Reconciling Coupang exports with hypermarket sell-out | Field Notes · Acacia Core Analytics

Beauty brands often receive Coupang Rocket exports with internal marketplace SKUs while E-mart reports use manufacturer case codes. Without a reconciliation log, any portfolio chart is fiction.

We maintain a mapping table with four columns: source file, raw code, normalized SKU, and assumption note. When a pack size changes mid-year, the note reads something like "480 ml renamed to 500 ml w/c week 23 — volumes merged."

Common mismatches we see

• Bundle SKUs online only — Must be split or excluded from brick-and-mortar comparisons.
• Returns lag — Coupang return files arrive two weeks later than sell files; we align on shipment date, not order date, and document the choice.
• Promo flags — Hypermarket promo calendars do not match marketplace coupon events.

Why this matters for delist conversations

A skincare brand nearly delisted a hypermarket slow mover that was absorbing online returns mis-posted to the wrong code. The reconciliation caught a KRW 120 million misallocation.

We publish the mapping table as an appendix to every chart book. Reviewers can audit us without a follow-up email.