Research on the protection of consumer rights in livestreaming e-commerce

With the rapid development of internet technology, livestreaming e-commerce has emerged as a new e-commerce model and has rapidly risen in China's e-commerce field, becoming a rising star. Livestreaming e-commerce combines entertainment, interactivity and shopping, which not only provides consumers with a more convenient way to shop, but also opens up new sales channels for merchants. However, with the rapid development of livestreaming e-commerce, the issue of consumer rights protection has become increasingly prominent. In this paper the current situation of consumer rights protection in livestreaming e-commerce was analyzed, the difficulties and challenges in China's consumer rights protection was summarized. In the conclusion part, some suggestions are put forward, which provide useful reference for the healthy development of China's livestreaming industry.