In 2025, Taiwan’s e-commerce landscape faces its biggest disruption in years: Coupang, the South Korean e-commerce giant known for “Rocket Delivery,” has officially entered the market.
For years, Taiwan’s online retail scene has been dominated by Shopee, momo, and PChome. Coupang’s arrival is expected to reshape consumer expectations and create new opportunities for brands and sellers.
With its strong focus on logistics efficiency, product quality, and customer satisfaction, Coupang is often described as “the Amazon of Korea.” But how will this model translate to Taiwan? This article provides a complete 1,000-word overview of how Coupang differs from Shopee and momo, and what business opportunities sellers should prepare for.
What Is Coupang and Why Is It So Successful in Korea?
Coupang is one of South Korea’s largest e-commerce platforms, holding over 20% market share and serving millions of customers daily. Its rapid rise is driven by three major advantages:
1. Rocket Delivery (Next-Day Delivery at Scale)
Coupang built its own end-to-end logistics system, enabling next-day or even same-day delivery on a massive selection of products.
2. Strong Product Quality Control
The platform has strict standards, removing low-quality or counterfeit items to ensure a reliable shopping experience.
3. High Customer Loyalty Through Membership
Coupang’s loyalty program significantly boosts repeat purchases, making it a service-driven, not price-driven, platform.
These strengths set the tone for Coupang’s expansion into Taiwan.
Coupang vs. Shopee vs. momo: Key Differences Explained
1. Market Positioning and Core Users
Platform | Positioning | Main User Base |
Coupang | Quality + fast logistics; service-driven | Consumers valuing convenience, speed, and reliability |
Shopee | Price-driven, highly competitive | Younger shoppers, price-conscious users, entry-level sellers |
momo | Brand-driven, trusted by families | Households, mid-aged consumers, brand-loyal buyers |
Coupang sits between Shopee and momo: faster logistics than both, but with quality control closer to momo.
2. Logistics Capabilities
- Coupang: Likely to introduce a Taiwan version of Rocket Delivery, leveraging centralized warehouses and automated logistics.
- Shopee: Delivery speed varies greatly depending on the seller and chosen shipping partner.
- momo: Currently one of the fastest local delivery networks in Taiwan.
If Coupang successfully replicates its Korean logistics model, it will challenge momo’s dominance in fast delivery.
3. Product Quality and Seller Requirements
- Coupang: Strict standards, strong anti-counterfeit measures, and a focus on good customer experience.
- Shopee: Low barrier to entry, which leads to wide variety but inconsistent quality.
- momo: Higher entry bar, prioritizing branded products.
This means good-quality sellers and established brands may thrive more easily on Coupang.
Six Major Business Opportunities Created by Coupang’s Entry
1. Higher Conversion Rates Through Faster Delivery
If next-day delivery is introduced, products stored in Coupang’s warehouse may see significantly higher purchase rates.
2. Quality Products Gain More Visibility
Coupang rewards sellers with high ratings and low return rates, giving brands an advantage over low-cost competitors.
3. Early Mover Advantage on a New Platform
Early-stage platforms typically offer oversized traffic to new sellers, allowing them to dominate categories quickly.
4. Less Price War, More Value Competition
Unlike Shopee, Coupang does not rely heavily on price competition, making it friendlier to higher-margin products.
5. Easier Path for Global Brands to Enter Taiwan
Coupang tends to prefer sellers with brand value and product authentication, offering international brands a smoother entry.
6. Stronger Repeat Purchase Potential
Categories like health supplements, pet food, and baby products will benefit greatly from speed and service.
Best Product Categories for Coupang Taiwan (Based on Korean and Taiwan Trends)
Coupang’s model works especially well for:
- Health supplements and nutrition products
- Small appliances (purifiers, vacuum cleaners, kitchen devices)
- Beauty & skincare (serums, masks, cosmetics)
- Pet supplies (food, supplements, cleaning products)
- Baby products (diapers, wipes, bath products)
- Sports and fitness accessories
These categories have higher average order values or frequent repurchase behavior — ideal for Coupang’s ecosystem.
How Sellers Should Prepare: Three Must-Do Steps
1. Upgrade Product Quality and Listing Pages
High-quality photos, videos, specifications, and packaging will help increase search ranking and conversion.
2. Prepare Certifications, Authorizations, and Compliance Documents
Coupang’s onboarding process may require product certifications, brand authorization letters, and safety reports.
3. Strengthen Inventory and Logistics Processes
Sellers aiming for “Rocket Delivery” advantages should optimize inventory planning and maintain low error and return rates.
Conclusion: Is Coupang’s Entry a Threat or an Opportunity?
Coupang’s launch in Taiwan will raise the bar for logistics, quality, and customer experience — benefiting consumers and mature sellers.
For brands, this represents a rare chance to escape Shopee’s price war, access a service-oriented platform, and build long-term customer loyalty.
Those who act early will enjoy the most significant traffic and category advantages.
2025 is the ideal moment to enter Coupang Taiwan and secure early-stage growth.