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 through aggressive promotional tactics [1] Delivery Fee International Differences - In many countries like the US, UK, and India, delivery fees are typically paid directly by consumers at the time of order settlement, often supported by membership systems that enhance consumer perception of delivery costs [2] - 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 [2][3] Theoretical Origins of Delivery Fees - Delivery fees have evolved from being a basic logistics cost to a critical tool for market competition and profit distribution in the platform economy [4] - Initially, consumers bore the delivery costs, but over time, platforms began to subsidize these costs to attract users, leading to a shift in who pays [5] Shift in Delivery Fee Responsibility - The responsibility for delivery fees has increasingly shifted from consumers to merchants, particularly in competitive sectors where small businesses feel pressured to absorb these costs to remain visible [6][7] Long-term Implications of Delivery Fee Strategies - Relying on delivery fee absorption as a competitive strategy can lead to a "path dependency trap," where businesses neglect product quality and brand building, ultimately increasing customer acquisition costs [8] - Larger brands with established supply chains and brand recognition can better manage delivery costs and maintain order volumes without resorting to price wars [8] Recommendations for Industry Improvement - To address the over-competition in delivery fees, a multi-faceted approach involving platform governance, regulatory oversight, merchant upgrades, and consumer education is necessary [10] - Platforms should shift towards a value-oriented algorithm that prioritizes quality and service over immediate sales metrics, thereby reducing the reliance on price competition [10][11] Consumer and Regulatory Perspectives - Consumers should be educated to value quality and service over the lowest price, fostering a culture of rational consumption [12] - Regulators need to enhance competition rules and transparency in cost allocation, ensuring fair practices in the delivery fee structure [13][14]