A COMPARATIVE STUDY ON THE RETURN POLICY OF ONLINE RETAIL ENTERPRISES IN CHINA AND THAILAND

Abstract

In recent years, Thailand consumers have been using the Internet to purchase more and more products, especially cross-border online shopping. However, most consumers do not know enough about online shopping and return policies of cross-border online shopping. For different products, the return policy is different. When consumers are not satisfied with the products they purchased using the Internet, the operators of different enterprises would formulate return policies that are more in line with their own business characteristics. This study compares the characteristics and differences of the return policies of Thailand online retailers, Thailand cross-border online retailers, and Chinese cross-border online retailers. In order to enhance consumer buying confidence and strengthen the business effects of repeated buybacks, this paper puts forward suggestions for optimizing the return policy of enterprises, which provides sustainable development momentum for cross-border online shopping between China and Thailand.