Coupang's Daily Users Dip First Time Post-Data Breach Revelation; Regulator Probes Account Withdrawal Policy

Coupang Sees First DAU Drop Post-Data Breach Disclosure

South Korean e-commerce giant Coupang has experienced its first significant drop in daily active users (DAU) since publicly disclosing a massive data breach last week. Industry data, released on Friday, indicates a slight but notable decline, fueling concerns over customer trust and potential retention challenges.

Breach Impacts Millions, Initial Surge Reversed

According to findings from industry tracker IGAWorks, Coupang's DAU reached 17.78 million on Tuesday. This figure represents a minor decrease from the all-time high of 17.98 million recorded just the previous day. Crucially, this marks the first daily decline observed since Saturday, the day Coupang officially revealed that the personal information of 33.7 million customers had been compromised. The breach reportedly exposed sensitive data including names, phone numbers, email addresses, and delivery details for nearly all its extensive member base.

Initially, a curious trend emerged: DAU figures actually saw an increase immediately following the breach disclosure. Experts suggest this initial surge was likely driven by concerned users flocking to the app or website. Their motivations likely included checking login histories, reviewing breach-related notices, or proactively changing passwords and credit card details to secure their accounts.

Customer Exodus Feared Amid Regulatory Scrutiny

However, the recent dip suggests that this initial flurry of activity, likely curiosity or damage control, may be giving way to growing dissatisfaction. Industry observers are now speculating that this decline could foreshadow the beginning of a broader customer exodus. Mounting disappointment over Coupang's data protection measures and its initial handling of the security incident appears to be a significant contributing factor.

Adding to Coupang's challenges, the telecommunications watchdog has initiated a formal investigation. This probe addresses an increasing number of complaints regarding the company's allegedly complex and difficult account withdrawal process. The regulator aims to ascertain whether Coupang is unduly restricting users' legal right to terminate their accounts, which would constitute a violation of existing laws.