As Coupang’s growth slows amid a personal data leak, rivals appear to be benefiting.

Key indicators such as new customer inflows and transaction volume are all on the rise.

Shinsegae Group’s integrated e-commerce platform SSG.com launched its new membership, “Sseuk Seven Club”, in early January.

Its average daily number of new visitors from Jan. 1 to 19 rose 240 percent from a year earlier. From Jan. 8 to 19, the number of first-order members increased 70 percent. The fixed 7 percent reward on food purchases is seen as drawing in some of Coupang’s demand for fresh grocery shopping.

SSG.com plans to expand the number of hubs for its instant delivery service, “Baro Quick”, to 90 from 60 in the first half to reflect higher order volumes. It is one of its long-term strategies to respond to Coupang’s Rocket Delivery.

Kurly and Naver Shopping are also sustaining growth on the back of alliance effects and logistics infrastructure expansion.

Kurly’s paid membership, “Kurly Members”, surpassed 2.75 million cumulative subscribers at the end of last year, up 94 percent from a year earlier. Analysis suggests “Kurly N Mart”, launched with Naver, lifted monthly average transaction value by more than 50 percent mainly among people in their 30s and 40s, absorbing a significant share of Coupang’s fresh grocery shopping demand.

Kurly is drawing in customers who prioritize delivery speed and freshness through its overnight delivery system, “Saetbyeol Delivery”, the company says.

Naver Shopping also posted a 76 percent rise in December transaction value for its guaranteed arrival service, “N Delivery”, from a year earlier.

Musinsa moved into direct competition to attract users in early January by offering a coupon pack worth 50,000 won, the same scale as Coupang’s compensation measures. The impact showed up in the figures. From Jan. 1 to 13, cumulative new sign-ups at Musinsa and 29CM rose 42 percent and 46.1 percent, respectively, from a year earlier.

A point to note is a shift in product categories sold. Sales rose sharply in categories beyond fashion, its mainstay, such as beauty accessories (71 percent), hair care (46 percent) and bathroom supplies (163.5 percent). Body care transaction value rose 101 percent and 127 percent at Musinsa and 29CM, respectively.

Coupang’s move to defend its user base by issuing purchase vouchers worth about 50,000 won per person is a variable. According to IGAWorks Mobile Index, Coupang’s daily active users, which stayed in the low to mid 15 million range in January, rebounded to 16.38 million on Jan. 16, two days after the vouchers were issued, recovering to pre-incident levels. It held at 16.01 million on Jan. 17 as well.

The industry is watching whether the short-term windfall will lead to a mid- to long-term shift in the market landscape. An official at one e-commerce company said, “It is meaningful if even some customers move away from Coupang’s Rocket Delivery and try other services such as Naver, SSG and Kurly.” The official said, “Satisfied customers will stay, and even if Coupang sees single-digit churn, it could mean double-digit growth for competitors.”