Fighting Fakes on Coupang: Step-by-Step IP Enforcement for Brand Owners

Coupang, one of South Korea’s largest e-commerce platforms, has become a go-to destination for millions of consumers looking for convenience, variety, and competitive pricing. However, its scale and open-market model have also made it an increasingly attractive environment for counterfeiters – particularly in high-risk product categories like nutritional supplements.

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Coupang's Rocket Delivery service, where Coupang stocks and fulfills products directly, offers consumers a sense of reliability and authenticity…but that trust can be dangerously misleading. A growing number of consumers are unknowingly purchasing counterfeit products from third-party sellers, mistaking them for Rocket-fulfilled items. The consequences go beyond financial loss, posing serious risks to both consumer safety and brand reputation.

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The Problem: Counterfeits Hidden in Plain Sight

Coupang’s “Item Winner Policy” is one of the biggest contributors to counterfeit confusion. Under this system, when multiple sellers list the same product, Coupang showcases only the lowest-priced option on the main product page. While efficient, this policy opens the door for fraudulent sellers to piggyback on legitimate listings by:

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• Cloning brand packaging with near-identical designs and minor font tweaks
• Listing their fake goods under the legitimate product page
• Benefiting from authentic customer reviews that were not meant for them
  
  

This system misleads consumers who believe they are buying directly from Coupang or an authorized distributor, especially when the listing is tagged as Rocket Delivery during initial browsing but redirects to a third-party seller at the point of purchase.

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A recent video posted by a South Korean pharmacist gained widespread attention for exposing how to spot fake overseas supplements, sparking consumer outrage and press coverage. Unfortunately, by the time these issues are discovered, many sellers have already withdrawn their accounts….only to re-register under a new name and repeat the process.

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The Solution: How to File a Report on Coupang

Thankfully, Coupang provides a mechanism for rights holders to file complaints and initiate takedowns. Here’s how to file a report for intellectual property infringement on Coupang:

Step 1: Access the Infringement Report Center

• Go to Coupang’s Trust Management Center
• On the left-hand menu, select “Infringement Report Center” under Intellectual Property Rights Protection

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• You will be redirected to the IPR Infringement Reporting Guide. Scroll down and find the “Report” link on the right-hand side of the page. A log-in is required.

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Step 2: Select Your Report Type

Coupang allows you to report for various issues, including:

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• IP rights infringement
• False or exaggerated advertising
• Sale of non-certified or illegal products
• Duplicate listings or product misrepresentation

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For trademark, copyright, or patent concerns, select “Intellectual Property Infringement.”

Step 3: Submit the Required Information

You’ll need to prepare:

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• Rights holder information (name, business license, contact info)
• Details of the IP (e.g., registered trademark number, patent registration)
• Explanation of the infringement (what was copied, why it’s unauthorized)
• Supporting documents (certificates, product images, side-by-side comparisons)
  

Step 4: What Happens Next?

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Once the report is submitted:

1. Coupang reviews the case and supporting evidence
2. If documents are insufficient, they will request more information
3. If Coupang finds no infringement, the case is dismissed
4. If evidence is sufficient, the seller is asked for a statement
   
   • If no explanation is submitted or the response is inadequate, sales are suspended
   • If seller complies and meets requirements, Coupang may review the product for re-listing
     
     

Best Practices for Brand Protection on Coupang

For IP owners and brand protection managers navigating Coupang, here are a few key takeaways:

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• Monitor listings regularly for unauthorized sellers, particularly under your top-selling SKUs
• Use visual markers (QR codes, unique batch IDs) to help consumers and Coupang staff distinguish real from fake
• Maintain updated IP documentation and certificates
• Consider working with a brand protection technology provider like MarqVision to automate detection, gather evidence, and streamline the reporting process
  
  

Final Thoughts

As with other platforms like Temu, Shopee, and Alibaba, the fight against counterfeits on Coupang requires persistence, strategy, and the right tools. The platform is taking steps to respond to rights holders, but the burden of detection and action still falls largely on the brands themselves.

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To stay ahead of Coupang fake product threats, brands need both vigilance and support. At MarqVision, we help global companies automate counterfeit detection, streamline takedowns, and reclaim revenue lost to illicit sellers: across Coupang and beyond.

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Ready to defend your brand in Korea’s largest marketplace? Contact us to learn how.

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