The End of Self-Fulfillment Era on Coupang
Coupang has implemented significant policy changes affecting sellers using self-fulfillment methods. After suspending new self-fulfillment registrations on July 8, the platform completely stopped seller registration for self-fulfilled products starting December 30, 2022. This means neither newly listed products nor previously delisted items can use self-fulfillment models anymore.
While existing self-fulfilled products remain available for sale and modification, this marks a substantial shift for veteran sellers with self-fulfillment privileges. Only a select few established stores may retain self-fulfillment capabilities, while most sellers can no longer list new self-fulfilled products.
This policy shift clearly signals Coupang's accelerated transition toward comprehensive CGF/CGF Lite fulfillment models. The iconic purple rocket badge and localized operations are becoming the platform's standard. While some sellers may lament losing the flexibility to test new products through self-fulfillment, the impact remains limited as self-fulfilled stores were never predominant on Coupang.
Understanding CGF and CGF Lite Models
CGF (Coupang Fulfillment)
This model requires sellers to pre-stock inventory in Coupang's official warehouses, with the platform handling subsequent storage, picking, packing, and delivery. The primary advantage is eligibility for Coupang's coveted purple rocket shipping badge, which enhances product visibility and conversion rates. CGF items typically deliver within 2-3 days, significantly improving customer experience.
Drawbacks include the need for upfront inventory investment and relatively higher storage and logistics costs.
CGF Lite
Functioning as a semi-self-fulfillment model, CGF Lite eliminates pre-stocking requirements. Sellers simply ship sold items to designated Coupang warehouses within 48 hours of order placement, after which Coupang manages delivery. This model reduces capital pressure through its no-inventory-commitment approach while maintaining greater flexibility similar to self-fulfillment.
Delivery times extend to 5-7 days—slower than CGF but faster than traditional cross-border logistics. Sellers must ensure timely warehouse deliveries to maintain normal sales operations.
CGF Fulfillment Process: Step-by-Step Guide
With Coupang's full transition to CGF/CGF Lite models, cross-border sellers must adapt to these fulfillment methods. Below is a comprehensive CGF fulfillment walkthrough:
- Inventory Application: Access the "Coupang Global Logistics" page via Coupang Wing backend, select "Apply for Inventory," input estimated arrival date, and specify return address.
- SKU Selection: Identify correct product SKUs and input quantities needed. Verify SKU accuracy to prevent shipping errors.
- Product Confirmation: Check all products requiring warehousing and proceed.
- Warehouse Selection: Choose between primary warehouses in Dongguan or Weihai (currently Weihai-dominant).
- Tracking Number Entry: Submit tracking information immediately or later via the logistics page.
- Shipment Quantities: Specify actual shipped quantities per product (supports partial shipments).
- Parcel Information: Input courier details and accurate tracking numbers.
- Barcode Printing: Generate and affix barcodes to each product package.
- Document Preparation: Print packing lists (inserted inside parcels) and shipping labels (affixed externally with courier labels).
CGF Warehouse Requirements: Critical Details
Beyond process familiarity, sellers must comply with CGF's warehouse specifications to avoid rejected shipments.
Barcode Specifications
- Scannable clarity with dimensions between 3×6 cm and 15×15 cm
- 19-character maximum (preferably Coupang-generated EAN/UPC/C-barcodes)
- SKU-specific placement on external packaging (not products directly)
- Single barcode per SKU packaging
- Accurate product name/status representation
Packaging Standards
- Weight limits: 15kg+ requires heavy labels; maximum 22kg unless oversized
- Oversized items (>63.5cm) need team lift labels with shipment documentation
- Dimensional maximums: 22kg weight, 100cm per side, 160cm total dimensions
- Proper unit packaging with protective materials for fragile/contaminant-risk items
Model Selection Strategy
Sellers should evaluate these models based on operational needs:
CGF suits capital-strong sellers prioritizing delivery speed and high inventory turnover, leveraging the purple rocket's competitive edge.
CGF Lite benefits sellers seeking lower capital risk and inventory flexibility while accepting longer delivery times.
Adapting to Coupang's Evolution
Coupang's policy realignment reflects marketplace evolution. Seller success now depends on mastering these fulfillment models through strategic adaptation and operational precision.