This document is the "2024 China Export Cross-border E-commerce Consumer Complaint Data and Typical Case Report" released by the E-commerce Research Center of NetEconomics Society, which mainly analyzes the consumer complaint situation of China's export cross-border e-commerce in 2024 and lists relevant typical cases.
1. Report Summary: In 2024, China's export cross-border e-commerce entered an adjustment and transformation period, with frequent consumer dispute issues. According to "Diansuibao" data, in addition to traditional problems, consumers also complained about new issues such as long logistics cycles, goods exceeding the shelf life, and difficulty in safeguarding rights. The report analyzes and publishes dispute case data from 7 export cross-border e-commerce platforms.
2. Overall Data
- Types of Complaint Issues: Refund issues, arbitrary refunds only, and unfair terms ranked as the top three complaint issues.
- Distribution of Complaint Regions: Complaint users are mainly concentrated in Guangdong Province, Fujian Province, Jiangsu Province, and other regions.
- Gender Distribution of Complaint Users: The proportion of male users complaining is 76.00%, higher than the average level of online shopping.
- Distribution of Complaint Amount Ranges: Complaint amounts are mainly concentrated in the ranges of 0 - 50,000 yuan, 1,000 - 5,000 yuan, and above 10,000 yuan, with generally large amounts.
3. Rating Data and Typical Cases
- AliExpress: Overall consumer rating is "No Rating", with complaints focusing on refund and unfair terms issues.
- Shopee: Overall consumer rating is "Recommended to Place Order", with complaints mainly involving non-return of store deposit, order issues, etc.
- Lazada: Overall consumer rating is "No Rating", with issue types concentrated on online fraud, goods not matching description, etc.
4. About Diansuibao and NetEconomics Society: Diansuibao is an online consumer dispute mediation platform that can help users resolve consumer disputes. NetEconomics Society provides media, research, data and other services, and has achieved significant results in consumer rights protection and legislation.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok Market Research Analysis Report
- Published: February 27, 2025
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.