[Yahoo! Shopping] Release of the 'Safety and Security Initiatives Report' for the Second Half of 2025

Report publication page: https://business-ec.yahoo.co.jp/shopping/safesupport/ Yahoo! Shopping, operated by LY Corporation, has released its "Safety and Security Initiatives Report" (hereinafter referred to as "this report") for the second half of 2025 (July–December), summarizing its ongoing efforts and achievements in ensuring a safe and secure marketplace. In conjunction with this, the company conducted a "Survey on Safe and Secure Trading Environments on Yahoo! Shopping" among its merchants, and the report also compiles the positive feedback received regarding these initiatives. Yahoo! Shopping implements various measures to realize the "safest and most secure marketplace" for merchants, advertisers, partners, and users. This report introduces the status of pre- and post-opening store screenings, achievements in combating industry-wide issues such as fake reviews and fraudulent payments, and new measures implemented starting in the second half of 2025. ■ Selection of Trusted Stores and Removal of Inappropriate Stores and Products Since 2024, Yahoo! Shopping has tightened its two-stage screening process (pre-application and pre-opening). While the pass rate dropped significantly at first, continuous refinements to the screening process have led to a stable pass rate, focusing on businesses that can guarantee a certain level of reliability. Furthermore, to strengthen the removal of inappropriate products, new categories were added to the screening list in the second half of 2025. Wireless earphones, which are frequently subject to counterfeiting, have been designated as a product category requiring screening prior to sale since September 2025. ■ New Initiatives from the Second Half of 2025 Starting in July 2025, the company launched measures to eliminate malicious operators who cause disadvantages to legitimate merchants through repeated fake orders, and to prevent the manipulation of "Excellent Store" icons and rankings. These efforts deter acts that unfairly manipulate ratings and search rankings through fictitious orders, aiming to maintain a fair and equitable trading environment. Additionally, measures against fraud have been strengthened for the "Excellent Delivery" icon, which is awarded to stores that meet Yahoo! Shopping's standards for safe and speedy delivery. Since December 2025, the entry of delivery tracking numbers has been made mandatory. By introducing a system that verifies these numbers with delivery companies, the platform confirms actual delivery status. Operators found to be engaging in delivery fraud will face strict disciplinary actions based on the terms of service, as part of the company's commitment to creating an environment that users can trust.