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

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

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Once again, Coupang experienced an incident where products were displayed at unreasonable prices due to a price display error. This time, a new Apple iPad model, originally priced at 2.4 million won, was exposed for sale in the 800,000 won range, resulting in over 200 units being sold in a short period of time.

According to industry sources on April 29, on the afternoon of the 27th, an Apple ‘iPad Pro 13-inch M5’ model was listed on Coupang for approximately 830,000 won. The official sale price of this product is 2,399,000 won, meaning the error price was only about one-third of the regular price.

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

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

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On social media, posts confirming receipt of the ordered iPads have been appearing one after another. One user shared proof of delivery and added, “After inquiring with Coupang, they said they will not be recalling the product.”

Industry insiders are pointing to Coupang’s ‘dynamic pricing’ (dynamic price matching policy) system as the cause of this incident. This system automatically matches the lowest price in real time by reflecting price changes from competing online malls.

However, if a pricing input error occurs at a competitor, the system may reflect it as is, resulting in abnormal prices being displayed. In this particular case, it is known that a distributor first registered the same product at 830,000 won, which triggered the price fluctuation on Coupang.

This is not the first time Coupang has experienced such price errors. In the past, a bundle of 36 units of Nongshim Yukgaejang instant noodles was displayed for 5,040 won (about 140 won each), and a toilet paper product that normally sells for 760 won per roll was mistakenly listed at 16 won. There was also a case where a cereal product, originally priced at 3,800 won per unit, was incorrectly displayed with a quantity of 118 units due to a system error, resulting in a per-unit price of 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

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During these incidents, Coupang’s response varied depending on the product type. For ‘Rocket Delivery’ products, which are directly procured and stocked by Coupang, deliveries were made even at a loss. In contrast, for products supplied by open market sellers, which are shipped by the sellers themselves, many orders were canceled.

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