Yahoo! Shopping Releases 2025 Safety and Security Initiatives Report

Yahoo! Shopping, managed by LINE Yahoo Corporation, has unveiled its Safety and Security Initiatives Report for the first half of 2025, summarizing their ongoing commitment to creating a secure shopping environment for its users. This report encompasses measures taken and achieved results from January to June 2025.

Comprehensive Measures for Safety and Security

Yahoo! Shopping has been proactive in ensuring a trustworthy platform for its users, partnering stores, and advertisers. Each initiative aims at addressing various concerns, including fake reviews and fraudulent transactions, while enhancing the overall user experience.

1. Selection of Reliable Stores

To ensure a reliable shopping platform, Yahoo! Shopping has enhanced its store selection process. For certain brands, it now displays a "Brand Official Product Icon" on items from flagship stores and authorized distributors, as well as recognizing stores meeting specific customer service criteria as "Excellent Stores." In 2024, the company implemented stricter screening processes, such as requiring proof of inventory and prohibiting applications using mobile phone and free email addresses. This led to a significant decrease in the approval rate of new stores from 11.2% in the first half of 2024 to just 4.2% in the first half of 2025, effectively reducing the presence of suspicious stores.

2. Elimination of Inappropriate Stores and Products

In addition to tightening the initial screening, Yahoo! Shopping has strengthened ongoing inspections of stores post-registration. The incidence of maleficent stores has been declining. Since April 2025, AI technology has been employed to patrol for violating products, achieving over three times the detection rate compared to previous methods. Individual action was also taken on products of high concern, such as government stockpiled rice and Nintendo Switch 2, ensuring transaction stability.

Fake water filters have been included in the examination criteria, highlighting the increasing counterfeit products in the market. Actions regarding branded products have been intensified, leading to a 50% increase in the removal of items listed by non-reviewed stores compared to the previous year.

3. Prevention of Fraudulent Activity

Yahoo! Shopping has focused on eliminating fraudulent reviews, primarily targeting fake reviews. In the first half of 2025, they deleted over 452,701 reviews believed to be fraudulent from 1,123 stores. Since February 2025, the removal of fake reviews has been automated, allowing real-time action. Furthermore, recognizing the ongoing rise in credit card fraud, Yahoo! Shopping enhanced its in-house fraud detection system post-April 2024, resulting in a 41.2% decrease in fraudulent transaction losses compared to the previous year.

Forward-Looking Initiatives

Continuing its commitment to customer satisfaction, Yahoo! Shopping is striving to achieve zero transaction disputes by 2027, with the dispute rate already decreased by 74.6% in the first half of 2025 compared to the prior year. Although the overall figures are minimal, the plan to sustain progress towards zero disputes is unwavering.

The ongoing initiatives against fraudulent payments and secure delivery services are also set to be strengthened. Additionally, the monitoring and prevention of the illicit acquisition of "Excellent Store" icons and ranking manipulation will be further reinforced.

In alignment with their mission to deliver a "WOW" life platform and infuse daily experiences with excitement, Yahoo! Shopping, empowered by LINE Yahoo, remains steadfast in its goal to provide a safe and secure shopping environment for users and stores alike.