电商平台网络店铺转让法律困境及出路

Legal Dilemmas and Solutions for the Transfer of Online Stores on E-Commerce Platforms

摘要: 随着互联网经济的蓬勃发展，网络店铺转让问题日渐凸显。囿于立法供给不足，电商平台通过平台协议实现自治。在司法实践中，因对网络虚拟财产的法律属性缺乏明确界定，法院通常依据电商平台协议来判定网络店铺转让的法律效力。然而，在物权说视阈下，电商平台限制转让协议可能违反物权法定原则，有违公平价值，阻碍了资源的有效配置。对于网络店铺转让问题，应当先明确其法律属性；其次，应当采取疏导而非限制的方式，通过建立电商平台规则备案审查机制、完善全流程风险管控程序、强化信息告知义务，促进电子商务市场的健康、可持续发展。

Abstract: With the rapid development of the Internet economy, the issue of online store transfer has gradually become a focus of attention. Due to the insufficiency of relevant legislation, e-commerce platforms mainly rely on agreements to achieve self-governance. In judicial practice, as the legal attributes of online virtual assets are not clearly defined, courts usually determine the legal effect of online store transfer based on the agreements of e-commerce platforms. However, from the perspective of the theory of property rights, online stores should be regarded as the objects of property rights. The current platform restrictions on transfer may violate the principle of legal property rights and the value of fairness, hindering the effective allocation of resources. Regarding the issue of online store transfer, it is necessary to first clarify its legal nature; secondly, a guiding rather than restrictive approach should be adopted. This can be achieved by establishing a filing and review mechanism for e-commerce platform rules, improving the full-process risk control procedures, and strengthening the obligation to inform. This will promote the healthy and sustainable development of the e-commerce market.