Coupang is drawing consumer backlash after announcing changes to its free shipping threshold, just as active users are returning following a personal data breach incident.
According to IGAWorks Mobile Index on the 20th, Coupang's weekly active users (WAU) reached approximately 28.28 million during the period of the 9th to 15th of this month, down only 2.8% from approximately 29.08 million immediately after the personal data breach incident in November last year.
After the breach, some users actually left the platform, causing the figure to temporarily drop to the 26 million range. However, user numbers began recovering after Coupang issued purchase vouchers worth up to 50,000 won per person to affected customers in January.
As user numbers rebounded, Coupang adjusted its free shipping calculation criteria. Starting mid-next month, non-Wow membership customers must have a final payment amount exceeding 19,800 won—rather than the pre-coupon and pre-discount selling price—to qualify for free Rocket Delivery. Wow membership subscribers will continue to receive free shipping with no minimum order requirement.
The practical impact of this change is significant. For example, if a customer purchases an item with a regular price of 19,900 won at a discounted price of 15,670 won, the original policy would have provided free shipping since the regular price exceeded the threshold. Under the new policy, the customer would need to pay an additional 3,000 won delivery fee because the actual payment falls 4,130 won short.
Consumers are complaining, "We end up buying things we don't even need just to meet the minimum amount." Reactions on social media include comments such as "Are they trying to cover their losses with consumer money?" and "They'll probably raise the subscription fee next."
Civic groups have also joined the criticism. People's Solidarity for Participatory Democracy stated in a commentary that the measure "shifts business losses caused by 'tal-pang' (Coupang membership cancellation) onto consumers."
The group also refuted Coupang's explanation that the measure is designed "to protect consumers from improper discount practices," arguing it is "ultimately a strategy to increase Wow memberships by raising the burden on non-membership users."
People's Solidarity for Participatory Democracy added, "Monopolizing the market with low-price services and then raising prices is a typical tactic of monopolistic platforms," noting that "there is precedent from 2024 when Coupang Eats raised its membership fee just one month after introducing free delivery."
