[Alpha Biz= Paul Lee] SEOUL, South Korea — Feb 4, 2026 — Coupang is experiencing a noticeable decline in its user base following a massive personal data breach, while Naver Plus Store is emerging as a primary beneficiary of this shift, according to recent industry data.

Data from Mobile Index, a leading mobile big data platform by IGAWorks, reveals that new installations of the Coupang app fell by 11.2%, dropping from 526,834 in December last year to 467,641 in January. This represents the sharpest month-on-month decline recorded over the past year. Monthly Active Users (MAU) also saw a downturn, decreasing by 2.4% (836,735 users) from 34,847,887 to 34,011,152 during the same period.

In contrast, Naver Plus Store has seen a significant surge in adoption. New app installations in January reached 935,507, an 18.7% increase from December’s 788,119. Its MAU also grew by 10.6%, rising from 6,299,629 to 6,965,364 in just one month.

Industry experts suggest that as competition in the domestic e-commerce market intensifies in the wake of Coupang’s security crisis, consumers are increasingly migrating to alternatives, with Naver Plus Store reaping the "reflexive benefits" of this market reorganization.

 

 

 

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