Wholesale

What is Wholesale at Coupang?

The Coupang Wholesale model offers sellers the option to sell their products in bulk. With Wholesale, sellers can receive a hands-off experience: Coupang handles the shipping, fulfillment, listing, and customer experience for you. Sellers will also have access to the Purple Rocket Badge, which will improve the sales conversion of products and gives sellers access to participate in exclusive Purple Rocket promotional events.

This model is typically well-suited for brands/manufacturers that operate primarily in the wholesale space and are comfortable with dynamic marketplace pricing.

Wholesale at Coupang is simple and straightforward. The seller of record on-site is Coupang US (Coupang Global LLC; our team) – we purchase wholesale, store your products, and take care of the last-mile fulfillment. All wholesale brands receive the purple rocket logo. This means each product will be marked with our purple rocket badge, which provides a 2-3 day delivery promise and access to our collective marketing efforts.

How Does Wholesale Work?

The 1P model is traditional wholesale where you will be assigned a Brand Manager that helps identify the assortment, creates a purchase order for your team to deliver to Riverside, CA. From there, we store the product until the customer orders. When the customer orders, the Coupang team picks, packs, and ships the packaged order to the customers doorstep within 3 days.

Our U.S.-based sales team brings deep expertise in international markets, to help your brand succeed globally. By partnering with us, you gain:

✅ Seamless Logistics
Your team only needs to deliver products to Riverside, CA—we handle the entire last-mile delivery into Korea, saving you time, complexity, and cost.

✅ Localized Market Strategy
We learn your brand inside and out to ensure it’s properly represented internationally. Our team will optimize pricing and marketing strategies to align with local consumer behavior and maximize your brand’s performance.

✅ Enhanced Customer Experience
Leveraging our knowledge of e-commerce trends, we create the best possible experience for your customers, driving loyalty and repeat purchases.

✅ Risk-Free Expansion

You focus on what you do best—producing great products—while we manage the international logistics and market adaptation, helping you achieve the best possible outcome without the overhead of building a global operation.

FAQs

Why should I sell on Coupang?

Coupang is the leading ecommerce retailer, in the 4th largest commerce market in the world!

Can any product be listed on Coupang?

There are some instances where product type is not viable for air freight (aerosol cans, hazardous materials, heavy/bulk products, etc); however, please reach out to globalservices@coupang.com as our team may have solutions for your product! There are also restrictions we face with cross-border deliveries. 

How will I know if my product is selling on Coupang?

You will work closely with your assigned Brand Manager to review the selling of your product.

How often will Coupang place POs?

We purchase products based on the needs of the business. You will work closely with an in-stock manager to ensure we have healthy inventory levels and remain in stock for our customers.

Can I change from 1P to 2P after we have started business?

Yes, this is possible. You will need to work directly with your assigned Brand Manager to understand the required steps to transition the business. Please allow for a transition period.

How can I support the marketing efforts?

We will align on a personalized budget based on the goals and needs of the business by category or product type. For more detailed information on how this could work for you, please email globalservices@coupang.com.

When do I get the settlement?

Settlement is negotiated on a business-by-business basis, and payment is negotiated on a terms basis. For more information about payment and settlement, please email us at globalservices.coupang.com.

Do I have control over the pricing of my products?

If pricing control is important to you, please navigate to the Fulfilled by Coupang (2P) model for more information. 

Who would be helping me with my business? Who can I go to if I have any questions?

Every vendor relationship will be assigned to a Brand Manager located in Seattle, WA, who will help drive the day-to-day business and will become the point of contact for all business-related inquiries.

Who is the seller of record for my inventory?

The seller of record on-site is Coupang US (Coupang Global LLC; our team). 

Onboarding Process

A. Completion of Documentation Required

  1. Non-Disclosure Agreement Sent via DocuSign
  2. Terms Sheet (via DocuSign) example attached
  3. New Vendor Registration (via email PDF)
  4. Review Routing Guide (will appear in PSA agreement)

B. Certificate of Insurance

  1. $5M min coverage with Coupang listed as certificate holder
    • Certificate of Insurance Cover Page Showing at least $5M aggregate, $1M occurrence.
    • Including Coupang’s Riverside Address: Coupang Global LLC 1560 Sierra Ridge Dr. Riverside, CA 92507
  2. Policy documents that show:
    • Coupang Global LLC as the additional insured.
    • Worldwide coverage. We accept coverage territory endorsements showing Worldwide Coverage Endorsement (CG2422) for general liability policy, a standalone Foreign Liability policy, or similar evidence of worldwide liability coverage. The applicable policy must include products liability, meet the aggregate and occurrence amounts listed above, and include lawsuits brought abroad.
  3. Address: 1560 Sierra Ridge Dr, Riverside, CA 92507

C. Product Supply Agreement

  1. Created after above documentation is provided as binding contract (via email, final version DocuSign) for both parties to review and sign.

D. New Item Onboarding

  1. Introduction to the Brand Manager occurs before new item onboarding
  2. New Item Setup
    • All mandatory fields completed
  3. New Image Submissions
    • Cropbox, Email, etc., in UPC_1, UPC_2, and UPC_3

Get Started Today

Be a part of the evolving curation of the best US products, barrier-free shopping experiences, and market-leading shipping speed. For information on the different integration models and how to indicate your interest, please email globalservices.coupang.com.

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