SEOUL, September 12 (AJP) - South Korea’s consumer protection agency on Friday warned of a surge in complaints from shoppers who purchased fashion items through livestreaming on social media platforms.
The Korea Consumer Agency said it had received 444 complaints related to clothing and textile products sold through livestream commerce on platforms such as YouTube, Instagram, TikTok, Naver Band and Facebook from 2022 through June 2025.
The number of grievances has grown each year, jumping from 54 in 2022 to 185 last year. In the first half of 2025 alone, consumers filed 139 complaints.
Nearly half of the cases involved sellers refusing to process cancellations. Other problems included poor product quality and contract violations, the agency said.
Clothing items, particularly jackets and coats, accounted for the majority of disputes, followed by handbags and shoes.
Some of the cases cited by the agency were striking: one buyer paid 4.51 million won, or about $3,300, for three mink coats but was unable to reach the seller to request returns; another made 32 purchases worth 2.68 million won, or about $1,950, but never received any of the items.
The agency said livestream commerce on social media poses more risks than traditional online shopping, because it is often difficult to verify seller information or review return policies.
It urged shoppers to confirm business registration numbers and to use secure payment methods rather than direct bank transfers before making purchases.
reporter
Candice Kim
candicekim1121@ajupress.com
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