Coupang Loses Over 1.8 Million Daily Users Post‑Breach as Rivals Gain
Updated (4 articles)
Massive breach exposes tens of millions of shoppers’ data On November 29, Coupang announced that personal information of 33.7 million customers—including names, phone numbers, email addresses and delivery details—had been compromised, marking the largest breach in its history[2][3]. The leak affected the platform’s Product Commerce division, which recorded 24.7 million active users in Q3, meaning the majority of its user base could be impacted[4]. Regulators, notably the Korea Communications Commission, opened a probe into whether Coupang’s account‑termination policies violate consumer‑rights laws[2].
Daily active users surged to a record before collapsing IGAWorks data showed Coupang’s daily active users (DAU) climbed to a record 17.98 million on Monday, December 4, surpassing the 17 million threshold for the first time[3]. The following day DAU slipped to 17.78 million, the first decline after four days of growth[2]. By December 8 the figure had fallen to 16.17 million, a loss of more than 1.81 million users from the peak[1].
Initial post‑breach spike reflected security checks, not loyalty After the breach announcement, a brief DAU increase was attributed to users logging in to review histories, receive breach notices, and change passwords or credit‑card details[2]. Industry insiders warned that the subsequent sharp decline signals the start of a broader customer exodus driven by dissatisfaction with Coupang’s data‑protection response[2][1].
Competitors gain users while sellers suffer sales drops Gmarket added 250,416 daily users the day after the leak, with Naver and 11Street also posting modest gains, indicating shoppers were migrating to alternative marketplaces[1]. Small‑business sellers on Coupang reported double‑digit sales declines, with some losing up to 30 % of orders and others seeing revenue plummet as they depend heavily on the platform[4]. Fashion and cosmetics vendors have been less affected, reflecting uneven impact across product categories[4].
Sources (4 articles)
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[1]
Yonhap: Coupang Daily Active Users Drop Over 1.8 Million After Data Leak – Highlights a 1.81 million DAU decline to 16.17 million, three‑day post‑announcement rise, and competitor gains, using IGAWorks data.
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[2]
Yonhap: Coupang’s Daily Users Decline After 33.7‑Million‑Customer Data Breach – Reports DAU fall to 17.78 million, details breach contents, notes regulatory probe and potential churn.
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[3]
Yonhap: Coupang Daily Users Hit Record High Despite Data Breach – Shows record 17.98 million DAU, explains post‑breach usage spike for security checks, and cites November MAU record.
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[4]
Yonhap: Coupang data breach hits small businesses relying on platform – Focuses on impact on sellers, citing double‑digit sales drops for small businesses and uneven effects across categories.
Timeline
Nov 29, 2025 – Coupang publicly announces that personal data of 33.7 million customers—including names, phone numbers, email addresses and delivery details—has been compromised, marking the largest breach in the company’s history. The disclosure triggers an immediate surge in user log‑ins as shoppers check accounts and change passwords, underscoring how data‑security incidents can temporarily boost platform activity while sowing long‑term risk. [4][2]
Dec 3, 2025 – Small‑business sellers on Coupang report double‑digit sales drops after the breach, with one owner saying “about 70 % of online sales came from Coupang, with a 30 % drop in orders since the breach,” and another noting “90 % of revenue depended on Coupang, with sharply reduced traffic.” The uneven impact—fashion and cosmetics sellers see little change—highlights the platform’s critical role for Korean SMEs and the potential ripple effects on the broader e‑commerce ecosystem. [3]
Dec 4, 2025 – Coupang’s daily active users (DAU) hit a record 17.98 million, the highest ever recorded, and monthly active users reach 34.42 million for November. The spike follows the breach announcement, as “customers continue to use the service for convenience” and many log in to review security settings, illustrating how a crisis can paradoxically drive short‑term engagement. [4]
Dec 5, 2025 – After three days of post‑breach growth, DAU falls to 17.78 million, the first decline since the announcement, signaling the start of a churn trend. The Korea Communications Commission opens a probe into whether Coupang’s account‑termination process violates consumer‑rights laws, and industry insiders warn of a “potential customer exodus.” This marks the transition from curiosity‑driven traffic to genuine user loss. [2]
Dec 8, 2025 – Coupang’s DAU drops by 1.81 million to 16.17 million, while rivals such as Gmarket gain 250,416 daily users the day after the leak. Experts say the sharp decline “may signal customers are beginning to leave the platform,” and insiders warn of “churn.” The data, sourced from IGAWorks, confirms that the breach is now translating into measurable market share erosion for South Korea’s leading e‑commerce player. [1]