直播电商“退货率过高”问题的成因及平台应对机制

The Causes of the “Excessively High Return Rate” in Live-Stream E-Commerce and Platform Response Mechanisms

摘要: 在数字经济推动下，直播电商凭借互动性、真实性等特征快速发展，为就业与经济增长注入动力，但也因非理性消费催生高退货率问题。当前直播电商退货率显著高于传统电商，大促期间社交娱乐类平台退货率更高。高退货率对商家、消费者、平台、行业生态及逆向物流造成多方面负面影响，增加商家成本、损害消费者信任、降低平台口碑、阻碍行业发展并加大物流压力。其成因包括消费者冲动消费与试错心理、商品展示与质量失配、价格波动及平台规则漏洞等。对此，平台需从构建全链路供应链协同管控机制、完善直播信息披露与信任构建机制、建立精细化售后服务与退货疏导机制、运用数字化技术构建风险预警机制、推动行业协同与政策法规完善等方面着手，以缓解高退货率问题，促进直播电商行业健康可持续发展。

Abstract: Driven by the digital economy, live-stream e-commerce has developed rapidly by virtue of its characteristics such as interactivity and authenticity, injecting impetus into employment and economic growth. However, it has also given rise to the issue of a high return rate due to irrational consumption. Currently, the return rate of live-stream e-commerce is significantly higher than that of traditional e-commerce, and it is even higher on social and entertainment platforms during major promotion periods. A high return rate exerts multifaceted negative impacts on merchants, consumers, platforms, the industrial ecosystem, and reverse logistics: it increases merchants’ costs, undermines consumers’ trust, damages platforms’ reputation, hinders industrial development, and intensifies logistics pressure. The causes behind this issue include consumers’ impulsive consumption and trial-and-error mentality, msmatches between product display and actual quality, price fluctuations, and loopholes in platform rules. In response, platforms need to take measures from the following aspects to alleviate the problem of high return rates and promote the healthy and sustainable development of the live-stream e-commerce industry: establishing a full-link supply chain collaborative management and control mechanism, improving the live-stream information disclosure and trust-building mechanism, developing a refined after-sales service and return guidance mechanism, constructing a risk early warning mechanism using digital technologies, and promoting industry collaboration and the improvement of policies and regulations.