South Korea’s antitrust regulator has fined e-commerce company Coupang 300.9 billion won ($220.59 million) for allegedly abusing its dominant position in the country’s food delivery market.
The Korea Fair Trade Commission (FTC) announced the penalty on Monday, November 9, 2026, accusing the company of imposing conditions on restaurant partners that restricted competition among food delivery platforms.
According to the regulator, Coupang required restaurants to match favourable terms offered on competing platforms, including menu prices, minimum order amounts, discounts and delivery charges.
Restaurants that failed to meet the requirements risked losing a special designation that allowed them to provide discounts and free delivery to customers subscribed to Coupang’s paid membership programme.
The FTC said the proportion of restaurants complying with the requirements increased from approximately 13% in July 2023 to nearly 94% by October 2025.
Baemin Operator Also Fined
The regulatory action also involved Woowa Brothers, the operator of Baemin, one of South Korea’s leading food delivery platforms.
The FTC imposed a separate fine of 331.1 billion won on Woowa Brothers over similar business practices.
In a statement, Woowa Brothers said it had explained to the regulator why it believed its conduct was lawful. The company expressed disappointment with the decision and said it would review the findings.
Coupang Plans Legal Challenge
Coupang described the penalty as excessive, arguing that it was more than 600 times the fine imposed in a comparable case involving another food delivery platform in 2020.
The company also disputed the regulator’s calculation of the penalty, claiming that revenue unrelated to the alleged violations had been included. It said this affected its ability to defend itself and confirmed that it would challenge the decision through legal proceedings.
Regulatory Tensions Continue
The latest penalty comes amid broader tensions between Coupang and South Korean authorities.
In June, the government fined the company 624 billion won following a 2025 data breach that reportedly affected more than 33 million customers. Coupang has disputed the government’s findings and its handling of the investigation.
The company’s regulatory challenges have also attracted attention in the United States, where some Republican lawmakers have accused South Korea of discriminating against an American company. South Korean officials have rejected those allegations.
Coupang, which is listed in the United States, has maintained an active lobbying presence in Washington, supporting political candidates and committees from both major parties.
According to US Federal Election Commission records cited in the report, the company’s political action committee, COUPAC, contributed approximately $379,000 to congressional candidates and political committees between January 2025 and September 2026.
The latest ruling highlights increasing regulatory scrutiny of major digital platforms, particularly over how their market position and commercial policies affect competition, smaller businesses and consumer choice.
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