Coupang will launch Rocketpay in the second half of 2026 to expand its payment services beyond its internal ecosystem. The new service allows customers to make payments at a wide range of online and offline merchants.
The expansion positions Coupang to compete directly with Naver Pay and Kakao Pay in South Korea’s easy-payments market. The company aims to leverage its large user base and experience handling tens of trillions of won in annual payment traffic to secure market share.
Industry analysts suggest Coupang may use aggressive marketing similar to its Coupang Eats strategy to grow the service. This fintech expansion could integrate with Coupang Financial to build a comprehensive financial ecosystem.