount-based retention
Coupang enters with all three pillars combined for aggressive differentiation
➍ Competitor Matrix | How Do Rivals Respond?
| Feature | Shopee | Momo | Coupang |
|---|---|---|---|
| Delivery | Outsourced, store pickup | In-house logistics growing | Hiring own drivers |
| Lock-in Model | Free shipping & coupons | moPlus paid membership | Wow Membership (delivery & return) |
| Strategy | Marketplace expansion | Deep local penetration | Full Korean model transplant |
➎ Beyond the Numbers | What Are the Hidden Signals?
Coupang’s current share is just ~5% of Momo’s → room for rapid gains
Taiwan’s online penetration is only 33% of total retail → high growth upside
moPlus membership surpassed 20,000 by Feb 2024 → loyalty race is heating up
Coupang now generating operating profits in Korea and has resolved Farfetch-related liabilities → free cash flow for international bets
➏ Summary Insight | One Sentence That Matters
"Coupang is operating like a startup again—this time in Taiwan."
While Shopee and Momo dominate with established positions, neither combines direct sourcing, in-house delivery, and paid membership the way Coupang does. If this “Rocket Triangle” takes hold in Taiwan, it won’t just signal local success—it could mark the launchpad for Coupang’s broader Southeast Asian expansion.