诚然，取消"仅退款"只是平台规则优化的一小步。目前，电商行业在规则治理上仍存在一些挑战， 如"自动跟价""全网比价""全网低价"等机制常被商家诟病。部分平台为了吸引消费者，强行压低商品价 格，这不仅压缩了商家的利润空间，还助长了低质低价竞争风气，最终将反噬消费者利益。因此，平台 规则治理应注重长远发展，通过建立商家信誉体系、提高商品质量等措施，引导行业从价格竞争转向价 值竞争，从而塑造一个健康可持续的行业生态。 电商行业迎来重大变革，拼多多、淘宝、京东、抖音、快手等多家主流平台近日宣布对"仅退款"规则进 行调整，消费者收到货后的"退款不退货"申请，将由商家自主处理，平台不再主动介入。这标志着曾在 电商行业引发诸多争议的"仅退款"正式退出历史舞台，电商平台用行动反内卷，平台规则治理也开始回 归基本商业逻辑，电商生态有望在规范中实现健康可持续发展。 如今，在商家服务意识和水平大幅提升背景下，取消"仅退款"可谓水到渠成，这一变化具有多重意义。 从政策层面看，符合国家推动平台经济规范健康持续发展的政策导向，让竞争环境更健康。对商家而 言，平台正在弱化"裁判员"角色，给予商家更多自主权。商家能根据实际情况与用户协商，减 ...

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]