A view of a Coupang logistics center in downtown Seoul. (Yonhap)
SEOUL, Dec. 8 (Korea Bizwire) — Coupang, South Korea’s largest e-commerce platform, is experiencing a significant drop in user traffic following a major personal data breach that triggered widespread consumer anxiety and scrutiny, new industry data shows.
According to Mobile Index, a data analytics platform owned by IGAWorks, Coupang’s daily active users (DAU) stood at 16.18 million on December 5, down sharply from the record high of 17.99 million on December 1, a decline of more than 1.8 million users in just four days.
The reversal comes after the platform saw daily user numbers steadily climb for three consecutive days beginning November 29, before abruptly falling and continuing to contract this month. Coupang’s DAU, which first surpassed 17 million on November 30, has now returned to the lower 16-million range.
Industry officials say the downturn may indicate that consumer departures from Coupang are now accelerating as the company continues to face backlash over the data-leak scandal that erupted at the end of last month. The breach prompted a surge in app traffic as users rushed to review login records, reset passwords, or explore membership cancellation options. A portion of those users now appear to be exiting the platform altogether.
In contrast, major domestic competitors have seen modest gains. Gmarket’s DAU jumped from 1.36 million on November 29 to 1.62 million the next day, coinciding with the height of the Coupang controversy. User numbers for 11st and Naver Plus Store also posted temporary increases in early December, suggesting these companies are benefiting from a short-term migration of disaffected Coupang customers.
Analysts say that if trust issues persist, a prolonged consumer shift could strengthen the competitive landscape in South Korea’s e-commerce sector, long dominated by Coupang.
Ashley Song (ashley@koreabizwire.com)
