[{"data":1,"prerenderedAt":1076},["ShallowReactive",2],{"site-chrome-sg":3,"site-chrome-en":-1,"site-chrome-th":-1,"blog-page-sg":287,"blog-categories-sg":345,"blog-posts-sg":365,"article-blog-sg-\u002Fblog\u002Fshopee-ads-budget":722,"og-copy-sg":1033,"og-posts-sg-none":1075},{"id":4,"extension":5,"footer":6,"header":116,"indexFacets":202,"meta":243,"notFound":244,"stem":250,"ui":251,"__hash__":286},"chrome_en\u002Fen\u002Fchrome.yml","yml",{"columns":7,"legal":83,"quote":84,"askAi":87,"socials":103},[8,29,47,65],{"label":9,"children":10},"Product",[11,14,17,20,23,26],{"label":12,"to":13},"Ads optimization","\u002Fsg\u002Fblog\u002Fads-optimization",{"label":15,"to":16},"Unit economics","\u002Fsg\u002Fblog\u002Fprofit-margin",{"label":18,"to":19},"Agentic KAM","https:\u002F\u002Flearn.dataglasslabs.com\u002Fdocs\u002Fai-and-api\u002Fassistants",{"label":21,"to":22},"One-click deploy","https:\u002F\u002Flearn.dataglasslabs.com\u002Fdocs\u002Fgrowth\u002Factions\u002Faction-flow",{"label":24,"to":25},"Integrations","https:\u002F\u002Flearn.dataglasslabs.com\u002Fdocs\u002Foverview\u002Fget-started\u002Fsupported-platforms",{"label":27,"to":28},"Pricing","\u002Fsg\u002Fpricing",{"label":30,"children":31},"Resources",[32,35,38,41,44],{"label":33,"to":34},"Blog","\u002Fsg\u002Fblog",{"label":36,"to":37},"Customer stories","\u002Fsg\u002Fcustomers",{"label":39,"to":40},"Research","\u002Fsg\u002Fresearch",{"label":42,"to":43},"Glossary","\u002Fsg\u002Fglossary",{"label":45,"to":46},"Docs","https:\u002F\u002Flearn.dataglasslabs.com\u002Fdocs",{"label":48,"children":49},"Company",[50,53,56,59,62],{"label":51,"to":52},"About","\u002Fsg\u002Fcompany",{"label":54,"to":55},"Contact","\u002Fsg\u002Fcontact",{"label":57,"to":58},"Book a demo","\u002Fsg\u002Fbook-a-demo",{"label":60,"to":61},"Privacy","\u002Fsg\u002Flegal\u002Fprivacy",{"label":63,"to":64},"Terms","\u002Fsg\u002Flegal\u002Fterms",{"label":66,"children":67},"DataGlass for",[68,71,74,77,80],{"label":69,"to":70},"Agencies","\u002Fsg\u002Ffor\u002Fagencies",{"label":72,"to":73},"Brands","\u002Fsg\u002Ffor\u002Fbrands",{"label":75,"to":76},"Planners and optimizers","\u002Fsg\u002Ffor\u002Fplanners",{"label":78,"to":79},"Managers and analysts","\u002Fsg\u002Ffor\u002Fmanagers",{"label":81,"to":82},"Sellers and shop owners","\u002Fsg\u002Ffor\u002Fsellers","© 2026 DataGlass Labs. All rights reserved.",{"text":85,"caption":86},"Measure what you keep, and then grow what you measure.","The DataGlass team",{"label":88,"prompt":89,"assistants":90},"Ask AI about DataGlass","I want to understand DataGlass, a decision engine for Shopee, Lazada and TikTok Shop sellers that optimizes ads, pricing and promotions for true profit. Use web search to read their website at https:\u002F\u002Fwww.dataglasslabs.com (with an agent-readable summary at https:\u002F\u002Fwww.dataglasslabs.com\u002Fllms.txt), then explain what DataGlass does, who it is for and how it differs from an analytics dashboard.",[91,95,99],{"label":92,"icon":93,"url":94},"ChatGPT","chatgpt","https:\u002F\u002Fchatgpt.com\u002F?prompt={prompt}",{"label":96,"icon":97,"url":98},"Claude","claude","https:\u002F\u002Fclaude.ai\u002Fnew?q={prompt}",{"label":100,"icon":101,"url":102},"Perplexity","perplexity","https:\u002F\u002Fwww.perplexity.ai\u002Fsearch?q={prompt}",[104,108,112],{"label":105,"icon":106,"to":107},"LinkedIn","i-lucide-linkedin","https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fdataglass-labs",{"label":109,"icon":110,"to":111},"Facebook","i-lucide-facebook","https:\u002F\u002Fwww.facebook.com\u002Fdataglasslabsth",{"label":113,"icon":114,"to":115},"Instagram","i-lucide-instagram","https:\u002F\u002Fwww.instagram.com\u002Fdataglasslabs\u002F",{"links":117,"cta":196,"secondaryCta":199},[118,152,191,193,194,195],{"label":9,"to":119,"menu":120},"\u002Fsg",{"layout":121,"heading":122,"cards":123,"groups":135,"footer":142},"cards","What DataGlass does",[124,128,132],{"label":125,"description":126,"to":13,"ui":127},"True profit ads optimization","Budgets, pacing and Target ROAS tuned for profit.","budget-tomorrow",{"label":129,"description":130,"to":16,"ui":131},"Unit economics breakdown","What you actually earn from every sale.","unit-economics",{"label":18,"description":133,"to":19,"motif":134},"An AI agent that knows your shops.",true,[136],{"label":137,"size":138,"links":139},"More","secondary",[140,141],{"label":21,"to":22},{"label":24,"to":25},[143,148],{"lead":144,"label":145,"icon":146,"to":147},"DataGlass v.2.6.","See what's new","i-lucide-box","https:\u002F\u002Flearn.dataglasslabs.com\u002Freleases",{"lead":149,"label":150,"icon":151,"to":37},"Read our","customer 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us",{"label":192,"to":37},"Customers",{"label":27,"to":28},{"label":48,"to":52},{"label":54,"to":55},{"label":197,"to":198},"Start for free","https:\u002F\u002Fapp.dataglasslabs.com\u002Fsign-up",{"label":200,"to":201},"Sign in","https:\u002F\u002Fapp.dataglasslabs.com\u002Fsign-in",{"clear":203,"groups":204},"Clear filters",[205,218],{"key":206,"label":207,"options":208},"platforms","Platform",[209,212,215],{"value":210,"label":211},"shopee","Shopee",{"value":213,"label":214},"lazada","Lazada",{"value":216,"label":217},"tiktok","TikTok Shop",{"key":219,"label":220,"options":221},"format","Format",[222,225,228,231,234,237,240],{"value":223,"label":224},"guide","Guide",{"value":226,"label":227},"article","Article",{"value":229,"label":230},"comparison","Comparison",{"value":232,"label":233},"calculator","Calculator",{"value":235,"label":236},"paper","Paper",{"value":238,"label":239},"survey","Survey",{"value":241,"label":242},"dataset","Dataset",{},{"title":245,"description":246,"cta":247,"errorTitle":249},"Page not found","The page may have moved, or it never existed.",{"label":248,"to":119},"Back to home","Something went wrong","en\u002Fchrome",{"previous":252,"next":253,"pause":254,"play":255,"goTo":256,"expand":257,"close":258,"readMore":259,"learnMore":260,"seeAll":261,"menu":262,"back":263,"share":264,"shareOn":265,"copyLink":266,"copied":267,"onThisPage":268,"minRead":269,"sources":270,"viewMore":271,"searchPosts":272,"allPosts":273,"all":274,"filters":275,"search":276,"searchClose":277,"searchPlaceholder":278,"searchSuggested":279,"searchResults":280,"searchNoResults":281,"searchLoading":282,"relatedTitle":283,"mainNav":284,"footerNav":285},"Previous","Next","Pause","Play","Go to item","Expand","Close","Read more","Learn more","See all","Menu","Back","Share","Share on","Copy link","Link copied","On this page","{n} min read","Sources","View more","Search posts","All posts","All","Filters","Search","Close search","Search DataGlass","Suggested","Results","No results for","Loading","More to discover","Main","Footer","HZQSEulcpFGY0nWnUTNYhG2n06nO97XnUBc_pEVOFxo",{"id":288,"title":33,"blog":289,"body":327,"customers":334,"description":335,"draft":336,"draftReason":334,"extension":337,"glossary":334,"industry":334,"meta":338,"navigation":336,"ogImage":339,"path":340,"research":334,"robots":334,"schemaOrg":334,"seo":341,"showcase":336,"sitemap":342,"stem":343,"__hash__":344},"pages_en\u002Fblog.md",{"emptyLabel":290,"labels":291,"indexLabels":296,"listenLabels":307,"indexCta":320,"ctaButtons":323},"No posts match yet. Try another category or a shorter search.",{"tldr":292,"published":293,"updated":294,"related":295},"In short","Published","Updated","Keep reading",{"categories":297,"sort":298,"newest":299,"oldest":300,"grid":301,"list":302,"loadMore":303,"results":304,"result":305,"clearSearch":306},"Categories","Sort","Newest first","Oldest first","Grid view","List view","Load more","{n} results for “{q}”","1 result for “{q}”","Clear search",{"listen":308,"loading":309,"play":310,"pause":311,"back":312,"forward":313,"speed":314,"seek":315,"player":316,"close":317,"follow":318,"of":319},"Listen to article","Loading…","Play audio of this article","Pause audio","Back 15 seconds","Forward 15 seconds","Playback speed","Seek","Audio player","Pause audio and close player","Follow the text","{a} of {b}",{"headline":321,"subline":322},"Turn every post into a decision","See the numbers behind these notes for your own shops, with a demo on your data.",{"primaryCta":324,"secondaryCta":325},{"label":57,"to":58},{"label":326,"to":28},"See pricing",{"type":328,"value":329,"toc":330},"minimark",[],{"title":331,"searchDepth":332,"depth":332,"links":333},"",3,[],null,"Notes on profit, pricing and ads for sellers on Shopee, Lazada and TikTok Shop, with the numbers behind them.",false,"md",{},{"component":33},"\u002Fblog",{"title":33,"description":335},{"loc":340},"blog","VuN4_Knpp3IpkJqH-kRoXag4vgoPV2p71ZFiR-VpgzQ",[346,349,351,354,357,360,363],{"slug":347,"label":348},"profit","Profit",{"slug":350,"label":27},"pricing",{"slug":352,"label":353},"ads","Ads",{"slug":355,"label":356},"operations","Operations",{"slug":358,"label":359},"market","Market",{"slug":361,"label":362},"data-science","Data Science",{"slug":364,"label":48},"company",[366,373,379,383,388,393,397,402,407,412,418,423,428,433,438,444,450,456,462,469,475,480,486,491,496,501,506,511,517,523,528,534,540,546,551,557,563,569,574,578,583,588,594,601,607,613,619,625,631,637,643,649,655,661,667,673,679,685,690,695,700,705,710,716],{"title":367,"description":368,"category":352,"date":369,"readMinutes":370,"featured":336,"cover":334,"format":223,"platforms":371,"draft":336,"slug":372},"E-commerce ads optimization for Shopee, Lazada, and TikTok Shop, on profit","E-commerce ads optimization on profit: True ROAS, margin-based Target ROAS and nightly budget allocation for Shopee, Lazada and TikTok Shop ads, applied for you.","2026-10-23",4,[210,213,216],"ads-optimization",{"title":374,"description":375,"category":352,"date":369,"readMinutes":376,"featured":336,"cover":334,"format":232,"platforms":377,"draft":336,"slug":378},"What ROAS is break-even? Calculate break-even ROAS and your maximum ad spend per order","Break-even ROAS is 1 ÷ your contribution-margin ratio. It does not depend on how much you spend on ads. This calculator derives it from a dated Shopee Thailand fee rate — or one you type in — then tells you the number sellers actually need: the most baht one order can pay for ads before it stops making money.",9,[210],"break-even-roas-calculator",{"title":380,"description":381,"category":364,"date":369,"readMinutes":332,"featured":336,"cover":334,"format":229,"platforms":334,"draft":336,"slug":382},"DataGlass vs a marketing agency for marketplace profit","When an agency is the right hire, where the agency model has structural blind spots for marketplace profit, and how DataGlass complements an agency engagement.","dataglass-vs-agency",{"title":384,"description":385,"category":364,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":229,"platforms":334,"draft":336,"slug":387},"DataGlass vs an ERP for marketplace decision-making","When an ERP is the right tool, where it falls short for marketplace ad\u002Fpricing decisions, and how DataGlass complements (not replaces) the ERP for SEA sellers.",2,"dataglass-vs-erp",{"title":389,"description":390,"category":364,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":229,"platforms":391,"draft":336,"slug":392},"DataGlass vs Shopee Seller Center for profit-aware operations","Shopee Seller Center is essential for running a Shopee shop, but it does not show profit-aware metrics or cross-platform views. How DataGlass complements it.",[210],"dataglass-vs-shopee-seller-center",{"title":394,"description":395,"category":364,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":229,"platforms":334,"draft":336,"slug":396},"DataGlass vs spreadsheets for marketplace sellers","When spreadsheets are enough, where they break for marketplace sellers, and how DataGlass connects ads, COGS, fees, and inventory into one decision-ready view.","dataglass-vs-spreadsheet",{"title":398,"description":399,"category":355,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":223,"platforms":400,"draft":336,"slug":401},"Prevent stockouts and overstock across Shopee, Lazada, and TikTok Shop","Prevent Shopee, Lazada, and TikTok Shop stockouts with demand-aware forecasting, campaign-day planning, and cross-platform inventory unification.",[210,213,216],"inventory-stockout",{"title":403,"description":404,"category":355,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":226,"platforms":405,"draft":336,"slug":406},"Lazada integration for marketplace profit optimization","DataGlass integrates with Lazada to model true profit per SKU, detect ad waste, evaluate voucher impact, and forecast stockout risk.",[213],"lazada-integration",{"title":408,"description":409,"category":347,"date":369,"readMinutes":376,"featured":336,"cover":334,"format":232,"platforms":410,"draft":336,"slug":411},"Shopee raised its fees on 4 August 2026 — how much more is your shop paying?","The new rate table is everywhere. Your number is not. Enter last month’s GMV by category and this page computes the baht difference between the schedule effective 1 June 2026 and the one effective 4 August 2026 — including the extra hit for shops that were on the discounted-commission programme.",[210],"marketplace-fee-impact-calculator",{"title":413,"description":414,"category":347,"date":369,"readMinutes":415,"featured":336,"cover":334,"format":223,"platforms":416,"draft":336,"slug":417},"Optimize e-commerce profit across Shopee, Lazada, and TikTok Shop","How to optimize e-commerce profit across Shopee, Lazada and TikTok Shop: one objective, five decision variables, and the constraint that binds each.",7,[210,213,216],"optimize-ecommerce-profit",{"title":419,"description":420,"category":350,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":223,"platforms":421,"draft":336,"slug":422},"Price and promote without destroying margin","Optimize Shopee, Lazada, and TikTok Shop discounts, bundle deals, and campaign-day pricing on true margin. Project promotion impact before publishing.",[210,213,216],"pricing-promotions",{"title":424,"description":425,"category":347,"date":369,"readMinutes":370,"featured":336,"cover":334,"format":232,"platforms":426,"draft":336,"slug":427},"E-commerce profit calculator for Shopee sellers","Calculate true Shopee profit per SKU with a per-order breakdown covering commission fees, ads, COGS, and fulfillment.",[210],"profit-margin",{"title":429,"description":430,"category":355,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":226,"platforms":431,"draft":336,"slug":432},"Shopee integration for profit, ads, stock, and promotion decisions","DataGlass connects to Shopee to model true profit per SKU, detect wasted ad spend, and surface daily decisions. Live integration, no manual exports.",[210],"shopee-integration",{"title":434,"description":435,"category":355,"date":369,"readMinutes":386,"featured":336,"cover":334,"format":226,"platforms":436,"draft":336,"slug":437},"TikTok Shop integration for ads, inventory, and profit decisions","DataGlass integrates with TikTok Shop for True ROAS on video and live ads, margin-aware discount analysis, and stock prioritization before live events.",[216],"tiktok-shop-integration",{"title":439,"description":440,"category":352,"date":441,"readMinutes":415,"featured":336,"cover":334,"format":223,"platforms":442,"draft":336,"slug":443},"Shopee ROAS protection and TikTok ROI protection: when the credit actually protects profit","Shopee ROAS protection credits campaigns back to 80% of target, TikTok to 90%. Why that protects profit only above 1.25× break-even, with a worked example.","2026-10-08",[210,216],"roas-protection",{"title":445,"description":446,"category":352,"date":441,"readMinutes":447,"featured":336,"cover":334,"format":223,"platforms":448,"draft":336,"slug":449},"Shopee Ads optimization: set Target ROAS, budget and timing from profit","How to optimize Shopee Ads for profit: break-even ROAS per SKU, which lever binds, and CPC by hour from 9.11M Thai clicks. Worked THB example.",10,[210],"shopee-ads-optimization",{"title":451,"description":452,"category":347,"date":441,"readMinutes":453,"featured":336,"cover":334,"format":223,"platforms":454,"draft":336,"slug":455},"Shopee seller fees in the Philippines 2026: every fee, what it is charged on, and your break-even ROAS","Shopee Philippines seller fees 2026: commission, 2.24% transaction fee, 5.6% platform shipping, seller growth support and ₱5 order fee, worked on one order.",5,[210],"shopee-seller-fees",{"title":457,"description":458,"category":352,"date":441,"readMinutes":459,"featured":336,"cover":334,"format":223,"platforms":460,"draft":336,"slug":461},"TikTok Shop ads optimization: set GMV Max ROI from margin and affiliate mix","How to optimize TikTok Shop GMV Max for profit: break-even ROI after TikTok fees, the affiliate commission trap, and the 3% commission rule. Worked THB example.",8,[216],"tiktok-shop-ads-optimization",{"title":463,"description":464,"category":352,"date":465,"readMinutes":466,"featured":336,"cover":334,"format":226,"platforms":467,"draft":336,"slug":468},"How Shopee ads bidding works: what your Target ROAS and budget actually do to a bid","How Shopee ads bidding works, derived: GMV Max gives you two boxes — a Target ROAS and a daily budget — and every guide treats them as two levers. They are not. Both collapse into a single threshold on value-to-cost before any bid is placed, only one is binding at a time, and the other is doing nothing at all. Here is the derivation, the three regimes a campaign can be in, and the one-line test that tells you which of your two levers is switched off.","2026-09-01",13,[210],"how-shopee-ads-bidding-works",{"title":470,"description":471,"category":352,"date":465,"readMinutes":472,"featured":336,"cover":334,"format":223,"platforms":473,"draft":336,"slug":474},"Break-even ROAS is the zero line: the Target ROAS that actually maximizes Shopee profit","Setting your Target ROAS to your break-even ROAS does not protect profit — it targets exactly zero, for every possible volume. The target that maximizes profit is break-even marked up three times: by the demand your ads did not create, by the price your own expansion pays, and by the gap between your average click and your last one. On mid-market parameters those compound to 3.3×, moving the correct target on a 20%-margin product from 5.00 to 16.67.",12,[210],"profit-maximizing-target-roas",{"title":476,"description":477,"category":361,"date":465,"readMinutes":466,"featured":336,"cover":334,"format":241,"platforms":478,"draft":336,"slug":479},"Shopee ad benchmarks 2026: what a click and a thousand impressions actually cost","Across 333.9 million Shopee impressions and 9.11 million clicks on 80+ Thai shops, the price of a click varies 2.01× by hour of day while the rate at which people click varies 1.14×. CPC ranges THB 3.36 to THB 6.75, CPM ranges THB 89.16 to THB 200.15, and every behavioural input is nearly flat. The full table, the methodology, and the two ways a benchmark like this gets misused.",[210],"shopee-ads-benchmarks-cpc-cpm",{"title":481,"description":482,"category":364,"date":483,"readMinutes":484,"featured":336,"cover":334,"format":229,"platforms":334,"draft":336,"slug":485},"DataGlass is not an OMS — what the difference is, and when to run both","An OMS makes the order happen. DataGlass decides what to do next. The daily-question boundary, an explicit list of what DataGlass does not do, and the one seam: price.","2026-08-25",6,"dataglass-vs-oms",{"title":487,"description":488,"category":352,"date":483,"readMinutes":415,"featured":336,"cover":334,"format":223,"platforms":489,"draft":336,"slug":490},"How much should you spend on Shopee Ads? Derive it from margin, not from feel","Break-even ROAS is 1 ÷ contribution margin ratio. Worked THB example: a fashion SKU allows THB 71 per attributed order and roughly THB 994 a day. Budget is an output.",[210],"shopee-ads-budget",{"title":492,"description":493,"category":347,"date":483,"readMinutes":415,"featured":336,"cover":334,"format":223,"platforms":494,"draft":336,"slug":495},"Losing money on Shopee — the leaks a fee calculator cannot see","Shopee deducts 7.49–17.12% plus a 3.21% payment fee — the half a calculator sees. Six month-level leaks turn a 28.6% \"profit\" into 1.6%. Sourced THB waterfall.",[210],"shopee-losing-money",{"title":497,"description":498,"category":358,"date":483,"readMinutes":415,"featured":336,"cover":334,"format":229,"platforms":499,"draft":336,"slug":500},"Shopee vs TikTok Shop vs Lazada — what survives after fees and the ads it takes to sell","TikTok Shop's 11.77% fashion commission becomes a 23.2% take rate once the Commerce Growth and Transaction Fees stack. The crossover with Shopee sits near THB 3,720.",[210,213,216],"where-to-sell-shopee-tiktok-lazada",{"title":502,"description":503,"category":352,"date":504,"readMinutes":376,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":505},"CTR and Target ROAS under CPM vs CPC: what changes when marketplaces bill for impressions","Under cost-per-click billing, a better creative is worth nothing to your unit economics — it buys the same clicks from fewer impressions, and your cost per click does not move. Under cost-per-impression billing the same improvement cuts the price of every click by g\u002F(1+g). Five lemmas on the transition, and why click-through rate is the input most marketplace sellers are least prepared to have priced.","2026-08-18","ctr-target-roas-cpm-vs-cpc",{"title":507,"description":508,"category":352,"date":509,"readMinutes":447,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":510},"What is ROAS — and why a high ROAS doesn't always mean more sales or more profit","ROAS (Return on Ad Spend) is sales ÷ ad spend: spend THB 1, get THB 20 of sales back, and your ROAS is 20. But a high ROAS only means a high return per ad baht — not the highest total sales, and not real profit once you subtract COGS, platform fees, payment fees, vouchers, shipping, and returns. Here is what ROAS is, what it hides, and the number sellers should actually watch.","2026-06-01","what-is-roas",{"title":512,"description":513,"category":352,"date":514,"readMinutes":459,"featured":336,"cover":334,"format":223,"platforms":515,"draft":336,"slug":516},"What is Target ROAS? How to set it in Shopee GMV Max without burning profit","What is Target ROAS? It is the revenue-to-ad-spend ratio Shopee GMV Max optimises toward — and on the Shopee fee schedule effective 4 August 2026, a THB 1,000 product with THB 600 of COGS is left with 7.7% margin before ads, so a Target ROAS of 5 recovers THB 0.39 of contribution per THB 1.00 of ad spend while the campaign reports that it hit its target. What Target ROAS means, how to set it in GMV Max, and the two formulas — break-even ROAS and target-margin ROAS — that protect your margin.","2026-05-30",[210],"how-to-set-target-roas-gmv-max",{"title":518,"description":519,"category":352,"date":520,"readMinutes":484,"featured":336,"cover":334,"format":226,"platforms":521,"draft":336,"slug":522},"Platform ROAS vs true ROAS: why your ads make sales but no profit","A ROAS of 5 feels like a win — until you notice the platform computed it on gross attributed sales, before fees, vouchers, shipping, and COGS, and while still counting orders that were later returned or cancelled. The dashboard number is a revenue ratio wearing a profit costume. A primer on what platform ROAS hides and how true ROAS is calculated across Shopee, Lazada, and TikTok Shop.","2026-05-29",[210,213,216],"platform-roas-vs-true-roas",{"title":524,"description":525,"category":361,"date":520,"readMinutes":484,"featured":336,"cover":334,"format":226,"platforms":526,"draft":336,"slug":527},"What is e-commerce optimization?","Optimization is not a marketing word — it is an operations-research discipline: use data and math to compute the best decision against an explicit objective. Point it at a Shopee, Lazada, or TikTok Shop store and the objective is true profit, not sales. A primer on why those two numbers stopped moving together, and what optimization actually answers.",[210,213,216],"what-is-ecommerce-optimization",{"title":529,"description":530,"category":347,"date":531,"readMinutes":376,"featured":336,"cover":334,"format":223,"platforms":532,"draft":336,"slug":533},"How to cut Shopee seller costs: the supply-side margin audit","The median gap between COGS refreshes on a top-50 Shopee catalogue is 87 days, and over that window supplier and packaging drift alone compresses contribution margin by 1.5–3.0 percentage points. The eight supply-side cost lines that compound against Shopee margin between audits, ranked by recoverable magnitude, with the review cadence that holds each one.","2026-05-08",[210],"how-to-increase-shopee-profit-without-more-sales",{"title":535,"description":536,"category":352,"date":531,"readMinutes":537,"featured":336,"cover":334,"format":223,"platforms":538,"draft":336,"slug":539},"How to sell more on Shopee without burning margin","The standard Shopee growth advice — discount harder, scale ad budget, opt into every campaign — works against the operator at scale. A research note on the lever order that actually compounds Shopee revenue, and the metric that tells you whether the lift was earned or bought.",11,[210],"how-to-sell-more-on-shopee",{"title":541,"description":542,"category":347,"date":543,"readMinutes":484,"featured":336,"cover":334,"format":223,"platforms":544,"draft":336,"slug":545},"Increase profit on Shopee without selling more","Shopee ROAS hides commission, fees, vouchers and shipping. Optimize Shopee profit with the per-SKU break-even framework that replaces it — 280 Thai accounts.","2026-05-07",[210],"increase-shopee-profit",{"title":547,"description":548,"category":358,"date":543,"readMinutes":484,"featured":336,"cover":334,"format":223,"platforms":549,"draft":336,"slug":550},"Increase sales on Shopee in 2026","Shopee CPC is climbing — buying demand got pricier while repeat demand stayed flat. The three levers that compound revenue, plus a 90-day operator cadence.",[210],"increase-shopee-sales",{"title":552,"description":553,"category":361,"date":543,"readMinutes":554,"featured":336,"cover":334,"format":235,"platforms":555,"draft":336,"slug":556},"Mechanism-Aware Hierarchical Causal Elasticity Modeling for Platform E-Commerce","A methodological working paper proposing MA-HCEM: a hierarchical Bayesian, double-machine-learning, mechanism-aware estimator for SKU-level price elasticity on Shopee, Lazada, and TikTok Shop, with Bundle Deal and voucher mechanisms treated as structured price discrimination.",27,[210,213,216],"mechanism-aware-hierarchical-causal-elasticity-modeling-platform-ecommerce",{"title":558,"description":559,"category":350,"date":543,"readMinutes":560,"featured":336,"cover":334,"format":226,"platforms":561,"draft":336,"slug":562},"Price elasticity modeling for marketplace sellers — why Shopee, Lazada, and TikTok Shop pricing decisions need it","A practical guide from DataGlass Labs Research on the most under-used lever in Southeast Asian e-commerce: knowing how customers actually respond to price changes.",14,[210,213,216],"price-elasticity-modeling-shopee-lazada-tiktok-shop",{"title":564,"description":565,"category":361,"date":566,"readMinutes":567,"featured":336,"cover":334,"format":235,"platforms":334,"draft":336,"slug":568},"From Gut Feel to Posterior Inference: A Research Article on the DataGlass Decision-Intelligence System for E-Commerce Ad Budget Allocation","A rigorous public communication of the DataGlass decision-intelligence system for daily ad-budget allocation on platform-controlled marketplaces — the pre-algorithmic baseline, the analytical reasons it fails (the reported-vs-true ROAS gap and the rolling-mean bias), the Bayesian + bandits-with-knapsacks methodology, and the empirical 18–24% portfolio-profit lift with reduced reallocation frequency.","2026-05-04",20,"bayesian-budget-allocation-for-marketplace-ads",{"title":570,"description":571,"category":361,"date":566,"readMinutes":572,"featured":336,"cover":334,"format":238,"platforms":334,"draft":336,"slug":573},"Decision Intelligence for E-commerce: How Retailers Optimise Pricing, Demand Forecasting, Inventory, Promotions & Personalization","Pricing, forecasting, inventory, promotions, and personalization — a deep technical survey of the techniques large retailers use, the variants that matter, and how to deploy them",42,"decision-intelligence-playbook-for-e-commerce",{"title":575,"description":576,"category":361,"date":566,"readMinutes":332,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":577},"DataGlass Research Methodology","A single canonical reference for the sample frame, time window, attribution rules, and exclusions that calibrate every \"in our data\" claim across the blog and research surfaces.","methodology",{"title":579,"description":580,"category":361,"date":566,"readMinutes":581,"featured":336,"cover":334,"format":238,"platforms":334,"draft":336,"slug":582},"Prediction and Risk Optimization Under Uncertainty: A Cross-Domain Meta-Review","Mature decision systems in finance, operations, insurance, energy, healthcare, causal inference, and e-commerce share the same four primitives — a calibrated probabilistic model, a coherent risk-aware objective, an operational constraint set, and a principled exploration mechanism. Eleven worked cases ground the framework, with the DataGlass marketplace ad-budget system as the connecting tissue.",49,"prediction-and-risk-optimization-meta-review",{"title":584,"description":585,"category":355,"date":566,"readMinutes":560,"featured":336,"cover":334,"format":226,"platforms":586,"draft":336,"slug":587},"Shopee optimization in 2026 is a feedback loop, not a checklist","The popular \"10 ways to optimize your Shopee shop\" advice optimises the wrong objective. The lever that actually moves margin is the tightness of the diagnose → decide → operate loop — and most checklists skip the diagnose stage entirely.",[210],"shopee-optimization-in-2026",{"title":589,"description":590,"category":358,"date":566,"readMinutes":591,"featured":134,"cover":334,"format":241,"platforms":592,"draft":336,"slug":593},"Shopee Sellers in 2026: Southeast Asia E-commerce Market Research, GMV & Seller Economics","Market growth has resumed; seller economics have become more exacting. Southeast Asia's platform e-commerce reached US$157.6B in 2025 (up 22.8% YoY), top-three platforms now control about 98.8% of platform GMV, and content commerce accounts for ~32% of platform GMV. The 2026 question for sellers is no longer \"how big is the market?\" — it is \"who controls the decision loop?\"",22,[210],"southeast-asia-seller-market-research-2026",{"title":595,"description":596,"category":355,"date":597,"readMinutes":598,"featured":336,"cover":334,"format":223,"platforms":599,"draft":336,"slug":600},"Shopee fee structure and commission calculation in 2026: the six layers, the four-term formula","Most 'Shopee fees' explainers stop at commission and transaction fee. The four layers underneath — voucher co-funding, Free Shipping Program subsidy, Mall premium, payment-channel pass-through — are where the gap between dashboard revenue and bank deposit actually lives. With a sourced layer-by-layer breakdown, the four-term commission-per-order formula, two worked THB examples, a sensitivity table, and the reconciliation procedure.","2026-05-03",18,[210],"shopee-fee-structure-2026",{"title":602,"description":603,"category":352,"date":604,"readMinutes":537,"featured":336,"cover":334,"format":223,"platforms":605,"draft":336,"slug":606},"Cross-platform ad budget allocation for SEA marketplace sellers","Most multi-platform sellers split ad budget across Shopee, Lazada, and TikTok Shop by historical revenue share. The math says that's wrong. Optimal allocation equalises marginal ROAS, not historical share — and the gap between the two on a typical account is 4–7 percentage points of net contribution margin per quarter.","2026-04-29",[210,213,216],"cross-platform-ad-budget-allocation",{"title":608,"description":609,"category":352,"date":610,"readMinutes":415,"featured":336,"cover":334,"format":223,"platforms":611,"draft":336,"slug":612},"Why scaling Shopee ad budget grows revenue and shrinks profit","A Shopee account moving its monthly ad budget from THB 40,000 to THB 100,000 commonly grows revenue 60% and loses a third of its net profit — and not one decision in that sequence looks wrong on the dashboard. The arithmetic of the scaling trap, why platform-reported ROAS is blind to it by construction, and the per-SKU break-even bar that stops it.","2026-04-22",[210],"how-to-increase-profit-on-shopee",{"title":614,"description":615,"category":347,"date":616,"readMinutes":466,"featured":336,"cover":334,"format":223,"platforms":617,"draft":336,"slug":618},"How to increase profit on Lazada in 2026","The LazMall badge lifts conversion. It also raises commission, mandates free-shipping subsidies, and pulls the price ceiling down through the platform's own competitive-parity rules. Whether the badge pays is a per-SKU question. A research note on the LazMall economics, why Sponsored Discovery leaks more margin than Sponsored Search, and the audit that recovers 4–6 percentage points of margin in 30 days.","2026-04-15",[213],"how-to-increase-profit-on-lazada",{"title":620,"description":621,"category":352,"date":622,"readMinutes":466,"featured":336,"cover":334,"format":223,"platforms":623,"draft":336,"slug":624},"How to reduce Shopee ad waste without killing sales","On a typical Shopee account, 20–30% of ad spend runs at a structural loss the platform dashboard ranks as winning campaigns. Pausing \"underperformers\" misses the leak. A research note on the two structural defaults that cause hidden ad waste — and the audit that surfaces it without losing revenue.","2026-04-08",[210],"how-to-reduce-shopee-ad-waste",{"title":626,"description":627,"category":347,"date":628,"readMinutes":537,"featured":336,"cover":334,"format":223,"platforms":629,"draft":336,"slug":630},"How to calculate Shopee seller margin","The math, the inputs, and the program-specific traps. Why Shopee's in-dashboard income view almost always overstates margin — and how to reconstruct true contribution margin per SKU using the order-line data Shopee already exposes via Open Platform.","2026-04-05",[210],"how-to-calculate-shopee-seller-margin",{"title":632,"description":633,"category":347,"date":634,"readMinutes":537,"featured":336,"cover":334,"format":223,"platforms":635,"draft":336,"slug":636},"How to calculate Lazada seller margin","The math, the inputs, and the program-specific traps. Why Lazada's in-platform P&L summary almost always overstates margin — and how to reconstruct true contribution margin per SKU using the order-line data Lazada exposes via the Open Platform.","2026-04-01",[213],"how-to-calculate-lazada-seller-margin",{"title":638,"description":639,"category":352,"date":640,"readMinutes":560,"featured":336,"cover":334,"format":223,"platforms":641,"draft":336,"slug":642},"How to calculate true Shopee ROAS for profit","A methodology note. Shopee's in-platform ROAS is gross-revenue based and structurally biased toward overspend at scale. True ROAS is the same formula with one input substituted — and that substitution flips winners into losses on roughly half the typical Shopee catalog. With charts, three SKU profiles, sensitivity analysis, and the operating procedure that applies the substitution at production cadence.","2026-03-25",[210],"how-to-calculate-true-shopee-roas",{"title":644,"description":645,"category":352,"date":646,"readMinutes":537,"featured":336,"cover":334,"format":223,"platforms":647,"draft":336,"slug":648},"How to reduce Lazada ad waste","Lazada runs two structurally different ad products — Sponsored Search and Sponsored Discovery — with break-even economics that diverge by ~1.4–1.8× in true-ROAS terms. A single account-wide ROAS target misjudges both. A research note on the audit that surfaces the structural waste, the pruning order that recovers margin without losing revenue, and the per-placement framework that survives Pay Day and 11.11.","2026-03-18",[213],"how-to-reduce-lazada-ad-waste",{"title":650,"description":651,"category":347,"date":652,"readMinutes":466,"featured":336,"cover":334,"format":223,"platforms":653,"draft":336,"slug":654},"How to find low-margin SKUs on Shopee","On a typical Shopee account, the top-10 SKUs by revenue and the top-10 by contribution profit overlap by roughly 50%. Half of every shop's bestsellers are not the most profitable products. A research note on the audit that surfaces the gap, the patterns hiding inside it, and the per-SKU operating decisions that recover margin.","2026-03-12",[210],"how-to-find-low-margin-skus-on-shopee",{"title":656,"description":657,"category":350,"date":658,"readMinutes":560,"featured":336,"cover":334,"format":223,"platforms":659,"draft":336,"slug":660},"How to plan Lazada campaigns around profit","Pay Day, Mega Sale, 11.11, and the long tail of category windows make participation feel mandatory. The platform documents the eligibility tiers; the seller absorbs them. A research note on what each campaign actually costs, when participation pays, and the margin-first rubric that survives all three.","2026-03-04",[213],"how-to-plan-lazada-campaigns-around-profit",{"title":662,"description":663,"category":347,"date":664,"readMinutes":472,"featured":336,"cover":334,"format":223,"platforms":665,"draft":336,"slug":666},"How to increase profit on TikTok Shop in 2026","TikTok Shop is the only SEA marketplace with a stacked second commission — affiliate commission (10–25% via the Open Affiliate Plan) layered on top of platform commission. A 6.0 platform ROAS routinely becomes ~1.4 true ROAS once the full four-line cost stack is subtracted. A research note on the affiliate-stack arithmetic, live-stream pricing discipline, and the per-SKU framework that recovers margin without retreating from the platform.","2026-02-26",[216],"how-to-increase-profit-on-tiktok-shop",{"title":668,"description":669,"category":358,"date":670,"readMinutes":671,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":672},"The SEA marketplace in 2026: a fragmented arena with one survival rule","Eighteen distinct platform-market cells, six countries, three platforms, and roughly a million sellers competing on a saturated product surface. The aggregate is growing; the per-cell margin distribution is compressing. A research note on the structural shifts and the operating rule that survives them.","2026-02-22",16,"sea-marketplace-2026",{"title":674,"description":675,"category":361,"date":676,"readMinutes":537,"featured":336,"cover":334,"format":226,"platforms":677,"draft":336,"slug":678},"Data ingestion for Shopee sellers: why zero-setup analytics matters","Most Shopee sellers don't have a strategy problem first. They have a data plumbing problem — orders, ads, COGS, fees, vouchers, inventory, pricing, and returns live in seven different surfaces, and by the time the seller has stitched them together the campaign is over. A research note on the data-source matrix, the canonical-entity model, and the zero-setup architecture that recovers ~10 hours per week.","2026-02-18",[210],"data-ingestion-for-shopee-sellers",{"title":680,"description":681,"category":358,"date":682,"readMinutes":415,"featured":336,"cover":334,"format":226,"platforms":683,"draft":336,"slug":684},"The race to zero margin — and how Shopee, Lazada, and TikTok Shop got there","Read the platform documentation end-to-end and the conclusion is uncomfortable: the discounts buyers see, the free shipping that drives conversion, and the affiliate spend that drives reach are all paid by the seller. The race-to-zero is the equilibrium output of that design.","2026-02-08",[210,213,216],"race-to-zero-margin",{"title":686,"description":687,"category":361,"date":688,"readMinutes":560,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":689},"ML demand forecasting for e-commerce sellers","Machine learning in e-commerce gets discussed in vague terms; for marketplace sellers the operating question is concrete — how many units of this SKU will sell in the next N days, with what confidence, and what decision flows from the answer? A research note on the practical model architecture, the stockout-distortion problem, sensitivity analysis, and the operating decisions forecasts feed.","2026-02-04","ml-demand-forecasting-for-ecommerce",{"title":691,"description":692,"category":358,"date":693,"readMinutes":484,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":694},"Complexity is the new tax on small sellers","A multi-shop seller in 2026 logs into seven platforms, reconciles four fee schedules, exports six CSVs, and re-enters COGS by hand. Big brands absorb the cost with a data team. Small sellers absorb it with their evenings — and it's the single biggest reason multi-shop operators stall before they reach scale.","2026-01-25","complexity-is-the-tax",{"title":696,"description":697,"category":355,"date":698,"readMinutes":472,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":699},"Stockout math for e-commerce sellers","A stockout is not one cost; it is five compounding costs. Lost contribution profit on the missed unit, plus wasted ad spend during the stockout window, plus algorithmic ranking demotion, plus repeat-buyer trust erosion, plus distorted forecasting that increases the likelihood of the next stockout. A research note on the multi-line stockout cost function, the per-SKU reorder-point math that accounts for it, and the campaign-aware adjustment that survives Pay Day and 11.11.","2026-01-18","inventory-stockout-math-ecommerce",{"title":701,"description":702,"category":350,"date":703,"readMinutes":537,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":704},"Dynamic pricing for marketplace sellers","Discounting is easy. Profitable pricing is hard. A 30% volume lift on a 10% price cut routinely lowers total contribution profit — the math says volume must lift by ~33% just to break even, and most SKUs underperform that bar. A research note on the price-elasticity arithmetic, the inventory × demand four-quadrant framework, and the per-SKU pricing decision that survives campaign-window pressure.","2026-01-04","dynamic-pricing-ecommerce-marketplaces",{"title":706,"description":707,"category":361,"date":708,"readMinutes":472,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":709},"E-commerce Decision Engine: How Marketplace Sellers Turn Data Into Profit Recommendations","A dashboard tells you what happened. A decision engine tells you what to do next, ranks the options by projected profit lift, and surfaces the math behind every recommendation. A research note on the five-layer architecture that separates the two, why marketplace commerce now requires the latter, and where the operating model breaks.","2025-12-12","how-ecommerce-decision-engines-work",{"title":711,"description":712,"category":355,"date":713,"readMinutes":459,"featured":336,"cover":334,"format":226,"platforms":714,"draft":336,"slug":715},"Multi-shop analytics for Shopee, Lazada, and TikTok Shop sellers","Modern marketplace sellers rarely operate on one channel. They have multiple dashboards but not one operating view. They know sales by channel — but not profit by channel.","2025-11-26",[210,213,216],"multi-shop-analytics-lazada-shopee-tiktok",{"title":717,"description":718,"category":358,"date":719,"readMinutes":720,"featured":336,"cover":334,"format":226,"platforms":334,"draft":336,"slug":721},"The new competitive world of commerce","A research note on what changed in marketplace commerce between 2022 and 2026. Platforms became active algorithmic counterparties; sellers who treat them as passive listing markets are competing against optimization systems they cannot see. The fix is to run your own optimization layer on top.","2025-11-12",15,"new-competitive-world-of-commerce",{"entry":723,"document":747,"toc":1019},{"id":724,"title":487,"category":352,"cover":334,"cta":725,"date":483,"description":488,"draft":336,"draftReason":334,"extension":337,"featured":336,"format":223,"listen":334,"math":336,"meta":728,"navigation":334,"ogImage":334,"path":729,"platforms":730,"readMinutes":415,"related":731,"robots":334,"schemaOrg":334,"seo":732,"sitemap":734,"sources":735,"stem":745,"tldr":334,"topic":334,"updatedAt":334,"__hash__":746},"blog_en\u002Fblog\u002Fshopee-ads-budget.md",{"title":726,"body":727},"Let the budget be derived, every day.","DataGlass computes contribution margin and break-even ROAS per SKU from your own settlement data, then proposes tomorrow's Shopee budget with the downside bounded — and shows the model inputs behind every number. First 14 days free.",{},"\u002Fblog\u002Fshopee-ads-budget",[210],[495,516,642],{"title":733,"description":488},"How Much to Spend on Shopee Ads — Derive It from Margin | DataGlass",{"loc":729},[736,738,740,742],{"title":737},"Shopee Thailand — Seller Education Hub and Shopee Ads learning centre: the ROI formula taught to Thai sellers (ยอดขาย ÷ ค่าใช้จ่าย) and CIR, its reciprocal. Shopee Ads Thailand — ROAS definition and Target ROAS bidding mechanics.",{"title":739},"Shopee Thailand — Fee Policy and the Sale Transaction Fee schedule by category, effective 4 August 2026 (7.49–17.12% non-Mall, VAT included), plus the Payment Transaction Fee of 3.21%.",{"title":741},"DataGlass Marketplace Fee Dataset (Thailand), v2026.08.25 — dated change log: 1,382 of 1,437 Shopee leaf categories up 2 percentage points before VAT on 4 August 2026. CC BY 4.0.",{"title":743,"url":744},"Operator articles on the same arithmetic: Set a target ROAS for GMV Max, Calculate true Shopee ROAS, Reduce Shopee ad waste","\u002Fblog\u002Fhow-to-set-target-roas-gmv-max","blog\u002Fshopee-ads-budget","aF7Spoti--_u5eBhZqWByoBsTNso6hSwhM2PPA0Qtrs",{"frontmatter":748,"meta":758,"nodes":797},{"title":487,"description":488,"seo":749,"category":352,"format":223,"platforms":750,"date":483,"related":751,"sources":752,"cta":757,"readMinutes":415},{"title":733,"description":488},[210],[495,516,642],[753,754,755,756],{"title":737},{"title":739},{"title":741},{"title":743,"url":744},{"title":726,"body":727},{"toc":759},{"title":331,"searchDepth":386,"depth":386,"links":760},[761,764,767,770,789,792,794],{"id":762,"depth":386,"text":763},"the-number-cir-has-to-beat","The number CIR has to beat",{"id":765,"depth":386,"text":766},"one-sku-all-the-way-through","One SKU, all the way through",{"id":768,"depth":386,"text":769},"where-the-budget-actually-comes-from","Where the budget actually comes from",{"id":771,"depth":386,"text":772,"children":773},"how-to-set-it-in-order","How to set it, in order",[774,777,780,783,786],{"id":775,"depth":332,"text":776},"how-to-set-it-in-order-compute-m-per-sku-not-per-campaign","Compute m per SKU, not per campaign",{"id":778,"depth":332,"text":779},"how-to-set-it-in-order-turn-m-into-a-bid-ceiling-not-a-roas-target","Turn m into a bid ceiling, not a ROAS target",{"id":781,"depth":332,"text":782},"how-to-set-it-in-order-discount-the-ceiling-by-incrementality-before-you-use-it","Discount the ceiling by incrementality before you use it",{"id":784,"depth":332,"text":785},"how-to-set-it-in-order-let-the-budget-be-the-output","Let the budget be the output",{"id":787,"depth":332,"text":788},"how-to-set-it-in-order-re-derive-it-when-the-fee-schedule-changes","Re-derive it when the fee schedule changes",{"id":790,"depth":386,"text":791},"where-this-breaks-down","Where this breaks down",{"id":577,"depth":386,"text":793},"Methodology",{"id":795,"depth":386,"text":796},"further-reading","Further reading",[798,802,815,819,822,825,832,834,837,847,850,852,855,860,942,945,947,950,953,955,958,960,963,965,968,970,973,978,980,999,1001,1004,1007,1009],[799,800,801],"p",{},"Ask a Thai seller forum how much to spend on Shopee Ads and the top answer is a flat range — “around 500 to 2,000 a day” — usually followed by an affiliate link. The range is not wrong so much as unanswerable: it contains no input from the product being advertised. The same THB 1,000 a day is generous on a 40%-margin SKU and ruinous on a 9%-margin one, and nothing in the number distinguishes them.",[799,803,805,806,810,811,814],{"n":804},"2","Shopee has, in fact, already handed Thai sellers the missing tool. Seller Center teaches ",[807,808,809],"em",{},"อัตราส่วนผลตอบแทนจากการลงทุน (ROI) = ยอดขาย ÷ ค่าใช้จ่าย"," — which is exactly the ROAS formula — and its reciprocal, CIR (",[807,812,813],{},"ค่าใช้จ่าย ÷ ยอดขาย","), the share of revenue the ads consumed.:blog-cite What Shopee does not tell you is the number CIR has to beat. That number is not a property of your campaign. It is your contribution margin ratio, and on a fashion SKU under the Sale Transaction Fee schedule effective 4 August 2026 it is far tighter than most sellers assume.:blog-cite",[816,817],"blog-pullquote",{"text":818},"Budget is not an input. It is what falls out once you know the most you can pay for one order and how many orders the auction will sell you at that price.",[820,821,763],"h2",{"id":762},[799,823,824],{},"Contribution margin per order is what is left of the buyer's payment after everything that varies with the sale: cost of goods, the platform's fee lines, the voucher your shop funded, the shipping your shop absorbed. Divide it by the price and you have the contribution margin ratio, m. Ads are profitable exactly while CIR is below m, because CIR is the share of revenue you handed to the auction and m is the share you had to give away.",[799,826,827,828,831],{},"Flip it and you get the form most operators prefer: break-even ROAS = 1 ÷ m. It is a property of the product, not of the campaign. Two shops selling the identical SKU at the identical price with the identical landed cost have the identical break-even ROAS, whether one spends THB 500 a day and the other THB 50,000. This is why a universal budget answer cannot exist and a universal ",[807,829,830],{},"method"," can.",[820,833,766],{"id":765},[799,835,836],{},"A non-Mall fashion SKU. The buyer pays THB 550 after the on-listing discount, landed cost is THB 280, and the fee lines are the published Thai rates: Sale Transaction Fee 17.12% including VAT for Women Clothes, Payment Transaction Fee 3.21%, Platform Infrastructure Fee THB 1 before VAT. The shop funds THB 13.50 of voucher per order on average and absorbs THB 25 of shipping.",[838,839,842],"pre",{"language":840,"filename":841},"text","From contribution margin to a budget ceiling",[843,844,846],"code",{"class":845},"language-text","Buyer pays                                          550.00\n- COGS                                            - 280.00\n- Sale Transaction Fee      17.12%                 -  94.16\n- Payment Transaction Fee    3.21%                 -  17.66\n- Platform Infrastructure Fee                      -   1.07\n- shop voucher, averaged over orders               -  13.50\n- shipping the shop absorbs                        -  25.00\n──────────────────────────────────────────────────────────\nContribution margin, CM                              118.61\n\nm         = CM \u002F price          = 118.61 \u002F 550   =   21.6%\nBEROAS    = 1 \u002F m                                =    4.64\nCIR ceiling = m                                  =   21.6%\n\nMost you can pay for ONE order the ad truly caused = THB 118.61\n\nAt 60% incrementality:\n  most you can pay per ATTRIBUTED order           = THB  71.17\n  ROAS the dashboard must report = 4.64 \u002F 0.60    =    7.73",[799,848,849],{},"Two numbers come out of that block and both are decisions. THB 71.17 is a bid ceiling: pay more than that for an order Shopee credits to the ad and the order loses money. 7.73 is the dashboard reading that corresponds to break-even once you stop assuming every attributed order was caused by the ad. A campaign showing 5.0 and being congratulated for it is, on these assumptions, below water.",[820,851,769],{"id":768},[799,853,854],{},"Now spend against that ceiling. As the daily budget rises the auction sells you more orders, but each additional one costs more than the last — you are bidding against your own earlier bid. The budget is the point where the marginal order costs exactly what it is worth.",[799,856,857],{},[807,858,859],{},"Daily budget against marginal cost, same SKU",[861,862,863,882],"table",{},[864,865,866],"thead",{},[867,868,869,873,876,879],"tr",{},[870,871,872],"th",{},"Cost per attributed order",[870,874,875],{},"Attributed orders\u002Fday",[870,877,878],{},"Daily budget",[870,880,881],{},"Profit added\u002Fday",[883,884,885,900,914,928],"tbody",{},[867,886,887,891,894,897],{},[888,889,890],"td",{},"45",[888,892,893],{},"6",[888,895,896],{},"270",[888,898,899],{},"+157",[867,901,902,905,908,911],{},[888,903,904],{},"60",[888,906,907],{},"11",[888,909,910],{},"660",[888,912,913],{},"+123",[867,915,916,919,922,925],{},[888,917,918],{},"71",[888,920,921],{},"14",[888,923,924],{},"994",[888,926,927],{},"+2",[867,929,930,933,936,939],{},[888,931,932],{},"85",[888,934,935],{},"17",[888,937,938],{},"1,445",[888,940,941],{},"−235",[799,943,944],{},"The ceiling lands near THB 994 a day — about THB 30,000 a month for this SKU. The forum answer of “500 to 2,000” brackets it, which is the most generous thing that can be said about it. Change one input and the bracket stops containing the answer: raise landed cost from THB 280 to THB 350 and contribution margin falls to THB 48.61, break-even ROAS climbs to 11.31, and the most you can pay per attributed order collapses to about THB 29. On that SKU, THB 500 a day is already an overspend.",[820,946,772],{"id":771},[948,949,776],"h3",{"id":775},[799,951,952],{},"Take the price the buyer actually pays, subtract landed cost, the category Sale Transaction Fee, the Payment Transaction Fee, the flat per-order fee, the averaged shop voucher, and the shipping share you absorb. Divide by price. That is m. A campaign spanning SKUs with different m has no single correct budget, which is an argument for splitting the campaign, not for averaging.",[948,954,779],{"id":778},[799,956,957],{},"Break-even ROAS = 1 ÷ m tells you whether a campaign passes. The number you can act on is the baht: the most you can pay for one incremental order is CM itself. Bid ceilings are enforceable per keyword; ROAS targets are a hope expressed to the auction.",[948,959,782],{"id":781},[799,961,962],{},"Shopee credits an ad with orders that would have happened anyway. Divide the ceiling by your assumed incrementality to get the per-attributed-order figure, and divide break-even ROAS by the same number to get the dashboard reading you need to see. Using 100% because it is the default is the single most expensive assumption in Thai marketplace advertising.",[948,964,785],{"id":784},[799,966,967],{},"Raise the daily cap while the realised cost per attributed order stays under the ceiling; stop when it crosses. Whatever number that lands on is the budget. It will not be round, it will not match anyone's rule of thumb, and it will move when your landed cost or the fee schedule moves — which is the correct behaviour, not a defect.",[948,969,788],{"id":787},[799,971,972],{},"Shopee raised the Sale Transaction Fee on 4 August 2026: 1,382 of 1,437 leaf categories up 2 percentage points before VAT.:blog-cite Every budget ceiling derived before that date is now too high, by roughly two points of m, on almost every category. A budget that never moves after a fee change is not a stable policy; it is a stale one.",[974,975,977],"blog-question",{"question":976},"What ROAS do I need on Shopee Ads to break even?","One divided by your contribution margin ratio — and the margin is per SKU, not per shop. On a fashion SKU paying 17.12% Sale Transaction Fee, 3.21% Payment Transaction Fee and a flat per-order fee, with a 51% cost of goods, a shop voucher and an absorbed shipping share, contribution margin ratio is about 21.6% and break-even ROAS is 4.64. If only 60% of the orders Shopee attributes to the ad were actually caused by it, the dashboard has to read 7.73 for the campaign to be at break-even. The same SKU with a higher landed cost needs 11.31. There is no shop-wide answer.",[820,979,791],{"id":790},[981,982,983,987,990,993,996],"ul",{},[984,985,986],"li",{},"Incrementality is not observable from Seller Center. The honest estimate comes from a holdout — pausing a campaign in a controlled way and measuring the change in orders — not from a number typed into a form. Everything downstream of the incrementality assumption inherits its error.",[984,988,989],{},"The marginal-cost ladder is illustrative arithmetic showing the shape of the trade-off. Shopee's auction does not publish a bid-to-volume curve, so the real ladder has to be estimated from your own trailing spend and order data, and it moves with competitor behaviour, season and campaign windows.",[984,991,992],{},"The fee lines use different calculation bases: Sale Transaction Fee is charged on listed price minus the seller-funded discount, Payment Transaction Fee on order value plus shipping plus Shopee-funded discount plus Shopee Coins. Applying both to the paid amount is close, not exact.",[984,994,995],{},"Contribution margin here excludes returns, affiliate commission and cost-of-goods drift, all of which reduce m further. The companion page covers them; folding them in lowers every ceiling on this page.",[984,997,998],{},"DataGlass optimises ad budgets on Shopee. It reads Lazada and TikTok Shop data, but it does not bid on Lazada, and TikTok Shop bidding is not general. The arithmetic on this page transfers to any platform; the automation does not.",[820,1000,793],{"id":577},[799,1002,1003],{},"Fee rates come from the DataGlass Marketplace Fee Dataset (v2026.08.25, last verified 25 August 2026), transcribed from Shopee Thailand's own dated fee documentation. A rate ships only when the platform published it, the source page carries a date, the VAT treatment is stated rather than inferred, and a human read the number off the source. The dataset is CC BY 4.0 and machine-readable.",[799,1005,1006],{},"The order economics — THB 550 paid, THB 280 landed cost, THB 13.50 averaged voucher, THB 25 absorbed shipping, 60% incrementality — are illustrative assumptions, not measurements from DataGlass accounts. The CPA ladder is arithmetic on those assumptions, chosen to show the shape of a rising marginal cost; it is not a measured bid curve and no causal profit lift is claimed anywhere on this page.",[820,1008,796],{"id":795},[981,1010,1011],{},[984,1012,1013,1014],{},"The costs this page leaves out are sized on the companion page: ",[1015,1016,1018],"a",{"href":1017},"\u002Fsg\u002Fblog\u002Fshopee-losing-money","Selling on Shopee at a loss",[1020,1021,1022,1023,1030,1031,1032],{"id":762,"depth":386,"text":763},{"id":765,"depth":386,"text":766},{"id":768,"depth":386,"text":769},{"id":771,"depth":386,"text":772,"children":1024},[1025,1026,1027,1028,1029],{"id":775,"depth":332,"text":776},{"id":778,"depth":332,"text":779},{"id":781,"depth":332,"text":782},{"id":784,"depth":332,"text":785},{"id":787,"depth":332,"text":788},{"id":790,"depth":386,"text":791},{"id":577,"depth":386,"text":793},{"id":795,"depth":386,"text":796},{"id":1034,"categories":1035,"domain":1042,"extension":5,"fallback":1043,"home":1046,"industry":1055,"meta":1060,"pricing":1061,"stem":1073,"__hash__":1074},"og_en\u002Fen\u002Fog.yml",[1036,1037,1038,1039,1040,1041],{"slug":347,"label":348},{"slug":350,"label":27},{"slug":352,"label":353},{"slug":355,"label":356},{"slug":361,"label":362},{"slug":364,"label":48},"dataglasslabs.com",{"title":1044,"description":1045},"DataGlass","The decision engine for Shopee, Lazada and TikTok Shop sellers.",{"chart":1047,"metrics":1048},"Net profit, last 30 days",[1049,1052],{"label":1050,"value":1051},"Net profit","฿1.24M",{"label":1053,"value":1054},"Profit ROAS","3.4x",{"axis":1056,"point":1057},"Ad spend",{"label":1058,"value":1059},"Next baht still pays","+฿0.42",{},{"plans":1062},[1063,1067,1070],{"name":1064,"price":1065,"period":1066},"Free","฿0","\u002Fmonth",{"name":1068,"price":1069,"period":1066},"Standard","฿1,499",{"name":1071,"price":1072,"period":1066},"Pro","฿2,499","en\u002Fog","63L8y4Lv8I2q3NvR26fMXU1sE9Wd7TZaz2l_tV6oZuo",[],1792785084569]