On June 10, 2026, the cross-border e-commerce field in Southeast Asia will show rich and diverse dynamics.
Below is a detailed briefing of the situation.
In terms of platform dynamics, Lazada Vietnam will adjust the payment processing fee to 6% (including VAT) starting from June 15, which applies to all categories and fulfillment methods.
Starting June 9, non-LazMall merchants will be charged an infrastructure fee of VND 3,000 (tax included) per order.
Shopee Vietnam has also taken many actions, postponing the “maintain display” charging policy that was originally scheduled to take effect on May 29, upgrading the “joint inspection, free returns” service, and adjusting the co-payment coupon sharing ratio from June 1.
In addition, TikTok Shop UK will implement inactive and dormant store policies from June 11.
Policy trends have a significant impact on cross-border e-commerce.
Indonesia has canceled the 0.5% fixed tax policy for newly registered companies since June 1st; on June 2nd, Eastern Time, the United States has canceled the tax exemption for packages under $800 in mainland China and Hong Kong; the United States also plans to impose an additional 12.5% tariff on China; the “Regulations on Foreign Investment” announced by the State Council on June 1st will come into effect on July 1st; the U.S. Customs will implement the new F865 regulations in June, and products that do not match the HTS code will be directly rejected.
Market data shows the booming development of e-commerce in Southeast Asia.
In 2025, the GMV of Southeast Asian platform e-commerce will reach US$157.6 billion, a year-on-year increase of 22.8%, an increase of nearly three times compared with 2020.
Content e-commerce GMV reached US$49.7 billion, accounting for 32% of the total GMV.
Thailand and Malaysia lead the growth rate of e-commerce in Southeast Asia. Sales of Vietnamese products on the Amazon platform have increased by 300% in five years. The scale of e-commerce in Southeast Asia is expected to reach US$289.8 billion in 2029.
In terms of logistics and warehousing, e-commerce overseas warehouse dropshipping has become a key infrastructure in 2026. Sellers who use high-quality overseas warehouse dropshipping have obvious advantages when it comes to peak orders during peak seasons.
The storm of strict inspections by Southeast Asian customs continues. SHEIN restricts self-shipping by semi-managed and self-operated merchants in the United States. Cross-border freight rates have skyrocketed for six consecutive weeks, and Amazon VCS has also been adjusted.
Regional observation shows that Indonesian e-commerce prohibits commodity transactions on social media. Lazada has become the only leading platform to grow in the Singapore market. TikTok Shop’s cross-border GMV in Southeast Asia has increased by 125% year-on-year. Shopee’s GMV in 2025 will reach 83.2 billion US dollars. Southeast Asia’s e-commerce is shifting from “low-price competition” to “quality competition.”
Product selection suggestions provide directions for sellers.
Amazon Prime Day climate-friendly certification has become key, content-driven products are rising in Southeast Asia, electronics categories are growing strongly in Vietnam, fashion categories are in strong demand in Thailand, and Malaysia needs to pay attention to SST rate adjustments.
Industry observations pointed out that cross-border e-commerce has entered the dual-driven stage of “compliance + timeliness”, the fully managed model is facing cost pressure, TikTok Shop has strictly cracked down on the “blind box” live broadcast card removal, Douyin e-commerce experts have adjusted their service rates, and the number of Amazon Chinese sellers has increased year-on-year, but the pass rate needs to be improved.
The road to cross-border e-commerce is full of challenges, with rising tariffs, platform price adjustments, strict customs inspections and other issues continuing. However, every policy adjustment is also a process of eliminating speculators and rewarding compliance.
Southeast Asia’s consumer market, with a population of 600 million and an average age of less than 30 years old, has huge potential, waiting for prepared sellers to explore it.
In the face of rising tariffs and platform fees, sellers need to make careful decisions: whether to raise prices to protect profits, insist on low prices to seize the market, or have other coping strategies, which are worthy of in-depth consideration.
