Coupang turns to Taiwan as key hub for global growth

Coupang has made Taiwan a key hub for its global growth as it expands fast delivery and AI-powered logistics there. The company began expanding into Taiwan in October 2022 and recently completed its fourth fulfillment center in Taoyuan City. Coupang also plans to extend its logistics footprint into central and southern Taiwan.

Coupang’s fourth fulfillment center in Taiwan opened in April at the Bausan Guanyin Logistics Park in Taoyuan City.

The company said Rocket Delivery now reaches about 70 percent of Taiwan’s geography seven days a week, including weekends.

Coupang invested more than 900 million dollars in Taiwan last year and said the investment helped it register more than 1,100 patents in AI, logistics and commerce.

More than 10,000 Korea-based sellers of food, beauty, fashion and everyday goods now sell to Taiwan’s population of 23 million through the platform.

Coupang was fined more than 624 billion won in Korea in June after a data breach exposed the personal information of more than 37.5 million people.

Published Sep 19, 2026 1:00 am KST

AI, logistics drive Taiwan expansion

Coupang Inc. Chairman and CEO Bom Kim, center, poses with Taiwanese Minister of Economic Affairs Wang Mei-hua, fifth from right, and Taiwanese Deputy Minister of Digital Affairs Lee Huai-Jen, fourth from left, during a completion ceremony n Taoyuan City for the company's second logistics fulfillment center in Taiwan in this December 2023 photo. Courtesy of Coupang

Taiwan has emerged as a key strategic hub for Coupang’s global growth, as the company brings fast delivery to more regions and develops AI-powered logistics technologies.

Taiwan is a relatively new market for the New York Stock Exchange-listed company, which began expanding into the country in October 2022. The move came after the e-commerce giant established a strong presence in Korea, where it has operated since 2010. In just a few years, Coupang connected more than 300,000 sellers on its platform in Korea, the United States, China, Japan and Hong Kong with consumers in the Taiwanese market.

Coupang recently completed its fourth fulfillment center in Taiwan, which opened in April. Located in the Bausan Guanyin Logistics Park in Taoyuan City in northwestern Taiwan, the facility was designed to accelerate exports, particularly from U.S. businesses, to the Taiwanese market.

“By removing traditional barriers such as complex logistics, long shipping times and high costs, we made it easier for U.S. companies to expand internationally," the company said in a statement released after the logistics center opened.

"American sellers can now reach new customers in Asia and beyond with greater efficiency, reliability and scale.”

Coupang’s logistics hubs in Taiwan are powered by artificial intelligence (AI) technologies for the company’s signature Rocket Delivery service that brings orders to consumers’ doorsteps as soon as the next day. The company said that by integrating robotics, machine learning and end-to-end supply chain coordination across its global network of sellers, it connects ordering, fulfillment and delivery in a single synchronized system.

“This technology powers Rocket Delivery, which now reaches across approximately 70 percent of Taiwan’s geography, seven days a week, including weekends,” the company said. Technology was a major part of the company’s continued investments in Taiwan, which last year saw the largest U.S. investments ever in the country and the second-largest approved foreign investment.

Coupang’s fourth fulfillment center in Taiwan, completed in April. Courtesy of Coupang

Mark Ross, CEO of Coupang Fulfillment and Logistics, said following the completion of the latest hub, Coupang is “bringing together American innovation and the company’s proven logistics expertise to Taiwan.”

He added the company will continue expanding logistics infrastructure and extend its footprint into central and southern Taiwan, reinforcing its long-term commitment to Taiwanese customers.

Coupang Taiwan, the U.S.-based company’s local subsidiary, launched its Wow membership service in March 2025, offering free delivery and easy refunds. Without a membership, free delivery is available only for purchases of more than 490 New Taiwan dollars.

Membership was introduced after Coupang’s mobile app ranked among the most-downloaded apps on Apple’s App Store and Google Play in 2023 and 2024. The rankings reflected the company’s growing presence in Taiwan, where it was successfully competing with established e-commerce platforms such as Shopee and Momo less than two years after entering the market.

Coupang Inc., the New York Stock Exchange-listed company founded and headed by Korean American founder and Chairman Bom Kim, invested more than $900 million in Taiwan last year alone to expand its local infrastructure and introduce advanced logistics services. The investment has helped Coupang Taiwan register more than 1,100 patents in AI, logistics and commerce since entering the Taiwanese market. As the business has grown, more than 10,000 Korea-based sellers of food, beauty, fashion and everyday goods now sell to Taiwan’s population of 23 million through the platform.

In a conference call last month, Kim said, “What took four years to implement in Korea, we were able to introduce in Taiwan in just one year. This was possible because we applied the same technology and operational know-how accumulated in Korea.”

Coupang’s rapid expansion in Taiwan has received support from the Taiwanese government.

When the company completed its second logistics center in the country in November 2023, then-Taiwanese Minister of Economic Affairs Wang Mei-hua said Coupang’s investment would strengthen local supply chains and create new business opportunities, contributing to Taiwan-U.S. commercial and trade relations.

Deputy Minister of Digital Affairs Lee Huai-jen highlighted Coupang’s active participation in Taiwan’s cross-border e-commerce development. Taoyuan Mayor Chang San-cheng also expressed support for Coupang, calling it a “leading U.S.-listed company investing in Taiwan.”

“Coupang’s expansion in Taiwan has been driven not only by its logistics competitiveness and product sourcing capabilities but by favorable market conditions such as the preference for Korean media culture and Korean products and Taiwan's business and regulatory environment that is highly receptive to foreign investment,” said Park Jeong-eun, a professor at Ewha Womans University’s School of Business.

Coupang’s growth in Taiwan has continued as the company faced scrutiny in Korea over a massive data breach.

In June, Korea’s Personal Information Protection Commission fined Coupang more than 624 billion won ($458 million) after the breach, which went undetected for months, exposed the personal information of more than 37.5 million people who had shopped on the platform. The fine was the largest ever imposed by the country’s data protection watchdog.

Coupang已将台湾视为其全球增长的关键枢纽，并在此拓展快速配送和人工智能物流业务。该公司于2022年10月开始进军台湾市场，并于近期在桃园市建成了第四个物流中心。Coupang还计划将其物流版图扩展至台湾中部和南部地区。

Coupang在台湾的第四个物流中心于4月在桃园市宝山观音物流园开业。

该公司表示，火箭快递目前每周七天（包括周末）覆盖台湾约 70% 的地区。

Coupang去年在台湾投资超过9亿美元，并表示这项投资帮助其在人工智能、物流和商业领域注册了超过1100项专利。

目前，超过 1 万家韩国商家通过该平台向台湾 2300 万人口销售食品、美容、时尚和日用品。

今年6月，韩国数据泄露事件导致超过3750万人的个人信息曝光，Coupang因此在韩国被罚款超过6240亿韩元。

发布于2026年9月19日凌晨1点（韩国标准时间）

人工智能和物流推动台湾扩张

这张摄于2023年12月的照片显示，Coupang Inc.董事长兼首席执行官金范（中）与台湾经济部长王美华（右五）和台湾数码事务部副部长李怀仁（左四）在桃园市举行的公司在台湾的第二个物流配送中心竣工仪式上合影。照片由Coupang提供。

随着 Coupang 将快速配送服务扩展到更多地区并开发人工智能驱动的物流技术，台湾已成为 Coupang 全球增长的关键战略枢纽。

对于这家在纽约证券交易所上市的公司而言，台湾是一个相对较新的市场，该公司于2022年10月开始拓展台湾市场。此前，这家电商巨头已在韩国建立了强大的市场地位，自2010年以来一直在韩国运营。短短几年内，Coupang 就通过其平台连接了韩国、美国、中国大陆、日本和香港的超过30万名卖家与台湾市场的消费者。

Coupang近期在台湾建成了第四个物流中心，该中心于4月正式启用。该中心位于台湾西北部桃园市的宝山观音物流园区，旨在加速出口，特别是美国企业对台湾市场的出口。

“通过消除复杂的物流、漫长的运输时间和高昂的成本等传统障碍，我们让美国公司更容易拓展国际市场，”该公司在物流中心开业后发表的声明中表示。

“美国卖家现在可以更高效、更可靠、更大规模地触达亚洲及其他地区的新客户。”

Coupang在台湾的物流中心运用人工智能（AI）技术，为其标志性的“火箭速递”服务提供支持，该服务最快可在次日将订单送达消费者家门口。该公司表示，通过整合机器人技术、机器学习和端到端供应链协调，Coupang在其全球卖家网络中实现了订单处理、订单履行和配送的同步统一。

该公司表示：“这项技术为火箭速递（Rocket Delivery）提供支持，目前该服务已覆盖台湾约70%的地区，每周七天，包括周末，全天候运营。” 技术是该公司持续投资台湾的重要组成部分。去年，该公司在台湾的投资额创下美国在台投资历史新高，并位列获批外资投资额第二位。

Coupang在台湾的第四个物流中心于4月竣工。图片由Coupang提供。

Coupang 物流公司首席执行官 Mark Ross 表示，随着最新物流中心的建成，Coupang 正在“将美国的创新和公司久经考验的物流专业知识带到台湾”。

他还补充说，公司将继续扩大物流基础设施，并将业务拓展到台湾中部和南部地区，以巩固其对台湾客户的长期承诺。

Coupang Taiwan是美国公司Coupang在台湾的子公司，于2025年3月推出了Wow会员服务，提供免费送货和便捷退款。非会员顾客，只有购物满490新台币以上才能享受免费送货服务。

在 Coupang 的移动应用程序于 2023 年和 2024 年跻身苹果 App Store 和 Google Play 下载量最高的应用程序之列后，该公司推出了会员制。这一排名反映了该公司在台湾日益增长的影响力，该公司进入台湾市场不到两年，就成功地与 Shopee 和 Momo 等老牌电商平台展开了竞争。

由韩裔美籍创始人兼董事长金范（Bom Kim）创立并领导的纽约证券交易所上市公司Coupang Inc.，仅去年一年就在台湾投资超过9亿美元，用于拓展本地基础设施并引入先进的物流服务。自进入台湾市场以来，这项投资已帮助Coupang台湾在人工智能、物流和电商领域注册了超过1100项专利。随着业务的增长，目前已有超过1万家韩国商家通过该平台向台湾2300万人口销售食品、美妆、时尚和日用品。

金在上个月的一次电话会议上说：“我们在韩国花了四年时间才实现的方案，我们在台湾只用了一年就引进了。这是因为我们应用了在韩国积累的相同技术和运营经验。”

Coupang在台湾的快速扩张得到了台湾政府的支持。

2023 年 11 月，当 Coupang 在台湾建成其第二个物流中心时，时任台湾经济部长王美华表示，Coupang 的投资将加强当地供应链，创造新的商业机会，为台美经贸关系做出贡献。

数字事务部副部长李怀仁强调了Coupang积极参与台湾跨境电商发展。桃园市长张三城也对Coupang表示支持，称其为“投资台湾的领先美国上市公司”。

“Coupang在台湾的扩张不仅得益于其物流竞争力和产品采购能力，还得益于有利的市场条件，例如对韩国媒体文化和韩国产品的偏爱，以及台湾对外国投资高度开放的商业和监管环境，”梨花女子大学商学院教授朴正恩表示。

尽管韩国方面因大规模数据泄露事件而受到审查，但 Coupang 在台湾的增长势头依然强劲。

今年6月，韩国个人信息保护委员会对Coupang处以超过6240亿韩元（约合4.58亿美元）的罚款。此前，该平台发生数据泄露事件，数月未被发现，导致超过3750万名购物者的个人信息遭到泄露。这是韩国数据保护监管机构迄今为止开出的最高罚单。