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Recently, Taobao, a leading e-commerce platform, announced that it will optimize its "refund only" strategy, enhance merchants' after-sales autonomy based on the new experience score, and reduce or cancel after-sales intervention for high-quality stores. The relevant strategy will be officially implemented on August 9. Taobao platform will no longer treat all merchants in a "one-size-fits-all" manner in terms of the "refund only" rule.

The "refund only" rule started with Pinduoduo. Taobao and JD.com announced their support for the rule in December 2023. Over the past year, "refund only" has become a standard feature of major e-commerce platforms. Taking Pinduoduo as an example, when consumers apply for "refund only" to the platform, if the merchant does not take action within 48 hours, the platform system will assume that the merchant agrees to the refund application and automatically initiate a refund, and consumers do not need to return the goods.

Refunds but no returns, this rule originally applied to products with obvious quality problems. The original intention of major e-commerce platforms to support "refunds only" is to quickly solve consumer problems and optimize consumer shopping experience, thereby attracting more users and improving user stickiness; at the same time, it also hopes to strengthen the standardization of e-commerce sellers' operations and achieve the effect of "good money drives out bad money." (Securities Times)