SEOUL, February 11 (AJP) - About 55 percent of South Korean consumers primarily use Coupang for online grocery shopping, according to a new market research report, released Tuesday.
A survey conducted by Open Survey of 1,285 adults aged 20 to 59 found that 55.4 percent primarily use Coupang for online grocery purchases. Market Kurly followed at 8.6 percent, with Naver Shopping at 8.4 percent and Homeplus Mall at 5.6 percent.
Coupang’s market share has surged by 15.3 percentage points from 40.1 percent in 2023, while most competitors have seen declining usage.
When factoring in all grocery purchases made in the past three months, Coupang’s usage rate soared to 73.7 percent - well ahead of Naver Shopping at 38.1 percent and Market Kurly at 27.2 percent.
“Online grocery shopping is increasingly concentrating on Coupang,” Open Survey reported, adding that “even consumers who mainly buy groceries offline at marts and supermarkets also use Coupang alongside them.”
The platform also leads in monthly purchase frequency, with users shopping 3.72 times per month on average.
In comparison, Emart/SSG.com users buy 2.84 times per month, and Market Kurly users 2.66 times.
However, Emart/SSG.com leads in spending per purchase at 59,400 won ($44.30) and total monthly spending at 168,696 won ($125.80), compared with Coupang’s 35,400 won ($26.40) per purchase and 131,688 won ($98.30) per month.
In terms of customer satisfaction, Market Kurly received the highest ratings, with 85.5 percent of users expressing satisfaction, followed by Naver Shopping at 82.5 percent. Coupang and SSG.com each recorded satisfaction rates of 80.5 percent.
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