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Combating Counterfeits: Naver's Free Appraisal Service Doubles Brands Covered

Photo by Julien Tondu / Unsplash

Naver (KRX: 035420) is expanding its free verification service in partnership with to combat counterfeit products on its cross-border e-commerce platform.

Starting in April, the authenticity checks will cover 100 brands, doubling the previous limit of 50 brands.

The free verification service provides authenticity assessments for products purchased within the designated category on Naver Shopping’s cross-border e-commerce channel. issues a genuine warranty card for verified items, while counterfeit products result in a full refund to the buyer and an additional 200% reward from Naver, for a total refund of 300%.

Initially launched in August last year as a trial with eight luxury brands, Naver’s free verification service was expanded to 50 brands in February, including jewelry, watches, and contemporary labels such as Cartier, Bulgari, Barbour, and Vivienne Westwood.

The service now includes popular brands such as Polo, Nike, Adidas, and New Balance., a luxury goods appraisal specialist, conducts all appraisals, and since the launch of the service, every item appraised has been declared 100% authentic.

The initiative has received positive feedback from sellers, with over 85% expressing satisfaction, citing reduced customer service issues and increased buyer confidence.

Naver dropships all products sold on its cross-border e-commerce service and promptly removes sellers offering counterfeit goods.

In addition, Naver is working to minimize counterfeiting across its shopping platform by strengthening counterfeit product monitoring and using technology to detect and filter suspicious or fake merchants automatically.

It is also implementing a “purchase protection measure” to remove potentially counterfeit items from Naver Shopping pending evaluation by rights holders.

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