直播电商平台退货率高达50% 预留退货率加剧实体产业“破产”

Core Insights - The high return rates on live commerce platforms are forcing companies to allocate a significant portion of their costs as "refund reserves," impacting their investment in materials and craftsmanship [1][5] - Nearly 80% of merchants feel that return rates in live commerce are higher than traditional e-commerce, leading to a cycle of cost-cutting and price reductions that exacerbate deflationary pressures in the economy [3][5] - The immersive shopping experience and urgency created by live commerce drive impulsive buying, but this often results in a mismatch between consumer expectations and actual products, leading to increased returns [3][5][7] Industry Analysis - A report predicts that the live commerce market in China will exceed 7.2 trillion yuan by 2025, growing 6.5 times from 2020, with major platforms like Douyin, Kuaishou, and Taobao Live holding over 75% market share [5] - Merchants are experiencing a significant financial burden due to high return rates, with some products seeing return rates as high as 50%, leading to substantial waste in raw materials [5][7] - The cash flow pressure on merchants is exacerbated by the delayed refunds from platforms, which can take 7-15 days, forcing them to cover upfront costs for shipping and promotions [7]