How Coupang (CPNG) Expanding into Wellness with Lemme May Shape Its Role in E-commerce

• Coupang, Inc. recently announced the launch of Lemme, the vitamin and supplement brand founded by Kourtney Kim Barker, on its platform in South Korea, introducing 13 products from Lemme’s wellness lineup to local consumers on September 24, 2025.
• This collaboration not only marks Lemme’s first direct expansion into South Korea but also underscores Coupang’s expanding role as a connector between innovative global brands and Seoul’s growing online wellness market.
• We'll explore how this expansion of Coupang’s cross-border wellness portfolio could influence the company’s broader investment story and outlook.

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Coupang Investment Narrative Recap

For those considering Coupang, the central narrative hinges on the company's ability to drive continued operating leverage and revenue growth through technology and international product expansion, even as investments in new markets present near-term margin challenges. The recent launch of Lemme on Coupang’s South Korean platform showcases its growing cross-border capabilities but is unlikely to materially change the company’s most pressing short-term catalyst: balancing new business investments with achieving sustainable profit margins. The core risk remains Coupang's heavy dependence on Korea, where local competitive pressures and regulatory shifts could weigh on stability and growth.

Among recent developments, Coupang’s addition to the S&P TMI Index stands out as the most relevant alongside the Lemme launch, further highlighting the company's rising stature in global e-commerce and its strengthening position to attract deeper investor interest. While these milestones reinforce Coupang’s ambition and broaden its reach, the challenge of achieving positive unit economics as it expands into new segments and geographies remains front of mind for many shareholders.

By contrast, investors should be aware that continued heavy spending in new regions like Taiwan could...

Read the full narrative on Coupang (it's free!)

Coupang's projections anticipate $46.0 billion in revenue and $2.0 billion in earnings by 2028. This outlook is based on a 12.6% annual revenue growth rate and a $1.6 billion increase in earnings from the current $365.0 million.

Uncover how Coupang's forecasts yield a $34.52 fair value, a 7% upside to its current price.

Exploring Other Perspectives

Seven fair value estimates from the Simply Wall St Community range from US$27.25 to US$47.91 per share. As you weigh these differing outlooks, keep in mind that Coupang’s efforts to expand its international product mix could be shaped by whether its new offerings reach scalable profitability.

Explore 7 other fair value estimates on Coupang - why the stock might be worth as much as 48% more than the current price!

Build Your Own Coupang Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your Coupang research is our analysis highlighting 2 key rewards and 2 important warning signs that could impact your investment decision.
• Our free Coupang research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Coupang's overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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