Last year, despite the concentrated saturation of e-commerce platforms from China such as AliExpress, Temu, and Shein, Shinsegae Group's e-commerce and Coupang maintained a loyal customer base. However, as the prolonged recession further stagnated consumption, the overall per capita spending on online shopping malls decreased.
On the 26th, the data platform company IGAWorks' Mobile Index showed that Coupang had the highest estimated annual credit card payment amount at 35.3726 trillion won. Following were Gmarket (4.9599 trillion won), 11th Street (4.1268 trillion won), SSG.com (3.2570 trillion won), Kurly (1.6841 trillion won), Auction (1.3922 trillion won), and AliExpress (1.3517 trillion won).
The monthly active user (MAU) count also placed Coupang in first place with 30.96 million users, a 3.6% increase compared to the previous year. It is interpreted that there was no large-scale member attrition, despite the monthly fee for Wow membership being raised from 4,990 won to 7,890 won.
11th Street followed with 7.85 million users, while AliExpress had 6.63 million, Temu had 5.86 million, Gmarket had 4.83 million, Kurly had 3.22 million, SSG.com had 2.07 million, and Auction had 2.05 million users, according to the data. Notably, the year-on-year monthly average MAU growth rates for the Chinese e-commerce platforms AliExpress and Temu reached 68.8% and 428.7%, respectively.
Based on the MAU and estimated payment amounts, the per capita average estimated payment amount was highest at SSG.com, affiliated with Shinsegae Group, at 131,772 won. Coupang came in second with 95,166 won. Following were Gmarket with 85,200 won, Auction with 56,454 won, 11th Street with 43,849 won, and Kurly with 43,598 won. AliExpress and Temu were at the bottom with 16,849 won and 7,053 won, respectively.
The estimated per capita payment amount is commonly used as an indicator of the extent of purchasing activity among loyal customers. Typically, the more frequently a loyal customer uses a specific platform, the higher the per capita expenditure. The relatively high per capita average payment amount at SSG.com is interpreted as being due to the platform's characteristics of selling products from offline affiliates, such as Emart and Shinsegae Department Store, making it easier to secure loyal customers.
However, the per capita estimated payment amount decreased for most, excluding Coupang, compared to the previous year. Coupang saw an 11% increase, while 11th Street experienced a 20% decrease, and SSG.com dropped by 17%. Auction fell by 7%, Gmarket by 4%, and AliExpress by 3%, indicating a decline in per capita estimated payment amounts compared to the previous year. This is likely a result of worsening consumer sentiment due to high inflation and high interest rates.