Incross Releases E-commerce Platform Data Analysis Report: "Coupang Ranks No.1 in Users"

[Asia Economy Reporter Hyunseok Yoo] Digital advertising specialist Incross released an e-commerce platform data analysis report on the 29th. In this report, Incross analyzed traffic status of major domestic e-commerce apps and websites, usage behavior by device, and e-commerce demo profile data.

According to the analysis of the number of unique users of major e-commerce apps in September, Coupang (16.895 million) ranked first by an overwhelming margin. Following were ▲11st (9.933 million) ▲Gmarket (8.172 million) ▲Wemakeprice (7.604 million) ▲Tmon (6.508 million) ▲Auction (5.613 million) ▲GS SHOP (4.705 million) ▲Home&Shopping (4.069 million) ▲CJmall (3.648 million) ▲Hyundai Hmall (3.195 million) in order of user numbers.

The e-commerce app with the highest year-over-year increase in unique users was also Coupang. Coupang showed a steep growth rate with a 25.5% increase in unique users in September this year compared to October last year. The number of app users for 11st, Gmarket, and Wemakeprice also showed an overall increasing trend. On the other hand, e-commerce websites generally showed negative growth rates.

Meanwhile, the demographic analysis of users of major domestic e-commerce apps showed that most apps had a higher usage rate among women. In particular, the main user group of the top five apps was women in their 30s and 40s.

Live commerce is regarded as a trend that will change the landscape of online shopping. As of September this year, Jam Live, which has the highest number of unique users among live commerce apps (490,000), started as an online quiz show in February 2018 and shifted its direction to a live broadcast shopping platform last year. Grip (141,000) is a specialized live commerce app with steadily increasing users. Recently, it has been rapidly expanding its business by partnering with various consumer goods and distribution brands.

Leading domestic platform companies and major e-commerce operators are also accelerating their live commerce businesses. According to traffic analysis of major live commerce websites, Naver Shopping Live (284,000) ranked first, followed by Kakao Shopping Live (245,000), which started service in August. Although Kakao Shopping Live does not provide a separate app, users are being attracted through the shopping tab within the KakaoTalk messenger, so the actual number of unique users is expected to be higher. As of October this year, Kakao Shopping Live’s Talk Channel friends number about 1.2 million.

With the recent expansion of contactless consumption and the activation of grocery shopping through apps, the number of users of fresh food specialized platforms is also increasing. Among them, Market Kurly, which boasts the unique feature of dawn delivery, recorded a 110.9% increase in unique users in September this year compared to October last year, reaching 1.801 million. Considering that fresh food delivery services are provided not only by fresh food specialized platforms but also by e-commerce platforms such as Coupang and Wemakeprice, the number of users of related services is expected to be much higher.

Jae-won Lee, CEO of Incross, said, “As the center of purchasing activities shifts online, e-commerce operators are expanding their service areas to respond to rapidly changing consumer trends,” and added, “We hope this report will help understand the latest trends in the e-commerce industry, which has emerged as a key consumer channel, and establish digital marketing strategies.”

Detailed contents of the ‘Media Data Clipping: E-commerce Edition’ report can be found on the Incross website.