Among domestic major delivery applications, Coupang Eats is the only one that has completely blocked the 'in-person payment' function. Coupang Eats holds advantages by adhering to a 'contactless prepayment' structure, allowing relatively fast and stable single deliveries. However, it also has the disadvantage of being unable to link to the government's consumer coupon policy based on on-site payments.
According to the industry on the 29th, Coupang Eats has consistently maintained a contactless prepayment method since its launch in 2019, completing orders and payments within the app before dedicated riders deliver the food. This is the foundation needed to implement Coupang Eats' core strategy of a 'single delivery system.' This system assigns one rider per order and controls all processes from payment to dispatch and delivery.
The biggest difference from existing competitors lies in the operation of the delivery network. While the industry leader Baemin and the third-place Yogiyo have their own delivery networks (Baemin Riders, FoodFly), they utilize external delivery agencies or personnel from the businesses for general franchise stores. In contrast, Coupang Eats adheres to its in-house delivery system, where all orders are executed by its own riders.
This system is Coupang Eats' strategic choice for platform differentiation. As a latecomer in the delivery app market, Coupang Eats promotes 'faster and more accurate delivery' by eliminating in-person payments from the start, which could hinder order processing speed.
Coupang Eats has also combined its paid membership 'Wow Membership.' Members of Wow Membership can enjoy single deliveries without additional delivery fees. Contactless prepayment is the core infrastructure that makes this possible, allowing Coupang Eats to enhance customer loyalty while maintaining service speed and quality.
Based on this, Coupang Eats surpassed Yogiyo, which was the industry's second place last year. According to Mobile Index, as of June this year, Baemin's monthly active users (MAU) were 22.29 million, ranking first, while Coupang Eats recorded 11.25 million for second place. Yogiyo has 4.7 million, and Ddangyeyo has 1.64 million.
However, there are evaluations that Coupang Eats' strategy imposes limitations on some government policy linkages. The consumer coupon implemented by the government was designed based on on-site payments at franchise stores. Since Coupang Eats does not allow in-person payments at all, it is unable to use the coupons, contrasting with competitors like Baemin and Yogiyo, which allow 'in-person payments' at some stores.
An industry insider noted, 'Coupang Eats' direct management structure has strengths in speed and quality, but it lacks flexibility in terms of consumer choice and policy benefits,' adding, 'Whether it maintains its identity or opens up some functions will depend on the strategy Coupang Eats chooses.'