While competitors hesitate, savvy sellers have been leveraging the flexibility of self-fulfillment to test markets rapidly and gain first-mover advantages. However, Coupang's impending policy changes threaten to close this window of opportunity.
Policy Update: Major Changes to Self-Fulfillment Rules
Coupang has officially announced that starting December 30, 2022, the platform will prohibit sellers from registering new self-fulfilled products. Importantly, this affects product registration—not existing sales—meaning the privilege of listing self-fulfilled items will soon become obsolete.
Key Implications:
- Permission Revocation: After December 30, most existing sellers with self-fulfillment privileges will lose the ability to list new products (with only a select few top-performing stores potentially retaining access).
- Grandfathered Listings: Currently active self-fulfilled products remain unaffected and can continue selling with full editing capabilities.
- API Discontinuation: The self-fulfillment registration feature will be permanently disabled, including through third-party ERP systems.
- Caution Required: Sellers must avoid manually deactivating existing self-fulfilled listings, as reactivation will become impossible.
Strategic Recommendations for Sellers
Established sellers with current self-fulfillment access should maximize this final opportunity to expand their product catalogs and secure market positions. This may represent the last chance for low-cost, rapid inventory expansion.
Optimizing existing listings becomes crucial to maintain competitive advantages. As self-fulfillment stores grow scarce post-policy change, sellers should anticipate potential market value fluctuations and avoid reactive pricing strategies.
Market Evolution and Future Outlook
This policy adjustment reflects Coupang's broader initiative to standardize operations and enhance customer experience. The platform's future will favor sellers demonstrating refined operations, quality products, and efficient logistics systems.
The transition period presents both challenges and opportunities for marketplace participants. Sellers currently holding self-fulfillment privileges should conduct immediate assessments and develop strategic responses before this competitive advantage disappears entirely.