Coupang Platform Rights Protection Strategy and Advertising Model Analysis

The Coupang platform is a leader in South Korea’s e-commerce field, attracting a large number of sellers to join. However, the ensuing problem of follow-up sales has become a worry for many sellers. Especially after the cancellation of the self-shipping policy, malicious follow-up sales behavior by local stores has appeared more frequently, causing a lot of trouble for cross-border sellers. . This article will introduce in detail the rights protection methods and advertising model on the Coupang platform.

Rights protection methods

Background appeal

Sellers can submit complaints through the backend link provided by Coupang, select intellectual property infringement inquiries, and upload relevant materials as required. This is a convenient way to complain and can help sellers follow up on infringements in a timely manner.

E-mail appeal

In addition to submitting complaints through the backend, sellers can also use the email address bound when registering the store to send an email to the official designated address (cm112@coupang.com) and attach a proof of infringement. This approach gives sellers the opportunity to describe the problem in more detail and provide sufficient evidence to support their claims.

Form appeal

In response to the phenomenon of “malicious copycat sales by Korean local stores”, Coupang has specially set up a complaint form channel. By filling out the follow-up investigation form, sellers can report infringements by local stores to the platform. After verification by the platform, punitive measures including but not limited to closure of stores will be taken against illegal stores.

Notes

Before making any form of complaint, sellers should ensure that the goods they sell have legal trademark rights or other forms of intellectual property rights. This is because the Coupang platform only prohibits malicious or infringing follow-up sales, but is open to market competition within normal limits. Therefore, ensuring that one has the corresponding intellectual property rights is a prerequisite for successful rights protection.

Advertising model

Coupang uses a pay-per-click (CPC) advertising mechanism. Sellers need to set keywords and corresponding bids for the product. When a user searches for keywords that match the seller’s settings, the system will decide whether to display the product and where to display it based on factors such as the bid level. Usually, products with higher bids and strong correlation between keywords and products are more likely to be ranked higher, thereby attracting more clicks.

Influencing factors

• Bid: directly affects the position of the product in the search results;
• Keyword relevance: The closer the keyword is to the product description, the easier it will be clicked by the user;
• Click-through rate (CTR): reflects the user’s interest in the advertisement;
• Conversion rate: Measures the success rate from click to purchase.

Purpose

The main goal of advertising is to increase product exposure, promote sales growth, and drive overall store traffic. Specifically, advertising can be used to test new products to assess market response, or to promote products that already have a certain market base to achieve greater breakthroughs.

Advertising funnel

In the process from advertisement placement to final transaction, the performance of each link will affect the final effect. For example, keyword selection and bidding determine the initial exposure opportunity; product images, reviews, delivery options, etc. become key factors that influence whether users click or not.

Summary

No matter how you protect your rights or use advertising strategies, sellers should fully understand the rules of the Coupang platform and formulate corresponding plans based on their actual situation. While safeguarding your own legitimate rights and interests, you also need to pay attention to how to use platform resources to maximize business value. We hope that the above information can provide useful reference for the majority of Coupang sellers.