What is the role of blockchain technology in social e-commerce for users and merchants ah?

Chongqing Jinwuowo discussed blockchain-enabled e-commerce economy in the global social e-commerce conference in Yiwu, and the following is the role of blockchain in e-commerce for users and merchants:

For merchants, blockchain technology is used to accurately carve user behavioral profiles, boost the development of brick-and-mortar merchants in the business district, and create a new mode of Internet+service industry.

For consumers, using blockchain technology to trace the roots of all commodities ensures the quality of products and services.