On the Legal Regulation of Involutionary Competition on E-commerce Platforms

Zeran Shen

International Journal of Law, Ethics and Social Sciences, 2026, vol. 3, issue 2, 18-26

Abstract: In recent years, with the rapid growth of e-commerce platforms, the phenomenon of intense competition has become increasingly prominent. In particular, platforms have intensified involutionary competition with predatory characteristics by leveraging technological means such as big data, algorithms, and traffic allocation, which has had a severe impact on market order and consumers' rights and interests. Against the background of this "involutionary competition" on e-commerce platforms, this paper analyzes its current status, causes, and the necessity of legal regulation. By examining the current application of China's existing Law of the People's Republic of China Against Unfair Competition and related laws, the study finds that the existing legal framework has begun to respond to this emerging competitive model but still requires further refinement in terms of applicable standards, liability allocation, and enforcement mechanisms. To address this issue, the paper proposes specific recommendations, including improving China's legal system, optimizing judicial remedy mechanisms, and strengthening administrative oversight. Furthermore, drawing on international regulatory experiences in this field and taking into account the unique characteristics of China's e-commerce platforms, this paper proposes targeted improvement measures. Through this series of legal and policy optimizations, the aim is to create a fairer and more transparent competitive environment for China's e-commerce market and to promote the healthy development of e-commerce platforms.

Keywords: involutionary competition; e-commerce platforms; unfair competition; algorithmic governance; platform regulation (search for similar items in EconPapers)
Date: 2026
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