Target stock price $26... Will Rocket Pay become Coupang's growth engine?

Coupang to launch 'Rocket Pay' in the second half... expanding online and offline payment services

▲ [Image] Rocket Pay BI/Source: Coupang

Coupang will introduce 'Rocket Pay' in the second half of the year, expanding its in-house payment service beyond online to offline. The strategy is to broaden its business scope into a lifestyle-integrated payment platform by extending payment services, which were previously confined to the Coupang ecosystem, to external merchants.

According to Coupang on the 10th, the company is reorganizing Coupang Pay, which was provided through its services such as Coupang, Coupang Play, and Coupang Eats, into 'Rocket Pay' and expanding the service to be usable at online and offline merchants nationwide. Along with this, a new Brand Identity (BI) was also unveiled, introducing a new payment brand that prominently features 'Rocket'.

Rocket Pay can link various payment methods such as bank accounts, credit/debit cards, and pre-charged balances, and supports multiple authentication methods to enhance security and convenience. Based on its experience in stably operating tens of trillions of won in annual payment traffic, Coupang plans to provide stable payment services by implementing 24/7 real-time abnormal transaction monitoring and an immediate fault response system. The service is expected to expand sequentially from online merchants to offline payments.

Coupang emphasized that this service reorganization is not merely a brand change but an expansion of the payment service's scope. A company official stated, "Rocket Pay has evolved beyond payments within Coupang to become a lifestyle payment method that customers can use anywhere in their daily lives," adding, "We will create a customer-centric payment service that offers great benefits no matter where it's used."

Investor interest continues. According to Investing.com, an investment media outlet, Coupang's stock price as of the 10th was $19.16, up 0.84% from the previous day. While it slightly decreased to $19.12 in after-hours trading, technical analysis maintained a 'strong buy' rating, and analyst sentiment remained 'buy'. The average analyst target price is $26, suggesting an upside potential of approximately 35.70% compared to the current stock price.

The market views the launch of Rocket Pay as an opportunity to further strengthen Coupang's platform competitiveness. It is interpreted as a move to expand customer touchpoints by broadening the scope of use beyond shopping, delivery, and content to include payment services, thereby securing new growth engines based on its own payment infrastructure.

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