{"id":40952,"date":"2026-10-02T23:04:03","date_gmt":"2026-10-02T16:04:03","guid":{"rendered":"https:\/\/dps.media\/90-phan-tram-seller-shopee-chet-dan-loi-thoat-dps-media\/"},"modified":"2026-10-02T23:04:03","modified_gmt":"2026-10-02T16:04:03","slug":"90-percent-shopee-sellers-gradually-die-the-way-out-dps-media","status":"publish","type":"post","link":"https:\/\/dps.media\/zh\/90-percent-shopee-sellers-gradually-die-the-way-out-dps-media\/","title":{"rendered":"90% Seller Shopee \u0110ang Ch\u1ebft D\u1ea7n: C\u00fa S\u1ed1c Chi Ph\u00ed V\u00e0 L\u1ed1i Tho\u00e1t Cho Doanh Nghi\u1ec7p"},"content":{"rendered":"

M\u1ed9t s\u1ef1 th\u1eadt tr\u1ea7n tr\u1ee5i m\u00e0 b\u1ea5t k\u1ef3 ai \u0111ang kinh doanh tr\u00ean s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u1ec1u c\u1ea3m nh\u1eadn r\u00f5: c\u00f3 t\u1edbi 90% seller Shopee<\/strong> \u0111ang r\u01a1i v\u00e0o c\u1ea3nh \u2018ch\u1ebft d\u1ea7n ch\u1ebft m\u00f2n\u2019. Nh\u1eefng con s\u00f3ng ho\u00e0ng kim b\u00f9ng n\u1ed5 doanh s\u1ed1 c\u1ee7a giai \u0111o\u1ea1n 2018\u20132019 hay 2021\u20132022 gi\u1edd ch\u1ec9 c\u00f2n l\u00e0 d\u0129 v\u00e3ng nh\u1ea1t nh\u00f2a. R\u1ea5t nhi\u1ec1u ch\u1ee7 shop t\u1eebng \u0111\u1ea1t doanh thu ti\u1ec1n t\u1ef7 m\u1ed7i th\u00e1ng nay \u0111\u00e3 l\u1eb7ng l\u1ebd r\u1eddi b\u1ecf cu\u1ed9c ch\u01a1i, chuy\u1ec3n sang m\u00f4i gi\u1edbi b\u1ea5t \u0111\u1ed9ng s\u1ea3n ho\u1eb7c quay cu\u1ed3ng l\u00e0m tiktoker \u0111\u1ec3 t\u00ecm ki\u1ebfm ngu\u1ed3n s\u1ed1ng m\u1edbi.<\/p>

Ngh\u1ecbch l\u00fd l\u1edbn nh\u1ea5t l\u00fac n\u00e0y: \u0111\u01a1n h\u00e0ng v\u1eabn c\u00f3 th\u1ec3 nh\u1ea3y \u0111\u1ec1u, kho v\u1eabn \u0111\u00f3ng g\u00f3i li\u00ean t\u1ee5c, nh\u01b0ng s\u1ed1 d\u01b0 t\u00e0i kho\u1ea3n ng\u00e2n h\u00e0ng c\u1ee7a ch\u1ee7 doanh nghi\u1ec7p v\u00e0o cu\u1ed1i th\u00e1ng l\u1ea1i teo t\u00f3p, th\u1eadm ch\u00ed \u00e2m n\u1eb7ng v\u00ec \u0111\u1ee7 lo\u1ea1i chi ph\u00ed b\u1ee7a v\u00e2y. B\u00e1n ngh\u00ecn \u0111\u01a1n m\u1ed7i ng\u00e0y nh\u01b0ng kh\u00f4ng th\u1ea5y ti\u1ec1n \u0111\u00e2u. Ngh\u0129a l\u00e0 sao?<\/p>

T\u1ea1i DPS.MEDIA, khi \u0111\u1ed3ng h\u00e0nh v\u00e0 tri\u1ec3n khai d\u1ecbch v\u1ee5 E-commerce t\u1ed1i \u01b0u gian h\u00e0ng to\u00e0n di\u1ec7n<\/a> cho c\u00e1c \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb, ch\u00fang t\u00f4i nh\u1eadn th\u1ea5y ranh gi\u1edbi gi\u1eefa vi\u1ec7c sinh t\u1ed3n v\u00e0 bi\u1ebfn m\u1ea5t tr\u00ean s\u00e0n kh\u00f4ng c\u00f2n n\u1eb1m \u1edf vi\u1ec7c ai d\u00e1m gi\u1ea3m gi\u00e1 s\u00e2u h\u01a1n, m\u00e0 n\u1eb1m \u1edf t\u01b0 duy qu\u1ea3n tr\u1ecb d\u00f2ng ti\u1ec1n v\u00e0 chi\u1ebfn l\u01b0\u1ee3c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c k\u00eanh t\u00e0i s\u1ea3n s\u1ed1 \u0111\u1ed9c l\u1eadp.<\/p>

\u69a8\u5e72Shopee\u5356\u5bb6\u5229\u6da6\u7387\u7684\u51e0\u8bb0\u91cd\u62f3<\/h2>

Th\u1eddi k\u1ef3 b\u00e1n h\u00e0ng d\u1ec5 d\u00e3i ch\u1ec9 c\u1ea7n \u0111\u0103ng s\u1ea3n ph\u1ea9m l\u00ean l\u00e0 c\u00f3 \u0111\u01a1n t\u1ef1 nhi\u00ean \u0111\u00e3 ch\u00ednh th\u1ee9c kh\u00e9p l\u1ea1i. N\u0103m 2026, c\u00e1c ch\u1ee7 shop tr\u00ean s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang ph\u1ea3i g\u1ed3ng m\u00ecnh ch\u1ed1ng \u0111\u1ee1 chu\u1ed7i chi ph\u00ed t\u0103ng v\u1ecdt ch\u01b0a t\u1eebng th\u1ea5y.<\/p>

\u5e73\u53f0\u8d39\u7528\u98d9\u5347\uff1a\u4ece2%\u89e6\u53ca20\u201325%\u7684\u95e8\u69db<\/h3>

Giai \u0111o\u1ea1n 2018\u20132019, s\u00e0n h\u1ed7 tr\u1ee3 ng\u01b0\u1eddi b\u00e1n g\u1ea7n nh\u01b0 mi\u1ec5n ph\u00ed, m\u1ee9c ph\u00ed thanh to\u00e1n ch\u1ec9 mang t\u00ednh t\u01b0\u1ee3ng tr\u01b0ng t\u1eeb 1% \u0111\u1ebfn 2%. \u0110\u1ebfn nay, c\u01a1 c\u1ea5u ph\u00ed s\u00e0n \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t g\u00e1nh n\u1eb7ng kh\u1ed5ng l\u1ed3. M\u1ed9t \u0111\u01a1n h\u00e0ng th\u00e0nh c\u00f4ng hi\u1ec7n ph\u1ea3i g\u00e1nh: ph\u00ed thanh to\u00e1n (kho\u1ea3ng 3.6% \u2013 4%), ph\u00ed c\u1ed1 \u0111\u1ecbnh ng\u00e0nh h\u00e0ng (4% \u2013 5%), v\u00e0 c\u00e1c g\u00f3i d\u1ecbch v\u1ee5 b\u1eaft bu\u1ed9c n\u1ebfu mu\u1ed1n c\u1ea1nh tranh nh\u01b0 Freeship Xtra, Ho\u00e0n xu Xtra (kho\u1ea3ng 8% \u2013 12%).<\/p>

T\u1ed5ng chi ph\u00ed s\u00e0n kh\u1ea5u tr\u1eeb tr\u1ef1c ti\u1ebfp tr\u00ean gi\u00e1 b\u00e1n ni\u00eam y\u1ebft d\u1ec5 d\u00e0ng ch\u1ea1m m\u1ed1c 20% \u0111\u1ebfn 25%. N\u1ebfu m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m c\u00f3 bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p d\u01b0\u1edbi 30%, ng\u01b0\u1eddi b\u00e1n c\u1ea7m ch\u1eafc ph\u1ea7n l\u1ed7 sau khi chi tr\u1ea3 chi ph\u00ed nh\u00e2n s\u1ef1 \u0111\u00f3ng g\u00f3i, th\u00f9ng carton, b\u0103ng d\u00ednh v\u00e0 kh\u1ea5u hao kho b\u00e3i.<\/p>

\u5e7f\u544a\u7ade\u4ef7\uff08CPC\uff09\u4e0a\u6da86\u20137\u500d\u4e0eAuto-ROAS\u9677\u9631<\/h3>

L\u01b0u l\u01b0\u1ee3ng truy c\u1eadp t\u1ef1 nhi\u00ean (Organic Traffic) tr\u00ean s\u00e0n g\u1ea7n nh\u01b0 \u0111\u00e3 b\u1ecb tri\u1ec7t ti\u00eau ho\u00e0n to\u00e0n. \u0110\u1ec3 c\u00f3 l\u01b0\u1ee3t hi\u1ec3n th\u1ecb, c\u00e1c shop bu\u1ed9c ph\u1ea3i tham gia cu\u1ed9c chi\u1ebfn \u0111\u1ea5u th\u1ea7u t\u1eeb kh\u00f3a Shopee Ads. N\u1ebfu nh\u01b0 tr\u01b0\u1edbc \u0111\u00e2y, gi\u00e1 m\u1ed7i l\u01b0\u1ee3t nh\u1ea5p chu\u1ed9t (CPC) ch\u1ec9 dao \u0111\u1ed9ng trong kho\u1ea3ng 500\u0111 \u0111\u1ebfn 800\u0111, th\u00ec hi\u1ec7n t\u1ea1i m\u1ee9c th\u1ea7u cho c\u00e1c t\u1eeb kh\u00f3a ng\u00e0nh gia d\u1ee5ng, th\u1eddi trang hay ph\u1ee5 ki\u1ec7n \u0111\u00e3 v\u1ecdt l\u00ean 5.000\u0111 \u0111\u1ebfn 10.000\u0111\/click.<\/p>

\u0110\u00e1ng lo ng\u1ea1i h\u01a1n, c\u00e1c t\u00ednh n\u0103ng ch\u1ea1y qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng theo m\u1ee5c ti\u00eau ROAS li\u00ean t\u1ee5c k\u00edch ho\u1ea1t vi\u1ec7c \u2018c\u1eafn ng\u00e2n s\u00e1ch\u2019 c\u1ef1c nhanh trong nh\u1eefng khung gi\u1edd th\u1ea5p \u0111i\u1ec3m. Nhi\u1ec1u ch\u1ee7 shop th\u1ee9c d\u1eady sau m\u1ed9t \u0111\u00eam th\u1ea5y t\u00e0i kho\u1ea3n qu\u1ea3ng c\u00e1o b\u1ecb tr\u1eeb s\u1ea1ch h\u00e0ng ch\u1ee5c tri\u1ec7u \u0111\u1ed3ng nh\u01b0ng l\u01b0\u1ee3ng \u0111\u01a1n h\u00e0ng thu v\u1ec1 kh\u00f4ng \u0111\u1ee7 b\u00f9 \u0111\u1eafp gi\u00e1 v\u1ed1n.<\/p>

\u7a0e\u52a1\u7ba1\u7406\u538b\u529b\u4e0e15\u5929\u9000\u8d27\u9000\u6b3e\u653f\u7b56<\/h3>

B\u00ean c\u1ea1nh chi ph\u00ed tr\u1ef1c ti\u1ebfp tr\u00ean s\u00e0n, b\u00e0i to\u00e1n tu\u00e2n th\u1ee7 ph\u00e1p l\u00fd c\u0169ng si\u1ebft ch\u1eb7t ch\u01b0a t\u1eebng c\u00f3. Theo d\u1eef li\u1ec7u t\u00edch h\u1ee3p t\u1eeb C\u1ed5ng th\u00f4ng tin th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a T\u1ed5ng c\u1ee5c Thu\u1ebf<\/a>, to\u00e0n b\u1ed9 doanh thu v\u00e0 l\u1ecbch s\u1eed \u0111\u1ed1i so\u00e1t giao d\u1ecbch c\u1ee7a t\u1eebng gian h\u00e0ng \u0111\u1ec1u \u0111\u01b0\u1ee3c t\u1ef1 \u0111\u1ed9ng chuy\u1ec3n v\u1ec1 c\u01a1 quan qu\u1ea3n l\u00fd thu\u1ebf, ch\u1ea5m d\u1ee9t ho\u00e0n to\u00e0n th\u1eddi k\u1ef3 b\u00e1n h\u00e0ng kh\u00f4ng k\u00ea khai.<\/p>

Th\u00eam v\u00e0o \u0111\u00f3, quy \u0111\u1ecbnh n\u1edbi r\u1ed9ng th\u1eddi gian \u0111\u1ed5i tr\u1ea3 h\u00e0ng l\u00ean 15 ng\u00e0y v\u1edbi l\u00fd do \u2018kh\u00f4ng c\u00f2n nhu c\u1ea7u\u2019 khi\u1ebfn t\u1ef7 l\u1ec7 ho\u00e0n \u0111\u01a1n t\u0103ng v\u1ecdt t\u1eeb 2% l\u00ean 8% \u2013 12%. H\u00e0ng ho\u00e0n v\u1ec1 th\u01b0\u1eddng b\u1ecb r\u00e1ch h\u1ed9p, b\u00e1m b\u1ea9n ho\u1eb7c th\u1eadm ch\u00ed b\u1ecb \u0111\u00e1nh tr\u00e1o linh ki\u1ec7n, khi\u1ebfn nh\u00e0 b\u00e1n h\u00e0ng ph\u1ea3i g\u00e1nh tr\u1ecdn v\u1eb9n chi ph\u00ed v\u1eadn chuy\u1ec3n hai chi\u1ec1u l\u1eabn t\u1ed5n th\u1ea5t h\u00e0ng h\u00f3a h\u01b0 h\u1ecfng.<\/p>

\"seller<\/p>

Shoptida\u7684\u6545\u4e8b\uff1a\u201c\u79df\u6765\u7684\u571f\u5730\u201d\u5982\u4f55\u5728\u8f6c\u77ac\u95f4\u843d\u5165\u9677\u9631<\/h2>

Nh\u00ecn l\u1ea1i h\u00e0nh tr\u00ecnh c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u t\u1eebng l\u00e0m m\u01b0a l\u00e0m gi\u00f3 tr\u00ean s\u00e0n l\u00e0 b\u00e0i h\u1ecdc \u0111\u1eaft gi\u00e1 nh\u1ea5t cho b\u1ea5t k\u1ef3 ai \u0111ang kinh doanh tr\u1ef1c tuy\u1ebfn.<\/p>

N\u0103m 2019, th\u01b0\u01a1ng hi\u1ec7u Shoptida b\u00f9ng n\u1ed5 th\u1ea7n t\u1ed1c ch\u1ec9 v\u1edbi m\u1ed9t d\u00f2ng m\u00e1y in nhi\u1ec7t, c\u00e1n m\u1ed1c doanh thu 2 t\u1ef7 \u0111\u1ed3ng m\u1ed7i th\u00e1ng. Khi \u1ea5y, nh\u00e0 s\u00e1ng l\u1eadp ng\u1ee1 r\u1eb1ng m\u00ecnh \u0111\u00e3 n\u1eafm tr\u1ecdn m\u1ecdi b\u00ed k\u00edp b\u00e1n h\u00e0ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. \u0110\u1ebfn \u0111\u1ee3t gi\u00e3n c\u00e1ch n\u0103m 2021, khi m\u1ecdi ng\u01b0\u1eddi \u1edf nh\u00e0, Shoptida ti\u1ebfp t\u1ee5c t\u1ea1o n\u00ean k\u1ef7 l\u1ee5c m\u1edbi v\u1edbi d\u00f2ng s\u1ea3n ph\u1ea9m \u1ed5 c\u1eafm \u0111i\u1ec7n, \u0111\u1ea1t \u0111\u1ec9nh \u0111i\u1ec3m c\u1ea3 ngh\u00ecn \u0111\u01a1n m\u1ed7i ng\u00e0y nh\u1edd chi\u1ebfn l\u01b0\u1ee3c k\u00e9o affiliate t\u1eeb TikTok d\u1ed3n v\u1ec1 Shopee.<\/p>

Th\u1ebf nh\u01b0ng, cu\u1ed9c ch\u01a1i \u0111\u1ea3o chi\u1ec1u nhanh \u0111\u1ebfn ch\u00f3ng m\u1eb7t. S\u1ef1 tr\u00e0n v\u00e0o \u1ed3 \u1ea1t c\u1ee7a c\u00e1c x\u01b0\u1edfng s\u1ea3n xu\u1ea5t tr\u1ef1c ti\u1ebfp t\u1eeb n\u01b0\u1edbc ngo\u00e0i v\u1edbi m\u1ee9c gi\u00e1 r\u1ebb kh\u00f4ng t\u01b0\u1edfng \u0111\u00e3 b\u00f3p ngh\u1eb9t bi\u00ean \u0111\u1ed9 l\u1ee3i nhu\u1eadn. Ti\u1ebfp theo \u0111\u00f3 l\u00e0 nh\u1eefng \u0111\u1ee3t qu\u00e9t ch\u00ednh s\u00e1ch ki\u1ec3m \u0111\u1ecbnh ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng (TCCL) v\u00e0 thay \u0111\u1ed5i thu\u1eadt to\u00e1n kh\u1eaft khe, d\u1eabn \u0111\u1ebfn vi\u1ec7c b\u1ecb kh\u00f3a c\u00f9ng l\u00fac 3 gian h\u00e0ng Shop Mall \u0111ang \u1edf \u0111\u1ec9nh cao doanh s\u1ed1. To\u00e0n b\u1ed9 d\u00f2ng ti\u1ec1n, nh\u00e2n s\u1ef1 v\u00e0 h\u00e0ng t\u1ed3n kho r\u01a1i v\u00e0o b\u1ebf t\u1eafc ch\u1ec9 sau v\u00e0i th\u00f4ng b\u00e1o h\u1ec7 th\u1ed1ng.<\/p>

B\u00e0i h\u1ecdc r\u00fat ra v\u00f4 c\u00f9ng cay \u0111\u1eafng: S\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed suy cho c\u00f9ng ch\u1ec9 l\u00e0 \u0111\u1ea5t thu\u00ea<\/strong>. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ed5 h\u00e0ng tr\u0103m tri\u1ec7u \u0111\u1ed3ng ti\u1ec1n qu\u1ea3ng c\u00e1o m\u1ed7i th\u00e1ng \u0111\u1ec3 k\u00e9o kh\u00e1ch v\u1ec1 mua s\u1eafm, nh\u01b0ng to\u00e0n b\u1ed9 d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng \u0111\u00f3 thu\u1ed9c v\u1ec1 s\u00e0n, kh\u00f4ng thu\u1ed9c v\u1ec1 b\u1ea1n. Khi ch\u1ee7 \u0111\u1ea5t quy\u1ebft \u0111\u1ecbnh t\u0103ng gi\u00e1 thu\u00ea, thay \u0111\u1ed5i lu\u1eadt ch\u01a1i ho\u1eb7c thu h\u1ed3i m\u1eb7t b\u1eb1ng, doanh nghi\u1ec7p x\u00e2y tr\u00ean \u0111\u1ea5t thu\u00ea s\u1ebd s\u1ee5p \u0111\u1ed5 \u0111\u1ea7u ti\u00ean.<\/p>

10%\u5e78\u5b58\u5356\u5bb6\u7684\u51fa\u8def\uff1a\u4ece\u201c\u79df\u6765\u7684\u571f\u5730\u201d\u8f6c\u5411Owned Media\u81ea\u6709\u5a92\u4f53<\/h2>

10% ng\u01b0\u1eddi b\u00e1n h\u00e0ng v\u1eabn t\u1ed3n t\u1ea1i v\u00e0 t\u1ea1o ra l\u1ee3i nhu\u1eadn v\u1eefng ch\u1eafc tr\u00ean s\u00e0n hi\u1ec7n nay l\u00e0 ai? H\u1ecd kh\u00f4ng ph\u1ea3i l\u00e0 nh\u1eefng ng\u01b0\u1eddi gi\u1ecfi nh\u1ea5t trong vi\u1ec7c \u2018v\u00edt ads gi\u00e1 r\u1ebb\u2019 hay \u2018b\u00e0o voucher khuy\u1ebfn m\u00e3i\u2019, m\u00e0 l\u00e0 nh\u1eefng ng\u01b0\u1eddi s\u1edbm nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c r\u1eb1ng: S\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ch\u1ec9 \u0111\u00f3ng vai tr\u00f2 l\u00e0 k\u00eanh thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi \u1edf t\u1ea7ng tr\u00ean c\u00f9ng c\u1ee7a ph\u1ec5u b\u00e1n h\u00e0ng (Top of Funnel).<\/p>

\u0110\u1ec3 tho\u00e1t kh\u1ecfi v\u00f2ng xo\u00e1y c\u1eaft m\u00e1u gi\u1ea3m gi\u00e1, c\u00e1c doanh nghi\u1ec7p th\u00f4ng minh \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh chuy\u1ec3n d\u1ecbch kh\u00e1ch h\u00e0ng t\u1eeb n\u1ec1n t\u1ea3ng \u0111i thu\u00ea sang t\u00e0i s\u1ea3n s\u1ed1 s\u1edf h\u1eefu ri\u00eang (Owned Media):<\/p>