ETDA has issued new guidelines requiring e-commerce platforms to disclose a "Total Take Rate" (TTR) showing sellers the full cost of all fees and expenses as a percentage of net product price before they commit to campaigns. The framework breaks down costs into Baseline TTR (essential fees), Scenario TTR (with add-ons), and Incremental TTR (impact of participation). Platforms must provide transparent TTR calculators at decision points and give 30 days' notice for any fee changes. This directly addresses seller confusion over hidden costs embedded in commissions, payments processing, campaigns, and ancillary services.