Coupang Inc. faces mounting pressure as suppliers and the Fair Trade Commission challenge its dynamic pricing system. This pricing strategy serves as a cornerstone of the e-commerce giant's competitive advantage.
A South Korean court recently issued a temporary stay on the antitrust investigation.
Suppliers allege the company forces them to accept price reductions and cover marketing expenses. These disputes place Coupang's core business model under intense regulatory and partner scrutiny.
The final resolution of these conflicts threatens the company's long-term profitability and partner relationships.