Ably Ranks First with 9.18 Million Monthly Active Users
Olive Young at 9.05 Million, Musinsa at 8.18 Million
In Beauty Category, Olive Young Preferred by Both Men and Women
As the number of users of vertical commerce applications (apps) continues to grow, the style commerce platform Ably was found to be the most widely used vertical commerce app by Koreans last month.
Vertical commerce is a compound term combining "vertical" and "commerce," referring to a form of e-commerce that provides specialized products or services tailored to specific product categories or consumer groups, such as fashion, beauty, or interior design.
According to a sample survey of Korean smartphone users (both Android and iOS) conducted by WiseApp Retail on July 22, the vertical commerce app with the highest number of monthly active users (MAU) in South Korea last month was the style commerce platform Ably, with 9.18 million users. This was followed by Olive Young with 9.05 million users, and Musinsa with 8.18 million users.
Other apps that ranked in the top 10 included Zigzag (4.8 million users), Kurly (3.54 million users), Today’s House (3.49 million users), 29CM (2.35 million users), Queenit (2.31 million users), KREAM (2.02 million users), and Hwahae (1.52 million users).
All apps that made it into the rankings saw an increase in MAU compared to the same month last year. Olive Young recorded the largest increase, with 2.11 million more users than the previous year. This was followed by Musinsa (1.09 million), Zigzag (1.03 million), and Ably (900,000), each showing significant growth.
When analyzing vertical commerce app users by gender, male users most frequently used Musinsa, Olive Young, and KREAM, in that order. Female users most frequently used Ably, Olive Young, and Zigzag. Notably, Ably had 8.38 million female MAU, far surpassing Olive Young, which had 7.54 million. However, in the beauty category, both men and women showed a strong preference for Olive Young.
By age group, Ably was most popular among those under 19 and those in their 40s; Olive Young was most popular among those in their 20s and 30s; and Queenit was most popular among users aged 50 and above.
This survey was conducted using statistical estimation through a panel, with a total sample size of 51.2 million people.
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