7 out of 10 People Use Coupang When Buying Groceries

Open Survey Conducts Poll
of 1,285 Adult Men and Women

The concentration phenomenon on Coupang has intensified. Seven out of ten consumers said they use Coupang when buying groceries from online shopping malls.

According to the 'Online Grocery Shopping Trend Report' released by market research firm Open Survey on the 11th, a survey of 1,285 men and women aged 20 to 59 found that 55.4% primarily purchase groceries on Coupang among online platforms.

Coupang Rocket Delivery vehicles are lined up in a row. Photo by Asia Economy

Next were Kurly at 8.6%, Naver Shopping at 8.4%, Homeplus Mall at 5.6%, Emart Mall at 5.0%, Gmarket at 3.1%, and SSG.com at 2.9%, in that order.

Compared to the 2023 survey, where Coupang was at 40.1%, Kurly at 10.3%, Naver Shopping at 9.5%, Emart Mall at 7.9%, and Homeplus Mall at 7.1%, Coupang's upward trend is notable.

Most platforms except Naver Shopping saw a decrease in usage rates. In contrast, Coupang sharply increased by 15.3 percentage points. It appears that many online shopping mall users have switched to Coupang over the past two years.

Even when expanding the scope to platforms where groceries were purchased in the past three months, Coupang's usage rate was 73.7%, followed by Naver Shopping (38.1%), Kurly (27.2%), Gmarket (19.2%), and Homeplus Mall (18.4%).

Open Survey pointed out that online grocery shopping is increasingly concentrating on Coupang. They analyzed, "Not only is it overwhelmingly number one among online channels, but consumers who mainly buy groceries offline at marts and supermarkets also use Coupang together."

The average monthly grocery purchase frequency per platform was also highest for Coupang at 3.72 times, surpassing Emart and SSG.com (2.84 times), Naver Shopping (2.37 times), and Kurly (2.66 times).

However, in terms of average purchase amount per transaction and average monthly spending, Emart and SSG.com ranked first with 59,400 KRW and 168,696 KRW, respectively. Coupang recorded 35,400 KRW and 131,688 KRW, respectively.

In a satisfaction survey conducted with 200 users per platform, 85.5% of Kurly users responded that they were satisfied, showing the highest rate. Naver Shopping (82.5%) followed. Coupang and SSG.com both recorded 80.5%.

Kurly's greatest advantage was the variety of membership benefits, while Naver Shopping's was delivery speed. Coupang was mainly praised for product prices. Emart and SSG.com generally received responses that grocery shopping was convenient.