论电商平台“二选一”行为的法律规制

与传统经济一样,数字经济背景下的强制性"二选一"行为不是"本身违法",但如果行为人使用这种手段,严重损害竞争对手实现最低规模经济的能力,或者阻止新企业进入市场,就会在很大程度上妨碍市场竞争。考虑到进入市场存在着经济、技术、数据等各种障碍,特别是网络外部效应,我国电商平台已经高度集中。为了维护市场的竞争性,使商户和消费者充分感受电子商务的好处和便利,竞争执法机关应当保证平台商户的多归属,即任何平台经营者都无权强迫商户只能在一个平台上交易。同时,考虑到电子商务的特点和中小商户对平台中介的依赖性,我国有必要制定规范中介平台与商户之间交易关系的专门法,并完善《电子商务法》第35条。

The Legal Regulation of Either-or Choice of Online Platforms in E-Commerce

As in the traditional economy,exclusive conducts in the digital economy should also not be deemed per se illegal. However,in some cases,it may seriously impede competition if the conducts substantially undermine the competitors’ ability to achieve minimal economies of scale,or to prevent new one from entering the market. Compulsory "either-or choice"for selecting only one platform is a conduct that seriously damages competition. Because of the various economic, technical and data barriers,especially because of the network externalities,the e-commerce platforms have been highly concentrated.In order to keep market competitive and to enable consumers and users to fully enjoy the benefits and convenience of the digital economy,competition law authorities should ensure users’ multi-homing through law enforcement. No platform operator has right to force users to conduct transactions only on its own platform. On the other hand,considering the characteristics of e-commerce and the heavy dependence of small and medium-sized businesses on the platforms,it is necessary for China to formulate special laws regulating the transactions between intermediary platforms and the users,in order to improve Article 35 of the existing E-Commerce Law.