An external analysis of Naver's consumer dispute mediation system showed a relief rate of 83.6 percent. Researchers gave a positive assessment of existing self-regulatory measures, while recommending more detailed dispute categories and expanded cooperation with outside institutions.

Naver's User Protection and Self-Regulation Committee on Monday released results from a complete analysis of consumer dispute data filed with Naver in 2025, cross-checked against external consumer counseling data.

The analysis involved Professor Nanseolheon Choi (최난설헌) of Yonsei University, Professor Dae-ho Lee (이대호) of Sungkyunkwan University and Ji-yeon Jeong (정지연), secretary general of the Korea Consumer Federation. The researchers said Naver has mediated disputes between sellers and consumers through a dispute mediation center it has operated since 2017, and that the relief rate was tallied at 83.6 percent.

The researchers analyzed that dispute difficulty varies depending on factors including whether sellers become unreachable or respond, product categories, amounts and the channel used to file disputes. They also pointed out that it is difficult to evaluate mediation outcomes using a single criterion because multiple factors can act at the same time, including whether a case involves a simple change of mind, whether an item has been opened, whether collection is complete and whether supporting evidence has been secured.

They therefore proposed a need to further break down dispute types and resolution status. They said a new classification system is needed that categorizes seller responses, buyer requests, dispute causes and detailed issues in multiple dimensions and applies a multiple-choice approach.

The researchers also gave a positive assessment of preventive measures Naver introduced from last year. They cited stronger sanctions for sellers who become unreachable, automation of penalties for fake invoices and sanctions for overseas delivery presented as domestic shipment.

They said the response system for disputes that have already occurred also needs to be upgraded. They proposed continuously cross-verifying Naver's internal data with data from external consumer counseling centers and using it as a basis to build an early warning system.

They also noted that Naver faces structural constraints in resolving disputes because it is an intermediary platform rather than a direct seller. Still, they assessed that if Naver uses accumulated data to restructure dispute types and apply it to seller management, it can operate a more sophisticated consumer protection system.

Professor Choi said, "Naver's dispute mediation function appears to be working in practical terms to resolve consumer disputes." She added, "Expanding cooperation with external institutions could serve as a foundation to develop a collaborative self-regulation model for consumer protection."

Heon-young Kwon (권헌영), chair of Naver's Self-Regulation Committee, said, "It is meaningful that the committee directly reviewed and analyzed the complete dispute data." He added, "We will continue activities to reduce disputes."

Bong-seok Yoo (유봉석), Naver's chief risk officer, said, "We are improving dispute handling procedures by reflecting the self-regulation committee's recommendations." He added, "We will continue to reflect recommendations for improvement to enhance the consumer and user experience."