Study on Consumer Rights policies of Return and exchange in Live Streaming E-commerce and its Optimization Path

Live-streaming e-commerce, as a new sales model of the digital economy, has rapidly developed but exposed issues in protecting the rights of consumers regarding returns and exchanges. Based on data from the 2024 "Live-streaming E-commerce Consumer Rights Protection Public Opinion Analysis Report," the main manifestations of current return and exchange problems (such as shirking responsibility, refusing returns, and unfair clauses) are analyzed. It points out that existing laws and regulations are difficult to adapt to the particularities of live-streaming e-commerce, leading to unclear platform responsibilities and difficulties in consumer rights protection. In response to these problems, this article will analyze the current state and issues of return and exchange rights protection in live-streaming e-commerce and propose optimization paths in areas such as improving laws and regulations, innovating regulatory mechanisms, optimizing return and exchange processes, strengthening platform responsibility, and raising consumer awareness of rights protection. The aim is to provide governance reference for regulatory authorities, promote the healthy development of the industry, and ultimately achieve a positive interaction between consumer rights protection and high-quality industry development.