Coupang Faces Fallout from Data Breach and Rising Competition in South Korea’s E-Commerce Market

Investors are closely watching South Korean e-commerce giant Coupang as it prepares to release its latest financial results, amid growing concerns over the impact of a massive data breach and intensifying market competition. The company’s reputation and market share have come under pressure following a November data leak that affected approximately 34 million users. Exposed information included names, phone numbers, and shipping addresses, though payment details and login credentials were not compromised.

A government investigation is ongoing, with South Korea’s Science Ministry attributing the breach to management failures rather than a sophisticated cyberattack. Coupang has pledged to strengthen its data security measures and prevent further harm. However, consumer trust appears shaken. According to WISEAPP, Coupang’s monthly active mobile users dropped 3.5% in January compared to November. In contrast, rival platform Naver reported a 23% surge in users during the same period. Data from IGAWorks Mobile Index also shows Coupang’s average daily consumer spending fell 6.3% to about 139.2 billion won ($97 million) in January.

The financial impact is becoming evident. Analysts have reduced their fourth-quarter revenue forecast for Coupang by 2.2% and cut core earnings estimates by 6.7%, according to LSEG data. Since disclosing the breach, New York-listed Coupang shares have declined roughly 34%, while traditional retailers and logistics firms have gained.

Adding to the pressure, proposed regulatory changes may reshape South Korea’s retail landscape. For years, brick-and-mortar retailers were restricted from operating overnight, giving Coupang’s “Rocket Delivery” service a competitive edge in ultra-fast overnight shipping. The government now plans to ease late-night restrictions for hypermarkets, opening the door to stronger competition in fast delivery services.

Rivals including E-Mart, Kurly, and Naver are expanding their rapid delivery capabilities. CJ Logistics reported a 120% year-on-year increase in overnight and one-day delivery shipments in the fourth quarter. Despite these challenges, some analysts believe Coupang’s competitive pricing, integrated services, and strong brand recognition could help it maintain its leadership in South Korea’s fast-growing e-commerce market.