Coupang It’s’Glast’… 70% increase in users in 3 months

In the delivery app market, Coupangitz users have seen a sharp increase in recent years

“It’s an emergency situation internally. Coupangits are hitting horribly.” It’s a story that doesn’t sound boring recently in the delivery application (app) industry. Based on Coupang’s e-commerce competitiveness, there was an analysis that Coupang Itz would exert its potential in the delivery market as well, but the evaluation that the existing composition was so solid was ahead of the evaluation. However, in the second half of last year, the expansion is remarkable enough to pose a threat to leading companies.

According to the mobile index of big data company IG Works on the 2nd, the number of CoupangITs users (MAU) based on Android smartphones in November last year increased by 70% compared to last August. From 748,000 in August to 1264,000 in November, more than 500,000 new users in the last three months have flown into Coupang Itz. Compared to November of last year, more than 1 million users increased this year, but 500,000 people concentrated in the last three months means that the increase is steeper.

What’s striking is that in the last three months, users of all major delivery apps, except Coupangitz, have declined. The nation of delivery (Baemin), which keeps the number one, saved by only 1%, but users decreased by 10% for Yogiyo and 27% for delivery boxes. WeMepO, which has been steadily increasing users as latecomers, also showed a 28% decrease in users in the last three months. As delivery orders are increasing due to the re-proliferation of the novel coronavirus infection (Corona 19), the number of users of major delivery apps has decreased and Coupang Itzmann alone has increased significantly. An industry insider explained, “It can be interpreted that’multi-homing’ users who selectively use delivery apps in accordance with the marketing situation such as coupon issuance and events during this period are concentrated in Coupang.”

It is an evaluation that the marketing strategy that Coupang Itz aggressively proceeded is showing an effect. Coupang Itz has a system in which only one delivery rider is assigned to one order, rather than a’combined delivery’ method that processes three to four orders at a time. The industry analyzed that it is rapidly gaining market share due to high customer satisfaction with the’one delivery per delivery person’ system. Delivery fees are also raised to ensure profits for riders who cannot deliver together. That means that investment is being made.

Moreover, Coupang Itz expanded its service to all of Seoul in June of last year, and began to attack the game area in the second half of the year. Next, starting with Busan on the 8th of last month, the service area is expanding in the order of Daejeon, Ulsan, and Daegu. In terms of securing franchisees, it has secured a number of competitive restaurants through aggressive promotion fees and fast payments. An industry insider said, “Coupang Itz is expanding to service nationwide by recording explosive growth in the metropolitan area.” Analyzed.

Reporter Kim Cheol-hyun [email protected]