To resolve the question of "Is ordering from Coupang in Taiwan as fast as in Korea?", I turned on the Coupang Taiwan app during a recent visit to Hsinchu, Taiwan. Upon activating the app, a variety of products appeared, ranging from Korean cosmetics brands to daily necessities and food sold in Taiwan. In addition to items familiar from Korea, there was a wide range of products that local consumers regularly seek out. After selecting items, I set the delivery address to the hotel where I was staying.
I barely felt any difference in speed compared to domestic services. When I went down to the hotel lobby around 8 a.m. the next day, the hair serum I had ordered had already arrived. The packaging box bore the same Coupang logo seen in Korea.
Even after going out into Hsinchu city, it was not difficult to see Coupang delivery vehicles coming and going. Scenes of delivery workers loading and unloading boxes with the Coupang logo were also frequently visible. It was a sight familiar from Korea, where Coupang delivery boxes are mixed in with local courier volumes for delivery.
Coupang, which is in its third year since entering Taiwan, launched its paid Wow Membership service in March of last year. Similar to domestic operations, it provides free shipping and free return services to Wow members. Non-members receive the benefit of free shipping on orders exceeding 490 New Taiwan Dollars (NTD). This strategy aims for a "lock-in effect" by increasing market share through fast delivery services while offering differentiated benefits to paid members.
On the Coupang Taiwan app, one can also find dairy products, frozen foods, and cup noodles made by local food giants such as Uni-President Enterprises (Tongyi Qiyeh), Wei Chuan (Wei Quan), Guangquan (Guang Quan), and Yimei (Yi Mei).
Compared to the domestic market, this is akin to major food companies like CJ CheilJedang, Nongshim, and Binggrae partnering with Coupang. This signifies that Coupang has increased its market share locally and, as direct procurement scales have grown, has become an important "big spender" for local manufacturers.
Coupang has simultaneously created the perception of being a platform where popular K-food in Taiwan can be purchased at prices much lower than those at local distributors. For example, Nongshim Shin Ramyun costs 120 New Taiwan Dollars (4,900 won) for five packs when ordered via Coupang Rocket Delivery.
At local convenience stores, one pack costs 49 New Taiwan Dollars, making the price for five packs roughly twice as expensive. It is assessed that the significant recent increase in the number of users in Taiwan was driven not only by delivery competitiveness but also by the supply competitiveness of K-food products.
in LIVING
