Southeast Asia's marketplaces raise seller fees as growth turns to monetisation — Digital in Asia
Shopee added a 5 percent technical-support fee across Singapore, Malaysia, Thailand and Vietnam this year, and TikTok Shop lifted Vietnam commissions to 12.5 percent, pushing total effective take rates toward 20 to 25 percent of post-discount sales.
Positive-sum angle: Rising, transparent take rates reset the terms for everyone on the platform: sellers who master margins and owned channels gain durable advantage, and the squeeze seeds a positive-sum opening for independent storefronts, loyalty tools and cheaper payment rails that let merchants keep more of each sale.
What's the impact: SEA merchants should treat marketplace reach as paid distribution, not free growth, and build owned channels, WhatsApp and PayNow checkout among them, before take rates climb again. Model unit economics at a 25 percent platform cut, not last year's.