面對Shopee在2026年持續提高平台抽成所帶來的經營壓力，許多電商賣家開始重新思考營運模式，積極尋找能夠「降低成本、提升利潤」的替代方案。這股趨勢也促使不少商家從過去單純依賴平台流量的模式，逐漸轉型為更重視品牌與自有客群經營的策略。

在電商產業中，越來越多人意識到，如果只是單純在平台上賣商品，很容易陷入激烈的價格競爭。當多個賣家販售相似產品時，唯一的競爭方式往往只剩降價，長期下來利潤會被不斷壓縮。因此，許多賣家開始將重心從「通路銷售」轉向「品牌經營」，嘗試建立屬於自己的流量池與顧客關係。

其中一個常見做法是導流到品牌自己的官方網站，採取所謂的D2C（Direct-to-Consumer）直營模式。在這種模式下，平台被視為獲取新客戶的入口，而真正的長期交易則希望發生在品牌官網。賣家可能會在寄出的包裹中放入優惠券或會員卡，鼓勵顧客下次直接到品牌官網購買。如此一來，不僅可以節省平台抽成，也能掌握完整的顧客資料與消費數據。

除了經營自有網站之外，商品策略也開始出現變化。許多賣家不再專注於販售規格高度一致、競爭激烈的商品，而是轉向具有一定門檻的產品。例如需要專業證照的商品、體積較大不易運輸的商品，或是具有「台灣製造」品牌特色的產品。這類商品通常競爭者較少，也較容易維持合理的利潤空間。

同時，經營「私域流量」也成為許多商家的重要策略。透過像LINE官方帳號或Facebook社團等社群工具，商家可以與老顧客建立更直接的互動關係。當顧客與品牌之間形成固定的溝通管道時，未來推出新商品或促銷活動時就能直接觸及目標客群，而不必完全依賴平台演算法分配流量。

在平台選擇方面，不少賣家也開始評估不同的電商系統。若目標是建立自己的品牌官網，許多人會選擇像SHOPLINE或Shopify這類SaaS電商系統。這些平台通常不收取高額交易抽成，或只收取約1%至2%的手續費，並且讓商家能完全掌握客戶數據與品牌形象。不過，經營獨立官網也意味著需要自行導入流量，例如透過廣告投放或搜尋引擎優化（SEO），同時還需負擔一定的月費成本。

對於仍然希望保有平台流量的賣家來說，也有人選擇抽成較低的電商平台，例如 Yahoo Auctions Taiwan或PChome Store。這些平台的交易手續費通常約在1.49%到 2%之間，相較於Shopee的抽成壓力較小。不過，這些平台的整體流量與使用者活躍度通常仍不及Shopee，因此曝光效果可能有限。

另外，也有品牌型商家採用全通路零售系統，例如 91APP。這類系統主打OMO（Online-Merge-Offline）虛實整合，可以將實體門市與線上商城整合，同時提供品牌專屬App，有助於建立高忠誠度會員制度。不過，相對而言這類系統的費用也較高，年度成本往往從十萬元到數十萬元不等。

如果賣家打算逐步降低對Shopee的依賴，實務上也可以採取循序漸進的方式。例如利用像ShopStore這類工具，將Shopee上的商品資料同步到新的品牌官網，減少重新上架商品的工作量。同時也可以透過價格策略來引導顧客轉移，例如在Shopee上因應抽成提高售價，但在品牌官網提供首購優惠或免運活動，讓對價格敏感的消費者更願意轉向官方網站購買。

整體而言，隨著平台抽成逐年提高，越來越多電商賣家開始重新思考經營模式。從依賴單一平台流量，轉向建立品牌、經營私域客群與多通路銷售，正逐漸成為電商產業的重要發展方向。

Facing the increasing commission pressure imposed by Shopee in 2026, many e-commerce sellers have begun to rethink their business strategies and actively search for alternatives that can reduce operating costs while increasing profitability. This shift has led many merchants to gradually move away from a model that relies solely on marketplace traffic and toward strategies that focus more on brand building and direct customer relationships.

Within the e-commerce industry, more sellers are realizing that simply listing products on large platforms often leads to intense price competition. When multiple vendors offer similar products, the only remaining competitive tool is often lowering prices, which continuously compresses profit margins. As a result, many merchants are transitioning from a “sales channel” mindset to a brand-oriented business approach, aiming to build their own traffic pools and long-term customer bases.

One widely adopted strategy is directing customers to the brand’s own website through a Direct-to-Consumer (D2C) model. In this approach, marketplace platforms are primarily treated as customer acquisition channels, while long-term transactions are encouraged to occur on the brand’s official website. Sellers may include discount coupons or membership cards inside shipped packages to motivate customers to make their next purchase directly from the brand’s website. By doing so, merchants can avoid high platform commissions while also gaining full control over customer data and purchasing behavior.

Product strategy is also evolving. Instead of focusing on standardized items that face intense competition, many sellers are shifting toward products with higher barriers to entry. Examples include goods that require specific certifications, products that are large or difficult to ship, or items associated with unique “Made in Taiwan” branding. These types of products usually have fewer competitors and allow sellers to maintain healthier profit margins.

At the same time, managing private customer communities has become an increasingly important strategy. By using tools such as official accounts on LINE or community groups on Facebook, merchants can maintain direct communication with returning customers. Once a stable communication channel is established between a brand and its audience, businesses can promote new products or special offers directly to their target customers without relying entirely on marketplace algorithms to distribute traffic.

When it comes to platform choices, many sellers are also evaluating alternative e-commerce systems. For businesses that aim to build independent brand websites, SaaS platforms such as SHOPLINE and Shopify are popular options. These platforms typically charge little to no transaction commission, or only around one to two percent, while allowing merchants to fully control their brand image and customer data. However, running an independent website also means that businesses must generate their own traffic through advertising, search engine optimization (SEO), or social media marketing, and they must pay a monthly subscription fee for the service.

For sellers who still want the visibility of a marketplace but with lower fees, some choose platforms such as Yahoo Auctions Taiwan or PChome Store. These platforms generally charge transaction fees of about 1.49% to 2%, which is lower than Shopee’s commission rates. Nevertheless, the overall traffic volume and user activity on these platforms are typically lower than Shopee’s, which may limit exposure.

Another option for more established brands is adopting an omnichannel retail system such as 91APP. These systems focus on OMO (Online-Merge-Offline) integration, connecting physical stores with online sales channels. They can also provide a dedicated brand app, helping businesses build stronger membership programs and customer loyalty systems. However, these solutions are relatively expensive, with annual costs often ranging from around one hundred thousand to several hundred thousand New Taiwan dollars.

For sellers planning to gradually reduce their dependence on Shopee, the transition can be implemented step by step. For example, tools such as ShopStore can synchronize product listings from Shopee to a new independent website, significantly reducing the workload involved in re-listing products. At the same time, merchants can adopt strategic pricing differences—for instance, raising prices slightly on Shopee to account for platform commissions while offering first-time purchase discounts or free shipping on their official website. This approach encourages price-sensitive customers to shift their purchases to the brand’s own platform.

Overall, as marketplace commissions continue to rise, more e-commerce sellers are reconsidering how they operate. Moving away from dependence on a single platform and toward brand building, private customer community management, and multi-channel sales strategies is gradually becoming a major direction for the future development of the e-commerce industry.