Online marketplace Coupang has announced significant changes to its seller policies that will impact merchants using self-fulfillment models. The platform will cease accepting new registrations for self-fulfilled products starting December 30, 2022, marking a strategic shift in its operational framework.
Key Policy Changes
The most substantial modification involves the closure of registration channels for self-fulfilled products . After the December 30 deadline:
- New self-fulfilled product listings cannot be registered
- Previously delisted self-fulfilled items cannot be relisted
- Existing active self-fulfilled products may continue sales
Policy Clarifications
Coupang has provided official responses to frequently asked questions regarding the transition:
Registration Freeze Details
All registration methods for self-fulfilled products, including API submissions, will be disabled after the implementation date. The platform will maintain no exceptions to this policy.
Existing Product Management
Currently listed self-fulfilled products permit ongoing information updates and maintenance. However, merchants should note that voluntary delisting or platform-enforced removals will result in permanent unavailability of affected products.
Alternative Fulfillment Options
Sellers exclusively using self-fulfillment must transition to Coupang's fulfillment programs - either CGF (Coupang Fulfillment) or CGF Lite models. These alternatives require product storage in Coupang warehouses with the platform handling logistics operations.
Strategic Implications
This policy revision reflects Coupang's broader operational objectives:
- Logistics Optimization: Centralizing fulfillment operations enables greater control over delivery speed and service consistency
- Quality Assurance: Warehouse-based models facilitate improved counterfeit prevention and product authenticity verification
- Customer Experience: Enhanced delivery reliability and product quality standards aim to increase consumer satisfaction and platform loyalty
Merchant Adaptation Strategies
Affected sellers should consider the following transitional measures:
Product Portfolio Assessment
Conduct comprehensive evaluations of current self-fulfilled inventory, identifying high-performance products requiring preservation and underperforming items suitable for discontinuation.
Fulfillment Program Transition
Thoroughly examine CGF and CGF Lite program structures, including fee schedules, operational requirements, and application procedures available through the WING seller portal.
Sales Channel Diversification
Develop complementary sales strategies across multiple e-commerce platforms to mitigate concentration risk.
Competitive Differentiation
Regardless of fulfillment method, maintain focus on product quality and customer service excellence as primary competitive advantages.
This policy modification presents both operational challenges and strategic opportunities for Coupang merchants. Proactive adaptation to the evolving marketplace requirements will be essential for maintaining commercial viability on the platform.