Shopee, Lazada, TikTok Shop synchronized rate increase, low unit price seller profit to zero, small and medium-sized sellers face a life and death test

"Orders aren't going down, but profits are getting thinner."

This is the most real complaint in the seller group of Thailand station recently.At the end of March, the three major platforms, Shopee, Lazada and TikTok Shop, almost simultaneously announced an increase in commission and transaction fees, which came into effect one after another from April 7th. Some sellers made a calculation:Platform rates per order generally range from 10%-18%. Sell something for 100 dollars and the platform takes a dozen dollars up front. If your margins are already thin, this wave of price increases could push you right below the break-even line.

Today an article to give you a thorough: the three platforms in the end rose how much? Why at the same time prices? As a seller, what should you do now?

First, how much have the three major platforms gone up?

Shopee (from April 7)

Shopee Thailand has increased commissions across the board for mall stores (Shopee Mall) in multiple categories:

• Electronics: from 5.35%-13.91% upward to5.89%-15.52%
• Fashion, Lifestyle, FMCG: Commission cap generally increased to15.52%

A seller who specializes in fashion accessories said helplessly, "The platform says it's 'rising operating costs,' but what we're seeing is a direct shrinkage of profits on the books."

Lazada (from April 7)

Lazada synchronizes the adjustment of commissions and payment fees:

• Commission rates for some categories can be as high as13%
• Revision of the charging model for additional services such as the "free shipping cap".

Adding to the headaches for sellers, add-on programs such as Free Shipping Max and Lazada Daily Rewards have shifted to a "pay-as-you-go" model, where benefits that were once packaged are now charged separately. Participating in these programs means that the cost of participation increases even further.

TikTok Shop (launch in February, gradual implementation from late March to early April)

The TikTok Shop tweaks kicked in earlier, but the impact was just as significant:

• Increase in the "Electricity Growth Charge" to approximately 6.42%(up to 199 baht)
• Add per order1.07 baht for infrastructure

A TikTok seller lamented, "Previously, I felt that TikTok rates were low, and now the platform is giving exclusive coupons and rewarding gold coins, which sounds like a 'win-win' situation, but when you do some careful calculations, the cost has really come up."

consolidated accounting

With the latest policies of the three major platforms, the percentage of platform fee per order for sellers has reached10%-18%This level is considered a "serious threat" to small and medium-sized sellers who are already making small profits. For small and medium-sized sellers who already have thin profits, this level has been regarded as a "serious threat". A seller laughed bitterly: "The cost of each order to account for 10% to 18%, profits are almost eaten up."

Second, why three simultaneous price increases? The three main reasons behind

Reason 1: Platforms have shifted from "traffic subsidies" to "profit tamping".

In the past few years, Southeast Asian e-commerce platforms relied on subsidies to attract users and sellers, burning money to grab the market. Now that user habits have developed and the market has entered a mature stage, platforms are starting to consider profitability. Commissions, as a core revenue source, have become an important tool to fill losses and improve the quality of revenue.

From 2023 to 2024, the Thai station commission increase has reached 1,50%. this time, the three synchronized price increase is not a coincidence, but the inevitable result of the platform's strategic transformation.

Reason 2: Pricing Power Reconfiguration in a Monopoly Landscape

Today's Southeast Asian e-commerce market has formed a duopoly pattern of Shopee and Lazada, with the two having a market share of more than 90% in Thailand and other core sites. under this market structure, platforms can synchronize commission adjustments through price leadership strategies, and transfer operational pressures such as logistics and compliance to sellers.

Reason 3: Defensive strategy in the face of emerging competitor impacts

TikTok Shop through "social e-commerce + low commission" to quickly capture the market, 2025 Southeast Asia GMV continued high growth. In order to cope with the impact, Shopee and Lazada on the one hand, increase the commission to supplement marketing funds, on the other hand, through the FSS free shipping program and other activities to bind the seller. TikTok Shop after gaining a firm foothold, also began to adjust the rate, enter the "harvest period".

III. Three major direct impacts on sellers

Impact 1: Profit margins are drastically compressed

Low unit price sellers bear the brunt. The Philippines station, for example, the previous commission rate adjustment has made the selling price of 1,000 pesos of goods profit reduction of 28-100 pesos, profit margins compressed to 5%-8%. this time, the Thailand station rose even more sharply, part of the low-price sellers may directly turn to the loss.

Impact 2: Forced adjustment of operational strategies

The previous operating model, which relied on low prices to attract traffic and platform subsidies, is unsustainable; TikTok Shop's new infrastructure fee has increased the fixed cost per order; Shopee and Lazada have raised commission caps, further intensifying cost pressures on sellers in popular categories. Sellers will either have to increase their selling prices (which may lead to dropped orders) or squeeze margins (which may not survive).

Impact III: Increased competition for survival

Under the background of rising rates, the head sellers, with the advantage of scale, may be able to negotiate with the platform, optimize the supply chain and other ways to ease the pressure. Small and medium-sized sellers are faced with the dilemma of "either increasing prices and losing customers, or thin profits can hardly be sustained". Some service providers pointed out that even activities have to pay extra, it is no longer difficult to do, but the question of whether it can survive.

If you still have questions about the Thai e-commerce platform commission increase, or need to handle the Thai company registration, platform operation optimization services, welcome to contact me at any time (micro-signal: qcygscszk, or call the cell phone: 18676749275). Let us help you hold on to your profits with our professional Southeast Asian market services experience and steady presence.

IV. What should you do now? The four-step response method

Step 1: Recalculate and accurately account for costs

Stop using the old formula to calculate profits. Pull the most recent month's orders and recalculate at the new rates:

• Accounting for all platform commissions, new fees, logistics costs, packaging costs
• Define the break-even point for each product
• Find those SKUs that are already losing money and drop them decisively

Step 2: Optimize product portfolio and transition to higher gross margins

If certain SKUs have negative margins after a commission hike, drop them decisively. Focus your resources on thoseHigher gross margins, better repurchase rates, less affected by rateson the products. Products with high unit prices and brand premiums are more risk-resistant.

Some sellers suggest: not a simple price increase, but to do structural price adjustment, such as high gross profit models to bear the cost, attraction models to maintain the price.

Step 3: Utilize platform incentives, don't let go of the wool you can gather

TikTok Shop gives sellers coupons and gold incentives, and Shopee and Lazada have their own seller support policies:

• Reduced commissions for new sellers for the first 3 months, with the possibility of transferring SKUs to the new store in stages
• Participation in FSS/CCB campaigns provides first page exposure, indirectly offsetting the cost of commissions for 4%-6%
• Take the time to study these policies and pull the wool over what you can!

Step 4: Consider the Thai localization layout

As platforms are increasingly demanding local fulfillment and local compliance, sellers should accelerate their localization layout:

• Completion of Thai local tax registration
• Use of official overseas warehouse shipment (can get platform traffic tilt and commission rebate)
• Deeply cultivate local consumer demand, create differentiated products and get rid of low-priced competition

V. What can we do for you?

Facing the challenge of the collective rise in commissions of the three major e-commerce platforms in Thailand, you need not just an information provider, but a professional partner who really understands the Southeast Asian market and can help you land on the ground to comply and reduce costs.

The value that Enterprise Finance earnings can bring to you:

Let's you do some quick math to figure out just how much the new rates will affect your profits.
We will help you accurately calculate the cost and profit under the new rate according to your product category, unit price and order structure, and tell you which SKUs are still profitable and which should be abandoned.

Let's get you through the Thai localization layout without a hitch.
If you are considering registering a Thai company to get platform traffic tilt and commission discounts, we can provide you with a complete solution from Thai company registration, tax registration to bank account opening. We have a local partner network in Southeast Asia and are familiar with local regulations and hands-on processes.

Lets you optimize your product portfolio and operational strategy.
From product selection advice to pricing strategy, from campaign evaluation to cost control, we will help you sort out a set of landable response plan, so that you can keep profits in the platform commission increase tide.

Gives you a readily available local back-up in Southeast Asia.
When you encounter tax issues, platform audits, account use and other difficult issues in the Thai market, our local Southeast Asian team can respond promptly to give you professional guidance and support.

If you still have questions about the Thai e-commerce platform commission increase, or need to handle the Thai company registration, platform operation optimization services, welcome to contact me at any time (micro-signal: qcygscszk, or call the cell phone: 18676749275). Let us help you hold on to your profits with our professional Southeast Asian market services experience and steady presence.