On the one hand, users in the live broadcast room have impulsive consumption, the filtering is too heavy, the evaluation reference system of e-commerce platform is lacking, and the gap between buyer show and seller show is bigger, resulting in more returns. In particular, the live broadcast of vertical fields such as jewelry, jade, tobacco, alcohol and ceramics is gradually emerging in Tik Tok. There are many counterfeit products in these industries, and many users in Tik Tok don't know how to operate them. Therefore, there are more and more disputes between the two sides.

The high return rate of live broadcast goods is a common problem, but for Tik Tok, with the improvement of platform marketing, payment, logistics, supply chain and other links, the hidden lack of after-sales service behind the return problem and the drawbacks of Tik Tok's e-commerce model based on content will greatly restrict the virtuous circle of platform e-commerce ecology, and even drag its feet.