Coupang faces FTC probe over alleged coupon-driven price manipulation

South Korean e-commerce leader Coupang is reportedly under scrutiny by the Fair Trade Commission (FTC) for its pricing strategies, specifically concerning the use of coupons. The FTC has initiated an on-site investigation into the company's practices.

Reports indicate that Coupang's alleged non-cooperation during an earlier inspection prompted the FTC to escalate its inquiry with a more thorough on-site examination. The focus of the investigation appears to be on whether Coupang's extensive use of coupons to offer the "lowest prices" constitutes unfair trade practices.

This probe raises questions about how e-commerce platforms utilize promotional tools like coupons. The FTC is likely examining whether these strategies create an uneven playing field for competitors or impact consumer choice and pricing in ways that violate fair trade regulations. Coupang has not yet issued a public statement regarding the FTC's investigation.