Coupang’s interim CEO, Harold Rogers, lauded the efforts of its frontline workers in a recent company-wide email, following his participation in an overnight delivery shift. Rogers emphasized Coupang’s commitment to continued investment in the logistics network that powers its signature Rocket Delivery service.
Industry sources reveal that the email, circulated on Wednesday, detailed Rogers’ 10-hour overnight delivery experience on March 19 in Seongnam, Gyeonggi Province. From 8:30 p.m. to 6:30 a.m., Rogers personally delivered packages to apartment complexes and residential areas throughout the region.
“From the beginning to the end of the shift, it was a valuable experience to meet customers and work alongside fellow Coupang employees,” Rogers stated in the email. “The widely popular Rocket Delivery service wouldn’t exist without the dedication and commitment of those who manage the last mile.”
Rogers was particularly impressed by the intricate logistics process, noting the meticulous design of everything from package sequencing to comprehensive end-to-end tracking. “I was able to confirm firsthand Coupang’s core competitiveness, continuously refined through innovation,” he added.
He also highlighted Coupang’s remarkable growth, pointing out that in less than two decades, the company has transformed into a global technology leader, pioneering AI-driven distribution innovation through strategic investment and precise execution.
“The scale, diversity, and markets of our business have evolved, but our fundamental identity remains unchanged,” Rogers affirmed. “We will consistently enhance the customer experience, sustain our growth trajectory, and shape the future of e-commerce.”
Coupang’s commitment to logistics extends beyond Korea, as evidenced by the recent opening of its fourth smart fulfillment center in Taoyuan, Taiwan, on Thursday. This state-of-the-art facility, powered by artificial intelligence and robotics, expands Rocket Delivery coverage to approximately 70 percent of the island.
This expansion is expected to significantly benefit Korean small and medium-sized enterprises (SMEs), over 10,000 of which already leverage Coupang’s platform to sell their products in Taiwan, utilizing its comprehensive end-to-end logistics support.
“As Rocket Delivery establishes a stronger foothold in Taiwan’s 200 trillion won ($133 billion) retail market, the export boost for Korean SMEs facing domestic challenges is projected to become even more pronounced this year,” a Coupang representative stated.
