Through the practice and research on the shopping process and conversion rate of retail e-commerce, I came up with the "return index" with the example of live e-commerce. In-depth understanding and study of the "return index" of the retail e-commerce industry can effectively help improve and optimize the existing shopping process, improve the conversion rate and user experience. More advanced is to innovate new business models through the "return index". 1. Changes and changes in the retail e-commerce industry Anyone who is new to the retail e-commerce industry will be told the eight-character mantra of the industry: improve efficiency and reduce costs. It can be said that this is the only constant part of the retail e-commerce industry, and other manifestations are constantly changing with the development of technology and changes in consumer groups. So how to improve efficiency and reduce costs? Generally, solutions will be found in the foreground and background, and platform-based e-commerce will also add the "middle stage" part. The "return index" mainly studies the part of the front office in "improving efficiency". As technology has developed, the dominance of shopping has shifted from retailers to consumers. Before there was no e-commerce, consumers' shopping dominance actually rested with brick-and-mortar retailers because of geographic constraints, and they decided where and how much consumers could spend, what kind of goods and what kind of services they could buy. With the rise of e-commerce and the growing development of the logistics industry, consumers can choose where to buy and what to buy at will, and compare prices and services anytime, anywhere, directly ignoring complicated processes and low returns. In the past decade, the retail e-commerce industry has undergone tremendous changes. From price wars to grab consumers, to intra-city retail and community group purchases that are closer to consumers, to retail e-commerce dark battles that allow consumers to spend more time in entertainment and social models. After the traditional centralized e-commerce, there are community group buying, community e-commerce, live broadcast Phone Number List e-commerce, entertainment e-commerce (small games such as planting fruit trees, chicken raising) and retail (claw machines, blind boxes, etc.). Entertainment e-commerce and retail analysis article: "Entertainment Retailing to Death". All these changes are nothing more than the hope that consumers can get corresponding "rewards" in different shopping processes. This "reward" is either direct purchase of goods, or free gifts of mini games and promotions, as well as cash incentives and social emotions. join. 2. Shopping process and corresponding returns Many shopping processes are thought to be simple, but after careful study and analysis, it turns out that consumers are not doing so easily. For example, the offline WeChat scan code payment process is not simple, and there are still many steps for consumers. Take out your phone - unlock - open WeChat - click the + sign - scan - scan the QR code provided by the merchant - enter the password and confirm, the system completes the deduction - return to the WeChat interface. Counting down, a WeChat scan code payment involves 7 or 8 processes, and there are three returns for consumers: deduction, no change, and no counterfeit money. Of course, compared with the payment process of banknotes, although consumers undertake more steps, they get more returns, which is why WeChat scan code payment can quickly replace banknote payment.