Kuaishou E-Commerce Implements Measures to Build User Trust
On March 4, Kuaishou e-commerce for the first time disclosed the construction and governance of the platform’s “trust ecosystem” since the related development strategy was clarified last year.
The report shows that the company has given full play to its technological and algorithmic advantages, continuously improving commodity monitoring mechanisms, and squeezing available space on the platform for inferior live commerce hosts. In the whole year, the platform had intercepted more than 62.44 million posts of suspected fake and shoddy goods, while 210,000 illegal hosts and merchants have been banned. The reporting rate of the platform’s live commerce decreased by 8.96% compared with 2020.
After being banned by the platform, some merchants inflict harm on consumers’ rights and interests by registering again or signing into other accounts. Since June 2021, the platform has operated an identification and interception system for users with previous violations, aiming to stamp out this phenomenon. In the whole year, about 500,000 applications for opening new stores from users with violation records were intercepted, and 2,600 requests sent from them were identified and intercepted every day.
The platform has also launched a series of public evaluation projects regarding consumer fairness problems, allowing consumers to participate in the judgment and voting process while watching livestreams. Up to now, an average of 450,000 viewers participate in platform governance within livestreaming rooms every day.
In 2021, the platform launched its service brand “Xin rengou,” encouraging more merchants to launch after-sales services for protecting consumers’ rights, including refund without return and return without freight. The platform will give priority recommendations to participating merchants, offering them the opportunity of more exposure.
In 2021, nearly 5 billion orders were included in the guarantee of the platform’s service brand while consumers who enjoyed these services increased their willingness to place orders by more than 20%. Correspondingly, consumers’ satisfaction rate with after-sales service is 95%, and the platform intervention rate of after-sales disputes between consumers and merchants is 0.07%.
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At present, the platform has started to add consumer trust index to its merchants recommendation mechanism. The higher the index is, the more exposure and business rights merchants will get. The trust index covers more than 80 dynamic evaluation indicators, in terms of commodity quality, service quality, host attitude, product experience, after-sales guarantees and social evaluation.