[Gyeongju APEC] US Coupang: "Discriminatory Regulations Only Hinder Future Investment"

Discussing Digital Transformation Challenges for Distribution Innovation
"Regulatory Consistency Is Essential for Consumer Experience Innovation"

Robert Porter, Chief Global Affairs Officer (CGAO) of Coupang Global in the United States, has urged Asia-Pacific Economic Cooperation (APEC) member countries to ease the enforcement of discriminatory regulations. Business leaders emphasized that, to accelerate the digital transformation and innovation of industries, cooperation at the policy and ecosystem levels-beyond the scope of individual companies-is necessary.

On the morning of October 29, at the APEC CEO Summit held at Gyeongju Arts Center, CGAO Porter expressed these views during a session on "Digital Transformation and E-commerce Optimization." He stated, "Regulators need a flexible and light-touch approach," and emphasized, "It is most important that regulatory enforcement is transparent, consistent, and based on rigorous economic analysis." He added, "Applying discriminatory regulations based on the size or success of a company will discourage future investment and hinder technological advancement."

On the 28th, the 2025 APEC CEO Summit is set to be held at Gyeongju Arts Center. Photo by Kang Jin-hyung

Porter identified three pillars of innovation: ▲Prediction (What do customers want?), ▲Optimization (What is the most perfect route?), and ▲Automation (How can efficiency be maximized?). He explained, "Coupang eliminated an inefficient seven-step logistics system involving manufacturers, wholesalers, local delivery companies, and logistics terminals, and integrated the entire process from product sourcing to final delivery into four stages," highlighting the customer experience resulting from this "distribution innovation."

Porter noted that Coupang's growth has led to significant job creation and accelerated the growth of small and medium-sized enterprises, stressing, "A favorable policy environment is essential to fully enjoy the benefits of distribution innovation."

He continued, "In the context of ongoing trade negotiations, now is the time for APEC countries to remove non-tariff barriers and ease discriminatory regulatory enforcement." He added, "If Coupang can collaborate with APEC governments to drive AI-based innovation, it will not only benefit consumers, create jobs, and support small and medium-sized enterprises, but also promote export investment, reduce trade deficits, and achieve broad-based economic growth."

On the 28th, the 2025 APEC CEO Summit is set to be held at Gyeongju Arts Center. Photo by Kang Jinhyung

Kim Sanghyun, Head of Retail HQ at Lotte Group, also called for the cooperation of governments in each country to realize sustainable retail models. He identified three key tasks for successful digital transformation in the process of retail innovation: ▲Data privacy and security management, ▲Collaboration between industry and government, and ▲Strengthening sustainability.

Kim stated, "A standardized and streamlined regulatory environment is necessary to enable customers to shop seamlessly across offline and online stores." He added, "Especially as cross-border online shopping is rapidly growing, we must create an environment where consumers can purchase desired products from anywhere in the world."