As consumers revel in the price-slashing frenzy of online shopping platforms, the collateral damage to brand value and market stability is becoming increasingly apparent. South Korean e-commerce giant Coupang's aggressive pricing strategy has allowed it to rapidly carve out market share in Taiwan, surpassing local competitor PChome and challenging market leader Momo. However, this "growth at all costs" approach is sparking significant backlash from brands and may trigger a fundamental shift in the e-commerce ecosystem.

Industry sources reveal that some products on Coupang's platform are being sold at less than half their standard retail price—a practice not supported by economies of scale or supply chain optimization, but rather through unconventional sourcing channels followed by deep-discount dumping. This strategy has severely disrupted brand pricing structures, undermining their ability to maintain consistent pricing across different sales channels.

The case of a well-known fan manufacturer illustrates the problem: Coupang's drastically undercut prices compared to authorized retailers have directly impacted the brand's perceived value and market positioning.

A Threat to Market Health

Brand owners warn that prolonged price wars could create a "race to the bottom" scenario, where unsustainable competition ultimately harms industry innovation and consumer choice. When only a few platforms profit from predatory pricing while brands and most retailers suffer losses, the market risks stagnation in product quality and service standards.

In response to Coupang's pricing offensive, brands are pursuing multiple counterstrategies. Negotiations are underway to persuade the platform to adopt more sustainable sales practices that respect brand equity. Meanwhile, some manufacturers have begun restricting Coupang's supply access to protect their pricing integrity and brand reputation.

The Coming E-Commerce Reckoning

Market analysts anticipate escalating tensions between brands and discount platforms in coming months, potentially leading to industry realignment. The confrontation may force a reevaluation of business models across the e-commerce sector, with lasting implications for how online marketplaces operate.

This situation highlights the fundamental tension in digital retail—while price competition benefits consumers in the short term, sustainable e-commerce requires balanced consideration of brand viability, retailer profitability, and fair market competition. The current standoff serves as a critical test case for whether the industry can establish equilibrium between these competing interests.