據北京商報訊息，4月22日，記者獨家獲悉，拼多多、淘寶、抖音、快手、京東等多個電商平臺將全面取消 “僅退款”，消費者收到貨後的退款不退貨申請，將由商家自主處理。
Leading Chinese e-commerce platforms, including Pinduoduo, Taobao, Douyin, Kuaishou, and JD.com, are set to fully abolish the controversial "refund-only" policy, which allowed consumers to request refunds without returning goods after delivery. Instead, post-purchase refund applications will now be subject to merchants' discretion, according to Beijing Business Today.
“僅退款”在2021年時被拼多多率先推出，後在2024年時被京東、淘寶、抖音、快手等相關平臺相繼引入，如今，歷時四年的規則正式迎來落幕。記者還獲悉，上述電商平臺已就全面取消“僅退款”的相關細節與管理部門進行了多輪商討和修改，一旦稽核完成即對社會公開宣佈。
The move signals the end of a four-year experiment that began in 2021 when Pinduoduo first introduced the policy to enhance consumer satisfaction. Competitors, including JD.com, Taobao, Douyin, and Kuaishou, followed suit in 2024. Industry sources revealed that the platforms have engaged in multiple rounds of discussions with regulatory authorities to finalize details, with an official announcement expected after regulatory review.
北京商報記者注意到，取消“僅退款”早有預兆。今年兩會期間，國家相關管理部門釋放了強烈的訊號，明確表示會對平臺濫用僅退款規則，造成商戶貨款兩空的突出問題進行治理。
The policy's termination follows mounting regulatory scrutiny. During China's annual two sessions earlier this year, authorities vowed to curb platform abuses of the refund-only mechanism, which had left merchants vulnerable to financial losses from non-returned goods.
據瞭解，此前，淘寶天貓早在去年7月就率先鬆綁“僅退款”規則，打響行業“反內卷”，其後京東、快手等電商平臺相繼進行規則最佳化。今年，淘寶持續最佳化營商環境，宣佈治理AI假圖、羊毛黨和違規店群，上線店鋪真實體驗分、佣金激勵等相關舉措，進一步促進行業迴歸良性競爭。
Taobao and Tmall initiated the rollback in July 2024, loosening refund rules to reduce cutthroat competition, a move later mirrored by JD.com and Kuaishou.
據記者觀察，目前電商平臺售後一般設有“退款無需退貨”和“退款退貨”入口，“僅退款”政策取消之後，平臺或將只保留“退款退貨”，“收到貨”情形下退款是否退貨將由商家與消費者協商決定。
在業內人士普遍看來，取消無序的“僅退款”有助於電商行業從低價競爭迴歸良性競爭，保障商家的經營公平，釋放消費活力，促進平臺健康發展。
The trend underscores a broader industry pivot away from aggressive consumer-centric policies that critics argue distorted market fairness. Industry analysts widely view the scrapping of the refund-only policy as a critical step to restore equilibrium.
來源：北京商報
推 薦 閱 讀
