Coupang's MAUs fall for 3rd straight month in Feb. after data breach
In a concerning trend for the South Korean e-commerce giant Coupang, the company’s monthly active users (MAUs) have declined for the third consecutive month as of February 2026. This decline follows a significant data breach incident that was disclosed late last year, which has raised serious concerns among customers and industry analysts alike.
Overview of the Data Breach
The data breach, which was revealed in November 2025, affected approximately 33.7 million customers in Korea. The breach has not only impacted customer trust but has also had a tangible effect on Coupang’s business operations. In a recent statement, Coupang disclosed that an additional 165,000 accounts were identified as being affected by the breach, exacerbating the situation.
Monthly Active Users Decline
According to data from market tracker Wiseapp Retail, Coupang’s MAUs fell to 33.12 million in February 2026, a slight decrease of 0.2 percent from 33.18 million in January. This decline is notably less severe than the 3.2 percent drop experienced in January. However, when compared to November 2025, prior to the data breach’s impact, the MAUs are down by 3.7 percent.
Impact on Financial Performance
The repercussions of the data breach have extended beyond user metrics. Coupang’s fourth-quarter operating profit plummeted by 97 percent year-over-year, dropping to just 11.5 billion won (approximately $7.85 million). The company indicated that the data breach has adversely affected not only revenue growth but also the number of active customers, paid Wow membership subscriptions, and overall profitability starting in December 2025.
Industry Comparison
Coupang is not alone in facing challenges in the e-commerce sector. Other major platforms have also reported declines in their MAUs for February. For instance, China’s AliExpress and Temu experienced drops of 4.4 percent and 0.9 percent, respectively. Additionally, Korea’s 11Street saw a more significant decline of 8.7 percent in its MAUs.
In contrast, Naver Plus Store, operated by Naver, reported a growth in MAUs, reaching 7.5 million in February, which represents a 5.9 percent increase from the previous month. This growth positions Naver Plus Store as the fourth-largest e-commerce platform in Korea, following Coupang, AliExpress, and Temu.
Future Outlook
Despite the current challenges, Coupang has expressed optimism regarding the stabilization of its business impact from the data breach. The company anticipates improvements in earnings beginning in the first quarter of 2026. As they work to regain customer trust and stabilize their user base, it will be crucial for Coupang to implement robust security measures and enhance customer communication regarding data safety.
Conclusion
The decline in Coupang’s MAUs for three consecutive months underscores the significant impact that a data breach can have on an e-commerce platform. As the company navigates these challenges, it will be essential to focus on restoring customer confidence and improving financial performance in the coming months.
Frequently Asked Questions
The decline in Coupang’s MAUs is primarily attributed to a significant data breach that affected approximately 33.7 million customers, leading to decreased customer trust and engagement.
The data breach has severely impacted Coupang’s financial performance, resulting in a 97 percent drop in fourth-quarter operating profit compared to the previous year, along with declines in active customers and paid subscriptions.
Coupang is focusing on stabilizing its business impact from the data breach and is optimistic about improving earnings starting in the first quarter of 2026. The company is likely to enhance security measures and improve customer communication regarding data safety.
Note: The information provided in this article is based on data available as of March 2026 and may be subject to change as new developments arise.
