"2.4 Million Won iPad Listed for Just 830,000 Won on Coupang"... Another Pricing Error Triggers Order Frenzy

Coupang's 'Low Price Matching Policy' Suspected to Have Caused System Error

"They Said They Won't Recall the Product"... Users Share Proof of Actual Delivery

On the 27th, an Apple 'iPad Pro 13-inch M5' model worth 2.4 million won was posted for the 800,000 won range on Coupang. Screenshot from Coupang

Once again, a pricing error on Coupang has resulted in products being listed at absurdly low prices. This time, a new Apple iPad model, which normally retails for about 2.4 million won, was displayed for around 800,000 won, and more than 200 units were sold in a short period.

Over 200 Units Sold in Just 10 Minutes... Some Buyers Actually Received the Product

According to the industry on April 29, an Apple 'iPad Pro 13-inch M5' model was listed for approximately 830,000 won on Coupang on April 27. The official retail price for this product is 2,399,000 won, meaning it was being sold for just about a third of its normal price.

This information spread rapidly through various social media platforms, and it is reported that over 200 units were sold within about 10 minutes. Afterward, the price was adjusted back to its normal level, and the product was marked as sold out.

Some buyers posted reviews stating that they actually received the products. Screenshot from social media

On social media, there have been a series of posts confirming actual receipt of the ordered iPads. One user shared proof of delivery and added, "According to my inquiry with Coupang, they said they will not be recalling the product."

An Error Caused by the Automated Pricing System

Industry insiders have pointed to Coupang's 'dynamic pricing (low price matching policy)' system as the cause of this incident. This system automatically matches the lowest price by reflecting price changes at competing online malls in real time.

However, if a pricing input error occurs at a competitor, the system can mirror that mistake, resulting in abnormal prices being displayed. In this particular case, it is reported that a distributor first listed the same product for 830,000 won, which triggered the price change on Coupang.

Recurring 'Pricing Error' Incidents

This is not the first time Coupang has experienced such pricing errors. In the past, a bundle of 36 Nongshim Yukgaejang instant noodles was listed for 5,040 won, or about 140 won per cup, and a toilet paper product that should have been 760 won per roll was incorrectly displayed as 16 won. There was also a case where a cereal product, normally priced at 3,800 won per unit, was mistakenly listed as a quantity of 118 units due to a system error, making the per-unit price only about 32 won.

In July last year, 118 units of 'Cocoball Cup 30g' were listed on Coupang for 3,800 won. Originally, 3,800 won was the price for one product, but due to a system error, the quantity was mistakenly displayed as 118 units. Converted to a unit price, it amounts to only about 32 won each. Screenshot from Coupang

The response varied depending on the type of product. In the case of 'Rocket Delivery' items, which Coupang purchases directly and keeps in stock, the company absorbed the loss and completed delivery. In contrast, for products held by third-party marketplace sellers, which are shipped by the seller, orders were often canceled.

This content was produced with the assistance of AI translation services.