多电商平台全面取消“仅退款”：淘宝坚持“扶优去劣”，专家称“可保障良性发展”

新浪科技2025-04-22

新浪科技讯 4月22日晚间消息，淘宝等多家电商平台对“仅退款”规则进行重大调整，这意味着无序的“仅退款”在电商行业正式终结。专家表示，取消“仅退款”政策，改为更合理的7天无条件退货等规则，能更好地平衡商家和消费者权益，保障电商行业的良性发展。　　淘宝以“扶优去劣”为战略，对平台运营进行重构　　据淘宝规则表示，为平衡实现商家权益保护与消费者体验提升，后续平台将不主动介入消费者在已收到货后的不退货...

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4月22日晚间消息，淘宝等多家电商平台对“仅退款”规则进行重大调整，这意味着无序的“仅退款”在电商行业正式终结。专家表示，取消“仅退款”政策，改为更合理的7天无条件退货等规则，能更好地平衡商家和消费者权益，保障电商行业的良性发展。\n　　淘宝以“扶优去劣”为战略，对平台运营进行重构\n　　据淘宝规则表示，为平衡实现商家权益保护与消费者体验提升，后续平台将不主动介入消费者在已收到货后的不退货...</p>\n\n<a href=\"https://finance.sina.com.cn/tech/2025-04-22/doc-inetzzsq3969315.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"SG9999014674.SGD","symbol_name":"Nikko AM All China Equity A SGD","start_time":0,"source_url":"https://finance.sina.com.cn/tech/2025-04-22/doc-inetzzsq3969315.shtml","article_id":"2529583592","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2529583592","pubTimestamp":1745327220,"columns":[],"sourceInfo":{"source_id":"sina","name":"sina"},"weMediaInfo":null,"summary":"新浪科技讯 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4月22日晚间消息，淘宝等多家电商平台对“仅退款”规则进行重大调整，这意味着无序的“仅退款”在电商行业正式终结。专家表示，取消“仅退款”政策，改为更合理的7天无条件退货等规则，能更好地平衡商家和消费者权益，保障电商行业的良性发展。\n　　淘宝以“扶优去劣”为战略，对平台运营进行重构\n　　据淘宝规则表示，为平衡实现商家权益保护与消费者体验提升，后续平台将不主动介入消费者在已收到货后的不退货退款售后申请，由卖家先行与消费者协商处理。这是自去年7月淘宝率先松绑“仅退款”，京东、快手等跟进优化规则后，电商平台正式全面取消“仅退款”。\n　　实际上，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。彼时，业内人士就认为，随着今年相关部门对仅退款所引发的行业影响越发关注，以及去年以来淘宝持续推进营商环境优化，带动电商行业生态持续向好，取消“仅退款”是大势所趋。\n　　公开资料显示，去年7月，淘宝在电商行业率先对“仅退款”做出优化，通过提升高店铺体验分商家售后自主权、升级异常行为识别模型等一系列举措，遏制不合理“仅退款”，保障合规经营商家的正当权益。这一举措的推进，极大压缩了不合理仅退款的空间，也带动其他平台优化“仅退款”规则，为商家释放经营活力。\n　　今年，淘宝以“扶优去劣”为核心战略，对平台运营逻辑进行深度重构与聚焦。此外，淘宝还升级上线一系列运营政策，如上线“退货宝”、异常订单退还推广费、持续打击羊毛党、治理恶意店群和AI假图等，多方位保护商家和消费者权益。\n　　专家：取消“仅退款”政策，能保障电商行业良性发展\n　　新浪科技了解到，取消“仅退款”后，淘宝天猫将于同期上线新版店铺评价体系“真实体验分”，根据商品质量、物流速度、服务保障三方面，建立真实、客观、透明的消费者体验反馈机制，让真实体验分成为消费者未来重要的购物决策依据。同时“真实体验分”与搜索、推荐、营销、广告等核心场域直接挂钩，激励商家提升商品和服务质量。\n　　业内人士指出，“平衡地处理商家和消费者权益才是电商行业持续、健康发展的正确之路，只有好商品和好服务才能赢得生意，才能赢得消费者青睐。”\n　　行业分析师张书乐向新浪科技表示，电商平台的“仅退款”政策初衷是优化消费者体验，但此前在实际运用中暴露出诸多漏洞，如部分消费者恶意利用该政策仅退款不退货，给商家造成极大损失，甚至有团队专门钻漏洞逼迫商家支付“保费”，严重破坏了营商环境和商家与消费者之间的信任。因此，取消“仅退款”政策，改为更合理的7天无条件退货等规则，能更好地平衡商家和消费者权益，保障电商行业的良性发展。（罗宁）\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：何俊熹","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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