Coupang launches direct purchase service to Japan

Coupang Inc., South Korea's leading e-commerce platform, announced on Monday that it is expanding its overseas direct purchase service, "Rocket Jikgu" to Japan, following its presence in the United States, China, and Hong Kong.

Coupang has been expanding its Rocket Direct service region, starting with the US in 2017, followed by China in 2021 and Hong Kong in 2022.

Coupang's paid members, known as "Wow members," can enjoy free shipping even on a single item ordered through the Rocket Direct service.

The Japanese overseas direct purchase market grew by 11 percent in 2023 compared to the previous year, with major categories including fashion, food, and home goods. In particular, food transactions surged about 45 percent year-on-year.

Through the Rocket Direct service in Japan, Coupang will offer a variety of products, including food and snacks from brands like Nissin, Meiji, LeTAO, and AGF, as well as beauty and lifestyle products from brands such as Senka, Bioré, Fino, Tsubaki and P&G Japan.

Home and kitchen brands like Ishida, Joseph Joseph, and stationery products from Zebra, Mitsubishi, and Pentel will also be featured.

Write to Jae-Kwang Ahn at ahnjk@hankyung.com