WHAT HAPPENED
The global e-commerce market is undergoing a transformation, a key aspect of which is the observed rise in commissions charged by major online platforms in 2026. This trend, as noted in recent publications, is becoming particularly noticeable for market participants in the Asia-Pacific region, including dynamic economies like Vietnam. Marketplaces, striving to increase their own profitability and optimize operational models, are reviewing their pricing policies, increasing the percentage taken from sales, as well as the cost of additional services such as storage, logistics, and promotion.
The primary reason for this move by e-commerce giants is the pursuit of sustainable financial growth after a period of rapid expansion and infrastructure investment. As the market matures and competition among platforms intensifies, they are actively beginning to monetize their vast ecosystems. This includes not only direct commissions but also the increasing complexity of advertising algorithms, forcing sellers to invest more in promotion to maintain visibility within an ever-growing product assortment.
For small and medium-sized entrepreneurs, especially those who built their business model on offering the lowest possible prices, the rise in commissions poses a significant challenge. The traditional strategy of "dumping" and focusing on turnover with minimal profit margins is now under threat. The question of "can small shops survive by offering low prices?" becomes critical, as pressure on margins constantly increases, forcing sellers to seek new approaches to doing business in the online environment.
WHAT THIS MEANS FOR RUSSIAN E-COMMERCE
The global trend of rising marketplace commissions is no exception for the Russian market. Leading Russian e-commerce platforms, such as Wildberries, Ozon, Yandex.Market, and Megamarket, are actively developing and already by 2025-2026 are demonstrating tendencies towards tightening conditions for sellers. This is evident in periodic tariff revisions, the introduction of new fees for various services – from storing goods in warehouses to participating in promotions and advertising. For thousands of Russian sellers whose business model is closely tied to marketplaces, this means an inevitable decline in profitability if current approaches are maintained.
The biggest impact falls on the segment of sellers specializing in highly competitive goods with low production costs and, consequently, minimal markups. These sellers, often operating under the FBO (fulfillment by operator) or FBS (fulfillment by seller) models with high volumes of warehousing operations on platforms, face the reality that any increase in commissions or logistics costs eats into their already modest margins. As a result, many are forced to either raise prices, risking loss of competitiveness, or exit the market, unable to withstand the financial burden.
Furthermore, rising commissions intensify the pressure on the quality and uniqueness of offerings. In an environment where surviving on low prices alone becomes increasingly difficult, sellers need to reorient themselves towards creating added value. This could involve improving product features, developing unique designs, providing excellent service, or entering niche segments where price competition is less fierce. The Russian market, though continuing to grow, is maturing, and the demands on sellers are accordingly increasing.
Thus, for Russian e-commerce, the rise in commissions is not just a change in numbers, but a signal for a deep strategic overhaul. Businesses that can adapt by rethinking their pricing, assortment, and sales channels will retain and strengthen their positions. Those who continue to rely solely on low prices will face serious risks to their existence in the near future.
VIETSMART EXPERT COMMENTARY
The observed rise in marketplace commissions is not a temporary phenomenon but a structural shift in global and Russian e-commerce. This means that the "dumping game" is gradually becoming a thing of the past, and only those who can create real value will survive on these platforms. It is critically important for Russian entrepreneurs not just to adapt to new tariffs but to rethink their entire business model, shifting focus from price wars to unique offerings, quality of service, and customer loyalty. Ignoring this trend is tantamount to self-elimination from the market.
VietSmart's strategy in the current environment involves diversification and creating a "safety cushion" beyond one or two main platforms. It is essential to actively develop proprietary sales channels, whether an online store, social media, or direct sales, to reduce dependence on the constantly changing conditions of marketplaces. Furthermore, investments in branding and unique products will allow businesses to gain pricing power and move away from direct competition with similar offerings that may appear on the market at any time. This is a time not for fear, but for bold strategic decisions.
CONCLUSIONS AND WHAT TO DO
- Review Pricing Policy and Profit Margins: Conduct a full audit of all costs, including new and potential marketplace commissions in 2026. Establish a minimum acceptable margin and revise prices to ensure sustainability. Consider implementing dynamic pricing.
- Focus on Uniqueness and Added Value: Reorient towards products that possess unique characteristics, high quality, or solve specific customer problems. Invest in creating a strong brand, packaging, and improving the user experience, which will justify a higher price.
- Diversify Sales Channels: Do not limit yourself solely to marketplaces. Develop your own online store, utilize social media for direct sales, and explore affiliate programs. This will reduce dependence on a single platform and ensure stability even when conditions change on major platforms.
- Optimize Operational Costs: Carefully analyze all aspects of logistics, storage, and marketing. Look for opportunities to reduce expenses – from packaging to efficient inventory management – to offset rising commissions and maintain profitability.
- Utilize Data for Decision-Making: Actively use marketplace analytics and your own CRM system to understand customer preferences, analyze the effectiveness of advertising campaigns, and identify the most profitable product positions. Make decisions based on data, not intuition.
Source: Vietnam.vn dated July 2, 2026