# KhumMai (คุ้มไหม)

> Free e-commerce fee calculator for Thai online sellers on Shopee, TikTok Shop, and Lazada.
> All fee rates sourced from official platform PDFs and websites. Updated: 2026-06-01.
> Full reference (every category, Mall + Non-Mall): https://khummai.com/llms-full.txt

## About

KhumMai calculates real net profit after ALL platform fees for Thai online sellers:
- Commission (category-based, VAT-inclusive for Shopee/TikTok/Lazada)
- Transaction/Payment Fee (Shopee: rate × 1.07 VAT, TikTok/Lazada: 3.21% VAT-inclusive)
- Platform Fee (Shopee/TikTok: ฿1.07/order)
- Service Fee / Growth Fee (optional programs)
- Affiliate commission

## Key Pages

- [Fee Calculator](https://khummai.com/) — Interactive profit calculator
- [Fee Rates 2026](https://khummai.com/fees) — Complete fee rate tables for all platforms
- [Shopee Fees Deep-Dive](https://khummai.com/shopee-fees) — Commission, Tx Fee ×1.07, ร้านโค้ดคุ้ม, CC installment
- [TikTok Shop Fees Deep-Dive](https://khummai.com/tiktok-shop-fees) — Commission, Growth Fee cap ฿199, Flash Sale, Affiliate
- [Lazada Fees Deep-Dive](https://khummai.com/lazada-fees) — Commission, Payment Fee 3.21%, LazMall
- [FAQ](https://khummai.com/faq) — 20 common questions about Thai e-commerce fees
- [Calculation Examples](https://khummai.com/examples) — Step-by-step worked examples for 3 platforms
- [Fee Updates](https://khummai.com/fee-updates) — Latest fee changes and announcements
- [About / How It Works](https://khummai.com/about) — Methodology, founder, official sources
- [Glossary](https://khummai.com/guides/glossary) — DTS, FFR, ROAS, BEROAS, MSF, DRTM, GMV Max, AOV, Settlement (19 terms cross-platform)
- [Pricing Guide](https://khummai.com/guides/pricing) — Margin, Break-even Price, Flash Sale, Voucher mechanics across Shopee/TikTok/Lazada
- [Returns + Disputes Guide](https://khummai.com/guides/returns-disputes) — Shopee Buyer Protection, TikTok 14-day auto-refund, Lazada DRTM 4 options
- [ROAS + Ads Guide](https://khummai.com/guides/ads-roas) — BEROAS formula, Shopee Ads, TikTok GMV Max (-1.07% commission), Lazada Sponsored
- [Compare Platforms](https://khummai.com/guides/compare) — Side-by-side comparison of Shopee vs TikTok Shop vs Lazada (commission, Tx fee, settlement, Mall criteria)
- [New Seller Checklist](https://khummai.com/guides/new-seller-checklist) — 4-section pre-launch checklist (documents, products, shipping, policy)
- [Which Platform Wizard](https://khummai.com/guides/which-platform) — 3-question wizard recommending the best first platform

## Shopee Fee Rates (Non-Mall, effective 2026-06-01, VAT-inclusive)

  - อิเล็กทรอนิกส์ (ต่ำสุด): Commission 7.49%, ร้านโค้ดคุ้ม 5.35%
  - อิเล็กทรอนิกส์ (สูงสุด): Commission 13.91%, ร้านโค้ดคุ้ม 8.56%
  - แฟชั่น (ต่ำสุด): Commission 8.03%, ร้านโค้ดคุ้ม 5.35%
  - แฟชั่น (สูงสุด): Commission 14.98%, ร้านโค้ดคุ้ม 8.56%
  - FMCG (อาหาร/ของใช้): Commission 13.91%, ร้านโค้ดคุ้ม 8.56%
  - ไลฟ์สไตล์ (ต่ำสุด): Commission 9.63%, ร้านโค้ดคุ้ม 7.49%
  - ไลฟ์สไตล์ (สูงสุด): Commission 13.91%, ร้านโค้ดคุ้ม 8.56%
  - สินค้าอื่นๆ: Commission 13.91%, ร้านโค้ดคุ้ม 8.56%
  - ทอง & แพลตตินั่ม: Commission 8.03%, ร้านโค้ดคุ้ม 5.35%
  - เงิน (โลหะมีค่า): Commission 12.31%, ร้านโค้ดคุ้ม 7.49%
  - เครื่องประดับ (แหวน/สร้อย/กำไล): Commission 11.24%, ร้านโค้ดคุ้ม 7.49%
  - เครื่องประดับมีมูลค่า: Commission 13.38%, ร้านโค้ดคุ้ม 8.56%
  - มือถือ/แท็บเล็ต/แล็ปท็อป: Commission 7.49%, ร้านโค้ดคุ้ม 5.35%
  - เครื่องใช้ไฟฟ้าใหญ่ (ตู้เย็น/ซักผ้า): Commission 11.24%, ร้านโค้ดคุ้ม 7.49%

### Shopee Payment Methods (before VAT → multiply by 1.07)

  - ปกติ (โอน/เดบิต/ShopeePay): 3% (ก่อน VAT → ×1.07)
  - COD (เก็บเงินปลายทาง): 3% (ก่อน VAT → ×1.07)
  - SPayLater (จ่ายเดือนหน้า): 3% (ก่อน VAT → ×1.07)
  - Special SPayLater 1 ด.: 3% (ก่อน VAT → ×1.07)
  - Special SPayLater 2 ด.: 4% (ก่อน VAT → ×1.07)
  - Special SPayLater 3 ด.: 5% (ก่อน VAT → ×1.07)
  - Special SPayLater 5 ด.: 6.5% (ก่อน VAT → ×1.07)
  - Special SPayLater 12 ด.: 7% (ก่อน VAT → ×1.07)
  - CC ผ่อน 3 ด.: 5% (ก่อน VAT → ×1.07)
  - CC ผ่อน 6 ด.: 6.5% (ก่อน VAT → ×1.07)
  - CC ผ่อน 10 ด.+: 7% (ก่อน VAT → ×1.07)

## TikTok Shop Fee Rates (Marketplace, effective 2026-06-01, VAT-inclusive)

  - อิเล็กทรอนิกส์ (อุปกรณ์หลัก มือถือ/PC/กล้อง): Commission 6.42%, Growth Fee 6.96%
  - อิเล็กทรอนิกส์ (อุปกรณ์เสริม/เครื่องครัว): Commission 8.56%, Growth Fee 6.96%
  - แฟชั่น (เสื้อผ้า/รองเท้า/กระเป๋า): Commission 9.63%, Growth Fee 8.03%
  - เครื่องประดับ/นาฬิกา: Commission 8.56%, Growth Fee 8.03%
  - ทอง & แพลตตินั่ม: Commission 6.42%, Growth Fee 8.03%
  - สุขภาพ & ความงาม: Commission 8.56%, Growth Fee 8.03%
  - อาหาร & เครื่องดื่ม: Commission 8.56%, Growth Fee 8.03%
  - แม่ & เด็ก / แฟชั่นเด็ก: Commission 8.56%, Growth Fee 8.03%
  - สัตว์เลี้ยง: Commission 8.56%, Growth Fee 8.03%
  - ของใช้ในบ้าน / ไลฟ์สไตล์: Commission 8.56%, Growth Fee 8.03%
  - กีฬา: Commission 8.56%, Growth Fee 8.03%
  - รถยนต์ & มอเตอร์ไซค์ (อะไหล่): Commission 6.42%, Growth Fee 8.03%
  - หนังสือ / ของสะสม: Commission 8.56%, Growth Fee 8.03%
  - สินค้าทั่วไป/อื่นๆ: Commission 8.56%, Growth Fee 8.03%
  - อิเล็กทรอนิกส์ (เครื่องใช้ในบ้าน/อะไหล่): Commission 7.49%, Growth Fee 6.96%

- Transaction Fee: 3.21% (VAT-inclusive, applied to price + shipping)
- Growth Fee cap: ฿199 per item
- Platform Fee: ฿1.07 per order

## Lazada Fee Rates (Marketplace, effective 2026-06-01, VAT-inclusive)

  - อิเล็กทรอนิกส์ (มือถือ/แท็บเล็ต): Commission 5.35%
  - อิเล็กทรอนิกส์ (เครื่องใช้ไฟฟ้า/เครื่องเสียง): Commission 10.59%
  - แฟชั่น: Commission 11.77%
  - สุขภาพ & ความงาม: Commission 10.7%
  - ของใช้ในบ้าน: Commission 11.66%
  - กีฬา: Commission 11.66%
  - อาหาร & เครื่องดื่ม: Commission 10.7%
  - ทอง & แพลตตินั่ม: Commission 8.03%
  - สินค้าทั่วไป/อื่นๆ: Commission 11.66%

- Payment Fee: 3.21% (VAT-inclusive, applied to price + shipping)
- No Platform Fee, No Growth Fee

## Official Sources

- Shopee: https://help.shopee.co.th/portal/4/article/77254
- TikTok Shop: https://seller-th.tiktok.com/university/essay?knowledge_id=3233897186412289
- Lazada: https://sellercenter.lazada.co.th

## Pricing Foundations (Markup vs Margin, Pocket Price Waterfall)

Critical math distinctions every Thai online seller needs:

- **Markup vs Margin**: Markup % is based on cost; Margin % is based on price. They are NOT the same. Markup 50% = Margin 33.3%. To target 40% margin, you need 66.7% markup. Conversion formula: Margin = Markup ÷ (1 + Markup). This is the single most common pricing mistake for new sellers.
- **Pocket Price Waterfall** (Marn & Rosiello, Harvard Business Review Sept-Oct 1992): List Price → on-invoice discounts → off-invoice leaks → Pocket Price. Most sellers lose 5-15% of list price to invisible leaks. Classic Thai example: Shopee PRM voucher + Shopee Coin enter the Tx Fee (and CC IPP / Special SPayLater) base — per Shopee Help Center §1/§6/§7 — creating an invisible Tx-Fee leak. They do NOT enter the Service Fee base (Shopee Help Center §4/§5 explicit omission).
- **1% Lever** (McKinsey 2003 follow-up to Marn-Rosiello): A 1% increase in price → average +11.1% operating profit, vs. +7.8% from variable cost cuts or +3.3% from volume gains. Price is the highest-leverage variable.
- **Price Elasticity by category**: Fashion ε=-2.0 (highly elastic, lowering price boosts volume more), Beauty ε=-1.6, Electronics ε=-1.2, Food ε=-0.8 (inelastic, raise price for revenue), Gold ε=-0.5. Sources: Nielsen Retail Measurement APAC 2024, Kantar Thailand Shopper Insights 2025, McKinsey Consumer Pulse SEA 2024.
- **Reservation Price / Willingness-to-Pay**: The maximum a customer will pay in a given context. Measure via Van Westendorp Price Sensitivity Meter (ESOMAR 1976) — 4 questions per customer. KhumMai's competitor-price-bands.ts uses p25/p50/p75 from real Shopee/Lazada listings as a practical analog: p25 = "cheap", p50 = "typical", p75 = "expensive ceiling".

## Pricing Psychology (research-backed copy patterns)

Behavioral mechanisms that change customer decisions:

- **Anchoring** (Tversky & Kahneman 1974, *Science* 185:1124): Show original price crossed out + sale price. The first number seen sets the reference point in the customer's mind. Marketplace policies (Shopee, Lazada) prohibit fake list prices — anchor must reflect actual prior sale price.
- **Charm Pricing / 9-ending** (Anderson & Simester 2003, *Quantitative Marketing and Economics* 1:93): Prices ending in 9 increase demand ~35% via the left-digit effect. ฿199 reads as "1XX range" while ฿200 reads as "2XX range". Use for items < ฿1,000; luxury items use round numbers for premium positioning.
- **Power of FREE** (Shampanier, Mazar & Ariely 2007, *Marketing Science* 26:742): "฿449 + free shipping" outsells "฿399 + ฿50 shipping" even though the customer pays the same. Free crosses a psychological category threshold (mental account separation).
- **Decoy Effect** (Huber, Payne & Puto 1982, *Journal of Consumer Research* 9:90): Adding a 3rd option that's clearly inferior to your target boosts target sales. Classic Economist subscription case: removing the decoy dropped Print+Web from 84% to 32%.
- **Loss Aversion** (Kahneman & Tversky 1979, *Econometrica* 47:263, Nobel Prize 2002): Framing "you'll lose ฿100 if you don't act" is ~2× as motivating as "you'll save ฿100". Use in flash sale countdown copy.
- **Goldilocks / 3-tier rule** (Mohan, Buell & John, *HBR* Sept-Oct 2022): Customers gravitate to middle option. Sweet spot = 3 tiers; 4+ tiers cause paradox of choice and reduce conversion.
- **Mental Accounting** (Thaler 1985, *Marketing Science* 4:199, Nobel Prize 2017): Shipping cost is filed in a different mental account from product cost. Shopee Coin / Wallet Credit reduces "pain of paying" because the money feels pre-spent.
- **Cialdini 7 Principles of Influence**: Reciprocity, Commitment & Consistency, Social Proof, Authority, Liking, Scarcity, Unity (added in 2016 with *Pre-Suasion*). All applicable to Thai marketplace UX.

## Pricing Strategy for Thai Marketplaces

Marketplace-specific pricing pressure hierarchy:

- **Shopee Non-Mall & Lazada Non-Mall**: Bertrand competition (1883) — identical SKUs sold by 10-30 shops compete down to marginal cost. Strategy: cost-plus + voucher-driven Hi-Lo pricing. Margin is thin.
- **Shopee Mall, Lazada LazMall, TikTok Shop creator-led**: Hotelling differentiation (1929) — brand trust / creator affinity reduces price competition. Can charge 15-30% premium on identical SKUs (internal KhumMai pricing audit, Q2 2026).
- **Voucher math (critical)**: TikTok and Lazada platform vouchers offset — no fee impact. Shopee PRM voucher + Shopee Coin enter the Tx Fee base (and CC IPP / Special SPayLater) per Shopee Help Center §1/§6/§7 — but explicitly do NOT enter the Service Fee base per §4/§5. The invisible leak is on Tx Fee only. See https://khummai.com/shopee-fees for full formula.
- **Seasonal calendar**: 9.9, 11.11, 12.12 Mega Sales plus Thai cultural windows (สงกรานต์ April, วันแม่ August 12, วันพ่อ December 5, เปิดเทอม May/November). Pre-Mega 2-4 weeks: adjust list price up (must be actual prior price to avoid policy violation). Mega day: apply combined platform + seller voucher. Post-Mega 3-5 days: clearance flash for stale stock.
- **7 anti-patterns**: (1) ขายขาดทุนสมอเรือ — race-to-bottom on Mega without calculating real margin after voucher + fee; (2) Hidden VAT — forgetting ×1.07 on Shopee Tx Fee; (3) Flash Trap — running >2 flash sales/week per SKU trains customers to wait for discounts; (4) Markup-Margin confusion — planning ad budget on the wrong percentage; (5) Single SKU strategy — missing decoy effect and upsell; (6) Voucher Stack Bleeding — stacking all voucher types simultaneously bleeds margin; (7) Cost-Plus Forever — never testing value-based pricing experiments on differentiated SKUs.
- **Quote from Hermann Simon** (*Confessions of the Pricing Man*, 2015): "The share of companies successful with a premium price strategy is greater than those achieving sustained success with low-price strategies, and very rarely is cost leadership a driver of superior profitability."

## Further reading

- https://khummai.com/guides/pricing — Practical pricing guide for Thai sellers
- https://khummai.com/guides/glossary — Pricing + e-commerce term definitions (DTS, ROAS, WTP, Pocket Price, etc.)
- https://khummai.com/guides/markup-vs-margin — Markup vs Margin conversion table + worked example (avoiding the planning-mistake that causes the most lost margin for new Thai sellers)
- https://khummai.com/guides/pocket-price-waterfall — Pocket Price Waterfall (Marn-Rosiello HBR 1992) applied to Shopee/TikTok/Lazada, with Shopee PRM/Coin leak case study
- https://khummai.com/guides/anti-patterns — 7 Thai marketplace pricing anti-patterns + fixes (race-to-bottom, Hidden VAT, Flash Trap, Markup confusion, Single SKU, Voucher Bleeding, Cost-Plus Forever)
- https://khummai.com/guides/voucher-stacking — Cross-platform voucher math (Always/Common/Never tiers, sequential vs parallel calculation, decision tree)