Coupang advertising spend, FY2025
Coupang (CPNG) reported $1.1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.2% of revenue of $34.5B. Up 16.2% from FY2024.
Key facts
- Ad spend is 8.6x its FY2020 level ($128M), faster than revenue (2.9x).
- FY2025 is the highest year on file, going back to FY2019.
- Largest increase +238.3% in FY2021; largest cut -49.2% in FY2020.
- Ad spend has risen 5 years in a row.
- Ad spend is 3.2% of revenue, up from 1.1% in FY2020.
- Coupang spends more on advertising than 83% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $1.1B | +16.2% | $34.5B | 3.2% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2024 | Dec 31, 2024 | $947M | +33.2% | $30.3B | 3.1% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2023 | Dec 31, 2023 | $711M | +17.5% | $24.4B | 2.9% | AdvertisingExpense | 10-K Feb 26, 2026 |
| FY2022 | Dec 31, 2022 | $605M | +39.7% | $20.6B | 2.9% | AdvertisingExpense | 10-K Feb 25, 2025 |
| FY2021 | Dec 31, 2021 | $433M | +238.3% | $18.4B | 2.4% | AdvertisingExpense | 10-K Feb 28, 2024 |
| FY2020 | Dec 31, 2020 | $128M | -49.2% | $12B | 1.1% | AdvertisingExpense | 10-K Mar 1, 2023 |
| FY2019 | Dec 31, 2019 | $252M | n/a | $6.3B | 4.0% | AdvertisingExpense | 10-K Mar 3, 2022 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Coupang in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 57 | DraftKings | $1.1B | 18.6% | +7.2% | FY2025 |
| 58 | Coupang | $1.1B | 3.2% | +16.2% | FY2025 |
| 59 | Molson Coors Beverage | $1.1B | 8.4% | 0.0% | FY2025 |
| 60 | Citigroup | $1.1B | 1.3% | -1.4% | FY2025 |
| 61 | Wells Fargo | $1.1B | 1.3% | +25.9% | FY2025 |
| 62 | Rocket Companies | $1.1B | 16.3% | +32.0% | FY2025 |
| 63 | Kraft Heinz | $1.1B | 4.3% | +4.1% | FY2025 |
Full ranking of 336 companies · Biggest increases #87 · Up 5+ years in a row #37
Questions
How much does Coupang spend on advertising?
Coupang spent $1.1B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.
What percentage of revenue does Coupang spend on advertising?
3.2% of revenue in fiscal 2025 ($1.1B of $34.5B). The median across the 336 companies tracked is 5.2%.
Is Coupang spending more on advertising?
Yes. Ad spend rose 16.2% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.
How does Coupang rank by advertising spend?
#58 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Coupang's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 26, 2026
- Accession number
0001834584-26-000024- Company
- Coupang, Inc., CIK 1834584, SIC 5961 (Retail-Catalog & Mail-Order Houses)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Coupang advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/coupang/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies