May 11, preferred sellers FHR below 80% weekly deduction of 1 point; from April, gold products without a license ban, international bar code is not filled drop exposure

Recently, Shopee intensively released a number of new rules, from logistics fulfillment to qualification audit, from intellectual property protection to information improvement, covering multiple sites. Some sellers lamented, "Just adapted to the previous rules, the new wave is coming again."

This is not a platform in the "difficult" sellers, but the Southeast Asian e-commerce from the rough growth to the inevitable signal of fine-tuning operations. Today an article to give you a thorough: Shopee in the end changed what key rules? What is the impact on your store? What to do now?

I. Comprehensive tightening of the performance appraisal: fast delivery rate becomes the key to scoring

Core change: fast delivery rate (FHR) formally incorporated into the scoring system

According to Shopee's latest notice, sinceFrom May 11, 2026The fast delivery rate (FHR) will be officially incorporated into the seller rating system.FHR measures the percentage of packages that are handed over to the logistics provider and scanned by the seller within a specified period of time.

with regards toPreferred, Shopee Mall and Managed SellersIf the FHR is below80%willDeducted 1 point per week. This means that logistical efficiency will directly determine your ranking and exposure opportunities on the platform.

Adjustment to the calculation of time for compliance: inclusion of Saturdays in working days

Beginning in 2026, Shopee willSaturday included in the compliance calculation date, which sellers can no longer treat as non-working days. There are special arrangements in some areas: Fridays in Kedah, Kelantan and Terengganu are not counted as fulfillment days, while Sundays in other states are not counted.

Automatic Cancellation Mechanism (ACL) Refinement

For orders generated before 2pm, Shopee has added a two-tier auto-cancellation mechanism. If the seller fails to fulfill the order within the specified time limit, the system will automatically cancel the order and refund the money.

Delayed shipment rate (LSR) thresholds relaxed

The thresholds for the delayed shipment rate (LSR) were changed from10% upgraded to 15%, providing a certain cushion for sellers. However, the platform emphasizes that this is only an initial transition, and that in the future the ability to perform will become a core indicator for assessing seller performance.

Seller Response Advice:

• Re-organize the shipping process to ensure proper fulfillment even on Saturdays
• Work closely with logistics service provider to enhance FHR to 80% or above
• Optimize inventory management to avoid order cancellation due to out-of-stocks

Second, the qualification audit to increase the code: gold products "without a license to ban the sale of"

Indonesia site: gold products only for Shopee Mall sellers

Shopee Indonesia's local store released the latest rules to enhance buyer trust and prevent sales violations.From April 13, 2026All sellers who sell gold products on Shopee must fulfill the following conditions:

• Shopee Mall sellers only, and must have "Gold Certification".
• Gold certificate or purchase invoice/voucher to be provided to buyer for each transaction
• The certification document must contain the certificate number, barcode, store seal, gold color and weight, etc.

Sellers who are already on Shopee Mall and selling gold products must register their gold products onBefore April 13thComplete the gold certification registration through the "New Requirements for the Sale of Gold Table" or face a ban on sales.

Seller Response Advice:

• If you sell gold and jewelry products, check if you are eligible for Shopee Mall as soon as possible!
• Prepare supporting documents such as gold certification or purchase invoices in advance
• If unable to meet the new regulations, consider adjusting the product line or withdrawing from the category

Third, intellectual property protection upgraded: impersonation of brand stores permanently banned

Singapore site: zero tolerance for store impersonation

Shopee's local Singapore store made an announcement thatStore impersonation behavior will be permanently blockedandNo appeals allowedThe

Impersonation includes, but is not limited to, unauthorized use:

• Brand names, logos, trademarks
• Store name or username, store banner
• Copyrighted images
• Any other form of intellectual property

Once discovered, the store in question will be permanently banned and the seller will no longer be able to log into their account.

Seller Response Advice:

• Self-check whether the store name, logo, and pictures infringe on the intellectual property rights of third parties.
• If you want to use branded material, get authorization in advance.
• Avoiding "borderline" behaviors, such as imitating the name or design of well-known brands

If you still have questions about the new Shopee regulations, or need to handle store compliance rectification, operation optimization services, welcome to contact me at any time (micro-signal: qcygscszk, or call cell phone: 18676749275). Let us use our professional cross-border service experience to help you pass the new Shopee regulations steadily and make your business more and more smoothly.

IV. Requirements for information improvement: mandatory completion of the international bar code

Taiwan site: failure to fill in the international bar code will reduce exposure

Shopee Taiwan local store released the latest news since theFrom April 20, 2026The seller will be reminded to fill in the international barcode information through a pop-up notification for items that are already on the shelves.

If the seller fails to fill in the international barcode, the item may be thereforeReduced exposureIf the product itself does not have an international barcode, you can check the "No international barcode" box.

Benefits of filling out an international bar code:

• Help the system identify products more accurately and improve product quality scores
• Make it easier for users to search for the right product
• Helps the product to be displayed in the Google search result page, increasing the chance of exposure

Seller Response Advice:

• Completion of the international bar code for all commodities by April 20
• Check the "no international bar code" box for non-bar-coded products.
• Use batch tools to improve filling efficiency

V. Optimization of the scoring complaint mechanism: 7-day buffer for complaints

Taiwan site: 7-day buffer period for appeals after points are counted

Shopee Taiwan local store is expected to adjust the scoring appeal process in the second quarter of 2026. After the new system goes live, sellers will be entitled to points after they are scored7-day buffer for appealsPeriodSuspension of Points LimitThe

• If the appeal is successful within 7 days, the restrictions will not be enforced
• If the appeal is unsuccessful, the restriction will go into effect on the Monday following the counting of points
• The total appeal period remains unchanged at 14 days

Seller Response Advice:

• Immediately upon receipt of notification of scoring, submit an appeal within 7 days
• Prepare your complaint in advance to avoid missing the window
• Pay attention to the announcement of the seller center, keep abreast of the new process online time

VI. Platform trend insights: the transition from "low price" to "value"

Vietnam's e-commerce enters high-quality competition stage

According to YouNet ECI data, Vietnam's four major e-commerce platforms saw total turnover grow by $26% year-on-year in 2025, but a slowdown was already evident in the fourth quarter: consumption fell by $8%, while the average selling price rose by $33%. The market is undergoing a deep reshuffle, mainly due to platforms increasing fees, forcing sellers to raise prices, and tightening tax regulations.

Experts pointed out that e-commerce competition has shifted from "burning money to grab users" to "value-driven". Companies need to optimize costs, strengthen their brands and reduce their reliance on discounts. Some of the top companies have cut back on advertising spending, and are instead building founder IPs, building customer communities, and adapting to compliance requirements such as daily invoicing.

Thai consumers turn to brand flagship stores

Data from Lazada Thailand shows that the proportion of consumers shopping at official brand flagship or authorized stores has risen from 12% in 2020 to about 30% in 2025, and is expected to reach 55% in 2030.Genuine categories such as fashion, beauty and 3C home appliances have become the main engines of high-end consumption.

The takeaway from this for sellers is that building a brand, improving quality, and obtaining authentic certification will be the key to future competition.

VII. What can we do for you?

Facing the challenge of intensive landing of new Shopee platform regulations, you need not just an information provider, but a professional partner who really understands the platform rules and can help you get the compliance operation done.

The value that Enterprise Finance earnings can bring to you:

Let's you quickly figure out exactly how the new rules will affect you.
We'll help you interpret Shopee's latest policies based on your store type, sales site, and product category, and tell you which rules are directly relevant to you and which links need to be prioritized for rectification.

Let's get you through the compliance upgrade.
In response to the new Fast Delivery Rate (FHR) regulations, we will help you sort out the shipping process, optimize inventory management, and ensure that your FHR is stable at 80% or above, to avoid affecting store weight due to demerit points.

Allows you to complete qualifications and information completions efficiently.
Whether it's gold certification of gold products, batch filling of international barcodes, or preparation of materials for scoring appeals, we can provide operational guidelines and efficiency tools to help you quickly complete the rectification.

Gives you access to professional platform entry and escort services.
Whether you want to move into Shopee or have already opened a store operation, we can provide one-stop service from account registration, qualification preparation to operation guidance, to help you quickly adapt to the platform's new regulations, less detour.

If you still have questions about the new Shopee regulations, or need to handle store compliance rectification, operation optimization services, welcome to contact me at any time (micro-signal: qcygscszk, or call cell phone: 18676749275). Let us use our professional cross-border service experience to help you pass the new Shopee regulations steadily and make your business more and more smoothly.