과징금 대신 마케팅 총공세?…쿠팡이츠 ‘무료배달’ 둘러싼 엇갈린 시선

Coupang Eats' nationwide free delivery initiative reveals a strategic tension: while framed as consumer relief amid inflation, critics interpret the move as leveraging the FTC's consent decree process to delay penalties while dominating the delivery market during peak season. The sustainability of this subsidy model depends on whether it genuinely benefits merchants or ultimately shifts costs through other mechanisms, a test that will determine the credibility of the 'mutual cooperation' narrative.