Coupang's (CPNG) user numbers have returned to pre-breach levels just nine days after a personal data leak incident, data shows.
According to data from IGAWorks' Mobile Index released on Friday, Coupang's estimated daily active users (DAU) reached 15.92 million as of January 8. This figure is nearly identical to usage levels before the breach incident emerged.
Coupang's DAU had been maintaining a range of 15.7 million to 16.25 million during the week before the data leak. However, when news of the breach broke on January 1, DAU surged to 17.98 million, significantly higher than normal levels.
The figure then dropped to 16.95 million on January 4 and fell further to 15.94 million by January 6, returning to previous levels.
Experts attribute the temporary DAU spike to a surge in app access for account security purposes immediately following the breach, including checking login records, reviewing company notices, and changing passwords.
Analysts also point to the difficulty of finding alternative e-commerce platforms comparable to Coupang as a key factor in maintaining user numbers despite declining trust over personal data exposure. The "lock-in effect" created by Coupang's dawn delivery service, fast shipping benefits, and various discount promotions is preventing customer attrition, according to industry analysis.
