Bom Kim
Analyst · JPMorgan. Your line is open
Thanks, Michael. Since this is our first earnings call, before we talk to the results, I’d like to take a moment here to speak about why we are so excited about the decades-long opportunity ahead of us at Coupang. To understand Coupang, we begin with our mission to create a world where customers wonder how good I ever lived without Coupang. Our orientation is our most important advantage. We work backwards from the customer from a vision of a world, where our customers have it all, jaw-dropping convenience without a convenience tax. Historically, online shopping has forced customers to choose between amazing service, low prices and broad selection. Delivery within hours isn’t amazing if your selection shrinks to that of a convenience store or if it forces you to pay higher fees or prices. We aim to break these trade-offs. It’s only when we deliver all three in harmony, amazing service, low prices and broad selection that we deliver a true wow experience for our customers and sustained long-term growth for the company. So, we built an end-to-end integrated e-commerce system that we believe is setting a new standard for commerce globally. And we ingrained into our culture, a willingness to be brave, to take risks, to make bold choices and to learn from our failures. These values are at the core of our DNA and drive our continuous innovation today. Here is an example. A few years ago, while almost all Rocket orders were one day delivery, we learned that many customers were returning home late at night and were only able to use what they had ordered the following day, which meant that our one day delivery was in effect a two-day experience. So, we launched Dawn and Sunday Delivery with access to not just convenience store selection, but millions of items from computers to baby food. Customers can order seconds before midnight, head off to sleep and wake up to find their items waiting at their doorstep before 7 a.m. via Dawn Delivery for free. It’s like Christmas morning everyday. And how convenient was our service as customers could get every brand of cereal on Rocket, but still have to drive out to a store for milk. So, we launched a nationwide online grocery service, offering customers one of the largest selection of fresh goods delivered within hours at low prices. As a result, we have quickly become the leading nationwide online grocer. And why couldn’t returns be as effortless as placing an order online. For returns on Rocket, you simply open the app, tap a few times and leave the item out in front of your door for pickup. No packaging, printing of a label or cumbersome scheduling with a carrier required and the moment our driver scans the item in front of your door at pickup, we initiate the refund and returns within 30 days on Rocket while are completely free. We tackled another convenience tax at e-commerce packaging waste. Packagings required to protect the items during shipment, but because we control the entire process end-to-end, we found a way to protect items without boxes. Today, more than 75% of the deliveries we process and ship are box-less in a simple sleeve with no additional cardboard, air cushions or bubble wrap. And we didn’t stop there. We asked, can we get rid of all disposable packaging? We introduced eco-bags for Rocket Fresh, which replaces nearly all disposable packaging with completely reusable bags that are picked up by our delivery network for reuse. Today, our trucks that once left full and returned empty are coming back with returns from customers and eco-bags for reuse. We estimate that in Q1 alone, we saved over 8,000 tons or over 15 million pounds of packaging waste due to innovations like box-less delivery and eco-bags. Breaking trade-offs is hard work. That’s why few have done it. But it’s our life’s work and we are passionate about it. We have invested the last 7 years and billions of dollars into countless internal systems, algorithms and 25 million square feet of e-commerce infrastructure. Today, 70% of the Korean population lives within 7 miles of one of our centers. We also manage the largest fleet of full-time drivers in Korea directly employing 15,000 delivery drivers who utilize our proprietary software and custom designed trucks. And proprietary technology is critical to our ability to provide a wide selection, delivery experience and free shipping. Our dynamic orchestration technology, for example, predicts and assigns the fastest and most efficient path for every order out of hundreds of millions of combinations of inventory processing truck and route options within seconds of an order being placed. We are a technology company at our core and the homegrown technology that underpins our value proposition is designed to optimize our one-of-a-kind end-to-end integration. As a result of our unmatched e-commerce investment in the market and years of scaling iteration, we remain the only major e-commerce company in Korea that delivers 365 days per year, guaranteeing 1 day delivery or faster on millions of items and keeping our promise on nearly 100% of our Rocket orders even on peak days before Lunar New Year or Korean Thanksgiving. And it’s not just delivery speed our unique investments and growing scale create operational efficiencies, which we can pass on to our customers in the form of lower prices. According to a recent third-party study, Coupang’s prices were cheaper on average across all surveyed product categories and we estimate that Rocket will have customers saved over $200 million in shipping fees in the first quarter alone. The most exciting part is that we are still early in the journey. All of the things that we built are getting better every year and we plan to build more square footage of infrastructure over the next year than in any year since our inception. Our plan is to increase our nationwide footprint by over 50% in the coming year. We have a differentiation that will keep growing over time. The size, growth and structure of the market is another tailwind. Korea is a massive e-commerce opportunity. It’s the fifth largest globally and grew at a 20% CAGR over the last 5 years, second only to China. And it’s the largest e-commerce opportunity not won by Amazon or Alibaba, but there is a broader play here. Similar to China, Korea is leapfrogging the offline retail revolution. The U.S. has more than 10 times the offline retail footprint per capita of Korea. We believe we are at the center of two revolutions, not just the transition from offline to online, but also a retail revolution that happened first offline in the U.S., but is now starting online in Korea. The market also boasts a highly connected tech-savvy consumer base with high mobile usage. We believe these structural characteristics create strong tailwinds for e-commerce that will lead to higher online penetration than other markets. That makes this a broader commerce opportunity. Korea’s total commerce market is expected to exceed $530 billion by 2024 and we were still less than 5% of the total market last year. And Coupang has been rapidly gaining traction growing at a multiple of the overall e-commerce segment over the last few years, even as our scale increased. That trend continued in Q1 with year-over-year revenue growth approximately 3x faster than the overall Korean e-commerce segment. Our cohort behavior confirms that trend. As we showed in our S-1 filing, our annual cohorts are accelerating in size and spend each year, further evidence of the engagement and loyalty that our customer experience creates. And even our oldest cohorts are still increasing their spend indicating that we are still at the early stages of our growth cycle. All the benefits we offer customers are amplified by a Rocket WOW membership, fueled by access to services like dawn and same day delivery, as well as our streaming video offering Coupang play, Rocket WOW members purchase with significantly higher frequency and across more categories than non-WOW members. Fundamentally, Coupang is not a consumer goods company or delivery company or even an e-commerce company. Coupang is added essence, a company that challenges trade-offs and delivers wow in customer’s daily lives. We started with product e-commerce, but has since launched two new services in Fresh and Eats. I’d like to spend a moment on the early success. In Rocket Fresh, we offer one of the largest selection of groceries online, with the only nationwide dawn and same day delivery service. We also offer according to a recent third-party study the lowest Fresh prices among competitive services. As a result of our value proposition, Fresh revenue in Q1 was more than 2.5x of revenue in the same period last year. Coupang Eats started small and focused on the Gangnam region in Seoul until the middle of 2020. A little less than a year later, Eats launched in Jeju Island and is now national. In Q1, Coupang Eats was the most downloaded mobile app in Korea and the service has scaled faster than any in our history. Despite rapid growth in 2020, our penetration in both categories remained low. And while Fresh and Eats were the first new services we have launched since product commerce, they won’t be the last. We are confident about the runway ahead. And we will continue to invest aggressively in these and more offerings in the future. Finally, we are excited to be reporting our first quarter results, because we think they validate the investments we have made and speak to the continued execution along our strategy. In Q1, we delivered total revenue growth of 74% year-over-year and our quarterly active customers increased 21% to $16 million. Keep in mind that our strong first quarter growth comes against two headwinds. First, a comp against a strong quarter last year that experienced large order spikes due to the COVID-19 outbreak, which started in Korea in late January and second, a challenging operating environment that persists due to the pandemic. To that second point, we had 20 complete closures of operational centers due to COVID at various times in Q1, an average of nearly two closures per week. In spite of those and countless other challenges, we upheld our high on-time delivery rates. It’s a testament not only to the capabilities that we have built in our end-to-end integrated network and technology, but also to the dedication of our teams. The lost operational bandwidth and opportunity costs were real, but our team’s commitment and hard work helped make our workplace safer, while keeping our promise to our customers. I couldn’t be prouder of our teams. In conclusion, we are excited to be on this journey with our shareholders. And we are just getting started. While our business will continue to evolve, we won’t change how we operate. We will always work backwards from an ambitious goal for the customer. We won’t hesitate to make difficult decisions and bold investments for the long-term. We will keep attacking trade-offs between service, selection and price to create a world where customers wonder, how did I ever live without Coupang. With that, I will turn the call over to Gaurav.