Seoul – Naver’s shopping application, Naver Plus Store, has been recognized as the top new shopping app in Asia, according to global app analytics firm Sensor Tower. The recognition comes as South Korea’s e-commerce landscape experiences shifts following a recent data breach at industry leader Coupang, potentially benefiting Naver’s growing platform.
Sensor Tower reported that Naver Plus Store recorded the most downloads of any shopping app launched in the Asia-Pacific (APAC) region in 2025. The app surpassed 10 million downloads within a year of its launch, demonstrating rapid growth, with 12.9 million installs recorded by the end of the fourth quarter of last year, according to Yonhap News Agency. This success is attributed, in part, to its AI-powered personalized recommendations and integration within the broader Naver service ecosystem.
The rise of Naver Plus Store is being analyzed by industry observers as potentially linked to the fallout from the data breach at Coupang, South Korea’s largest e-commerce company. Monthly active users (MAU) at Coupang have shown a recent decline, falling to 33,123,43 in February, a 0.2% decrease from January’s 33,188,63, according to retail analytics service WiseApp·Retail. Coupang’s user numbers have been decreasing for three consecutive months since the personal information leak was revealed in November of last year. Conversely, Naver Plus Store experienced a 5.9% surge in users during the same period, reaching 7,507,66.
Naver Plus Store’s success is also reflected in its ranking as the fastest-growing e-commerce app in South Korea in 2025. According to a report by Sensor Tower, the app achieved the highest download increase rate among Korean e-commerce apps from January to October 2025, and also ranked first overall in total downloads. As of October 2025, the app was nearing 8 million cumulative downloads since its March launch, exceeding initial expectations, as reported by a Naver blog.
AI-Driven Personalization and Ecosystem Integration
Sensor Tower highlighted Naver Plus Store’s AI-based personalized recommendation features and its seamless integration with the Naver service ecosystem as key drivers of its success. This combination has shifted the user experience from search-centric shopping to a discovery-focused model, enhancing how users locate products. The app’s cumulative downloads reached approximately 7 million as of May 2026, combining figures from both the Google Play Store and Apple App Store, according to Sensor Tower’s App Performance Insights. Notably, the app reached its peak daily download rate of around 250,000 on May 14th, coinciding with promotional offers like membership-exclusive app purchase discounts, improvements to the grocery shopping service, and a brand store anniversary sale.
The app’s user base demonstrates a strong alignment with key shopping personas, including “shopaholics,” “home cooks,” and “wholesale shoppers,” according to Sensor Tower’s Audience Insights. The proportion of these user groups is comparable to or higher than that of competing apps, indicating Naver Plus Store’s strategic targeting and successful acquisition of these key demographics. The app also surpassed Ali Express to become the second most used shopping app in South Korea based on daily active users (DAU) as of May 14th.
Impact of the Coupang Data Breach
The timing of Naver Plus Store’s growth coincides with the negative publicity surrounding the Coupang data breach. The breach, revealed in November 2025, has led to a sustained decline in Coupang’s app user base, suggesting a potential shift in consumer trust and preference. The data breach involved the exposure of personal information of Coupang users, raising privacy concerns and potentially driving customers towards alternative platforms like Naver Plus Store.
Naver Plus Store’s success is also attributed to its effective use of various advertising channels and its integration with the broader Naver ecosystem, including Naver Pay and Smartstore membership programs. This synergy allows for a personalized shopping experience that appeals particularly to younger consumers, who are more receptive to AI-driven recommendations and influencer-based content, as noted in a report by The Guru.
Looking Ahead
The competition in South Korea’s e-commerce market is expected to intensify as Coupang works to regain consumer trust and Naver continues to expand the reach of its Plus Store. The focus will likely remain on enhancing personalization, improving user experience, and strengthening data security measures. The ongoing success of Naver Plus Store will depend on its ability to maintain its growth trajectory and capitalize on the evolving preferences of South Korean consumers.
What are your thoughts on the growing competition in the South Korean e-commerce market? Share your opinions in the comments below, and don’t forget to share this article with your network!
