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25 APR 2024

Expanding into the Korean market through sales on the Coupang Marketplace.

TOPIC : Business in Korea Incorporation

If you aim to engage in commerce with consumer goods in South Korea, understanding how to collaborate with Coupang is crucial. Additionally, it would help if you decided whether to operate domestically or internationally. If you lack a local partner in Korea, utilizing Coupang Global Marketplace presents an attractive opportunity for accessing the Korean food, beverage, and fashion market.

About Korea Coupang

Coupang is a South Korean e-commerce company that was founded in 2010 by Bom Kim, a Harvard Business School dropout. The company's name is derived from the Korean word "쿠팡," which means "rocket."

Coupang started as a daily deals platform, similar to Amazon, offering discounted products and services to customers in South Korea. However, it quickly evolved into a full-fledged e-commerce marketplace, offering a wide range of products including electronics, fashion, beauty, groceries, and more.

One of Coupang's key innovations is its logistics infrastructure, particularly its own delivery network known as "Coupang Logistics." This infrastructure includes automated warehouses, fulfillment centers, and a large fleet of delivery vehicles. Coupang's focus on improving delivery speed and reliability has been a significant factor in its success, allowing it to offer same-day and next-day delivery services to customers across South Korea.

Over the years, Coupang has attracted significant investment from various sources, including SoftBank, Sequoia Capital, and BlackRock, among others. The company has used this funding to fuel its expansion and innovation efforts.

In 2014, Coupang launched its "Rocket Wow" service, which offers guaranteed delivery within 24 hours for select items in certain areas. This service further solidified Coupang's reputation for fast and reliable delivery.

In 2018, Coupang expanded its reach beyond South Korea by launching Coupang Global, an international shipping service that allows customers in other countries to purchase products from the Coupang platform.

In 2021, Coupang made headlines with its highly anticipated initial public offering (IPO) on the New York Stock Exchange (NYSE), raising over $4 billion and becoming one of the largest IPOs by an Asian company in the United States.

As of my last update in January 2022, Coupang continues to be a dominant force in the South Korean e-commerce market, known for its innovative technology, extensive product selection, and efficient logistics operations.

Coupang's Distinctive Edge: Revolutionizing Logistics and Customer Experience

Coupang stands out among other platforms primarily due to its exceptional logistics services and unwavering dedication to enhancing the customer experience. The founder's vision was to tackle issues such as lengthy delivery times, costly shipping with restrictions on products and cutoff times, and excessive packaging waste alongside unrestricted returns. The solution emerged as an end-to-end integrated system utilizing state-of-the-art technology to impress both customers and vendors alike. Employing a data-driven approach, Coupang ensures that customer and vendor satisfaction is consistently monitored and enhanced throughout every stage of the process, resulting in significantly improved tracking efficiency. In essence, consumers are provided with a premium purchasing experience at a reasonable cost.

Rocket Wow

Rocket Wow is a subscription-based service akin to Amazon Prime, priced at approximately €2 monthly. It encompasses complimentary deliveries and returns, exclusive discounts on select items, standard one-day delivery, and the added perk of receiving Rocket Fresh products (such as food and beverages) by 7 am for orders placed before midnight.

Elevating Customer Experience: The Impact of Coupang's Obsession with Service

Coupang's relentless dedication to enhancing the customer experience is evident through the remarkable impact on spending observed among Rocket program members. This underscores the effectiveness of prioritizing loyal customers. Korean clientele particularly appreciates the convenience and swift delivery, even on weekends and holidays. Moreover, features like Coupang Pay and the extensive use of reusable packaging, accounting for 75% of materials, contribute to the overall appeal of shopping on the platform.

Food Selections

Coupang boasts an extensive array of fresh produce and international cuisine sourced globally. Additionally, Coupang Eats offers convenient delivery options from a variety of restaurants. Amid the pandemic, the platform introduced live-streamed content covering cooking tutorials and entertainment, coupled with product sales.

Coupang's Global Marketplace

Coupang's Global Marketplace was established to meet the increasing need for premium imported goods, providing numerous benefits for both buyers and sellers. While cross-border selling can be lucrative for international brands and serve as a valuable market testing avenue, certain product categories are restricted. In the realm of "food and beverage," prohibited items include refrigerated or frozen products, alcohol, cigarettes, and medicine.

Becoming a Vendor on the Global Marketplace

We can assist you in registering as a global seller on Coupang through Pearson Partners Korea.

Feel free to reach out to us for inquiries.

Documentation

A copy of your business license
proof of your ID
the proof of who owns your business
Provide the contact person's name and phone number for verification
A bank letter or statement showing your account in the same name as your business license

Do you want to be a successful seller on Korea Coupang?

Please refer to this article “How to Become a Successful Seller on Coupang."

About the fees & payments?

When it comes to selling on the Global Marketplace, the costs are quite economical compared to other Asian marketplaces like Alibaba’s T-mall, jd.com, or Shopee. The commission rates vary by category, typically falling between 4% to 11%. Additionally, there are no additional fees involved. Vendors receive their earnings from deliveries monthly and have the option to receive payments in major currencies such as GBP, EUR, or USD.

Conclusion

Entering the Korean market through sales on the Coupang Marketplace presents a lucrative opportunity for global sellers. With its innovative logistics infrastructure, extensive product selection, and commitment to customer satisfaction, Coupang continues to dominate the South Korean e-commerce landscape.

Our consulting company, Pearson Partners Korea, is here to facilitate your registration as a global seller on Coupang and guide you through the process. As you consider this endeavor, it's important to understand the fees and payment structure, which are notably competitive and transparent. By leveraging our expertise and the resources provided in this article, you can position yourself for success in the thriving Korean e-commerce market.

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Business Establishment in Korea: Strategies and Insights

This article provides essential insights for foreigners interested in starting a business in Korea, particularly in Seoul, a prime location for global business with promising growth prospects. The country's effective post-COVID economic management has increased its appeal to foreign entrepreneurs. Expatriates bring innovative business ideas and a dedication to adding value to the Korean market. However, a strong business plan alone isn't enough for setting up a business in Korea. Foreigners need to understand the intricacies of establishment and operation in the country. The article explores four types of companies foreigners can consider when starting a business in South Korea. Starting a Business in South Korea This type of company setup is suitable for foreigners or entities operating under foreign laws, including those involved in cooperative economic development for foreign governments. Starting a business in South Korea, also known as establishing a local corporation or an FDI (Foreign Direct Investment) company, allows entities to expand their business and explore new opportunities in the country. Governed by the Foreign Invest Promotion Act (FIPA), a foreign subsidiary follows the same corporate and legal criteria as domestic companies. Compliance with FIPA facilitates recognition as an FDI, granting access to tax incentives, financial subsidies, and industrial facilities support. To qualify for foreign investment under FIPA, a foreign investor must inject over KRW 100 million into a company owned and managed by a Korean citizen. Common business structures for South Korean subsidiaries include partnerships, limited partnerships, limited liability companies, stock companies, and limited companies. Foreigners often prefer limited liability companies and stock companies due to their simplified regulatory processes and straightforward incorporation procedures. Setting Up a Private Enterprise in Korea This type of business establishment involves a private enterprise led by an individual foreign entrepreneur. Similar to establishing a subsidiary, being recognized as foreign investment under the FIPA requires the foreign individual to contribute or acquire a foreign-backed investment exceeding 100 million KRW. Establishing a Local Branch Office in Korea Unlike the approaches mentioned earlier, two additional business structures are governed by the Foreign Exchange Transaction Act (FETA) instead of the Foreign Investment Promotion Act (FIPA). One option is to establish a local branch office to conduct profit-making business operations on behalf of the main office. To set up a branch office, the company must appoint a representative for the local branch and follow the setup procedures outlined in FETA, including obtaining Korea company registration from the court. Since a branch office generates consistent revenue in Korea, it's considered a permanent establishment under business law and is subject to Korea's tax laws and rates like any other domestic enterprise.- For further insights on establishing a Branch Office, please consult this resource. Establishing a Liaison Office in Korea Creating a Liaison Office presents an alternative route for business establishment in Korea, operating under the framework of the FETA. Unlike a Branch Office, a Liaison Office is barred from engaging in profit-making transactions. Activities permitted for a liaison office are limited to preparatory and ancillary tasks, such as coordinating with the head office, conducting market surveys, research and development, quality assurance, promotion, and information gathering. As liaison offices in Korea do not generate revenue, they are exempt from tax obligations in the country. Registering a liaison office is the simplest among the discussed methods of Korea company formation, requiring only a unique business number registered through the tax authority office, without the need for court registration. Restrictions in Business Setup Two primary categories of limitations are crucial for foreigners initiating business setup in Korea. Prohibited Activities include sectors like banking, postal services, security trading, general education, radio and TV, and agriculture, specifically rice and barley cultivation. Partially Prohibited Activities involve limitations on foreigners holding more than 50 percent shares in ventures like fishing, newspapers and magazines, domestic transport, beef cattle husbandry and distribution, telecommunications, electronic network business, and power plants (excluding nuclear power). In Conclusion The landscape of Korea company formation presents promising opportunities and strategic advantages for foreign entrepreneurs. South Korea's rise as a global business hub, especially in Seoul, highlights its attractiveness for those eyeing growth in the Asian market. The country's effective economic management post-pandemic further enhances its appeal to enthusiastic foreign investors. However, entering the Korean market requires more than entrepreneurial zeal—it demands a thorough understanding of intricate processes and regulatory frameworks. Pearson & Partners stands ready to provide invaluable support. The article has explored the complexities of establishing various business entities, each governed by distinct acts, offering specific advantages and challenges. To navigate these intricacies and make informed decisions, foreign investors can benefit from Pearson & Partners' expertise. Contact us to access our specialized services, ensuring a smooth and successful entry into the dynamic realm of Korean business.

Coupang in Korea: Intellectual Property Rights Policy

Coupang values Intellectual Property Rights (IPR) and acknowledges the efforts of sellers who adhere to both the law and Coupang's guidelines. Continuous violations of IPR may lead to the suspension of accounts and other penalties for sellers. It's crucial for sellers to familiarize themselves with IPR regulations and Coupang's policies to avoid infringing on the intellectual property rights of others. This article offers a broad outline of intellectual property rights (IPR) for sellers on Coupang. Intellectual Property Rights Intellectual property rights refer to the rights granted to the creator or owner of a work for a specified duration and are categorized into four primary types. Below are definitions of each type of IPR along with various forms of infringement. Trademark: A distinctive word, symbol, or logo used by the owner to identify their product from others.Copyright: Original works directly produced by the creator, such as images, videos, drawings, etc.Design: Exclusive rights to the appearance, shape, and color scheme of a product (including its components and typography).Patent: Exclusive rights to utilize or market the invention of the IPR holder who conceived the technical concepts. Types of Intellectual Property Infringement 1. Trademark Infringement Description Trademark infringement occurs when an individual, not the registered trademark owner with the Korean Intellectual Property Office (KIPRIS), uses a trademark identical or similar to a registered trademark on products that are identical or similar to the designated ones without proper authorization. Instances of Infringement(1) Selling a product with a specific brand logo when the product is not manufactured by that brand. For instance, if Seller A has registered the trademark 'MAHTO' on KIPRIS, and Seller B sells a product by affixing the same trademark without the owner's consent, it constitutes trademark infringement.(2) Incorporating another brand's trademark in the product's name or description when the product is not manufactured by that particular brand (with some exceptions for compatible products). Instances Not Constituting Infringement (1) When it can be proven that the product is legitimately obtained from the trademark owner.(2) When authorization to use the trademark has been granted by the rightful trademark owner. Preventive Measures for Trademark Infringement (1) Refrain from using trademarks registered by others on detail pages or SDP (Seller Detail Page) without proper permission.(2) Avoid selling counterfeit products.(3) Include only relevant trademarks in product names, detailed descriptions, etc. 2. Copyright Infringement Description Copyright infringement refers to the unauthorized utilization of copyrighted materials, such as product images and videos, without consent from the original creator. Instances of Infringement (1) Selling a product with the original creator's work attached without permission. For instance, if Seller B sells a product featuring the copyrighted work of Seller A.(2) Reproducing a picture of a product posted by the original creator on their website without proper permission and using it on one's detailed page. For example, if Seller A uploads an image of their product and Seller B captures this copyrighted image without permission and incorporates it into their detailed page, it constitutes copyright infringement as the image was used without consent from the original copyright holder.(3) Distributing unauthorized copies of media such as books, movies, music, artwork, paintings, etc. For example, if a seller downloads a movie from a Blu-ray disc onto a USB drive and sells it, it constitutes copyright infringement. An Instance Not Constituting Infringement Obtaining permission from the legitimate copyright owner. If permission to use copyrighted material is acquired from the original copyright owner or through a transfer agreement, it does not constitute copyright infringement. In such cases, if evidential documents are submitted and it is indicated in the appeal form that permission has been obtained, Coupang will review the case and lift the suspension on sales. Preventive Measures for Copyright Infringement (1) Only upload images created by oneself to the detailed page.(2) If intending to use copyrighted material belonging to someone else, obtain permission from the original copyright owner and retain relevant documentation as evidence. 3. Design Infringement Description Design infringement occurs when a design identical to a registered design right with the Korean Intellectual Property Office (KIPRIS) is used without permission. An Instance of Infringement When a seller manufactures and sells a product that mimics a design registered by the rightful owner with the Korean Intellectual Property Office without obtaining permission. For instance, if Seller A registers a design for a bag featuring a rectangular shape and lattice stitching, and as the design gains popularity, Seller B produces and sells a bag with a similar design, it constitutes infringement of design rights as the design was used without the owner's permission. An Instance Not Constituting Infringement Obtaining permission from the legitimate owner of the design right. If permission is obtained from the rightful owner of the design right, it does not constitute design infringement. In such instances, if relevant documents are submitted along with the appeal form, Coupang will review them and lift the suspension on sales. Preventive Measure for Design Infringement Avoid selling products that imitate the design of other products or products protected by design rights. 4. Patent Infringement Description Patent infringement entails replicating or utilizing a patent registered with the Korean Intellectual Property Office (KIPRIS) without authorization. An Instance of Infringement When an individual lacking the right to a patented technology registered with the Korean Intellectual Property Office sells a product employing the technology without permission. Selling a product utilizing technology registered with the Korean Intellectual Property Office without consent constitutes a violation of patent rights. For instance, if Seller A invents and registers a patented technology that combines music with LED light in a fan, and Seller B utilizes this technology without authorization to sell a similar product, it constitutes patent infringement. An Instance Not Constituting Infringement Obtaining permission to use patented technology: If permission to utilize patented technology is acquired from the original patent holder or through a transfer agreement, it does not constitute patent infringement. Preventive Measure for Patent Infringement Avoid selling imitations of patented products without permission or a license from the patent owner. Conclusion Coupang values Intellectual Property Rights (IPR) and sellers must comply to avoid penalties like account suspension. This article outlines trademark, copyright, design, and patent infringement, stressing the importance of understanding and following IPR regulations to maintain ethical business practices.Contact us now for professional support and guidance in unlocking the vast opportunities of the Korean market and initiating your venture on the Coupang Marketplace.

South Korea's E-commerce Landscape: Growth and Challenges

In the realm of digital commerce, South Korea stands out as a leading force due to its innovative approach and rapid adaptation to consumer needs. The nation's e-commerce market not only showcases technological advancement but also underscores a consumer-centric economy that seamlessly blends tradition with modernity. Delving into this vibrant market reveals the factors driving its growth, the unique behaviors of its consumers, the technological innovations shaping its landscape, and the challenges facing businesses entering this dynamic domain. Market Growth and Size South Korea's e-commerce market, a powerhouse in the digital economy, holds a significant position as the sixth-largest globally, boasting an annual revenue stream of $92 billion. The market is on a trajectory of robust expansion, expected to reach approximately $389.89 billion by 2026, with a compound annual growth rate (CAGR) of 19.92%. This remarkable growth is fueled by advanced digital infrastructure, widespread internet access, and strong consumer interest in online shopping. These factors combine to drive the market's upward momentum, making it a hub for digital retail innovation and investment. Consumer Engagement Across Ages South Korea's digital market breaks away from traditional e-commerce demographics, engaging a diverse range of consumers across various age groups. This broad appeal requires businesses to develop strategies that resonate with different audiences, from tech-savvy youths to older segments of society. In South Korea, the integration of e-commerce into daily life extends beyond younger generations, encompassing people of all ages. This cultural shift reflects how digital shopping has become a lifestyle choice embraced by society, reshaping the consumer base for online retailers. Transformation of Payment Systems and Retail Experience South Korea's e-commerce success story hinges on its innovative approach to payment systems. Spearheaded by pioneering non-bank entities such as Kakao and Samsung Electronics, these systems have revolutionized online transactions, driving a surge in mobile payments. Concurrently, a paradigm shift is underway in traditional retail. Brick-and-mortar stores are no longer mere transactional spaces; they have evolved into immersive hubs, offering experiential shopping encounters. The emergence of concept stores and pop-up shops, prioritizing interactive customer engagements, signifies a strategic shift in retail. This fusion of digital payment convenience and experiential retailing is reshaping the retail landscape, establishing new benchmarks for consumer expectations and purchasing behaviors. Obstacles for International Entrants The allure of South Korea's e-commerce market is evident, yet it presents distinct challenges, particularly for foreign firms. A significant obstacle is the intricacies of payment processing, largely due to the dominance of local credit card brands. Additionally, foreign enterprises encounter regulatory and institutional barriers that hinder market entry and operations. Navigating these challenges necessitates a profound comprehension of local market dynamics, regulatory frameworks, and consumer preferences. Success in this market demands not only a robust business model but also the flexibility to adapt to a multifaceted and evolving ecosystem. In Conclusion South Korea's e-commerce sector stands as a symbol of innovation, expansion, and opportunity in the digital era. It embodies remarkable growth, diverse consumer engagement, pioneering payment solutions, and distinct challenges. For businesses aiming to thrive in this dynamic landscape, a nuanced understanding of these varied aspects is indispensable. As South Korea continues to lead in digital retail innovation, its e-commerce market remains ripe with opportunities for both local enterprises and international ventures, provided they navigate its dynamic terrain adeptly. Pearson & Partners - Simplifying Market Entry into Korea. At Pearson & Partners, we specialize in facilitating smooth market entries into Korea, ensuring a seamless transition for your business. Our tailored services encompass visa acquisition and tax accounting, meticulously navigating the intricacies of Korean business regulations. With our expertise, your business operations in Korea are guaranteed to be both compliant and efficient. Contact us to embark on a partnership that offers personalized support, perfectly aligned with your unique business needs and objectives.

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