Regulating E-Commerce “Exclusive Dealing”: An Antitrust Approach

电商平台“二选一”行为是指平台通过排他性协议或技术手段强制商家独家合作，这种行为虽然能提升平台竞争力，但会严重破坏市场公平竞争秩序，损害消费者权益。当前我国主要通过《反垄断法》《电子商务法》和《反不正当竞争法》进行规制，但在实践中面临市场界定困难、法律适用模糊、处罚力度不足等挑战。对此应以《反垄断法》为核心完善规制体系：细化“正当理由”认定标准，引入“相对优势地位”概念，加强技术监管能力。通过构建系统化的法律规制框架，既能有效遏制平台垄断行为，同时也能促进平台经济健康发展，最终实现保护市场竞争、维护消费者权益的目标。The “exclusive dealing” practice of e-commerce platforms refers to the platforms’ use of exclusive agreements or technical means to force merchants into exclusive cooperation. While this behavior can enhance the competitiveness of the platform, it severely disrupts the fair competition order of the market and harms consumer rights. Currently, China mainly regulates this through the Anti-Monopoly Law, the E-Commerce Law, and the Anti-Unfair Competition Law. However, in practice, there are challenges such as difficulties in market definition, ambiguous application of laws, and insufficient penalties. To address these issues, China should focus on improving the regulatory system with the Anti-Monopoly Law as the core: refine the criteria for recognizing “justifiable reasons”, introduce the concept of “relative dominant position”, and enhance technical regulatory capabilities. By constructing a systematic legal regulatory framework, it is possible to effectively curb monopolistic behaviors of platforms while also promoting the healthy development of the platform economy, ultimately achieving the goals of protecting market competition and safeguarding consumer rights.