South Korea to Require Cross-Border Platforms to Appoint Local Representatives
The South Korean government has approved ecommerce regulatory reforms requiring foreign ecommerce platforms to appoint representatives in South Korea to address accountability for product safety and data violations. The rule will formally take effect in early 2027.
What are the key facts?
- 1Effective date: January 21, 2027
- 2Regulated platforms: Temu, AliExpress, Shein, and other foreign platforms
- 3Purpose: Address structural accountability gaps
What happened?
The Korea Fair Trade Commission has revised its enforcement ordinance, requiring foreign platforms including Temu, AliExpress, and Shein to appoint representatives in South Korea. The new rule aims to address product quality and data compliance issues arising from cross-border platform sales in South Korea, protect consumer rights, and prevent legal disputes caused by unclear responsibility. The requirements are expected to take effect on January 21, 2027, providing platforms and partner sellers with clearer compliance guidance and supporting the healthy development of cross-border ecommerce.
What does this mean for cross-border sellers?
Compliance requirements for the South Korean market are becoming stricter. Sellers should monitor subsequent platform requirements and prepare for localized compliance operations in advance.