This article was published on May 22, 2025, at 12 p.m. on the ChosunBiz RM Report site.
Following Google, which submitted a voluntary corrective action while being investigated by the Fair Trade Commission for 'bundling' YouTube Music, there is a growing possibility that Coupang's 'Wow Membership,' which has a similar structure, will also face sanctions from the Fair Trade Commission. The Fair Trade Commission had already started an investigation last year regarding Coupang's structure, which bundles delivery, OTT (over-the-top video platform), and e-commerce services into a single fee, expanding its influence. Recently, it has even organized a dedicated task force (TF) to increase pressure.
The Fair Trade Commission announced on the 22nd that it has decided to initiate proceedings regarding Google's consent resolution application related to allegations of violating the Fair Trade Act. Google, which has been criticized for limiting competition in the music market by bundling YouTube Premium ($14.90 per month) with YouTube Music, voluntarily submitted a corrective action plan stating it would launch a 'YouTube Premium Light' plan without the music service.
The Fair Trade Commission determined that Google's product bundling method transferred the influence it gained in the video platform to the music market, limiting competition. This structure is similar to the case in 1998 when Microsoft (MS) bundled Internet Explorer with Windows, pushing Netscape out of the market.
Since Coupang also expanded its market share in the delivery app and OTT sectors based on its e-commerce subscribers, the two cases are similar from the Fair Trade Commission's perspective.
Coupang has been offering delivery and returns (e-commerce), Coupang Eats (delivery app), and Coupang Play (OTT) all at once through its Wow Membership ($7.89 per month). Recently, it plans to introduce an ad-supported free service on Coupang Play to extend use to general members, which is interpreted as a strategy to widen its subscriber base.
Based on free delivery and viewing benefits, Coupang Eats has risen to the second-largest delivery app after several years. Coupang Play has solidified its position as the second-largest player in the domestic OTT market, following Netflix, surpassing Tving and Wave. According to Wise App, the number of Coupang Eats users increased from 6.45 million in March of last year to 11 million in one year, while the number of users on Yogiyo fell by more than 5 million during the same period.
The problem is that during this process, existing market leader Baedal Minjok and Tving faced competitive pressure. In fact, Baedal Minjok increased commission fees in order to implement a free delivery policy similar to that of Coupang Eats, which in turn raised food prices and added to the burden on consumers.
People's Solidarity for Participatory Democracy also reported Coupang to the Fair Trade Commission last June, criticizing that 'after raising the Wow Membership fee, offering Coupang Eats and Coupang Play for free shifts the burden of price increases onto consumers' and that it is a typical 'bundling' practice aimed at replacing existing businesses.
In response, the Fair Trade Commission conducted an on-site investigation of Coupang's headquarters last September. This year's work plan for the Fair Trade Commission also specifies 'membership-based bundling' as a key focus area. In particular, the dedicated TF launched on the 12th is analyzing not only the 'best treatment' allegations of Coupang Eats but also the structure of the Wow Membership, suggesting that Coupang could become a 'double target.' The TF consists of the Head of Team and staff from the case management team and economic analysis personnel, focusing on the unfair practices in the delivery app market.
A source in the platform industry said, 'The Fair Trade Commission is preparing to send a review report to Coupang, and since YouTube has applied for a consent resolution, Coupang is likely considering the consent resolution as well.' They added, 'The remaining variable is when and at what point Coupang will submit the proposal.'