Whereas the repercussions from Coupang’s huge private knowledge breach incident final month proceed, Coupang truly confirmed elevated app installations. Chinese language e-commerce platforms similar to Ali, Temu, and Shein skilled decreased app installations as an alternative.
Based on knowledge analytics agency IGAWorks Cellular Index on Jan. 11, Coupang’s new app installations in December of final 12 months totaled 526,834 circumstances. This represents the best month-to-month determine for a similar 12 months and a rise of greater than 120,000 circumstances in comparison with the earlier month. Month-to-month installations exceeding 500,000 circumstances occurred for the primary time since March 2024 (521,697 circumstances).
Evaluation means that, opposite to expectations of a Coupang consumer exodus following the huge info leak incident that emerged in late November of final 12 months, a strong consumer base has been confirmed. 12 months-end low cost seasons, intensive advertising and marketing, and membership-centered utilization constructions led to elevated new installations.
The business can also be noting {that a} appreciable variety of Coupang customers are consuming by way of concurrent use of a number of buying apps quite than abandoning a single platform. Present dependence on daybreak supply and quick supply companies, in addition to the “lock-in impact” by way of paid memberships, seem to have influenced this pattern.
In distinction, set up numbers for Chinese language e-commerce platforms all decreased. AliExpress recorded 304,669 circumstances, a lower of roughly 130,000 circumstances in comparison with the earlier month. Temu installations totaled 730,252 circumstances, representing a lower of roughly 97,000 circumstances. Shein additionally fell to 147,574 circumstances, a discount of 78,000 circumstances in comparison with the earlier month.
Amid rising vigilance relating to private info safety and safety throughout on-line platforms following the Coupang incident, the likelihood that leaked private info flowed into China seems to have led to elevated wariness towards C-commerce, leading to decreased installations.
