Core Viewpoint - The recent implementation of the "Network Transaction Platform Rules Supervision Management Measures" marks a significant shift in the e-commerce landscape, aiming to combat the malicious "only refund" practices that have plagued the industry, thus signaling the end of a chaotic era in e-commerce [1][8]. Group 1: Background and Evolution of "Only Refund" Mechanism - The "only refund" mechanism was introduced in 2021 to address the high logistics costs associated with returning perishable goods, allowing consumers to receive refunds without returning items, which initially reduced costs for both consumers and merchants [2][3]. - As the e-commerce industry shifted towards a focus on user retention, platforms began to excessively promote the "only refund" policy across all categories, leading to widespread misuse and a competitive race to offer the most lenient return policies [2][3]. Group 2: Impact on Merchants - Merchants have faced significant challenges due to the lack of oversight in the "only refund" process, with some consumers exploiting the system to obtain refunds without returning products, leading to substantial financial losses for businesses [3][4]. - The misuse of the "only refund" policy has created a detrimental ecosystem where dishonest consumers profit at the expense of honest merchants, forcing the latter to either cut costs or raise prices to compensate for losses [4][6]. Group 3: Regulatory Response and Platform Adjustments - In response to the escalating issues, major e-commerce platforms began to refine their "only refund" policies in late 2024, with initiatives aimed at enhancing merchant autonomy and reducing the incidence of malicious refund requests [6][8]. - The introduction of the "Network Transaction Platform Rules Supervision Management Measures" on February 1, 2026, explicitly prohibits platforms from forcing merchants to accept "only refund" requests, marking a pivotal regulatory intervention [8]. Group 4: Future Outlook - The ongoing regulatory efforts and platform reforms are expected to restore balance in the e-commerce ecosystem, fostering a healthier environment for both consumers and merchants, as evidenced by improved merchant sentiments regarding platform policies [8]. - The application of AI technology to detect fraudulent refund claims is also being implemented, further supporting merchants in combating abuse of the refund system [7][8].