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El rápido crecimiento del comercio electrónico ha convertido a esta modalidad en el canal principal de los consumidores en línea; no obstante, también ha incrementado las tasas de devolución de mercancías, un desafío que exige una sólida infraestructura de logística de devoluciones. La optimización de los procesos de retorno resulta esencial para que las plataformas mantengan la satisfacción del cliente y su posicionamiento competitivo, especialmente en el creciente mercado chino. El presente estudio analiza Taobao, la plataforma líder de comercio electrónico en China, examinando sus ventajas competitivas y los desafíos operativos en la gestión de la logística de devoluciones. Mediante un enfoque de estudio de caso apoyado en una revisión bibliográfica, se evalúa el desempeño a través de múltiples indicadores clave que miden la eficacia de las políticas y la eficiencia del sistema. Los hallazgos revelan que Taobao ha construido una infraestructura integral de devoluciones basada en marcos regulatorios transparentes y procedimientos sistematizados, al tiempo que se identifican áreas de mejora. En consecuencia, se proponen estrategias de optimización específicas. Estas conclusiones ofrecen una guía fundamental para otras plataformas que busquen desarrollar servicios de devolución eficaces y adaptados culturalmente, apoyando así el crecimiento sostenible del sector de comercio electrónico en China.
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Derechos de autor 2026 Jason L.Chiu, Asterio T. Miranda, Jr., Eungi Kim, Juneth Lourdes Fiel-Miranda