South Korea has amended its e-commerce consumer protection law so that foreign online sellers and platforms above certain size thresholds must appoint a local representative, and most small brands are unlikely to be covered. The change takes effect in January 2027. This guide explains what has been reported, who the rule is aimed at, and what a smaller foreign brand should do now. It is general information and not legal advice, and the final rules should be confirmed with a Korean legal adviser.
What changed
The National Assembly passed amendments to the Act on Consumer Protection in Electronic Commerce on December 30, 2025, according to a Yoon and Yang newsletter. The Digital Policy Alert tracker records that the local operations requirement enters into force on January 20, 2027, one year after promulgation on January 20, 2026.
Who must appoint a local representative
The law applies to foreign businesses that have no address or place of business in Korea and meet thresholds set by presidential decree. A March 2026 Yoon and Yang newsletter reported the Korea Fair Trade Commission’s proposed thresholds: total revenue of at least 1 trillion KRW in the previous year, an average of at least one million Korean consumers visiting the site or storefront each month, or a regulator request after consumer harm has occurred or is likely. Those were proposals during a public comment period, so check the final decree before you rely on them.
What the representative does
The newsletters describe the representative as handling consumer complaints and disputes and responding to Fair Trade Commission investigations. If the foreign business has a Korean entity it established or controls, that entity must serve as the representative. The representative’s name, address, telephone number and email must be submitted to the regulator and shown on the website.
Penalties reported
The March 2026 proposal included business suspension of three months for a first violation, six months for a second and twelve months for a third, together with corrective orders. It also reported that sanctions would start in February 2027. An older 2024 proposal described fines of up to 10 million KRW. Because the figures differ between sources and stages, confirm the current penalty rules.
What it means for smaller brands
If the proposed thresholds are adopted, a small or mid sized foreign brand selling into Korea is unlikely to reach them. That does not remove other duties. Consumer protection, labelling, tax and platform rules still apply, and a brand that grows quickly or draws consumer complaints could come under review. Keep clear contact details and a working complaint process from the start.
Practical steps
Publish a Korean language contact and complaint channel, write clear return and refund terms, keep records of customer complaints, and check your sales and traffic against the final thresholds as they are published. Our website localization checklist covers the page elements that support trust, and how Koreans pay online covers checkout.
Selling through a marketplace
Selling through a Korean marketplace or a local partner shifts some of these questions to the platform, though you remain responsible for your products and claims. See Naver Smart Store for foreign companies and Gmarket vs Coupang vs 11st.
Where to start
Review your Korean sales and visitor numbers, plan a Korean language complaint channel, and ask a Korean adviser to confirm whether the final decree applies to you. For help setting up a Korean store, see our store setup service or the pricing page.
Frequently asked questions
What is the new Korea local representative rule?
It is an amendment to Korea’s e-commerce consumer protection law requiring larger foreign online sellers and platforms without a Korean address to appoint a local representative. It takes effect in January 2027.
Does it apply to small foreign brands?
Reported proposals set high thresholds, such as one million monthly Korean visitors or very large revenue, so small brands are unlikely to be covered. Confirm the final decree.
What does the local representative do?
The representative handles consumer complaints and disputes and responds to regulator investigations, and its contact details must be shown on the website.
What are the penalties?
A March 2026 proposal described business suspensions of three to twelve months for repeat violations. Penalty details have changed between proposals, so confirm the current rules.