Will Coupang Follow Google Korea’s Lead and Unbundle Services?
Coupang, South Korea’s leading e-commerce platform, is currently under increasing scrutiny over its cross-selling strategies across its three major online services. This comes in the wake of Google Korea’s recent announcement to end the forced bundling of YouTube Music and ad-free services, signalling a shift in how tech and online companies approach service packages.
Cross-selling, or bundling multiple services together for sale, has been a common practice aimed at increasing customer retention and maximising revenue. However, critics argue that forced bundling can limit consumer choice and potentially stifle competition in the marketplace. Google Korea’s decision to unbundle its music streaming from ad-free content sets a precedent that puts pressure on other major players like Coupang to reassess their offerings.
Coupang operates an extensive digital ecosystem that includes e-commerce, food delivery, and video streaming services. While this interconnected approach benefits customers through convenience and integrated experiences, it also raises questions about whether users are being compelled to subscribe to unwanted services as part of bundle deals. Consumer groups and regulators are increasingly calling for transparency and flexibility that allow customers to opt in or out of individual services without penalty.
The industry will be watching closely to see if Coupang adapts to this changing landscape by unbundling its services or revising its sales practices. Such a move could enhance customer satisfaction and align with evolving regulatory expectations in South Korea’s competitive digital market. For now, Coupang faces a critical decision on how to balance business interests with consumer demands in an era that favours choice and personalised service options.
Source: Will Coupang follow Google Korea’s lead and unbundle services?
Author: Lee Min-hyung
