Naver announced on the 7th that it will disclose the activity details of its 'Safe Guarantee' program aimed at enhancing buyer trust and transaction stability.
Naver stated that since the unstable transaction environment within its e-commerce platform directly affects not only sellers but also user welfare, it has incorporated policy and technical efforts into the Safe Guarantee program. Key initiatives include ▲strengthening a three-step response to prevent counterfeit product distribution ▲enhancing monitoring of hazardous products, focusing on children’s and household chemical product categories ▲advancing detection logic for abnormal transaction activities such as inducing direct transactions.
Until now, Naver has operated a counterfeit product clean program, implementing AI detection and monitoring of suspicious counterfeit products and sellers. Upon detection, sellers are subject to a one-strike-out policy, and buyers receive purchase protection measures to minimize damage, demonstrating efforts to prevent counterfeit product distribution.
Furthermore, this year, through the Safe Guarantee program, Naver has established a more thorough three-step response system for counterfeit products?'registration-clarification-verification & operation'?blocking about 1,000 malls monthly in advance and maintaining a pre-detection response rate of 90%.
From the Smart Store registration stage, sellers with a history of selling counterfeit products are filtered and blocked, and the policy standards have been strengthened by raising verification hurdles against false clarification documents submitted during the clarification stage upon counterfeit product detection.
To overcome the platform’s limitation in directly authenticating genuine products, Naver is continuously strengthening collaboration chains with expert partners and government agencies during the verification and operation stages. It has steadily increased authentication agreements with rights holders and brand companies, currently collaborating with over 230 brands. Through cooperation with external expert authentication institutions, the scope of authenticated products has expanded to luxury fashion, sports, perfumes, cosmetics, and more.
Additionally, Naver has participated in the Korea Intellectual Property Office’s 'Counterfeit Product Distribution Prevention Council' for 10 years, actively contributing to voluntary regulation efforts such as blocking counterfeit products and preventing damages. Going forward, Naver plans to further solidify public-private cooperation by actively engaging in policy and technical discussions with the Korea Intellectual Property Office to prevent counterfeit product distribution.
The Safe Guarantee program also continues buyer protection efforts to alleviate concerns about hazardous products in the children’s, household, and health categories. It strengthens self-monitoring of these categories and applies buyer protection measures such as blocking exposure of risky product keyword searches. Moreover, Naver is developing related systems to make product safety certification information mandatory rather than optional, encouraging sellers to participate in creating a safe shopping environment.
Naver has also enhanced technical measures to protect buyers from various phishing environments that induce cash direct transactions or connections to external sites on Naver Shopping. By strengthening technology logic to detect suspected phishing malls and applying FDS (Fraud Detection System) technology, reports of damages such as direct transactions have decreased by more than 80% compared to January.
Yoo Bong-seok, head of Naver’s Policy and RM division, said, “Naver has earned strong support from sellers by creating an environment where they can trade with confidence, such as fast settlement and free exchange and return support for arrival-guaranteed products, and we recognize the importance of this greatly. Based on the policy and technical trust we have built so far, we will strive to create a safe guarantee environment for buyers and continue mid- to long-term efforts, including strengthening public-private cooperation chains.”
Meanwhile, Naver has worked to secure trust with sellers based on advanced technology and seller-friendly policies. Since 2020, through Naver Pay’s fast settlement service, it has provided free settlement of 100% of the payment the day after shipping starts, and introduced the same fast settlement service to external online malls. Since May, it has supported the usage fees of 'Return Safe Care,' which compensates free exchange and return shipping costs for arrival-guaranteed sellers, aiming to reduce seller burdens.
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