Coupang, South Korea's leading e-commerce platform, has failed to capitalize on the fintech opportunity despite its significant market share. While the company dominates e-commerce with nearly 40% of the market, its fintech services, primarily Coupang Pay and a co-branded credit card, have made minimal contributions to revenue as it lagged behind competitors in mobile wallet adoption. This oversight has cost Coupang the chance to expand into more lucrative financial services like loans and insurance.