算力成本约束下电子商务发展逻辑的重构与应对路径研究

A Study on the Reconstruction of the Development Logic and Response Strategies for E-Commerce under Computing Cost Constraints

摘要: 随着生成式人工智能、智能推荐、数字人直播等技术在电子商务领域的深度应用，算力已由后台支撑资源转变为影响行业运行与竞争格局的重要生产要素。本文旨在探讨算力成本约束如何重构电子商务的发展逻辑。研究认为，算力成本不仅包括基础设施投入、云服务调用和能源消耗，还涉及运维维护与组织适配等综合性支出，其上升正在推动电商行业的竞争重点由流量扩张和资本投入转向算力效率与基础设施能力。基于成本收益分析与平台双边市场理论，本文构建了“算力成本–经营行为–竞争格局”的分析框架。研究发现，算力成本在提升平台匹配效率和商家运营能力的同时，也可能通过技术服务收费、规则设计和服务分层等方式在平台、商家与消费者之间重新分配，进而改变行业竞争方式与生态结构。这一过程可能带来中小商家转型门槛上升、平台技术锁定与成本转嫁、以及能耗与绿色发展压力等现实风险。基于此，本文从构建共享型算力服务体系、发展绿色算力与节能基础设施、提升中小商家数字化适应能力三个方面提出应对建议。研究表明，在智能化趋势不断深化的背景下，电子商务行业需要在效率提升、成本控制与普惠发展之间寻求新的平衡。

Abstract: With the widespread adoption of generative artificial intelligence, intelligent recommendation systems, and digital human live streaming in the e-commerce sector, computing power has evolved from a back-end support resource into a key productive factor shaping industry operations and competition. This paper aims to examine how computing cost constraints are restructuring the development logic of e-commerce. The study argues that computing costs are not limited to infrastructure investment, cloud service usage, and energy consumption, but also include operation, maintenance, and organisational adaptation. The rise in such costs is shifting the competitive focus of the e-commerce industry from traffic expansion and capital investment to computing efficiency and infrastructure capability. Based on cost-benefit analysis and two-sided market theory, this paper constructs an analytical framework of “computing costs-business behaviour-competitive landscape”. The findings show that while computing costs can improve platform matching efficiency and merchant operational capability, they may also be redistributed among platforms, merchants, and consumers through technical service charges, platform rules, and tiered services, thereby reshaping market competition and ecosystem structure. This process may lead to practical risks such as higher transformation barriers for small and medium-sized merchants, stronger platform lock-in and cost pass-through, as well as growing pressure from energy consumption and green development. Accordingly, this paper proposes three policy responses: building a shared computing service system, developing green computing power and energy-saving infrastructure, and improving the digital adaptability of small and medium-sized merchants. The study suggests that, as intelligent transformation continues to deepen, the e-commerce industry needs to seek a new balance between efficiency improvement, cost control, and inclusive development.