# returns

After a Decade Online, a Chinese Women's Wear Seller Trades Algorithm Angst for a Stable Street-level Shop

A decade‑long Taobao seller in Ningbo has shifted focus from chasing platform traffic to running a local brick‑and‑mortar store after soaring online return rates and changing platform incentives eroded margins. By combining real‑world merchandising, community marketing on short‑video platforms and supply‑chain leverage, she has traded volatile online growth for steadier, local revenues.