Coupang's Rocket Delivery offers online gifting to woo shoppers

By Baek Byung-yeul

Coupang, the country's largest e-commerce company, said Wednesday it has been expanding the scope of online gifting, with non-face-to-face purchasing becoming a common trend due to the COVID-19 pandemic.

Previously, online gift giving was limited to relatively cheap coupons for coffee or birthday flowers, but now the scope of online gifting has extended to various purposes such as presents for seasonal holidays, weddings and housewarming parties.

Coupang said its gifting service, launched in April, is enjoying increasing popularity because consumers can send presents using the company's signature next-day delivery service Rocket Delivery.

The company said the gifting service has been well received by consumers as it offers a wide product selection.

Among the items available, Coupang said health-related products such as red ginseng and nutritional supplements are the most popular.

“The growing popularity of these food products can be seen as an exhortation to loved ones to build up their immunity during this contactless period and meet again strong and healthy after the pandemic is over,” Coupang said.

It said sales of these health products and packs of beef increased during the Chuseok holidays when people were urged not to meet family members to quell the virus pandemic.

House decorations for people staying at home this winter also are popular gifts, as are toys for children, Coupang said.

It said the soaring popularity of its gifting service could be due to its Rocket Delivery service, because gifts can be delivered within 24 hours rather than taking three to four days.

“The convenience and speed of Rocket Delivery, which brings products to the recipient's door the next day, or even the same day, are beloved by Koreans while they refrain from going out and rely on shopping online instead,” Coupang said.

More than 840,000 items are available for gift giving, including all kinds of toys ― from Lego to board games ― as well as meal kits for parties, fashion items and small appliances.

Coupang said furniture and home appliances that require installation will also be available as gifts.