Coupang

Coupang, Inc. is a US-listed Korean retailer. Rocket delivery — its own logistics — is the product difference. It also runs a marketplace of third-party sellers and has expanded into food delivery and video.

The Korea Fair Trade Commission has investigated and, in various matters, sanctioned Coupang over how it treats sellers, including allegations that it used seller data or disadvantaged vendors who did not use its services. The details live in KFTC decisions and should be read there rather than summarized as a single global theory.

Owning the vans creates the same logistics advantage Amazon has with FBA. Sellers who do not use Rocket Delivery can miss the badge shoppers filter on. That is self-preferencing if the badge is available only to the platform's own logistics.

Korean retail is a fight with Naver's shopping search and with offline chains. Coupang is not a monopolist of all commerce. It is the largest dedicated e-commerce operator, which is enough share to draw abuse-of-dominance theories under Korean law.

KFTC scrutiny of seller treatment is the enforcement record.

Owned logistics plus a marketplace badge is a self-preferencing structure.

Search placement on Naver versus Coupang's app is a battle over who owns discovery.

Expansion into delivery and content bundles more services into the same membership.

Shoppers in Korean cities get fast delivery that smaller shops cannot replicate.

A marketplace seller who loses the Rocket badge loses the sale even with a lower price.