Shares of Coupang (CPNG) are rising in pre-market trading on Monday after the company announced a $1.18 billion compensation package for customers affected by a major data breach. The e-commerce company said it will issue four single-use purchase vouchers worth a total of ₩50,000 to each of the 33.7 million customers who were notified of the data leak. CPNG is up over 3% in pre-trading hours as of this writing.
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For context, Coupang is a fast-growing online retail and logistics company, often called the “Amazon of South Korea.” Earlier this month, personal data from 33.7 million Coupang accounts was leaked in a massive data breach at the company. It was also called the worst data leak South Korea has seen in over 10 years, hurting the shares. In the last month, CPNG stock is down by 9%.
More Details About the Compensation
Coupang stated that the $1.18 billion compensation program will begin on January 15, 2026. Rather than offering cash payments, the company will provide vouchers for ₩50,000 (approx. $35) per user, which can be used across Coupang’s platform. The compensation applies to all 33.7 million account holders, including former customers who left the service after the breach.
These vouchers can be redeemed throughout Coupang’s ecosystem, such as its e-commerce marketplace and food delivery services.
Coupang Faces Heat Over User Compensation Decision
Following the company’s decision to compensate affected users, criticism has grown over Coupang’s plan to offer vouchers that can only be redeemed on its own platforms and services. Some critics argue that the vouchers may not fully address the stress or potential risks users face after the data breach.
Choi Min-hee, a lawmaker from the ruling Democratic Party, criticized Coupang for offering vouchers tied to little-used services, saying the company was trying to “turn the crisis into a business opportunity.” Meanwhile, consumer group Korea National Council of Consumer Organizations also slammed the plan, arguing it downplays the seriousness of the data breach and treats compensation more like a marketing move than real accountability.
What Lies Ahead for CPNG Stock?
Despite the short-term turbulence, Coupang’s long-term fundamentals remain intact. Meanwhile, Wall Street analysts are largely bullish on CPNG stock heading into 2026.
Earlier this month, Bank of America analyst Ahyung Cho said the data breach is unlikely to have a major long-term impact on Coupang’s business, pointing to the company’s quick response and ongoing investigations. He noted that regulatory developments will be important to watch, especially given the size of the breach relative to Coupang’s active customer base.
Despite the issue, Cho remains bullish on Coupang’s stock, with a $38 price target that suggests more than 55% upside from current levels.
Is Coupang a Good Stock to Buy?
According to TipRanks, CPNG stock has a Strong Buy consensus rating based on four Buys and one Hold assigned in the last three months. At $36.20, Coupang’s average share price target implies a 49.16% upside potential.
