Online vendors object to fee hikes

Call to regulate e-commerce sites

PUBLISHED : 8 May 2026 at 06:22

NEWSPAPER SECTION: Business

WRITER: Suchit Leesa-nguansuk

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Online merchants are calling for tighter regulation of major e-commerce platforms after their repeated fee hikes.

The merchants said the lack of strict oversight results in a growing burden amid a soft economy.

Kulthirath Pakawachkrilers, president of the Thai e-Commerce Association, told the Bangkok Post the association is collecting 200 online merchants' complaints, mostly related to frequent adjustment of sales commission fees by major e-commerce platforms.

The group plans to submit the complaints to Pawoot Pongvitayapanu, a list MP from the People's Party, and related regulators on May 14.

The top complaints are unlimited frequency of sales commission fee hikes, buyers returning products, and the influx of Chinese products.

Current platform costs can affect between 22% and 30% of sales revenue once commissions, coupons, marketing subsidies and logistics support are included.

Some platforms have adjusted commission structures several times a year, with notification periods of around 30 days, leaving vendors struggling to adapt their pricing and business models.

Merchants said their complaints submitted to authorities were sometimes ignored or rejected on procedural grounds.

Ms Kulthirath said the vendors believe some platforms are colluding to raise fees. However, the authorities dismissed this allegation because the platforms did not raise fees at the same time.

"Thailand must introduce clearer regulations governing platform pricing practices, similar to measures adopted in countries such as China and Indonesia, where authorities monitor fee structures, pricing transparency and competition practices on digital platforms," she said.

The association plans to submit these concerns and propose to regulators, the Electronic Transactions Development Agency (Etda) and relevant parliamentary committees they study legal frameworks to determine suitable solutions for Thailand to prevent unfair digital trade practices.

One proposal includes limiting the frequency of fee increases to once or twice a year, while creating a more transparent structure for gross profit charges. The proposal calls for platforms to support local merchants through fairer shipping policies and by introducing logos or notifications that allow buyers to identify verified local merchants, helping ensure product quality while supporting local sellers.

In addition, merchants must be allowed to freely choose their own logistics providers and insurance policies for product damage, noted the association.

"Without balanced regulation, smaller Thai merchants could face greater disadvantages against large international platforms and cross-border sellers," said Ms Kulthirath.

READY TO LISTEN

A source on the Trade Competition Commission of Thailand (TCCT) who requested anonymity said the commission's new guidelines for the conduct of multi-sided platforms trading goods or services under Thai competition law covers raising sales commission fees, requiring a reasonable justification.

"The TCCT is willing to accept the complaints and proposals from stakeholders," said the source.

On March 10, 2026, the lawyer Ananchai Chaiyadej petitioned the TCCT to investigate the conduct of platform operators after some merchants sought assistance regarding unfair treatment in the selection of logistics and delivery service providers on platforms.

Mr Ananchai said the commission's new guidelines came into effect on March 25, 2026, yet several online platforms continue to impose mandatory shipping and logistics service selections.

He said such conduct could constitute forcing users to accept certain conditions without reasonable grounds, potentially violating the guidelines and breaching Thailand's Trade Competition Act of 2017.

Mr Ananchai urged the TCCT to expedite its fact-finding investigation and proceed with legal action as quickly as possible.

Praparat Chaiyot, head of the online complaint department at Etda, said from October 2025 to February 2026 the centre received 13,642 complaints.

Since the Digital Platform Services law came into effect in late 2023, cumulative complaints reached 7,886 cases as of February this year. Of these, 92.8% were filed by consumers, with the rest by business operators.

The complaints related to fees totalled 116 cases, with the number steadily rising from 10 cases the first year to 22 the following year, then 68 last year. Etda said this reflects growing public scrutiny and concern over the issue.

Complaints are no longer limited to high fees, with many users now questioning fee structures they perceive as opaque or unfair, noted the agency. Examples include automatic advertising charges imposed without prior notice and sudden changes in platform conditions without advance communication.

Nisara Kaewsuk, a representative from the Thailand Consumers Council, said over the past two years more offline and online business operators have sought advice on platform fee questions.

The council has handled around 6,000 complaints related to online commerce. Social media platforms accounted for the largest share of complaints at roughly 60%, followed by direct-sales websites at 14%, then e-commerce platforms.

She said platform fee issues should not be viewed solely as conflicts between platforms and merchants because these costs are ultimately passed on to consumers.

The issue is critical for businesses operating on thin profit margins, where an additional 2-3% cost burden can directly threaten survival, said Ms Nisara.

Open Network

Mr Pawoot said the People's Party proposed establishing an open commerce network to create an "Open Online Trade Platform" for Thais, building a national e-commerce platform to prevent monopolies and empower Thai merchants by offering more bargaining power and a fairer system.

A discussion is ongoing with various agencies aiming to lay the groundwork for this initiative, with a team from India's Open Network for Digital Commerce offering consulting, he said.

India is the global pioneer to successfully implement this model, with expansion to Indonesia under the name ION Indonesia Open Network being implemented.

According to Priceza Insights, the 2026 fee adjustments signal Thailand's e-commerce market is entering a full-scale "take-rate profit war", forcing merchants to rethink how they operate online as platforms increasingly favour merchants with stronger profitability and established brands, pressuring smaller sellers.

Platforms are introducing "infrastructure fees", such as a 1.07-baht charge per order.

While the amount appears small, it can significantly erode margins for low-ticket items, where profitability is already thin.

TikTok Shop pioneered mandatory "growth fees" of up to 6.96%, unlike competitors such as Shopee and Lazada, where participation in promotional programmes remains optional.

The trend suggests rival platforms may eventually adopt similar structures to secure recurring revenue streams, noted Priceza Insights.

Marketplaces are no longer raising fees once, instead shifting towards a multi-layer take-rate structure combining several cost components such as commission fees, payment processing fees, programme participation fees, ad costs and subsidies, and discount contributions.

These combined expenses can consume between 15% and 25% of total sales revenue, said the analytics firm.

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- KEYWORDS

- Thai e-commerce association

- Online merchant complaints

- E-commerce platform fees

- Trade competition commission of thailand

- Digital platform services law

- Thailand online business regulation

- Electronic transactions development agency