In recent years, the Southeast Asian e-commerce platform Shopee has quickly become a regional market leader thanks to its flexible operational strategies and broad user base.

However, as the platform gradually shifts towards refined operations, policy adjustments have become increasingly frequent.

Recently, Shopee announced that starting from February 2026, it will increase seller commission rates for multiple categories and simultaneously raise fulfillment requirements. This change will undoubtedly have a profound impact on sellers' business strategies and the platform's long-term development.

 

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Core Changes in Commission Adjustment

This Shopee commission adjustment covers several popular categories. For example, the commission for automotive and motorcycle accessories will be significantly raised from 7% to 12%, digital cameras, drones, and other electronics will increase from 5% to 12%, while the apparel and bags category will be adjusted from the original 6% (regular sellers) and 10% (mall sellers) to 11% and 15% respectively.

This adjustment means that the operating costs for high-sales categories will increase significantly, especially for sellers who rely on a low-margin, high-volume model, as profit margins may be further squeezed.

 

Image source:Google

In addition to commission adjustments, Shopee has also optimized logistics fulfillment rules, including extending the shipping deadline from 12 noon to 2 pm and including Saturday as a fulfillment day.

At the same time, the platform will gradually raise the fast handover rate requirement for preferred sellers and mall sellers to 50%, and has revised the automatic order cancellation mechanism.

These measures are aimed at improving the shopping experience for buyers, but at the same time, they also place higher demands on sellers' operational efficiency.

Challenges Faced by Sellers and Coping Strategies

For sellers, this adjustment undoubtedly brings double pressure: rising costs and higher fulfillment requirements.

Taking the automotive accessories category as an example, the commission increases from 7% to 12%, meaning that for every $1,000 in sales, the seller's commission expense will rise from $70 to $120, directly cutting $50 from profits.

 

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For sellers with already limited profit margins, such adjustments may force some merchants to re-evaluate their pricing strategies, or even consider whether to continue operating on Shopee.

In response to these changes, sellers can adopt the following strategies:

1. Optimize Pricing and Cost Structure

With rising commissions, sellers need to recalculate costs and consider whether to adjust product prices to maintain profits.

However, directly raising prices may affect sales, so a more reasonable approach is to optimize the supply chain and reduce procurement or logistics costs to offset the impact of higher commissions.

For example, negotiating better shipping rates with logistics providers or purchasing in bulk to lower procurement costs.

2. Improve Operational Efficiency

Shopee's latest adjustment emphasizes the importance of logistics efficiency, so sellers must ensure orders are processed and shipped in a shorter time frame.

Using automated order management systems, optimizing warehouse layouts, or cooperating with third-party logistics providers can help sellers improve fulfillment efficiency and avoid negative store ratings due to delayed shipments.

3. Expand Multi-Channel Sales

Over-reliance on a single platform increases operational risk, so sellers can consider expanding to other e-commerce channels such as Lazada, TikTok Shop, or independent sites to diversify sales risk.

In addition, social media e-commerce (such as Facebook Marketplace or Instagram Shopping) can also serve as supplementary sales channels to help sellers reach more potential customers.

 

Image source:Google

Conclusion

Shopee's latest commission adjustment undoubtedly brings short-term pressure to sellers, but it also reflects the platform's determination to move towards higher quality and more sustainable development.

For sellers, the key to adapting to the new policy lies in optimizing operational models, improving efficiency, and exploring multi-channel sales strategies. In the long run, this adjustment may help build a healthier e-commerce ecosystem, allowing quality sellers to stand out in the competition.

In the future, as the Southeast Asian e-commerce market matures further, platform policy adjustments may become the norm. Only by maintaining the ability to adapt flexibly can sellers continue to grow in an ever-changing environment.