News has surfaced that Chinese sellers have started to aggressively target the South Korean market by utilizing Coupang's logistics network. Notably, like Korean sellers, Chinese sellers can now store inventory in Coupang's domestic logistics centers and use Coupang's fulfillment service (Rocket Fresh) for fast logistics, putting Korean sellers on high alert.

Chinese Sellers Entering Korea through Coupang Logistics: Countermeasures for Korean Sellers
The Chinese Sellers Riding the Rocket The invasion of the domestic market by Chinese e-commerce platforms, represented by AliExpress and Temu, is showing a level of disruptive power beyond predictions. Our investigation found that sellers sourcing products from China and selling them domestically, w…
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Following the release of previous content, new information has emerged. According to several sellers active in China and Korea, Coupang intensified its sales operations for Chinese sellers at the end of last year through its Coupang Global Fulfillment (CGF) program. This move by Coupang, along with various promotions for Chinese sellers, serves as a defensive strategy against the expanding market share of Chinese platforms like AliExpress and Temu, signaling a crisis-like disaster for sellers sourcing Chinese products and competing Korean platforms.

CGF is a service where Coupang provides global logistics services from China to Korea targeting Chinese sellers. It divides into two types: one where inventory is stored in local Chinese warehouses and Coupang handles all logistics including export/import customs and international and local Korean deliveries, and CGF LITE, where sellers ship inventory to Chinese warehouses after receiving customer orders, with Coupang then handling all subsequent logistics. This is akin to Shopee's logistics service for Korean sellers, but provided by Coupang in China.