According to a recent survey, the most popular shopping app among Koreans in 2022 was Coupang, with a monthly average user count of 28.03 million. The second most popular app was 11st with 9.26 million users, followed by Gmarket with 6.69 million users. Coupang and 11st saw an increase in their user count compared to the previous year, while Gmarket saw a slight decrease.
Coupang was the top choice for all age groups and had the highest monthly usage time of 1 hour 44 minutes and 54 seconds, with an average usage of 11.9 days per month. The number of active customers and sales per customer continued to rise for Coupang. In 2022, the number of active customers increased by 1% to 18.11 million, while the average sales per customer increased by 4% to KRW 400,000 (USD 294).
Coupang's paid membership program, Wow Membership, also surpassed 10 million members for the first time, with 11 million members as of 2022.
Experts predict that Coupang may surpass not only other e-commerce companies but also traditional retail companies to become the top player in the Korean market.
In summary, Coupang is the most popular shopping app in Korea with a large and growing user base, high usage time, and increasing sales per customer. Its paid membership program has also reached a significant milestone of over 10 million members.