Gmarket and Auction Partner with Luxury Direct Purchase Platform 'Guhada'

Business Partnership Agreement (JBP) Signed for Store Entry
"Securing Distribution Network of 180,000 Overseas Certified Luxury Goods"

[Asia Economy Reporter Yuri Kim] Gmarket and Auction announced on the 25th that they have signed a strategic business partnership (JBP) with the online luxury direct purchase platform 'Guhada' to increase mutual cooperation for strengthening direct purchase competitiveness.

Through this agreement, the two companies plan to conduct joint marketing to enhance e-commerce competitiveness and cooperate to improve convenience and reliability in luxury direct purchases. As part of this, Gmarket, Auction, and G9 will additionally apply the luxury authentication service 'Luxury Direct Purchase,' which verifies authenticity through luxury appraisers, to Guhada's luxury direct purchase products. This will enable safer purchases of Guhada's overseas direct purchase luxury items offered on Gmarket, Auction, and G9.

Guhada will provide luxury goods at reasonable prices by sharing data that immediately reflects local inventory status. Guhada has direct contracts with more than 40 local European boutiques, offering customers over 180,000 new products, one of the largest numbers among domestic luxury direct purchase platforms, and transparently manages the distribution history of all products using blockchain technology. Through its proprietary real-time API inventory linkage technology, it timely introduces various luxury items from local boutiques and has received favorable reviews from both boutiques and consumers.

Park Minhyuk, manager of Gmarket's overseas direct purchase team, said, "We have partnered with Guhada, which has differentiated technology, to strengthen competitiveness in the luxury direct purchase market," adding, "We will leverage the core competencies of both companies to provide customers with a more satisfying direct purchase experience."

Meanwhile, Gmarket, Auction, and G9 operate the luxury authentication service 'Luxury Direct Purchase' so that customers can buy luxury goods through overseas direct purchase without worrying about counterfeit products. If the luxury authentication service is indicated on the product introduction page of overseas direct purchase luxury goods, customers can apply for it. Authentication is conducted if requested within 7 days after receiving the product. The luxury authentication is performed by professional appraisers from the Korea DongSan Appraisal Institute. The authentication service is provided free of charge, and customers only need to bear the shipping cost. If authenticity is confirmed, a certificate is issued, and if the product is counterfeit, customers can receive a refund of 200% of the purchase amount.