Lotte On employees are monitoring counterfeit products in this photo provided by the company.
SEOUL, April 24 (Korea Bizwire) — The e-commerce industry in South Korea is actively introducing measures to prevent the sale of fake products to improve consumer trust.
Lotte On, an e-commerce platform of retail giant Lotte Group, has been using an artificial intelligence (AI) 24-hour monitoring system since January to detect any suspected counterfeit products.
These include products with a sudden increase in the purchase cancellation rate or insincere answers given to customer questions, which are immediately reported to a security team.
If it is confirmed that a product is a counterfeit, Lotte On blocks its sales, withholds payment settlement, and processes refunds for customers.
Gmarket, another online shopping mall, monitors over 900,000 products daily by identifying patterns of brands or sellers that are more likely to sell counterfeit goods.
If a product is reported as a counterfeit within a year of purchase, Gmarket offers free retrieval and requests an evaluation from the manufacturer. If the product is found to be a counterfeit, customers receive a full refund.
SSG.com, the online mall arm of Shinsegae Group, operates a system where a digital warrant is issued through in-house evaluation for premium products.
It also uses a “mystery shopper” system that randomly purchases products to evaluate their authenticity.
J. S. Shin (js_shin@koreabizwire.com)
