The Hidden Cost of Selling Only on Marketplaces

Marketplaces like Lazada and Shopee have made it easier than ever for Thai businesses to sell online. They provide traffic, logistics, and payment systems all in one place. For many small shops, these platforms are the first step into e-commerce.

But convenience comes with a price. Relying only on marketplaces creates hidden costs that make it difficult to grow a sustainable business.

High commission fees

Every sale on a marketplace comes with a commission. Depending on your category, this could be anywhere from 6% to 10%. If you want better visibility, you often need to spend even more on sponsored ads inside the platform.

That means the more you sell, the more you pay. Over time, these costs add up and eat into profits that could have gone back into your business.

No ownership of customer data

On Lazada and Shopee, the customer belongs to the platform, not to you. You don’t get access to their full profile, purchase history, or preferences. When they shop again, they might buy from another seller offering a similar product.

Without your own customer data, you cannot build loyalty or run personalized marketing. You’re left competing on price alone.

Little control over branding and experience

Marketplaces are built to standardize. Every shop looks and feels similar. Your store sits next to hundreds of competitors, and the decision often comes down to who offers the lowest price.

This makes it hard to tell your brand story, build community, or create a unique customer experience. Your long-term value gets lost in a sea of similar listings.

A better path: own your sales channel

Marketplaces are useful, but they should not be your only channel. To build a stronger business, you need to own the relationship with your customers.

• Shopify gives you your own online store, where you keep more of your revenue and control the entire shopping experience.

• LINE OA connects you directly with customers where they already spend their time.

• askPear automates personalized messaging, helping you bring those customers back again and again without extra effort.

Together, these tools help you save costs, build loyalty, and grow on your own terms.