电商平台 “仅退款”，将全面取消

据北京商报消息，4月22日，记者独家获悉，拼多多、淘宝、抖音、快手、京东等多个电商平台将全面取消 “仅退款”，消费者收到货后的退款不退货申请，将由商家自主处理。 

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.

“仅退款”在2021年时被拼多多率先推出，后在2024年时被京东、淘宝、抖音、快手等相关平台相继引入，如今，历时四年的规则正式迎来落幕。记者还获悉，上述电商平台已就全面取消“仅退款”的相关细节与管理部门进行了多轮商讨和修改，一旦审核完成即对社会公开宣布。

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.

北京商报记者注意到，取消“仅退款”早有预兆。今年两会期间，国家相关管理部门释放了强烈的信号，明确表示会对平台滥用仅退款规则，造成商户货款两空的突出问题进行治理。 

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.

据了解，此前，淘宝天猫早在去年7月就率先松绑“仅退款”规则，打响行业“反内卷”，其后京东、快手等电商平台相继进行规则优化。今年，淘宝持续优化营商环境，宣布治理AI假图、羊毛党和违规店群，上线店铺真实体验分、佣金激励等相关举措，进一步促进行业回归良性竞争。 

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.

据记者观察，目前电商平台售后一般设有“退款无需退货”和“退款退货”入口，“仅退款”政策取消之后，平台或将只保留“退款退货”，“收到货”情形下退款是否退货将由商家与消费者协商决定。

在业内人士普遍看来，取消无序的“仅退款”有助于电商行业从低价竞争回归良性竞争，保障商家的经营公平，释放消费活力，促进平台健康发展。

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.

来源：北京商报