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Photo: Coupang |
[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.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
