In the current context of increasingly fierce competition in cross-border e-commerce, every move made by the platform affects the nerves of countless sellers.

Recently, Southeast Asian e-commerce giantShopee has launched a combination of measures in the Vietnamese market, a series of initiatives aimed at supporting local businesses and empowering Tuke.,notonlydoes this signify a deepening of its strategic focus, but it also lays the groundwork for significant business opportunities.

 

Image source:Google

Deeply cultivating the local market,the 2026 Vietnam Pavilion will become a new cultural Tuke business card

For a long time,Shopee's success in Vietnam has been inseparable from its deep understanding and cultivation of the local market. The newly announced series of measures further upgrades this localization strategy to version 2.0.

Through theShopee Local Rise project, the platform is working closely with local governments in Ho Chi Minh City, Hanoi, and other places. This is not simply a matter of traffic tilting, but rather a deep involvement in the digital capacity building of SMEs, cooperatives, and individual entrepreneurs.

Not only that,Shopeealsoplans to launch the Vietnam Pavilion on its international site in the second quarter of 2026. This move is equivalent to opening a flagship space for Vietnamese local brands and quality products to be showcased in Malaysia, the Philippines, Thailand, and the entire Southeast Asian market.

 

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It cleverly maximizes the value of supporting local businesses through the path of empowering Tuke. For Vietnamese sellers, this is notonlyan expansion of sales channels, but also the best springboard for brands to go abroad and shape their international image.

It is foreseeable thataround the second quarter of 2026, Vietnam's high-quality local supply chain, especially products with unique cultural characteristics, will usher in a golden window period for rising from the local market to regional expansion.

Reducing costs and increasing efficiency, the three-month full exemption policy for third-party warehouses presses the accelerator for new sellers

If the Vietnam Pavilion opens the door to market growth for sellers, then the commission and platform infrastructure fee discounts for new third-party warehouse sellers remove the initial obstacles on the cost side.

According to the policy, during the nearly one-year window period fromSeptember 1, 2025 to June 19, 2026, sellers who successfully join Shopee Vietnam's third-party warehouse can enjoy three consecutive months of full exemption from commissions and platform infrastructure fees.

 

Image source:Google

The impact of this policy is immediate. For new sellers, one of the biggest pain points in the early stages of operation is the initial investment cost and the pressure of trial and error.

Full exemption from commissions and infrastructure fees means that new sellers can focus their limited funds more on product development, packaging optimization, and initial traffic acquisition, greatly lowering the threshold for getting started. The automatic commission reduction and monthly cash return of infrastructure fees also reflect the platform's thoughtful consideration in improving the seller experience, ensuring that the benefits are truly implemented.

It is recommended that sellers planning to join should make full use of the three-month commission-free period to complete the entire process from product selection and testing, store decoration,Listing optimization to initial review accumulation.

Use the cost savings to try more aggressive marketing strategies, such as in-platform advertising or collaborating with influencers for live streaming, to quickly accumulate initial weight and basic sales for the store. After the commission-free period ends, the store will have entered a stable growth track, and the pressure of bearing the corresponding operating costs will be much less.

 

Image source:Google

Conclusion

In summary,Shopee's series of initiatives in the Vietnamese market are by no means isolated promotional activities, but a closely linked, long-term strategic layout.

From deep cultivation of the local market, to building channels for empowering Tuke, and then to providing substantial cost reductions for new sellers,Shopee is laying the groundwork for an exciting market landscape in 2026.

For sellers looking for new markets and new opportunities,the Vietnamese site in 2026 may be a key node not to be missed.