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In 2026, healthy marketplace sellers maintain a net profit margin of 18%–28% after all platform commissions (6%–15%), payment fees (1.8%–2.5%), affiliate payouts (8%–15%), and advertising spend—targeting a blended TACOS (Total Advertising Cost of Sales) between 8% and 14%.
Methodology Note: 2026 omnichannel e-commerce benchmark matrix across Southeast Asian and Global marketplaces.
| Marketplace Platform | Total Platform + Payment Fee | Typical Affiliate / Program Fee | Store Conversion Rate | Healthy ACOS | Healthy TACOS |
|---|---|---|---|---|---|
| Shopee (Mall & Preferred) | 6.5% – 10.5% | Xtra: 4.0% – 6.0% | 3.2% – 6.8% | 16% – 25% | 8% – 12% TACOS |
| TikTok Shop (Video + Live) | 6.0% – 9.0% | Affiliate: 10% – 15% | 1.8% – 4.5% | 20% – 30% | 10% – 15% TACOS |
| Tokopedia / Lazada | 5.5% – 10.0% | Program: 3.5% – 5.5% | 2.8% – 5.5% | 18% – 26% | 8% – 13% TACOS |
| Amazon FBA (US / Global) | 8.0% – 15.0% | FBA: 15% – 22% of price | 9.5% – 14.5% | 20% – 32% | 9% – 14% TACOS |
| Shopify DTC Store | 2.4% – 2.9% + $0.30 | Creator/App: 5% – 12% | 1.9% – 3.6% | 25% – 38% | 12% – 18% MER/TACOS |
Journalists, bloggers, and researchers may freely quote these 2026 benchmark figures with link attribution:
Run your own numbers using our free interactive calculators:
Calculate recommended selling prices, platform commission fees, and net profit margins for Shopee and TikTok Shop sellers.
Model TikTok Shop affiliate commission tiers (8%–25%), free sample seeding costs, creator break-even orders, and campaign net profit.
Calculate Advertising Cost of Sales (ACOS), Total ACOS (TACOS), Break-Even ACOS, Break-Even ROAS, Organic Revenue Share, and net profit after ads.
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