The Korea Consumer Agency (KCA) said on the 12th that consumer complaints related to live commerce using social media (SNS) based on video-sharing platforms are increasing due to refusals to withdraw subscriptions, urging caution.
According to data from the consumer agency, a total of 444 related consultations were filed with the 1372 Consumer Counseling Center over the past three years from 2022 to June this year, showing an annual increase. In particular, the number of consultations in the first half of this year more than doubled from the same period a year earlier.
Among the reasons for consultation, ▲"refusal to withdraw subscription" was the most common at 49.5% (220 cases). It was followed by ▲quality issues such as product defects at 21.6% (96 cases) and ▲nonperformance of contracts at 18.5% (82 cases). As reasons for refusing subscription withdrawal, ▲"no refunds for a simple change of mind" accounted for most at 75.5% (166 cases), followed by ▲seller evasion of contact (13.6%) and ▲nonrecognition of initial defects (7.7%).
While general online shopping malls provide detailed guidance on product information and refund policies, SNS live commerce can only be checked through chats or voice conversations, making it difficult to secure evidence when damage occurs, which was also cited as a problem. In addition, many sellers have not filed for mail-order business or have unclear business information, making it difficult to resolve disputes because contact cannot be made after the transaction.
The consumer agency recommended that live commerce users ▲check whether the seller is registered for mail-order business and verify the business registration number and refund rules ▲refrain from unofficial orders via comments or messages ▲use secure transaction services or credit card installments rather than cash ▲and keep screenshots of product descriptions and transaction details in preparation for future disputes.