Shopee Announces Strategic Platform Policy Upgrade for February 2026: Comprehensive Fee Optimization, Localized Incentives, and Efficiency-Driven New Regulations

To build a more competitive next-generation e-commerce ecosystem, Shopee officially announced today that it will implement a systematic policy upgrade across all its Southeast Asia and Taiwan, China sites starting February 1, 2026. This adjustment goes beyond mere fee changes, deeply integrating three core strategies: an AI-driven tiered commission model, enhanced local supply chain incentives, and improved end-to-end fulfillment efficiency. The aim is to provide partners with a clearer growth path and create an unparalleled shopping experience for consumers.

The following are the specific adjustment details and data based on each market's 2026 development strategy.

1. Singapore Site: Focusing on High-Value and Sustainable E-commerce

• Commission Rate Adjustment (New AI Tiered Model):

  • Introduction of a "Store Comprehensive Performance Coefficient." Commissions will fluctuate around a base rate (-1% to +1%). The coefficient is calculated in real-time by AI based on store rating, return rate, fulfillment timeliness, etc.

  • Base Rate Adjustment: Base rates for highly competitive categories like Fashion and Electronics are reduced by 0.5% (e.g., Electronics from 7% to 6.5%), while categories like Home & Living and Outdoor remain unchanged to encourage diversified supply.

• New "Green Logistics" Reward: Sellers who choose eco-friendly packaging and enroll in the SLS Carbon Footprint Optimization Plan will receive a fixed 0.3% commission rebate.

• Key Takeaway: The level of operational refinement directly determines costs for sellers. Sustainable practices are becoming a new competitive edge.

2. Malaysia Site: Deepening Localization and Social Commerce Integration

• Commission Rate Adjustment:

  • Comprehensive reduction in commission for local sellers (Local Seller): Base rates for all categories are lowered by 1%. Rates for cross-border sellers remain stable.

  • Exclusive incentive for live streaming (Shopee Live): Orders generated via Live receive an additional 1% commission waiver.

• Logistics Policy Upgrade: Implementation of a "Fulfillment Hub Tiered System." Sellers who pre-stock inventory at designated regional fulfillment hubs not only enjoy faster shipping badges but also receive a further 0.5% reduction in commission for related orders.

• Key Takeaway: Local supply chain and live streaming content creation will become core growth levers in Malaysia.

3. Thailand Site: Efficiency First and Cost Structure Optimization

• Commission Rate Adjustment:

  • Site-wide promotion of the "Fast Arrival" program. Sellers who commit to and achieve delivery within 72 hours will receive a 2% commission reduction for those orders. For orders not in the program, base commissions for some categories will see a slight increase of 0.5%.

  • Due to higher profit margins, base rates for Beauty & Personal Care categories are increased by 1%.

• Payment Processing Fee: To promote the ShopeePay e-wallet, the payment processing fee for orders using this channel is reduced from 2.4% to 2.0%.

• DTS (Seller Prep Time): Further mandatorily shortened from 4 working days to 3 working days.

• Key Takeaway: "Speed" is the hard currency in the Thailand market. Integrating warehousing and logistics resources and participating in the official speed-up program are essential.

4. Indonesia Site: Incentivizing Compliance and Premium Transformation

• Commission Rate Adjustment:

  • The low-commission policy for mainstream mass-market categories (e.g., FMCG, basic apparel) remains unchanged.

  • Significant increase in commission benefits for "Brand Official Stores": Qualified brand stores can receive an additional 1% commission rebate on top of existing benefits, intended to incentivize brand advertising.

  • Inactive stores with consistently low ratings and high dispute rates will be charged a 0.5% "Platform Resource Occupancy Fee."

• Key Takeaway: Branding and formalized operations are the only way forward. Platform resources are heavily allocated towards quality merchants.

5. Vietnam Site: Fully Empowering Local Manufacturing and Agriculture

• Commission Rate Adjustment:

  • For manufacturers, farmers, or cooperatives registered locally in Vietnam, the platform launches the "Made in Vietnam" Zero Commission Program, covering specific categories like Home & Living, Food, Handicrafts, etc., valid for one year.

  • Base commissions for other cross-border sellers in categories like Fashion are increased by 1.5%, further widening the cost gap.

• New Logistics Subsidy Policy: "Made in Vietnam" products enjoy up to 50% subsidy on SLS shipping fees.

• Key Takeaway: The advantage of local supply chains has formed an absolute barrier. Cross-border sellers must completely shift towards differentiated, premium, or branded strategies.

6. Philippines Site: Balancing Growth and Experience, Strengthening User Loyalty

• Commission Rate Adjustment:

  • Full adoption of the "Store Loyalty Reward" system. Stores with a repeat purchase rate higher than the site average can enjoy a tiered commission waiver of up to 1% the following month.

  • Overall base rates are increased by 0.8%, but this can be offset by loyalty rewards.

• Payment Processing Fee: Uniformly increased to 2.3%.

• New "On-time Delivery Insurance" Option: Sellers can purchase this insurance for orders. If a user refund is due to logistics delay, the insurance compensates, protecting seller revenue.

• Key Takeaway: The operational focus should shift from acquiring new customers to increasing frequency (boosting repurchase). Maintaining existing customers is more cost-effective than acquiring new ones.

7. Taiwan Site (Shopee): Extreme Logistics Experience and Open Ecosystem

• Commission Rate: Maintains the core advantage of "0% Transaction Commission."

• Major Logistics Fee Adjustment:

  • "Shopee Store-to-Store" fully implements charging by volumetric weight. Fees for small parcels remain largely unchanged, while fees for large parcels increase by approximately 15%.

  • Launch of the "Merchant's Own Logistics (MOL) Quality Certification Program." Sellers using their own logistics that meet timeliness and complaint rate standards can receive homepage traffic support.

• Technical Service Fee: Large sellers using "Shopee Mall" advanced analytics tools and API interfaces will be charged a minimum monthly technical service fee of 299 NTD.

• Key Takeaway: The platform is entering a "service monetization" phase. Sellers need to pay for more professional tools and logistics capabilities.

Global Perspective and Strategic Summary
Shopee's February 2026 policy update clearly outlines three strategic axes for its regional development:

1. Technology-Driven, Clear Rewards and Penalties: Through AI dynamic rates and tiered incentives, platform traffic and subsidies are precisely directed to top-performing sellers, enabling ecosystem self-optimization.

2. Local is King, Supply Chain Goes Local: In markets like Vietnam, Malaysia, and Indonesia, policies overwhelmingly favor local sellers and supply chains, marking the platform's localization competition entering a deep-water zone.

3. Experience Pricing, Efficiency Monetization: Policies like "Fast Arrival" and shortened DTS indicate that delivery speed has become a core value defined by the platform. Sellers willing and able to invest in this will gain substantial returns.

Core Advice for All Sellers:
Log in to Seller Center immediately and use the new "Policy Simulator" tool. Input your store data to calculate the impact of the new policies. Future competition will be a triple contest of data-driven operational capability, localized resource integration capability, and extreme fulfillment capability. Sellers who adapt to the rules, embrace change, and focus on core values will gain the upper hand in the next round of industry consolidation.