Coupang has launched a beta version of its English interface for its mobile app, targeting the growing foreign resident population in South Korea. The new feature allows foreign customers unfamiliar with Korean to easily use the platform’s services, including Rocket Delivery, Rocket Jikgu, and Gold Box, without relying on external translation tools.
The South Korean e-commerce giant, often called the “Amazon of South Korea,” has been working on English translations since last year to enhance the shopping experience for non-Korean speakers. A professional translation team reviews the translated content daily to ensure accuracy and clarity.
The English interface covers all essential functions, including product search, detailed information, order pages, and WOW Membership benefits. Coupang stated the feature “will enable an intuitive and convenient shopping experience for foreign customers.”
Coupang has established itself as South Korea’s largest online retailer with annual revenue of US$18.4 billion, delivering over five million unique items through its Rocket Delivery network that provides same-day or next-day service for 99.6 percent of orders.
According to immigration statistics, the foreign resident population in South Korea exceeded 2.6 million last year, with many now residing beyond the Seoul metropolitan area. The feature appears to have been quietly introduced, with users on social media spreading the news before formal announcements.
Foreign customers have responded positively to the update. One foreign Coupang employee noted it was “really convenient and great” to use the platform in English, particularly appreciating that the service delivers faster than in their home country, the United States.
