TikTok e-commerce merchants' experience score now includes a deduction mechanism.

The Douyin e-commerce safety and trust center announced that starting from November 19th, a deduction mechanism will be added to the merchant experience score, and strict control will be imposed on behaviors that affect consumer experience and violate rules to improve experience scores. The announcement stated that the purpose of this measure is to further regulate the operating order of the platform and ensure consumers have a real and trustworthy shopping experience. According to the introduction, the new rules specify two types of behaviors that will result in deductions of experience points: first, negative service/after-sales behaviors, including but not limited to customer service mocking or belittling consumers, setting abnormal after-sales addresses, unreasonably refusing after-sales service, refusing to issue invoices, and other behaviors that directly harm the consumer experience. Second, abnormal methods such as fake transactions, fake reviews, etc. to increase experience scores, which damage the objectivity of ratings and the fairness of the platform. If the experience score is deducted to a certain extent, it will directly affect the merchant's access to activities, membership in the selected alliance, marketing resource allocation, and other business scenarios.