The rise of the "buy first, pay later" model and the need to guard against these risks after "unconscious" consumption
2026-01-20
In recent years, the consumption model of "buy first, pay later" and "use first, pay later" has brought convenience to consumers, but also generated some potential risks. Some consumers have reported that their default payment method has inexplicably changed to "use first, pay later", and even incurred liquidated damages and overdue fees in the future. How to prevent security risks behind the convenience of consumption brought by "use first, pay later"? The consumer disputes and safety risks brought about by the "use before pay" policy have been the focus of media attention. Recently, reporters found on consumer service platforms that the number of related consumer complaints remains high. Recently, Ms. Jing, a consumer, complained that she purchased a magnetic whiteboard wall on a certain online shopping platform. She had previously seen the selling price of 334 yuan in the platform's live broadcast room, and the platform automatically defaulted to "use first, pay later". However, when the automatic deduction was made, she found that more than 100 yuan had been deducted. Ms. Jing: The merchant said that the money was not deducted by them, but by the platform. I went to find the platform again, and the platform kept the robot responding. Ms. Jing therefore had a consumer dispute with the merchant and platform over the amount. Ms. Jing claimed that the prices she saw in the live broadcast room, the actual deduction for the "use first, pay later" policy, and the actual received price of the order sent by the merchant to Ms. Jing were all inconsistent. Mr. Zhang from Fujian reported that he chose to "use first, pay later" when booking flights or hotels on a certain platform, thinking that the deduction would be directly deducted from his linked account. Unexpectedly, the consumption amount turned into a loan and he had to pay interest. Mr. Zhang: I think that the due Alipay will be deducted directly, and as a result, there will be another outstanding of platform related finance. After the repayment deadline, there will be a penalty for breach of contract. After Mr. Zhang complained to the platform customer service, the platform eventually refunded the interest and penalty collected. The reporter noticed that as of now, multiple major e-commerce platforms have integrated the "use first, pay later" function. To a certain extent, this feature has effectively increased consumer willingness and achieved a win-win situation for the platform, users, and merchants. In the eyes of consumers, "use first, pay later" fills the gap between online consumption and physical consumption, which cannot be tried for free. Some e-commerce shop owners have stated that after implementing the "buy now pay later" feature, the sales of their products have increased by over 30%. It can be said that 'use first, pay later' has indeed played a role in promoting consumption. But at the same time, it has also fueled irrational consumption among some consumers. A consumer told reporters that although the "buy first, pay later" policy brings about a slippery "no feeling" consumption, it may also lead to the trouble of "no feeling" debt, and the accumulated consumption unknowingly exceeds their own ability to bear. The risk of "use first, pay later" consumption needs to be predicted to reporters. The operating mode behind "buy first, pay later" can be mainly divided into two categories: credit sales services and consumer credit. The domestic "buy first, pay later" model focuses more on increasing consumer willingness, so the first type of model is predominant, but there are also some "use first, pay later" models that belong to consumer credit. Liu Biao, a researcher at the Capital Research Center of China University of Political Science and Law: People think they have taken advantage and buy first and pay later, but in fact they don't know that this is a credit payment. If the payment is overdue, there will be interest, so it is easy to cause disputes. Unlike using credit cards, electronic payments can sometimes be forgotten. But it often just scratches the edge and fails to fulfill its reasonable reminder obligation. When using this for the first time, there may be interest, but there is no reminder; After the second use, interest began to accrue or was about to accrue, but it did not fulfill its reminder obligation. The Shanghai Consumer Rights Protection Committee has issued a document stating that the "use first, pay later" payment model needs to be further standardized to protect consumer rights while improving consumer convenience. The platform should inform consumers of payment methods, default consequences, and credit risks in a prominent manner, eliminate default activation, and fully protect consumers' right to know and choose. Tang Jiansheng, Deputy Secretary General of the Shanghai Consumer Rights Protection Committee: Firstly, we believe that consumers who make purchases should have a sufficient sense of security and not have any risks that they are not aware of; Secondly, we hope that if "buy first, pay later" is implemented as a strategy, merchants must voluntarily adopt this measure and not be coerced or coerced. Tang Jiansheng said that they found in their research that many consumers do not have a clear understanding of the security risks of "use first, pay later". Tang Jiansheng: We should give consumers the right to know and the right to choose. Many platforms have turned it into a simple payment option, and consumers are not aware that this is actually opening up a credit consumption transaction. So for consumers, it is actually a certain degree of infringement on their right to know and their right to choose. Associate Professor Liu Donghui from the School of Civil and Commercial Economics and Law at China University of Political Science and Law stated that the development of "use first, pay later" in China faces both benefits and challenges. While playing a positive role in promoting consumption, this emerging consumption model also faces many risks. May lead to irrational consumption and debt accumulation among consumers, accumulation of systemic financial risks, as well as issues such as regulatory arbitrage and legal gaps. Liu Biao, a researcher at the Capital Research Center of China University of Political Science and Law, suggested that relevant departments should strike a balance between promoting consumption and strengthening regulation, and first ensure consumers' right to information and choice. Liu Biao: Does the platform have sufficient prompts when implementing the 'use first, pay later' feature. If there is interest higher than the principal, should we also fulfill the obligation to remind. If the interest rate has reached a relatively high level, is there a better and more appropriate solution instead of letting the interest continue to roll by default? I think these can be better improved and perfected. (New Society)
Edit:Luoyu Responsible editor:Zhoushu
Source:Voice of China, China Central Radio and Television
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