近期，国家市场监督管理总局发布《网络交易监督管理办法（征求意见稿）》，明确提出不得强制平台内商家接受‘仅退款’或承担‘运费险’等不合理要求。这一规定旨在保护中小商家的合法权益，防止大型电商平台利用市场优势地位，单方面设定对商家不利的交易规则。所谓‘仅退款’，是指消费者在未退货的情况下直接获得全额退款，常见于部分平台为提升用户体验而推行的快速售后政策。而‘运费险’通常由商家承担，用于覆盖退货运费，但在实际操作中常被转嫁给本已利润微薄的中小卖家。强制推行这些规则，不仅加重了商家经营负担，也可能诱发恶意退款、滥用售后等行为，扰乱市场秩序。新规强调，平台与商家之间的合作应基于平等自愿原则，任何服务条款都需协商一致，不得以技术手段或格式条款强制执行。此举有助于构建更加公平、透明、可持续的电商生态，既保障消费者合理权益，也维护商家正当利益。未来，监管部门将持续关注平台经济中的新型不公平条款，推动形成平台、商家与消费者三方共赢的良性机制。
Recently, China’s State Administration for Market Regulation released a draft of the ‘Measures for the Supervision and Administration of Online Transactions,’ explicitly prohibiting e-commerce platforms from forcing merchants to accept policies such as ‘refund without return’ or to bear the cost of ‘return shipping insurance.’ This provision aims to protect the legitimate rights and interests of small and medium-sized merchants and prevent dominant platforms from unilaterally imposing unfavorable terms.‘Refund without return’ refers to a practice where consumers receive a full refund without sending back the purchased item—a policy some platforms adopt to enhance user experience. ‘Return shipping insurance,’ often paid by merchants, covers return shipping costs but is frequently shifted onto already low-margin sellers. Mandating these practices not only increases operational burdens on merchants but may also encourage fraudulent returns and abuse of after-sales services, disrupting fair market order.The new regulation emphasizes that cooperation between platforms and merchants must be based on equality and mutual consent. No service terms should be enforced through technical means or non-negotiable standard clauses. This move supports the development of a fairer, more transparent, and sustainable e-commerce ecosystem that balances consumer protection with merchant rights.Going forward, regulators will continue monitoring unfair terms in the platform economy and promote a win-win mechanism among platforms, merchants, and consumers.
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