As the annual “Double Eleven” shopping festival approaches, major e-commerce platforms are rolling out enticing offers to grab the attention of consumers. However, while shoppers enjoy the thrill and convenience of the buying spree, they must also remain vigilant about potential risks and issues. Recently, the market supervision agencies of Beijing, Tianjin, and Hebei issued a joint consumer advisory and compliance guidelines for platforms.
In an interview with representatives from the market supervision departments, they offered valuable advice to consumers.
“First and foremost, choose reputable platforms to minimize transaction risks,” one official emphasized. “Consumers should ensure they are shopping on platforms with proper credentials and good reputations. It’s essential to differentiate between self-operated stores and third-party sellers, check for displayed business licenses and relevant administrative permits, and carefully read through the platform’s service agreements and transaction rules. Be cautious with shopping links generated by third parties and avoid purchasing items that are legally or administratively prohibited.”
When it comes to shopping habits, the representative urged consumers to draft a shopping list in advance and practice rational spending. “Impulse buying is a slippery slope,” they warned. “Don’t let terms like ‘discount’, ‘bargain’, or ‘cash back’ cloud your judgment. Avoid buying unnecessary items just to meet a minimum spend for discounts, which can lead to wasteful spending.”
They also suggested comparing prices and doing thorough research to avoid falling for traps. “Don’t trust absolute statements in advertisements and be wary of suspiciously low-priced items,” they advised. “Before placing an order, familiarize yourself with the promotional rules and read reviews from other buyers. If you notice a lot of similar reviews that seem fabricated to enhance a seller’s reputation, proceed with caution.”
Regarding live-stream shopping, the officials called for consumer vigilance. “Shopping during live streams can create a frenzy over ‘low prices’ and ‘best sellers’. Stay alert to exaggerated claims and watch for inflated original prices,” they cautioned. “Opt for products with quality assurances from legitimate sources.”
Lastly, they highlighted the importance of keeping records for consumer protection. “Always save your chat logs, order details, payment information, and screenshots of promotional offers,” they noted. “In case of disputes, engage with the seller or platform for resolution. If that fails, don’t hesitate to call the consumer complaint hotline at 12315 or file a complaint through the national 12315 platform to protect your rights.”
As for the platform operators themselves, the agencies had a clear message as well.
“First, operators need to strengthen identity and information management for sellers on their platforms,” an official stated. “They must require sellers to provide verified identity, address, contact information, and administrative permits when applying to list products.”
They also emphasized the necessity of maintaining records concerning seller information for at least three years after a seller exits the platform. Furthermore, operators are responsible for ensuring that sellers fulfill their obligations to publicly disclose information.
“Platforms must clearly display their service agreements and transaction rules on their homepage and alert users to critical information that affects their rights and obligations,” the official added. They also stressed the need for operators to publicize any violations among sellers, ensuring transparency for consumers.
Finally, there was a point about clearly marking self-operated versus third-party business areas. “This distinction is crucial for consumers to make informed choices when shopping,” they concluded.
With these guidelines, both consumers and platform operators can navigate the busy Double Eleven shopping season with greater confidence and awareness.
