【e公司观察】 “仅退款”退出电商历史舞台 在规范中重塑行业生态

Core Viewpoint - The e-commerce industry is undergoing a significant transformation as major platforms like Pinduoduo, Taobao, JD.com, Douyin, and Kuaishou announce adjustments to the "refund only" policy, allowing merchants to handle refund requests independently, marking the end of a controversial practice in the sector [1][2] Group 1: Policy Changes - The "refund only" policy was first introduced by Pinduoduo in 2021 and later adopted by other major platforms as a means to attract consumers amid declining e-commerce growth [1] - Initially, the policy aimed to address post-purchase issues, particularly for perishable and low-cost goods, by simplifying the return process for consumers [1][2] Group 2: Issues with the Previous Policy - Over time, the drawbacks of the "refund only" policy became apparent, with a significant percentage (64.31%) of complaints during the 2024 Double Eleven shopping festival related to this policy, indicating its misuse by some consumers [2] - The policy led to increased operational pressure on merchants, who often faced unreasonable refund requests, resulting in financial losses [2] Group 3: Implications of the Change - The cancellation of the "refund only" policy aligns with national efforts to promote a healthier and more sustainable platform economy, as emphasized by regulatory authorities [2] - This change empowers merchants by reducing their reliance on platform intervention, allowing them to negotiate with consumers and focus on improving product quality and service [3] Group 4: Future Considerations - While the removal of the "refund only" policy is a crucial step, challenges remain in e-commerce rule governance, such as issues related to price competition and mechanisms that may harm merchants' profitability [3] - The industry is encouraged to shift from price competition to value competition through the establishment of merchant credit systems and improved product quality, fostering a sustainable ecosystem [3]