Many merchants investing significant effort in Douyin's e-commerce platform often find their returns disappointing. Frequently, the issue isn't a lack of operational skills but rather insufficient understanding of platform regulations, leading to repeated violations. As Douyin's e-commerce rules become increasingly comprehensive, requirements for merchant compliance continue to escalate. Violations can result in penalties ranging from point deductions and reduced visibility to fines and even store removal, directly impacting business survival and growth.
The Experience Score: The Lifeline of Douyin Store Operations
The experience score serves as a crucial metric for evaluating store service quality and customer satisfaction, directly affecting traffic acquisition and eligibility for promotional activities. When scores fall below warning thresholds, stores face severe challenges including traffic restrictions and loss of premium alliance privileges. Maintaining and improving this score represents the top priority for Douyin store operators.
Current platform regulations identify several primary factors influencing the experience score:
- Return Rates: Excessive returns indicate discrepancies between product quality or descriptions and actual items, directly impacting scores. Merchants must implement strict quality control and ensure accurate product descriptions without exaggeration or false claims.
- Negative Reviews: Poor ratings and complaints significantly affect experience scores. Proactive handling of customer feedback and prompt issue resolution can prevent negative review accumulation.
- IM Dissatisfaction Rate: Customer service response times and problem-solving capabilities directly influence shopping experiences. Merchants should ensure timely, professional, and friendly customer service to reduce dissatisfaction rates.
To stabilize and improve experience scores, merchants should focus on:
- Implementing rigorous quality control measures and supplier selection
- Providing accurate, complete product descriptions without misleading claims
- Developing professional customer service teams offering prompt, effective solutions
- Addressing after-sales issues promptly with customer-centric resolutions
Product Regulations: Absolute Compliance Required
As the foundation of store operations, strict adherence to product rules remains essential for avoiding violations. Critical red lines include:
- Obtaining proper brand authorization before selling branded products
- Avoiding unauthorized use of brand logos, keywords, or trademarks in listings
- Preventing duplicate product listings with significant modifications required for relisted items
- Prohibiting restricted or unauthorized special category products
- Ensuring accurate product descriptions matching actual quality and materials
- Selecting correct product categories to avoid misclassification penalties
- Eliminating false advertising claims including superlatives and comparative statements
- Strictly prohibiting counterfeit or substandard products
Shipping Requirements: Balancing Speed and Compliance
Delivery speed significantly impacts customer satisfaction, with Douyin requiring in-stock items to ship within 48 hours. Common shipping pitfalls for new merchants include:
- Adhering strictly to 48-hour shipping windows to avoid penalties
- Ensuring prompt carrier pickup to prevent processing delays
- Reporting pandemic-related or force majeure shipping delays promptly
- Setting clear pre-order timelines when immediate shipping isn't feasible
- Managing order volumes according to actual fulfillment capacity
After-Sales Service: Prioritizing Customer Satisfaction
Effective after-sales support enhances satisfaction and repeat purchases. Key considerations include:
- Maintaining customer service availability from 8 AM to 11 PM
- Processing returns and refunds promptly without unnecessary delays
- Adopting customer-first approaches to problem resolution
- Preventing disputes through proactive communication and compromise
Order Fulfillment: Prohibiting Fraudulent Practices
The platform strictly prohibits artificial sales inflation tactics such as:
- All forms of fake transaction generation
- AB order schemes involving false shipments
- Empty package deliveries lacking actual products
Successful Douyin store operation requires thorough understanding and strict compliance with platform regulations. Only through rule-compliant practices can merchants establish sustainable competitive advantages in this dynamic marketplace.