Many Coupang sellers have struggled with traffic bottlenecks in their stores. While considering off-platform advertising as a solution, concerns about high costs and unpredictable results often hold them back. Now, Coupang appears to offer an official "solution" - a new feature called "Increase Overall Sales" has quietly launched, aiming to help sellers expand their sales channels. But is this the traffic breakthrough sellers have been waiting for, or just another cost trap requiring careful consideration?
Coupang's Off-Platform Ads: Platform Takes Charge - How Should Sellers Respond?
Historically, Coupang sellers relying on off-platform promotion had to work with third-party ad agencies. These intermediaries placed ads on platforms like Naver, Google, Instagram, and YouTube, earning commissions or service fees. Now, Coupang is bringing this process in-house, directly offering off-platform ad services to sellers. This move will undoubtedly create significant impacts for Coupang merchants.
Feature Breakdown: Automated Ads with Flexible Budget Controls
The new off-platform advertising function currently only supports automated ads. This means sellers must first enable automatic ads to access the feature. For merchants testing new products or those still refining their keyword strategies, this might present a valuable testing opportunity. Activation is relatively simple, requiring just a click on the corresponding button in the advertising backend.
Regarding budgeting, Coupang has implemented a flexible approach. Off-platform spending will be included in the overall ad budget but allows exceeding the original budget by a set percentage. Specifically, if a seller sets a daily budget of 50,000 KRW, the total spending limit for both on-platform and off-platform ads will be 60,000 KRW (1.2 times the original).
Balancing Opportunities and Challenges: The Need for Careful Evaluation
This new feature presents both opportunities and challenges for Coupang sellers. For merchants lacking off-platform advertising experience, Coupang's solution provides an accessible entry point. The platform will separately track off-platform ad performance data, facilitating analysis and helping sellers decide whether to continue using the service.
However, sellers already proficient in off-platform advertising or those with established channels should proceed cautiously. Platform-run campaigns may not always prioritize seller interests, potentially lacking the keyword precision and conversion effectiveness of self-managed campaigns. Additionally, specialized off-platform advertising teams often possess superior capabilities in data analysis and optimization strategies.
Listing Optimization Remains Crucial: Off-Platform Traffic as Complementary
It's important to note that whether using off-platform or on-platform ads, exposure and clicks represent just the first step. While attractive main images may drive user clicks, the ultimate conversion depends on the product listing's fundamentals - including detail page quality, customer reviews, price competitiveness, and shipping efficiency. Therefore, listing creation and optimization form the core strategy, with off-platform traffic serving only as a complementary enhancement.
Sellers Voice Concerns: Coupang's Ad Algorithm Needs Improvement
Recently, numerous Coupang sellers have reported declining ad performance, which correlates with adjustments to Coupang's advertising system. Some merchants have criticized the platform's ad algorithm for lacking precision and delivering suboptimal matching results. This serves as a reminder for sellers to closely monitor performance data and adjust strategies accordingly when using Coupang's advertising services.
Conclusion: Strategic Approach to Off-Platform Ads with Focus on Refined Operations
Coupang's introduction of off-platform advertising provides sellers with a new traffic acquisition channel. However, merchants should approach this development strategically, evaluating it based on their specific circumstances. New sellers may benefit from testing the platform's built-in features to gain experience, while established sellers should carefully weigh the pros and cons to determine their optimal advertising approach. Regardless of the chosen method, listing optimization and refined operational strategies remain essential. Only through continuous product improvement and user experience enhancement can sellers truly stand out in this competitive marketplace.