Looking at the revenue figures displayed on online shops' reconciliation screens today, many people outside the industry are impressed. Stores reaching 500 million, 1 billion, or even 2 billion GMV per month are no longer rare. However, behind the screenshots showing explosive sales shared in seller communities is a bitter reality: Net Margin hits rock bottom, shop owners struggle to keep up and must take short-term interest-bearing loans to keep their stores running and delay a debt explosion.

The story of “selling a lot but not seeing any money” is no longer just a vague feeling. The skyrocketing increase of e-commerce platform selling costs on major platforms like TikTok Shop or Shopee is eroding every last bit of business profit.

Breaking Down the E-commerce Platform Selling Cost Structure in 2026

When shop owners say “selling 10 dollars and giving 4 dollars to the platform”, that is a completely real figure. The total cost of turning a screen view into a successfully delivered order (Cost of Sales / Platform Take-rate) has grown far beyond the imagination of many sellers with old-fashioned thinking.

Looking at the latest 2026 fee adjustment data between the two giants Shopee and TikTok Shop, the mandatory cost structure and actual traffic-driving costs are deeply consuming revenue:

• Fixed Fees & Platform Payment Fees: Shopee charges 6% payment fees, 13% fixed fees, 4% Voucher Extra, 1.5% tax along with infrastructure fees and fixed shipping support fees (total 24.5% + 4,620đ/order). Meanwhile, TikTok Shop pushes the total mandatory fees up to 27.6% + 7,620đ/order (16.1% fixed fee, 6% payment fee).
• Traffic & Advertising Costs (GMV Max / Live Ads): Ranges from 8% to 10% of GMV for well-optimized stores. In highly competitive categories such as fashion or cosmetics, CPM bidding costs push CAC (Customer Acquisition Cost) to the 12% – 15% range.
• Affiliate Commission (KOC/KOL): Costs around 5% of GMV (excluding fixed booking fees or sample product costs).
• Operations & Packaging Management Fees: Accounts for about 5% for packaging, materials, and warehouse staff.

Adding up all these expenses, the total platform fee ratio and direct marketing costs consume from 39.5% to 45.6% of GMV. Selling a 100,000đ order means nearly 46,000đ falls into the platform's hands and the order-driving system.

The Trap of the Old Pricing Formula (COGS × 2 or × 2.5)

Previously, many businesses such as the brands Loc Phat Fashion or Nha Ky Cosmetics applied a very simple traditional pricing formula: Selling price = Cost of Goods Sold (COGS) × 2.5. Meaning if they imported or produced a shirt for 40,000đ, they listed it for sale at 100,000đ, believing they would definitely pocket 60% profit.

However, applying this formula to the actual 2026 P&L report:

• Total Revenue (GMV): 100%
• Minus Cost of Goods Sold (COGS): -40%
• Minus Platform & Advertising Costs (Platform & Traffic Fee): -45.6%
• Minus Fixed Costs (Warehouse space, staff salaries, depreciation): -12%

The resulting Net Margin is a negative number -7.6%. Even when optimizing warehouse costs extremely well, net profit margin only fluctuates around 1% – 3%. Just a sudden 2% increase in return rates can turn the entire month's sales results into an impending loss.

Double Pressure: Cash Flow Squeeze and Two-Way Logistics Risks

Not stopping at rising costs, shop owners also face two extremely harsh operational pressures:

Extended cash flow trap: Platforms continuously extend dispute and return periods to optimize buyer experience. Sales money is held in platform wallets for 14 to 21 days. Businesses see revenue on the app but do not have cash to import new inventory. To maintain the supply chain, shop owners are forced to bear additional financial costs from short-term loans or revolving credit.

Hidden costs from impulsive buyers: Short-video distribution algorithms and livestreams target temporary emotions. Customers click buy impulsively but can easily cancel orders while goods are being delivered or refuse delivery. Return rates increasing to 8% – 12% mean shops must bear two-way shipping fees, packaging losses, and the risk of damaged goods that cannot be resold.

Natural Profit Margin Optimization Strategy From DPS.MEDIA

The phenomenon of rising costs is a clear sign that the e-commerce market has closed the phase of burning money to educate users. Big Tech companies are shifting toward optimizing their own profits. To survive and grow sustainably, brands must change their technical operating mindset.

DPS.MEDIA recommends 3 urgent action directions for shop owners:

1. Restructure the supply chain: Businesses must negotiate or improve production processes to bring COGS down to a maximum of 20% – 25% of the selling price. This is the only safety gap that helps stores withstand fluctuations in platform fees and advertising bidding costs.

2. Transform management metrics: Stop chasing the title of “billion-dong GMV Shop”. Focus on tightly controlling Contribution Margin (Contribution margin) on each product line (SKU). Products with high GMV but negative margins must be decisively removed or have their bundle structure adjusted.

3. Develop natural and owned Traffic channels (Owned Media): Reduce absolute dependence on paid advertising on platforms. Build loyal customer databases through the Zalo OA system, automated customer care and traffic from SEO-standard articles. You can refer to the latest seller support policies and toolkits at TikTok Shop Vietnam Seller Center to update current fee frameworks.

Conclusion

Doing business on e-commerce platforms has never been an easy game for those who only look at surface-level revenue. Breaking down and tightly controlling e-commerce platform selling costs is a vital step that helps businesses maintain cash flow and build healthy profit margins.

If your store is struggling because revenue is high but profit is nowhere to be seen, contact DPS.MEDIA's comprehensive digital marketing service via Hotline/Zalo 0961545445. Our team of experts is ready to accompany you in restructuring marketing strategies, optimizing advertising costs and building sustainable growth channels!