China to Use AI and Big Data to Regulate Live-Stream E-Commerce
China's State Administration for Market Regulation (SAMR) announced plans for the 15th Five-Year Plan period to utilize AI and big data to identify illegal activities in online sales and live-stream shopping. The agency also outlined initiatives to establish a consumer credit system and create over 5,000 certified consumer-friendly clusters across the country by 2030. As e-commerce and live-stream selling dominate China's retail landscape, consumer protection challenges like counterfeit goods and false advertising have surged. Integrating AI-driven automated screening signals a regulatory shift toward continuous, real-time algorithmic oversight of digital marketplaces. SAMR will focus on using technology to lock in illegal leads, expanding Online Dispute Resolution (ODR) mechanisms, and encouraging no-reason return policies. Additionally, the regulator plans to publicly disclose consumer complaint data and explore dynamically publishing a national consumer environment index to track market health.
## BACKGROUND
China's Five-Year Plans outline major economic policy goals for upcoming five-year cycles, with the 15th plan covering 2026 to 2030. Online Dispute Resolution (ODR) mechanisms and consumer environment indices are increasingly used by market authorities to resolve consumer complaints digitally and evaluate market fairness.