E-commerce platform fees in Thailand have risen 2–3 times in 2026 alone, with increases of 5–6% per quarter. Even billion-baht brands like MizuMi and Srichand are struggling to absorb these costs, which now rival offline retail expenses when accounting for packing, shipping, and logistics. Both brands are diversifying into owned channels (direct websites) and moving to competing Thai platforms with lower GP rates (like Thaimart and Nex Gen Mall) to reduce dependence on major platforms. Platforms appear to be testing the ceiling of how high fees can go before merchants defect.