Seoul: The number of daily users of Coupang dropped for the first time in four days after the e-commerce platform disclosed a massive data breach last week, industry data showed Friday. Coupang's daily active users (DAU) reached 17.78 million on Tuesday, down slightly from an all-time high of 17.98 million tallied the previous day, according to industry tracker IGAWorks.

According to Yonhap News Agency, the decline marked the first daily drop since Saturday, when Coupang revealed that the personal information of 33.7 million customers had been compromised. The affected data includes names, phone numbers, email addresses, and delivery details of nearly all Coupang members.

Industry insiders indicated that the drop might signal the beginning of a broader customer exodus amid growing disappointment over the company's data protection policies and its initial response to the incident. The initial increase in DAU following the revelation is believed to have been driven by members accessing the app or website to check their login history or notices related to the breach, or change their passwords or credit card numbers.

Amid rising complaints over Coupang's complicated account withdrawal process, the telecommunications watchdog has launched a probe into whether the company restricts users' right to terminate their accounts in violation of related laws.