Coupang user personal information leak: "Minimal user loss"… Why can't they leave?

Ten days have passed since Coupang’s customer personal information leak occurred, and some users are showing signs of leaving. However, when looking at the overall usage scale, the daily active user count remains only slightly decreased, suggesting that immediate consumer abandonment is not happening on a large scale.

According to data analysis firm IGAWORKS’s Mobile Index, as of December 9, 2025, Coupang’s daily active users (DAU) are approximately 15.836 million. This is about 110,000 fewer than the average daily users of approximately 15.948 million during the week from November 22, before the personal information leak. Compared to December 8, the previous day, the number has decreased by about 8,000.

This user decline is interpreted as a result of temporary app access related to login history checks, notices, and password changes immediately after the leak, with users discontinuing app use afterward. In fact, during the initial phase of the incident, there was an increase in user access to understand the situation, so the subsequent natural decrease appears more noticeable.

However, the main reason most Coupang users continue to use the service is the lack of alternatives. Users accustomed to early-morning Rocket Delivery and frequent discount events find it inconvenient to switch to other e-commerce platforms. Especially because Coupang’s extensive delivery network and price competitiveness are difficult for domestic alternatives to match in a short period, consumers are likely to remain “locked in” due to the “lock-in effect.”

Meanwhile, the police are accelerating their investigation, reflecting the seriousness of the incident. On December 9, the Seoul Metropolitan Police Agency’s Cyber Investigation Unit raided Coupang’s headquarters in Songpa-gu, Seoul, mobilizing 17 personnel, including senior officers. It is known that approximately 33.7 million customers’ personal information was leaked, and the investigation is expected to focus on the details of the leak and responsibility.

The recovery of user trust will likely depend on what post-incident measures Coupang implements. IT industry insiders agree that rather than a large-scale exodus in the short term, observing the changes in user loyalty over 2-3 months and monitoring the actions of competing platforms is crucial. Unless regular security checks and user protection measures are strengthened, the current situation could have negative long-term effects.