Introduction of Yahoo! Japan's Initiatives for Safe and Secure Reuse Experiences

In a recent development, LINE Yahoo Corporation has launched its inaugural report detailing efforts to foster a safe and secure reuse experience through its platforms, Yahoo! Flea Market and Yahoo! Auction. The report sheds light on various initiatives aimed at preventing fraud and mitigating the impact of issues encountered by users.

The report highlights significant achievements concerning user issues from the first half of 2023 to the first half of 2025. Notably, for the Yahoo! Flea Market, the encounter rate of issues dropped from around 0.6% to approximately 0.3%. Furthermore, in the event of any incidents, the platform assures that an average of one day is taken to complete a review of claims.

Context of the Initiatives

The popularity of the Yahoo! Flea Market is apparent, boasting an impressive cumulative download figure of 25 million and a year-on-year increase of 130% in the number of listed items. Meanwhile, Yahoo! Auction continues to thrive, amassing over 16.7 billion listings since its inception. However, with the rise of non-contact transactions and peer-to-peer trading, discrepancies in product condition assessments and instances of fraudulent activities have emerged as potential issues for users.

In light of these challenges, Yahoo! Flea Market and Yahoo! Auction have intensified their commitment to combating fraud and supporting users when they encounter issues.

Commitment to Safety: Fraud Prevention Measures

To strengthen user identification, Yahoo! Flea Market and Yahoo! Auction have made electronic Know Your Customer (eKYC) mandatory for listings under specific conditions. This initiative is aimed at preventing users with a history of account suspensions from engaging in fraudulent activities by leveraging eKYC information for detection and elimination.

Additionally, the platforms employ a combination of AI and rule-based fraud detection systems, supported by a specialized team conducting manual reviews 24/7. This comprehensive approach ensures that each listing is scrutinized thoroughly, allowing for prompt identification and removal of any fraudulent listings. As a result of these meticulous efforts, the incident rate for Yahoo! Flea Market has seen a significant decrease over the reporting period.

Commitment to Assurance: Response to Issues

Yahoo! Flea Market and Yahoo! Auction offer a service known as “Product Satisfaction Support,” allowing users to file claims when the received item does not match the description. Following changes made in September 2021 to simplify the review process, claims are now typically assessed within one day, with an impressive approval rate of 92%.

In cases where claims exceed the scope of “Product Satisfaction Support,” the administrative team is prepared to provide individualized assistance, potentially offering full refunds when certain criteria are met.

Future Initiatives: Creating a Comfortable Marketplace

Looking ahead, both platforms aim to improve user experience further by implementing features powered by generative AI that will assist in refining communication and resolving transaction disputes. These innovations are designed to help users convey their concerns appropriately and alleviate psychological burdens during transactions.

LINE Yahoo's mission is to create a “WOW” life platform, delivering moments of surprise in everyday life through Yahoo! Flea Market and Yahoo! Auction. The company remains steadfast in its dedication to safety and user satisfaction, striving to lead within the reuse market for enhancing security and trustworthiness, and contributing to a circular economy where more users can participate with confidence.

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