In the wake of a personal data leak incident at Coupang late last year, there has been a detectable movement among the middle-aged and older generations to withdraw from the platform, commonly referred to as 'Coupang Exit.' Data from the mobile index by AIworks shows that Coupang's monthly active users have decreased from 34.84 million in December last year to 33.64 million in February this year, a reduction of approximately 1.2 million users in just two months. Additionally, the overall estimated monthly card payment volume dropped by about 10% (approximately 4.515 trillion KRW), from 4.4735 trillion KRW in November to 4.022 trillion KRW last month.

The exit movement is particularly pronounced among the middle-aged demographic. Payment amounts decreased most notably for individuals in their fifties, whose spending fell by 12.4% (approximately 1.202 trillion KRW), while those in their forties saw a decline of 9.5% (approximately 1.167 trillion KRW). Over the span of three months, these two age groups collectively witnessed a 236.9 billion KRW reduction in spending, which constitutes 52.5% of the total decrease. This demographic is significant as they are considered a core group responsible for household consumption, indicating that the departure of a fixed purchasing base post-Coupang's data breach has directly impacted spending levels.

While Coupang faces this decline, its competitors are reaping the benefits. Naver Plus Store reported that it had 2.33 million new app installations from December last year to last month, suggesting that a substantial number of users leaving Coupang have transitioned to Naver. Although AIworks has mentioned that the data could differ from actual sales figures, the observed decline in Coupang's estimated payment amount is seen as atypical in the current market context.