These new regulations are designed to protect consumer rights. In many ways, they duplicate the consumer protections found in the EU. They are designed to remove the “Wild West” aspects of this market.
E-commerce is an essential part of reaching out to China’s new discretionary economy but the rules are changing. E-commerce is part of the digital economic transformation of China as it seeks to improve productivity and move up the value chain.
Along with the broader area of consumer rights, the live-streaming segment of the e-commerce environment is undergoing significant changes. New consumer regulations will come into force on July 1. Businesses using e-commerce platforms in China will need to follow these rules, which relate to live-streaming as a sales channel and also when operating as merchants on various sales platforms.
