【熱門時事分享】酷澎突圍！電商戰場的新黑馬在台為何長紅？｜by Clarence｜20250908

歡迎收聽《HOT 基礎英文新聞：熱門時事分享》。我是 Clarence。今天我們要聊：酷澎 Coupang 在台灣為何長紅？你可能常看到「今晚下單、明天到貨」的分享，也會研究怎麼用免運最划算。接下來，我們先把它在台提供的服務講清楚，再說為什麼大家買單。

Welcome to “HOT English News: Let’s Talk Trends.” I am Clarence. Today’s topic: Why is Coupang winning in Taiwan? You may see posts like “order tonight, get it tomorrow,” and you may compare free-shipping deals. First, we explain what Coupang offers in Taiwan, then why users choose it.

酷澎是來自韓國的大型電商，2022 年在台推出「火箭速配」與「火箭跨境」，主打隔日到與跨境選品；2025 年再加上 WOW 會員：每月 59 元、免運門檻取消、會員 30 天免費退貨（非會員 15 天）、90 天免費試用。有了這些服務後，下一個問題就是——它為什麼能讓人放心下單？

Here is the base: Coupang launched Rocket Delivery and Rocket Overseas in Taiwan in 2022. In 2025 it added WOW Membership—NT$59/month, no threshold free shipping, 30-day returns for members (15 days for non-members), and a 90-day trial. With this set, the next question is: why do users trust it enough to buy?

答案多半是這三件事：第一，確定性——頁面直接顯示到貨時間，「今天下單、最快明天到」；第二，免運門檻拿掉——WOW 會員不用為了湊免運而硬加購；第三，退貨簡單——App 內申請、到府收件，嘗試新品牌的風險變小。那麼，它如何做到這些承諾？

It comes down to three things: clear delivery time, no free-shipping threshold with WOW, and easy returns with home pickup. Now, how does Coupang deliver on this promise?

酷澎主打「重資本物流＋擴大選品＋會員訂閱」。香港經濟日報與酷澎自身報導指出，酷澎在台灣加大投資、擴品牌合作與庫存，用 WOW 提高回購，同時以 AI 與自動化提升效率。接著，我們看數據是否也支持這條路。

The method is logistics + assortment + membership. Reports say Coupang invests more in Taiwan, adds brand partners and inventory, and uses WOW for repeat buys, plus AI and automation for efficiency. Next, let’s check the numbers.

根據 經濟日報與投資人簡報摘要：酷澎台灣營收季增 54%、年增三位數；創辦人表示活躍用戶季增近 40%，多來自回購；媒體也統計，這場法說會「台灣」被提到 22 次，顯示公司把台灣視為重點市場。那究竟使用者實際感受是什麼呢？

According to Economic Daily News and the earnings call: Taiwan revenue grew 54% QoQ with triple-digit YoY; active customers rose about 40% QoQ from repeats; and “Taiwan” was said 22 times on the call. So what do users actually experience?

在社群與討論區，好評集中在「到貨快、時間可預期」和「退貨流程簡單」；有人分享 火箭跨境從美國寄送，約三天就收到，也稱讚 WOW 的「無門檻免運、30 天免費退貨」。質疑多在「部分品項檢品與品質不一」、「對 30 天退貨規則理解不一」與「試用期後自動轉付費沒注意到」。也因為這些聲音，市場開始出現對應的調整。

Online, users praise fast, predictable delivery and simple returns—one got Rocket Overseas from the U.S. in about three days; many like WOW’s no-threshold shipping and 30-day returns. Concerns include QC, confusion about 30-day rules, and a few auto-renew cases. These reactions push the market to adjust.

對著這些在意點，平台把到貨時間與退貨規則寫得更清楚，也加強檢品；同業加快「隔日到」並推免運與會員：像蝦皮宣稱「店到店—隔日到貨」一年內訂單年增逾 5 倍、累計 760 萬人次體驗，並調整物流與免運規則；momo用 moPlus＋零售媒體廣告＋物流升級提高回購（公告會員數破 5 萬、淨訂購金額年增 36%）；PChome 24h強調系統與基礎設施升級，稱這是一場「資本戰」。賣家也更多採平台倉配、參與免運補貼，並把商品規格寫清楚以降低退貨。接下來，戰局會往哪裡走？

In response, platforms clarify delivery and return rules and tighten QC. Rivals push next-day and shipping deals: Shopee says Store-to-Store Next-Day grew 5× with 7.6M users; momo uses moPlus + retail-media + logistics upgrades (50k+ members, +36% net order value); PChome 24h upgrades systems and calls it a capital war. Sellers adopt platform warehousing, join shipping subsidies, and write clearer pages to cut returns. So, where does the race go next?

放大到整體，本土龍頭承壓：報導指出 momo 2025 年第 2 季獲利年減、PChome 虧損擴大；而酷澎在台仍處「投資期」，新業務虧損同步上升。可預期的競爭焦點，不只是誰更快或更便宜，而是速度、價格、售後能否同時兼顧，並在擴張中控制成本、維持體驗。

Zooming out, local leaders feel pressure: momo’s Q2 2025 profits fell, PChome widened losses, and Coupang stays in an investment phase with higher losses in new lines. The key is not only speed or price, but speed + price + after-sales, while controlling costs and keeping the experience strong.

總結來說，酷澎在台長紅，靠的是一套清楚的承諾——到貨確定性、免運門檻取消、退貨容易——再用物流與會員制把體驗堆高。接下來的贏家，相信會是在規模擴張時，依然能兼顧速度、價格與售後的那一家。

In short, Coupang’s success in Taiwan is a clear promise: predictable delivery, no-threshold free shipping, and easy returns, built on logistics and membership. The winner will balance speed, price, and after-sales even while scaling.

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