Coupang is making significant inroads into the Japanese market, with its food delivery service Rocket Now achieving rapid user growth and demonstrating strong competitive momentum through its ultra-low pricing and free delivery strategy.
Rocket Now entered the Japanese market in January of last year, promoting a model of "zero delivery fees, zero service fees." Consumers can order at in-restaurant menu prices without paying any additional charges. This strategy has effectively lowered the barrier for users, driving a swift increase in app downloads.
To date, Rocket Now's download count in Japan has surpassed 6 million. The app has ranked first in the food delivery category on both the iOS and Android app stores for nine consecutive months, reaching over 5 million downloads within just 15 months of its launch.
In terms of merchant expansion, Rocket Now has established partnerships with more than 10,000 Japanese restaurants. Its service network covers multiple regions including Hokkaido, Tohoku, Kanto, Chubu, Kansai, Hiroshima, and Kyushu. The company recently conducted large-scale recruitment for client management roles in areas like Fukuoka to further optimize merchant growth and operational performance.
It is noteworthy that Rocket Now's growth coincides with a shift in Japan's food delivery competitive landscape. In March 2026, Wolt announced its exit from the Japanese market, highlighting the difficulty of achieving profitability there. Meanwhile, the share price of the established domestic platform Demae-can has fallen approximately 97% from its pandemic peak, indicating that scale alone cannot resolve weak unit economics.
This situation has created market opportunities for operators with stronger financial backing, such as Coupang, Inc..
From a financial performance perspective, Coupang, Inc. disclosed in its Q1 2026 earnings report that its "Emerging Initiatives" segment, represented by Rocket Now and Eats, achieved net revenue of $1.3 billion, a year-over-year increase of 28%. However, the segment's adjusted EBITDA loss for the quarter was $329 million, aligning with the company's full-year loss guidance of $950 million to $1.0 billion.
Analysts point out that leading download numbers and market rankings are only initial indicators. The key test for Rocket Now's long-term value will be its ability to translate its network of over 10,000 restaurant partners, menu price advantages, and free delivery strategy into sustainable user retention and operational efficiency.
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