Rocket Growth vs Marketplace: The Cross-Border Seller's Decision

The three doors into Coupang — and which two you can actually choose

Coupang has effectively three supply models. The first is Rocket Delivery (로켓배송, "rocket shipping"), a first-party wholesale relationship where Coupang buys your inventory outright and owns the listing. You don't choose this — a Coupang buying team invites you, usually after you've proven demand.

The other two are yours to pick. Rocket Growth (로켓그로스, sometimes shown to shoppers under the 판매자로켓 or "seller rocket" badge) is the FBA-equivalent: you ship inventory into Coupang Fulfillment Services, Coupang picks, packs, delivers, and handles returns and customer contact. Marketplace (마켓플레이스), also called 판매자배송 ("seller-shipped"), means you or your 3PL ship every order yourself and own the whole post-purchase experience.

For a cross-border seller, the real decision is not "which is better" but "which one first, and for which SKUs." The answer changes as you gain data.