跟进Shopee但下手更轻？Lazada五国站点也正式开征“技术支持费”

This article discloses Lazada’s new regulation that imposes a technical support fee on cross-border orders across its five Southeast Asian marketplaces, and outlines the overall industry trend of fee adjustments among Southeast Asian cross-border e-commerce platforms. Key takeaways are as follows:

1. Clear fee standards: For orders created after August 17, 2026, a 4% technical support fee will be charged on all cross-border orders in Malaysia, Singapore, Thailand, and Vietnam. In the Philippines, only cross-border orders fulfilled via the 3PF model are subject to a 2% fee. An additional percentage-based tax is levied separately on each marketplace, bringing the total deduction to 4.32% in Malaysia as an example.

2. Explicit refund rules: No fee is charged for full refunds processed before order completion; partial refunds are charged based on the actual completed amount. If a refund is requested after the order is completed, the already collected technical support fee will not be refunded, which will add extra operating costs for sellers of high-return-rate categories.

3. Overall industry trend: In recent years, Southeast Asia’s three major mainstream cross-border platforms have frequently raised commission rates and added new fee items, pushing up sellers’ overall operating costs. Sellers must implement granular cost control to avoid losses.

This article discloses the latest fee policies of Southeast Asian cross-border e-commerce platforms and corresponding industry trends, offering key insights for brands expanding into the Southeast Asian market. Key takeaways are as follows:

1. Updated cost change information: Lazada’s new technical support fee features different rates across marketplaces and fulfillment models, which will increase overall operating costs for brands expanding cross-border into Southeast Asia. The cost increase will be particularly pronounced for brands offering high-return-rate categories.

2. Industry trend outlook: Leading cross-border platforms in Southeast Asia now have strong monetization demands, and frequent addition of new fee items and commission hikes have become industry norm in recent years. Operating costs for brands entering Southeast Asia are likely to continue rising going forward.

3. Actionable takeaways: In the initial period of the new regulation, eligible merchants can receive platform advertising and operational coupons worth up to the full amount of the new fee, which brands can claim to offset cost increases. Brands should also conduct granular cost accounting for each SKU, optimize product selection and improve return rate management to prevent extra costs from eroding profits.

This article discloses Lazada’s latest fee policy and fee trends across Southeast Asia’s cross-border e-commerce industry, providing clear policy interpretation and risk-opportunity alerts for cross-border sellers. Key takeaways are as follows:

1. Policy interpretation: Lazada will levy a technical support fee on cross-border orders created after August 17, 2026. A 4% fee applies to all cross-border orders across all fulfillment models in four markets including Malaysia and Singapore, while only 3PF-fulfilled orders in the Philippines are charged 2%. Additional marketplace-specific taxes apply, and the refund rule is consistent with existing commission policies.

2. Risk alerts: Technical support fees are non-refundable for refunds processed after order completion, which imposes extra costs on high-return-rate categories. In recent years, Southeast Asia’s three major platforms have frequently adjusted fees and raised rates, driving a continuous increase in sellers’ overall operating costs. Low-margin business models are particularly at risk of falling into insolvency.

3. Available benefits and coping strategies: In the early stage of the new regulation, eligible growth-focused sellers can receive platform coupons worth up to the full amount of the new fee, which can partially offset upward cost pressure. Industry experts recommend that sellers implement granular cost management, map out the cost structure of each SKU, and adjust product selection strategies to mitigate risks.

This article outlines the latest fee changes and industry trends in Southeast Asia’s cross-border e-commerce sector, offering multi-faceted insights for manufacturing factories expanding into cross-border Southeast Asia. Key takeaways are as follows:

1. Shifts in product design and development requirements: As operating costs on Southeast Asian cross-border platforms continue to rise, downstream sellers have increasingly strict requirements for cost control. To secure more cooperation orders, factories need to prioritize cost control in product design and production to match sellers’ cost requirements.

2. Emerging business opportunities: The new regulation has substantially increased cost pressure for high-return-rate categories, which will push sellers to gradually adjust their product selection strategies. Factories can develop low-return-rate, high-margin products tailored to the new market demand to open up new growth avenues.

3. Insights for digital transformation: The industry now requires sellers to conduct cost accounting at the individual SKU level. Factories also need to advance digital management to precisely control costs across all production and design links, so they can better align with downstream sellers to adapt to market changes and improve their own market competitiveness.

This article discloses the latest industry changes and merchant pain points in Southeast Asia’s cross-border e-commerce sector, offering key reference value for service providers looking to expand their business. Key takeaways are as follows:

1. Industry development trends: Leading cross-border platforms in Southeast Asia have all entered the monetization phase, and are boosting revenue by adding new fee items and raising rates. This trend has become industry norm, driving a continuous increase in sellers’ overall operating costs and spurring sharply growing industry-wide demand for cost control solutions.

2. Core customer pain points: Small and medium-sized sellers (SMBs) already operate on thin profit margins. Against the backdrop of continuously rising platform costs and the new fee rule for returned orders, sellers of high-return-rate categories face even greater extra cost pressure. Most SMBs lack the capability for granular cost accounting, making them particularly vulnerable to the "sell more, lose more" predicament.

3. Directions for solution development: Service providers can develop targeted tools and consulting services to help sellers map out individual SKU cost structures, optimize product selection, and control return costs. They can also build automated cost accounting tools aligned with the latest platform fee rules to meet sellers’ new demands and unlock new business growth points.

This article analyzes the pricing strategies of leading Southeast Asian platforms including Lazada and Shopee, offering reference for rulemaking and operation management for other cross-border platforms. Key takeaways are as follows:

1. Latest industry dynamics: Mainstream cross-border platforms in Southeast Asia have all shifted their focus from scale expansion to revenue monetization, and following competitors to roll out new fee items has become a common industry move. Lazada’s new technical support fee follows Shopee’s similar policy, but adopts a milder approach to fee scope and rate setting, which helps reduce merchant pushback.

2. Reference for rule design: Lazada sets differentiated technical support fee rates based on marketplace and fulfillment model, and aligns its refund rule logic with existing commission policies. This design is easier to implement for the platform’s system and easier for merchants to understand, reducing merchants’ rule-learning costs.

3. Reference for risk mitigation: Frequent fee hikes and new fee additions push up merchant costs and raise the risk of merchant churn. Lazada offers matching operational coupons to eligible merchants in the initial stage of the new regulation to offset their increased cost pressure, balancing platform revenue growth with merchant retention — an approach worth learning from for other platforms.

This article discloses the latest changes in Southeast Asia’s cross-border e-commerce industry, highlighting new industry trends and emerging issues, and offers high reference value for industrial research. Key takeaways are as follows:

1. New industrial dynamics: Leading cross-border e-commerce platforms in Southeast Asia have entered a new phase of monetization. Over recent years, the three major platforms have continuously raised rates and added new fee items: Shopee released more than 20 fee adjustment announcements in two years, while Lazada released more than 10. TikTok Shop’s overall commission rate has risen by more than 10 percentage points, marking a fundamental shift in platforms’ revenue logic.

2. New industry issues: Continuous fee hikes have driven up operating costs for small and medium-sized sellers. The new rule that withholds technical support fees for refunds processed after order completion further amplifies cost pressure for high-return-rate categories, leaving low-margin small and medium-sized sellers vulnerable to the "sell more, lose more" predicament. Seller stratification in the industry will deepen further going forward.

3. Reference for business model research: When following competitors’ fee adjustments, leading platforms adopt milder rate and fee scope settings, paired with temporary benefits to offset merchant discontent. This strategy, which balances revenue generation and competitive positioning, provides a new case study for research on platform monetization paths and competitive strategy.