配送费为何由商家承担｜数智之道

Core Insights - The rapid development of the digital economy has led to the flourishing of various instant delivery platforms, reshaping the operational logic of businesses while intensifying competition among them [2] - Many businesses are resorting to aggressive promotional tactics, such as discounts and free delivery, to attract customers and increase order volumes [2] Delivery Fee International Differences - In many countries, delivery fees are typically paid directly by consumers at the time of order settlement, with membership systems used to attract consumers to purchase delivery service exemptions [3] - In China, however, the burden of delivery fees often falls on merchants, especially small and medium-sized businesses, as platforms encourage them to absorb these costs to boost sales [3][4] Theoretical Origins of Delivery Fees - Delivery fees have evolved from being a straightforward cost to a complex variable in market competition, influenced by various factors including logistics, labor costs, and platform algorithms [6][7] - The shift in responsibility for delivery fees from consumers to merchants reflects a broader trend in the competitive landscape of the Chinese market [7][8] Merchant Responsibility for Delivery Fees - The transfer of delivery fee responsibility to merchants is often a result of competitive pressures, where businesses must absorb these costs to improve visibility and conversion rates on platforms [8][9] - This behavior can lead to a "path dependency trap," where merchants focus on short-term gains through discounts rather than long-term brand and quality development [9][10] Long-term Strategies for Merchants - To break free from the cycle of relying on delivery fee absorption, businesses must prioritize brand building and product quality, moving away from price-based competition [10][12] - Large chain brands tend to have more flexibility in managing delivery fees due to their established brand recognition and supply chain efficiencies [9][10] Recommendations for Industry Improvement - Platforms should shift towards a value-oriented algorithm governance model that prioritizes quality and long-term growth over immediate transaction metrics [11][12] - Merchants should enhance their product and service quality to create differentiation and reduce reliance on delivery fee absorption as a competitive strategy [12][13] - Consumers should be educated to recognize the value of quality and service, moving away from a solely price-sensitive mindset [13][14] - Regulatory bodies should enforce fair competition rules and transparency in cost allocation to prevent the exploitation of merchants by dominant platforms [14]