The Consumer Council of Fujian Province reminds of four precautions for live shopping.

The Consumer Council of Fujian Province found that the number of complaints related to live-streaming e-commerce has been increasing significantly after analyzing consumer complaint data and cases across the province. The complaints cover a wide range of goods and services, with concentrated reports in the fields of clothing and shoes, food, education and training, home goods, jewelry, and other areas. In order to protect the legitimate rights and interests of consumers, the Consumer Council of Fujian Province reminds consumers not to be impulsive when shopping through live-streaming platforms and to pay attention to four major issues: 1. Beware of quality traps; 2. Pay attention to after-sales service guarantees; 3. Resist unfair competition practices; 4. Monitor contract compliance. The Consumer Council of Fujian Province calls on live-streaming merchants to uphold the bottom line of operating in accordance with the law and regulations, strictly control the quality of goods and services; e-commerce platforms should enhance supervision, improve review mechanisms, provide accessible complaint channels, and take timely action against violators; live-streaming industry associations should play a guiding role, establish industry norms and standards, promote the healthy, orderly, and sustainable development of the live-streaming e-commerce industry, and collectively create a safe, reliable, and fair consumption environment for consumers.