How to Sell in Coupang Marketplace

TOPIC : Business in Korea Incorporation

Korea extends beyond its renowned K-pop culture, boasting the status of the fourth-largest economy in Asia and the twelfth-largest globally as of 2019. In the e-commerce realm, expenditures surged to $128 billion in 2019, with projections soaring to $206 billion by 2024, reflecting a Compound Annual Growth Rate (CAGR) of about 10%. This underscores Korea's position as one of the most lucrative and rapidly expanding e-commerce markets worldwide. Furthermore, Coupang, a leading e-commerce entity in Asia and the foremost online retailer in Korea, offers significant prospects for international merchants seeking to tap into the burgeoning Coupang Marketplace.

Motives for Selling on Coupang

Established in 2010, Coupang has been spearheading the evolution of e-commerce experiences. In the first quarter of 2021, Coupang witnessed a remarkable 74% year-over-year surge in net revenues, totaling $4.2 billion. Moreover, quarterly active customers escalated by 21% year over year, reaching 16 million, while the total net revenue per active customer surged by 44% to $262 during the same period. This robust and escalating engagement and loyalty among customers are further evidenced by consistently high spending propelled by repeat purchases. The proportion of spending derived from existing customers, defined as those initiating their first purchase with us in a previous year, has shown steadfast growth, rising from approximately 87% in 2016 to roughly 90% in 2020.

How to Enroll on Coupang Marketplace

Becoming a seller on Coupang is a straightforward process. To begin, navigate to the Coupang Marketplace website and click on the "Sign Up" button.

Below is the list of necessary documentation for registration as a global seller:

1. Valid Business License: For sellers based in the US, submission of an EIN Confirmation Letter and Tax Form is required.

2. Proof of Identification: A valid passport or government-issued ID of the business owner.

3. Bank Documentation: Submission of a bank letter or statement displaying essential details such as the bank name, address, account holder, account number, and SWIFT code. It's imperative that the bank account holder's information matches that of the business entity.

4. Evidence of Business Ownership: Documentation demonstrating the relationship between the business owner and the business entity.

5. Verification of Contact Information: Submission of a phone bill that indicates either the company name or an individual's name associated with the company.

Advantages for International Merchants on Coupang Marketplace

Coupang Marketplace offers Brands & Sellers the opportunity to showcase their products as third-party marketplace vendors on the platform. When customers place orders through Coupang, Sellers ship directly from their home country to the customers. This enables Sellers to tap into the Korean market using their existing operational infrastructure without requiring a Korean domestic business license or local bank account. Furthermore, Coupang facilitates settlements for Sellers in various currencies, including USD. Leveraging Coupang's extensive customer base and user-friendly app, businesses can effortlessly extend their global presence and introduce their products to Korean consumers. Additionally, there are supplementary advantages available for international sellers on Coupang Marketplace:

1. Flexible Solution for Sellers of Any Size: Coupang offers an Open API platform that enables seamless integration for listing products and managing orders within your existing systems. Alternatively, you can utilize WING, Coupang's seller management portal, for streamlined business operations on the platform, facilitating efficient business growth.

2. Support from Marketplace Aggregators: Various marketplace aggregators facilitate listing products on Coupang through their platforms. If you're utilizing these providers to manage your business across multiple marketplaces, you can effortlessly import your listings to your Coupang store, expediting the selling process.

3. Assistance from Service Providers: Whether you're new to selling in Korea or lack proficiency in Korean, Coupang Service Provider Network (SPN) offers a roster of partners who can assist with delivery logistics, translation services, and crafting impactful Korean content to enhance sales, providing valuable support for sellers.

Conclusion

In conclusion, venturing into the Coupang Marketplace presents a promising opportunity for international sellers to access the dynamic and rapidly expanding e-commerce landscape in Korea. With its impressive growth trajectory, robust customer engagement, and user-friendly platform, Coupang offers a conducive environment for businesses of all sizes to thrive. From flexible integration options to support from marketplace aggregators and service providers, Coupang ensures a seamless and efficient selling experience. To embark on this journey and explore the vast potential of the Korean market, contact us today for guidance and assistance in navigating the process of selling on Coupang Marketplace.

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Business in South Korea: A Comprehensive Guide

If you're considering starting a business in South Korea, you'll find it located in one of the world's fastest-growing economies, attracting significant interest from global investors due to its advanced infrastructure, skilled workforce, and favorable business environment. However, navigating South Korea's complex legal and regulatory landscape can be challenging for foreign investors. This article aims to provide a comprehensive guide to establishing a business in South Korea, covering various aspects from company registration to tax regulations and investment incentives. Setting Up a Company in South Korea Starting a business in South Korea begins with registering your company with the Korean government. Governed by the Korean Commercial Code and the Companies Act, this process can be completed through either the Korean Intellectual Property Office (KIPO) or the Korean Trade Register. For foreign investors interested in establishing a company in South Korea, the following steps are crucial: 1. Choosing the Business Structure: Decide between a Limited Liability Company (LLC) and a Joint Stock Company (JSC). LLCs are popular among small to medium-sized enterprises, while JSCs are preferred by larger corporations. 2. Selecting a Company Name: The chosen name must be unique, written in Korean characters, and compliant with Korean laws and regulations. It should not already be registered with the KIPO. 3. Obtaining a Business Registration Number: This unique identifier is assigned to companies in South Korea. Foreign investors must submit a business registration application to either the Korean Trade Register or the KIPO. 4. Acquiring a Corporate Seal: A corporate seal is necessary for signing contracts and legal documents. It can be obtained from a registered seal maker in South Korea. 5. Registering for Taxes: Every company in South Korea must register for taxes with the National Tax Service (NTS). This includes obtaining a tax identification number and registering for value-added tax (VAT) and corporate income tax. Once the company completes registration with the Korean government, foreign investors can commence their business operations in South Korea. Compliance with Labor Laws and Investment Environment in South Korea Adhering to stringent labor laws and employment regulations is crucial for foreign investors navigating workforce recruitment in South Korea. The legal framework primarily revolves around the Labor Standards Act and the Employment Permit System, which are fundamental for handling employment matters effectively. Here are key considerations for foreign investors: 1. Employment Contracts: Each employee in South Korea must have a well-drafted employment contract covering essential aspects such as job title, salary, working hours, and termination terms. 2. Working Hours: The statutory workweek in South Korea is capped at 52 hours, including overtime. Employers must ensure that employees receive at least one day off per week. 3. Minimum Wage: Starting from 2023, the minimum wage in South Korea is set at KRW 9,160 per hour. Employers are required to comply with this threshold when compensating their employees. 4. Employment Visas: Foreign workers need an employment visa to work in South Korea, and it is the responsibility of the employer to apply for the visa. 5. Labor Unions: Recognizing and respecting employees' rights to unionize is essential for employers, given the prevalence of labor unions in South Korea. Tax Legislation and Investment Opportunities in South Korea South Korea offers a range of tax incentives and investment opportunities to attract foreign investment. Government initiatives like the Foreign Investment Promotion Act (FIPA) and Free Trade Agreements (FTA) play a pivotal role in facilitating investment activities. Here are highlights of tax benefits and investment opportunities available to foreign investors: 1. Tax Incentives: Tax incentives include reduced corporate tax rates, exemptions for specific types of income, and tax credits for research and development activities. 2. Investment Incentives: Foreign investors can access financial aid for investment projects, subsidies for land acquisition, and government-backed loan guarantees. 3. Free Trade Agreements (FTA): South Korea's FTAs with various countries provide preferential treatment to foreign investors, including tariff reductions and easing of trade barriers. 4. Foreign Investment Promotion Act (FIPA): FIPA simplifies administrative procedures and approval processes, enhancing access to government support for foreign investors. 5. Special Economic Zones (SEZs): SEZs throughout South Korea offer tax breaks, regulatory simplifications, and other incentives to promote foreign investment. Navigating Korean Business Culture: Strategic Approaches Beyond understanding legal and regulatory frameworks, foreign investors must grasp the intricacies of Korea's unique business culture. Korea is known for its hierarchical and collectivist values, emphasizing authority and seniority. Here's how foreign investors can navigate the nuances of Korean business culture effectively: 1. Cultivate Personal Relationships: Trust and personal connections are paramount in Korean business circles. Building relationships and understanding Korean counterparts are crucial for success. 2. Respect Hierarchy: Given Korea's deeply ingrained hierarchical structure, showing deference to seniority and authority is essential. Addressing individuals by their titles and using honorific language is customary. 3. Exercise Patience: Business success in Korea is built on trust developed over time. Patience and persistence are key virtues when cultivating business relationships. 4. Prepare for Negotiations: Koreans are adept negotiators who value thorough preparation. Understanding potential risks and benefits is vital for successful negotiations. 5. Language Skills: While fluency in Korean is not obligatory, a basic grasp of the language can facilitate rapport and show respect for Korean culture. Embracing these cultural nuances can significantly enhance foreign investors' effectiveness in navigating the Korean business landscape. Conclusion This guide offers essential insights for foreign investors navigating South Korea's business environment. Covering economic opportunities, legal frameworks, and taxation, it addresses crucial aspects such as company formation, employment regulations, and labor laws. Pearson & Partners specializes in facilitating expansion into Korea, providing support with incorporation and tax accounting. With a focus on employment and labor considerations, compliance is emphasized for sustained success. Understanding employment contracts, labor unions, and tax incentives is imperative. Pearson & Partners remains a trusted partner for cultural insights, relationship-building, and negotiation strategies. Contact us for personalized assistance as you embark on your business venture in South Korea.

Korean E-commerce Market: Summer Shopping Trends

If you're a business investor interested in the potential of the Korean e-commerce market, you might be curious about the most popular summer items on Korean online shopping platforms and the trends in Korean summer shopping. Approximately 19 million Korean customers shop online for their daily needs, and distinct seasonal trends emerge, with summer being no exception. Summers in South Korea are characterized by hot, humid weather and significant rainfall, including a Monsoon Season. This article offers advice on selling during the summer and Monsoon Season in the Korean e-commerce market. The E-commerce Scene in Korea As one of the most digitally connected nations worldwide, Korea heavily favors online shopping as its primary retail avenue, with more than half of retail transactions taking place online. Notably, Korean consumers display a strong preference for mobile shopping, with 72% of online sales conducted through mobile devices.Furthermore, Korea's tech-savvy populace fosters a consumer culture that eagerly embraces the latest trends. Combined with its densely populated areas, where traditional rush-hour shopping can be cumbersome, e-commerce emerges as an appealing alternative for consumers. Korea stands as the world's fourth-largest e-commerce market and is poised to claim the third spot globally by 2025, trailing only China and the US in growth trajectory. The demand for international products is steadily rising, drawing in numerous cross-border sellers to choose Korea as their e-commerce center. Popular Summer Shopping Themes in Korea Trending products and keywords on Korean online shopping platforms like Coupang reflect the need to stay cool and dry. During June, July, and August, consumers frequently focus on themes such as beating the heat, preparing for the rainy season, summer fashion, vacation preparation, and back-to-school shopping. Beating The Heat To combat the heat, popular products include fans, deodorant sprays, flip-flops, shampoos, handheld fans, and water bottles. The Rainy Season Year after year, consistent trends emerge due to shopping behavior patterns and climatic conditions. Besides the usual summer pursuits, South Korea encounters its monsoon season. This rainy period typically commences in June or early July, spanning 2-6 weeks. Characterized by heavy rainfall and strong winds, the monsoon arrives abruptly and unpredictably. Its force necessitates the possession of various protective products against the rain. Given the monsoon season's influence, June and July typically witness trends and increasing keyword searches related to rainproof items and indoor activities. In 2023, there was a surge in the popularity of rain boots, particularly from brands like Hunter and Barbour. Recommended selections encompass: - Rain boots- Raincoats- Umbrellas- Waterproof bags and footwear- Dehumidifiers- Portable fans- Electronic bug repellent devices- Towels- Moisture absorbers Summer Fashion Summer fashion trends feature light totes, designer handbags, t-shirts, polo shirts, sandals, short sleeves, rain boots, and bathing suits. Trending keywords include: - Aqua shoes- Summer dress- Summer pajamas- Summer hat- Beach bag- Necklace/rings- Sneakers- Crocs- Nike Vacation Preparation July marks the peak vacation season in South Korea, as families enjoy the summer break, granting them quality time with their children. Many opt for vacations, whether close to home or abroad. Consequently, we observe distinct trends in purchased products for these vacations. Those staying local tend to focus on outdoor essentials like air mattresses, air conditioners, car fridges or portable coolers, camping gear, and sports equipment. Conversely, those traveling overseas prioritize items such as summer attire, sunglasses, handbags, sundresses, chargers, carry-on bags, luggage, adapters, power banks, and hats. Sunscreen might seem like a lucrative product during this period; however, it falls under the category of quasi-drugs and may not be permitted for sale on platforms like Coupang. Back-to-school Shopping As August and September draw near, signaling the back-to-school season, there's a surge in the popularity of school supplies catering to students of all ages, from elementary school to college. This period witnesses heightened interest in items such as headphones, computer components, electronic gadgets, tablets, cameras, stationery, notebooks, sneakers, backpacks, and handbags. Additionally, larger purchases like desks, desk chairs, gaming chairs, and laptops also see increased demand during this time. Other Trending Keywords By Category 1. Beauty: Ampoule, Mask pack, Whitening 2. Digital: Camping fan, A/C, Mosquito zapper, Coffee pot, Food waste disposer, Power bank, Fans, Vacuum cleaner 3. Food: Camping foods4. Sports and Leisure: Camping, Water park, Swimming, Yoga, Ice box 5. Lifestyle and Kitchen: Pillows, Summer blanket Conclusion The Korean e-commerce market presents dynamic trends, especially during summer, reflecting the preferences of its tech-savvy population. From beating the heat to preparing for the monsoon season and back-to-school shopping, consumer demand is diverse and ever-evolving. Businesses must stay agile to capitalize on the vast opportunities offered by this vibrant market. Contact us for professional help at Pearson & Partners Korea. We excel in optimizing business processes and guiding you through setting up your online venture in South Korea.

Korea's E-Commerce Potential: Beauty, Skincare and Fashion

Have you ever wondered about the business potential in Korea's e-commerce sector? Selling your products in the Korean e-commerce market can yield significant profits and expand your customer base. With around 19 million customers fulfilling their daily needs, showcasing your items on platforms like Coupang can greatly enhance your sales prospects in Korea. Additionally, Korea ranks as the fourth largest e-commerce market globally, following China, the US, and the UK. This article offers insights into Korean e-commerce and suggests strategies for beauty and fashion product selection. Korean E-Commerce Landscape Korea ranks as the world's fourth largest e-commerce market, with its growth trajectory pointing towards claiming the third position globally by 2025, trailing only behind China and the US. The demand for international products is steadily increasing, attracting numerous cross-border sellers to opt for Korea as their e-commerce hub. Being one of the most digitally connected nations globally, Korea favors online shopping as its primary retail channel, with over half of retail transactions occurring online. Notably, Korean consumers exhibit a strong penchant for mobile shopping, with 72% of online sales being conducted via mobile devices. Moreover, Korea's tech-savvy population drives a trend-focused consumer culture, with shoppers eagerly embracing the latest trends. Coupled with its dense population, which makes traditional rush-hour shopping a hassle, e-commerce emerges as an attractive alternative for consumers. Beauty and Skincare Products in Korea's E-commerce Arena For beauty and skincare sellers, tapping into Korea's online shopping sites presents an ideal expansion opportunity. In March 2024, South Korea's imports of perfumery and cosmetics totaled $174 million, sourced mainly from France ($46 million), the United States ($30.2 million), Japan ($16.4 million), China ($14.2 million), and Thailand ($9.49 million). What drives the immense popularity of skincare and beauty products in South Korea? The country's beauty standards emphasize clear, radiant skin, fueling a robust demand for skincare solutions. The renowned Korean skincare regimen, spanning 7 to 12 steps, underscores the need for various products, offering sellers a vast market opportunity. Given the intense competition in the Korean beauty market, sellers must adeptly market their products' brand and value proposition to thrive. In 2023, several skincare and makeup trends are dominating Korea's beauty landscape. Clean beauty, featuring products devoid of harmful chemicals, has gained traction nationwide. Additionally, the dewy makeup and no-makeup look, characterized by moisturized skin and natural makeup, are in vogue. The top three Korean beauty trends encompass clean/vegan beauty, derma cosmetics, and organic/natural cosmetics. High search volumes reflect consumer interest in products like sunscreen, eyelash nutritional supplements, hair removal cream, dandruff shampoo, and moisture-enhancing products such as creams for the face, hands, and eyes. Popular keywords include sunscreen, mask pack, men's cleanser, collagen mask pack, sunblock, foam cleanser, shampoo bar, ampoule, and women's cleanser. Fashion Products in Korea's E-commerce Sector For fashion sellers eyeing expansion into Korea, delving into the country's e-commerce landscape is essential. With online shopping deeply ingrained in the lives of Korean consumers, who purchase everything from daily essentials to the latest gadgets on platforms like Coupang, fashion has emerged as a highly sought-after category and a lucrative opportunity for sellers. Remarkably, over 58% of Coupang's customer base shop for fashion items on the platform. Luxury brands like Nina Ricci, Giambatista Valli, JW Anderson, Gant, and Repetto have already embraced Coupang as a sales channel. Notably, luxury fashion houses are increasingly enlisting K-pop idols as brand ambassadors, exemplified by Jisoo from BlackPink for Dior and RM from BTS for Bottega Veneta, showcasing the growing allure of foreign luxury brands among the youth. In the summer of 2023, Korean consumers gravitated towards fashion staples such as Tommy Hilfiger knit sweaters, Ralph Lauren collared shirts, rain boots, Chanel sandals and bags, and BaoBao tote bags. Popular items included summer essentials like rain boots, sandals, and short-sleeve shirts, alongside luxury brand handbags and purses. The prevailing fashion trends of 2023 are shaped by the resurgence of Y2K fashion driven by Gen Z consumers and the nostalgic revival of beloved animated characters like Hello Kitty and Sailor Moon. Fashion trends, typically cycling every five to ten years, have circled back to the Y2K era's late 1990s and early-to-mid 2000s fashion aesthetics. Data from the Kakao Style's Zigzag app revealed a significant surge in Y2K-related searches, indicating a resurgence of interest in iconic Y2K fashion elements like low-rise pants, cable-knit sweaters, crop tops, varsity jackets, vibrant color palettes, and denim-on-denim ensembles. Conclusion As you contemplate entering the Korea’s e-commerce market, you may wonder about the costs associated with selling on platforms like Coupang. Notably, Coupang doesn't impose any sign-up fees, allowing sellers to register for free. Upon generating sales, a 10.5% commission rate applies. Moreover, selling branded labels on Coupang necessitates proof of a distribution channel, underscoring the platform's commitment to authenticity and genuine product offerings. Contact us for professional support. At Pearson & Partners Korea, we excel in optimizing business processes. With our extensive expertise in advising on company establishment in Korea, we're ready to guide you through the intricacies of launching your online venture in South Korea.

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