[{"data":1,"prerenderedAt":1223},["ShallowReactive",2],{"site-chrome-vn":3,"site-chrome-en":-1,"site-chrome-th":-1,"blog-page-vn":287,"blog-categories-vn":345,"blog-posts-vn":365,"article-blog-vn-\u002Fblog\u002Fhow-to-set-target-roas-gmv-max":722,"og-copy-vn":1180,"og-posts-vn-none":1222},{"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","\u002Fvn\u002Fblog\u002Fads-optimization",{"label":15,"to":16},"Unit economics","\u002Fvn\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","\u002Fvn\u002Fpricing",{"label":30,"children":31},"Resources",[32,35,38,41,44],{"label":33,"to":34},"Blog","\u002Fvn\u002Fblog",{"label":36,"to":37},"Customer stories","\u002Fvn\u002Fcustomers",{"label":39,"to":40},"Research","\u002Fvn\u002Fresearch",{"label":42,"to":43},"Glossary","\u002Fvn\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","\u002Fvn\u002Fcompany",{"label":54,"to":55},"Contact","\u002Fvn\u002Fcontact",{"label":57,"to":58},"Book a demo","\u002Fvn\u002Fbook-a-demo",{"label":60,"to":61},"Privacy","\u002Fvn\u002Flegal\u002Fprivacy",{"label":63,"to":64},"Terms","\u002Fvn\u002Flegal\u002Fterms",{"label":66,"children":67},"DataGlass for",[68,71,74,77,80],{"label":69,"to":70},"Agencies","\u002Fvn\u002Ffor\u002Fagencies",{"label":72,"to":73},"Brands","\u002Fvn\u002Ffor\u002Fbrands",{"label":75,"to":76},"Planners and optimizers","\u002Fvn\u002Ffor\u002Fplanners",{"label":78,"to":79},"Managers and analysts","\u002Fvn\u002Ffor\u002Fmanagers",{"label":81,"to":82},"Sellers and shop owners","\u002Fvn\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 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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":766,"toc":1171},{"id":724,"title":512,"category":352,"cover":334,"cta":725,"date":514,"description":513,"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":459,"related":731,"robots":334,"schemaOrg":334,"seo":732,"sitemap":735,"sources":736,"stem":757,"tldr":758,"topic":334,"updatedAt":483,"__hash__":765},"blog_en\u002Fblog\u002Fhow-to-set-target-roas-gmv-max.md",{"title":726,"body":727},"Set GMV Max targets against real margin, free.","DataGlass reconstructs contribution per SKU from your Shopee order-line data — COGS, commission, payment fees, vouchers, and a returns reserve — then derives the break-even and target Target ROAS for each product, so GMV Max campaigns are capped against profit, not dashboard ROAS.",{},"\u002Fblog\u002Fhow-to-set-target-roas-gmv-max",[210],[474,468,624],{"title":733,"description":734},"What Is Target ROAS? GMV Max Profit Formula | DataGlass","What is Target ROAS, and how do you set it in Shopee GMV Max? Break-even ROAS = 1 ÷ margin — the formula that keeps sales growth from draining profit.",{"loc":729,"lastmod":483},[737,741,745,749,753],{"title":738,"url":739,"note":740},"Shopee Ads — GMV Max and Target ROAS bidding (Seller Education Hub)","https:\u002F\u002Fseller.shopee.co.th\u002Fedu\u002F","Shopee seller-facing documentation on GMV Max as an automated, AI-bid campaign type that allocates spend to hit a seller-set Target ROAS — the field this post is about, and the reason a low target authorises higher spend per order.",{"title":742,"url":743,"note":744},"Shopee — Seller commission and fee schedule (Help Center)","https:\u002F\u002Fhelp.shopee.co.th\u002Fportal\u002Farticle\u002F77790","Sale Transaction Fee by category — non-Mall 7.49–17.12% and Shopee Mall up to 19.26%, VAT-inclusive, on the schedule effective 4 August 2026 (4 ส.ค. 2569) — the 3.21% payment transaction fee, the THB 1 per-order infrastructure fee, Shop Voucher mechanics, and Free Shipping Program seller cost-share. The cost stack subtracted in the worked example and absent from the GMV Max ROAS numerator.",{"title":746,"url":747,"note":748},"Google, Temasek & Bain — e-Conomy SEA 2025: retail media","https:\u002F\u002Fwww.bain.com\u002Finsights\u002Fe-conomy-sea-2025\u002F","Retail-media inflation across SEA marketplaces — why the marginal order costs more to acquire over time, so a Target ROAS that broke even last quarter can slip underwater this one.",{"title":750,"url":751,"note":752},"Sea Limited — Investor Relations","https:\u002F\u002Fwww.sea.com\u002Finvestor\u002Fhome","Sea Limited disclosures on Shopee's rising commission-and-advertising take-rate — evidence the cost stack the dashboard omits is growing, not shrinking.",{"title":754,"url":755,"note":756},"INFORMS — Operations Research & Analytics","https:\u002F\u002Fwww.informs.org\u002FExplore\u002FOperations-Research-Analytics","The discipline's professional body on optimising a decision against an explicit objective under constraints — the basis for treating Target ROAS as a constraint set against contribution margin.","blog\u002Fhow-to-set-target-roas-gmv-max",[759,760,761,762,763,764],"Thesis: the usual complaint — that sellers set Target ROAS too low — is the small problem. The real one is that a single Target ROAS field is the wrong shape for a catalogue whose break-even ROAS spans 2.5 to 13.0. Split the catalogue into margin bands and run a campaign per band.","Set the target below break-even and GMV Max does not fail — it succeeds at the wrong objective, buying unprofitable orders efficiently and at scale.","GMV Max ROAS is attributed revenue ÷ ad spend, reported before COGS, Shopee commission, payment fees, and seller-funded vouchers. It cannot see margin.","Convert ROAS to profit by multiplying by margin: the 7.7%-margin SKU worked below, priced on the Shopee fee schedule effective 4 August 2026, recovers THB 0.39 per ad baht at a Target ROAS of 5 — a 61% loss on every baht spent.","Break-even Target ROAS = 1 ÷ margin before ads (7.7% → 13.0). To keep profit: Target ROAS = 1 ÷ (margin − the net margin you want); a 22.7% margin targeting 10% net needs a Target ROAS of 7.9. On a 7.7% margin, keeping 10% net is arithmetically unreachable — the lever there is price or cost, not the target.","Limitation: GMV Max pools SKUs under one target, so a single number is blunt — group products by margin band; and attributed ROAS can over-credit ads for organic demand, making true contribution lower than the formula's optimistic version.","tKcYXDx5B2mzr47YeIDrAmN0DQRN6YPqqPzRJsd5y1g",{"frontmatter":767,"meta":779,"nodes":805},{"title":512,"description":513,"seo":768,"category":352,"format":223,"platforms":769,"date":514,"updatedAt":483,"readMinutes":459,"tldr":770,"related":771,"sources":772,"cta":778},{"title":733,"description":734},[210],[759,760,761,762,763,764],[474,468,624],[773,774,775,776,777],{"title":738,"url":739,"note":740},{"title":742,"url":743,"note":744},{"title":746,"url":747,"note":748},{"title":750,"url":751,"note":752},{"title":754,"url":755,"note":756},{"title":726,"body":727},{"toc":780},{"title":331,"searchDepth":386,"depth":386,"links":781},[782,785,788,791,794,797,800,803],{"id":783,"depth":386,"text":784},"what-is-target-roas","What is Target ROAS?",{"id":786,"depth":386,"text":787},"a-simple-example","A simple example",{"id":789,"depth":386,"text":790},"so-what-does-this-have-to-do-with-target-roas","So what does this have to do with Target ROAS?",{"id":792,"depth":386,"text":793},"the-formula-minimum-break-even-target-roas","The formula: minimum (break-even) Target ROAS",{"id":795,"depth":386,"text":796},"how-to-set-target-roas-so-you-keep-the-profit-you-want","How to set Target ROAS so you keep the profit you want",{"id":798,"depth":386,"text":799},"so-target-roas-should-not-be-the-same-for-every-product","So Target ROAS should not be the same for every product",{"id":801,"depth":386,"text":802},"where-this-argument-breaks","Where this argument breaks",{"id":577,"depth":386,"text":804},"Methodology",[806,815,825,828,832,835,841,848,850,857,863,931,936,938,941,947,950,953,956,958,961,967,970,972,975,981,983,986,991,1084,1089,1102,1104,1134,1136,1155,1160,1167],[807,808,809,810,814],"p",{},"1 ÷ 0.077 = 13.0. That one division is the whole argument of this post. It is the Target ROAS at which the Shopee product worked below — THB 1,000 list, THB 600 of COGS, an 8% seller-funded voucher, and the Sale Transaction Fee schedule effective 4 August 2026 — stops losing money on every order it sells. Before that fee revision the same product broke even at 10.1, which is the second argument of this post: a break-even target computed on last quarter's fee schedule is not a break-even target. Shopee's Seller Education Hub describes GMV Max as an automated campaign type that allocates budget to hit whatever Target ROAS the seller enters ",[811,812],"blog-cite",{"n":813},"1"," — and it does that faithfully, including when the number entered sits below the line above. At that point the system's job quietly changes from finding profitable orders to buying unprofitable ones efficiently.",[816,817,820],"pre",{"language":818,"filename":819},"text","The line the Target ROAS field does not know about",[821,822,824],"code",{"class":823},"language-text","Break-even Target ROAS = 1 \u002F (margin before ad spend)\n\n  margin 40%   ->  1 \u002F 0.400  =  2.50\n  margin 25%   ->  1 \u002F 0.250  =  4.00\n  margin 15%   ->  1 \u002F 0.150  =  6.67\n  margin 10%   ->  1 \u002F 0.100  = 10.00\n  margin 7.7%  ->  1 \u002F 0.077  = 13.00   \u003C- the worked example below\n\nGMV Max accepts any of these numbers with equal confidence.\nIt has no way to know which one belongs to the product it is bidding on.",[807,826,827],{},"Here is the part worth disagreeing with. The usual complaint about Target ROAS is that sellers set it too low. That is true and it is not the interesting problem. The interesting problem is that a single Target ROAS field is the wrong shape for the job: one number applied across a catalogue whose break-even ROAS spans 2.5 to 10.0 guarantees you are over-bidding on the thin-margin products and under-bidding on the fat-margin ones at the same time, and no amount of tuning that one number fixes both halves. The fix is not a better single target — it is splitting the catalogue into margin bands and running one campaign per band. What would falsify this: a catalogue where every product sits in the same margin band, in which case one number is exactly right. That catalogue exists; it is a special case, not the default.",[829,830],"blog-pullquote",{"text":831},"The usual complaint is that sellers set Target ROAS too low. The real problem is that one field cannot be right for a catalogue with two margins in it.",[833,834,784],"h2",{"id":783},[807,836,837,838,840],{},"Target ROAS (target return on ad spend) is the ratio you set as the goal for an automated campaign: the revenue you want back for every THB 1 of ad spend. Set it to 5 and you are telling Shopee GMV Max to keep bidding as long as each THB 1 of ad spend returns at least THB 5 of sales ",[811,839],{"n":813},". The catch is that ROAS is measured in sales, not profit — which is exactly why a healthy-looking Target ROAS can still lose money.",[842,843,844,845,847],"blog-question",{"question":784},"Target ROAS (target return on ad spend) is the revenue-to-ad-spend ratio you set as the goal for an automated campaign such as Shopee GMV Max — a Target ROAS of 5 tells the system to keep bidding as long as every THB 1 of ad spend brings back at least THB 5 of sales ",[811,846],{"n":813},". It is measured in gross sales, before COGS, commission, payment fees, and vouchers, so a healthy-looking Target ROAS can still lose money. To turn it into profit, multiply it by your margin — a 15% margin at a Target ROAS of 5 returns only THB 0.75 per ad baht — and never set it below your break-even ROAS of 1 ÷ margin.",[833,849,787],{"id":786},[807,851,852,853,856],{},"Take a product that sells for THB 1,000. Before a single baht of ad spend, four documented cost lines stand between the price tag and the profit. The Shopee Help Center fee schedule sets out all four: the category Sale Transaction Fee (7.49–17.12% for non-Mall sellers and up to 19.26% for Shopee Mall, VAT-inclusive as published, on the schedule effective 4 August 2026 — 16.05% for the general category used below), the 3.21% payment transaction fee and a THB 1 per-order infrastructure fee on top, the seller-funded portion of every Shop Voucher, and the Free Shipping Program cost-share ",[811,854],{"n":855},"2",". Packing, outbound shipping and a returns allowance are yours, not the platform's, and they belong in the same column.",[807,858,859],{},[860,861,862],"em",{},"Profit before ad spend on a THB 1,000 product.",[864,865,866,879],"table",{},[867,868,869],"thead",{},[870,871,872,876],"tr",{},[873,874,875],"th",{},"Line item",[873,877,878],{},"THB",[880,881,882,891,899,907,915,923],"tbody",{},[870,883,884,888],{},[885,886,887],"td",{},"Selling price",[885,889,890],{},"1,000",[870,892,893,896],{},[885,894,895],{},"Cost of goods",[885,897,898],{},"600",[870,900,901,904],{},[885,902,903],{},"Shopee Sale Transaction Fee + payment fee (19.26%)",[885,905,906],{},"193",[870,908,909,912],{},[885,910,911],{},"Seller-funded discount \u002F voucher",[885,913,914],{},"80",[870,916,917,920],{},[885,918,919],{},"Packing \u002F shipping \u002F returns allowance",[885,921,922],{},"50",[870,924,925,928],{},[885,926,927],{},"Profit before ads",[885,929,930],{},"77",[816,932,933],{"language":818,"filename":927},[821,934,935],{"class":823},"Profit before ads = 1,000 − 600 − 193 − 80 − 50 = THB 77\nSo this product has a margin of only 7.7% before ads.\n\nFee rates: Shopee Sale Transaction Fee 16.05% (general category, non-Mall,\nVAT-inclusive, schedule effective 4 Aug 2026 \u002F 4 ส.ค. 2569) + payment\ntransaction fee 3.21% = 19.26%. On the superseded 1 Jun 2026 schedule the\nsame two lines came to 17.12% and the profit before ads was THB 98.80 (9.9%).",[833,937,790],{"id":789},[807,939,940],{},"Carrying on from the example: if we set the Target ROAS to 5, it means every THB 1 we spend on ads brings back THB 5 of sales — before any hidden costs. We can convert that ROAS of 5 into profit by multiplying it by the margin, and in this case we get:",[816,942,944],{"language":818,"filename":943},"True ROAS",[821,945,946],{"class":823},"True ROAS (the real return on ad spend) = 5 × 0.077 = THB 0.39",[807,948,949],{},"But wait — we spent THB 1 on ads and only got THB 0.39 back. Where is the win in that? At this rate, spend THB 1,000 and you get THB 385 back: a THB 615 loss. Before the 4 August 2026 fee revision the same product returned THB 0.49 on the baht. It was losing money then too — the revision made it lose more.",[807,951,952],{},"This is why setting Target ROAS matters. Set it low and the platform will find you plenty of orders — but it will also burn through plenty of ad spend doing it, leaving you with no profit at all.",[829,954],{"text":955},"Set the Target ROAS too low and GMV Max buys you sales that quietly burn your profit.",[833,957,793],{"id":792},[807,959,960],{},"If you do not want to lose profit, use this formula to set your Target ROAS. The minimum Target ROAS is:",[816,962,964],{"language":818,"filename":963},"Break-even ROAS",[821,965,966],{"class":823},"Break-even ROAS = 1 ÷ margin before ads = 1 ÷ 7.7% = 13.0",[807,968,969],{},"So if this product runs below a ROAS of 13.0, the shop makes no profit — which means you need to set the Target ROAS to at least 13. That is a hard number to hit on Shopee, and that is the honest lesson: on the fee schedule effective 4 August 2026, a 60%-COGS product at THB 1,000 with a voucher is close to unadvertisable. Before the revision its break-even was 10.1. The lever here is price or cost, not the ROAS target.",[833,971,796],{"id":795},[807,973,974],{},"But because everyone wants profit, we need to set it higher than break-even. On the product above that is not possible: keeping 10% net after ads needs THB 100 of the THB 77 available, and 1 ÷ (7.7% − 10%) is not a number. So take a better product — same THB 1,000 price and the same fees, but COGS of THB 450 instead of 600. Profit before ads is 1,000 − 450 − 193 − 80 − 50 = THB 227, a margin of 22.7%. To keep 10% net you need THB 100 left, so you can allow at most 227 − 100 = THB 127 for ads, and the Target ROAS to set is 1,000 ÷ 127 = 7.9.",[816,976,978],{"language":818,"filename":977},"Target-margin ROAS",[821,979,980],{"class":823},"Target ROAS = 1 ÷ (margin before ads − the margin you want to keep) = 1 ÷ (22.7% − 10%) = 1 ÷ 12.7% = 7.9",[833,982,799],{"id":798},[807,984,985],{},"This is why Target ROAS should not be set the same across every product. A product at 40% margin can run a ROAS of 3–4 and still be fine, while a product at 10% margin needs a ROAS of 10 or higher just to avoid burning profit — and after the August 2026 Shopee fee revision, more of your catalogue sits in that band than you probably think. The table below shows the minimum ROAS — and the target for keeping profit — at each margin.",[807,987,988],{},[860,989,990],{},"Break-even and target Target ROAS by margin before ad spend.",[864,992,993,1008],{},[867,994,995],{},[870,996,997,1000,1002,1005],{},[873,998,999],{},"Margin before ads",[873,1001,963],{},[873,1003,1004],{},"Target ROAS to keep 10%",[873,1006,1007],{},"Target ROAS to keep 15%",[880,1009,1010,1024,1037,1049,1061,1073],{},[870,1011,1012,1015,1018,1021],{},[885,1013,1014],{},"40%",[885,1016,1017],{},"2.5",[885,1019,1020],{},"3.33",[885,1022,1023],{},"4.0",[870,1025,1026,1029,1031,1034],{},[885,1027,1028],{},"30%",[885,1030,1020],{},[885,1032,1033],{},"5.0",[885,1035,1036],{},"6.67",[870,1038,1039,1042,1044,1046],{},[885,1040,1041],{},"25%",[885,1043,1023],{},[885,1045,1036],{},[885,1047,1048],{},"10.0",[870,1050,1051,1054,1056,1058],{},[885,1052,1053],{},"20%",[885,1055,1033],{},[885,1057,1048],{},[885,1059,1060],{},"20.0",[870,1062,1063,1066,1068,1070],{},[885,1064,1065],{},"15%",[885,1067,1036],{},[885,1069,1060],{},[885,1071,1072],{},"—",[870,1074,1075,1078,1080,1082],{},[885,1076,1077],{},"10%",[885,1079,1048],{},[885,1081,1072],{},[885,1083,1072],{},[807,1085,1086],{},[860,1087,1088],{},"A dash means the profit you want to keep is larger than the margin available, so it cannot be reached from ad spend alone.",[1090,1091],"blog-chart",{"kind":1092,"title":1093,"labels":1094,"values":1095,"unit":1099,"xLabel":1100,"yLabel":963,"caption":1101},"line","Break-even Target ROAS rises as margin thins",[1014,1028,1041,1053,1065,1077],[1096,1097,370,453,1098,447],2.5,3.33,6.67,"×","Margin before ad spend","Break-even ROAS = 1 ÷ margin. The thinner the margin, the higher the minimum Target ROAS you need just to break even.",[833,1103,802],{"id":801},[1105,1106,1107,1111,1114,1120,1131],"ul",{},[1108,1109,1110],"li",{},"GMV Max pools products under one target. The formulas here are per-product; the field is per-campaign. Until the catalogue is split into margin bands with a campaign each, the best you can do is set the target from the thinnest-margin product in the pool and accept that you are under-bidding on the rest.",[1108,1112,1113],{},"The ROAS the target is measured against is attributed, not incremental. Shopee credits the campaign with orders that would in part have arrived anyway, so the contribution the formula predicts is an optimistic ceiling. A break-even of 13.0 is the floor below which you are certainly losing; it is not the point at which you are certainly winning.",[1108,1115,1116,1117,1119],{},"Margin before ads is not stable across a campaign window. Voucher tiers escalate with campaign size and the Free Shipping cost-share varies by program tier ",[811,1118],{"n":855},"; a target computed on a normal-week cost stack is wrong inside 9.9, 11.11 or Pay Day. Recompute per window.",[1108,1121,1122,1123,1126,1127,1130],{},"The auction moves under you. Bain's e-Conomy SEA 2025 commentary describes retail-media costs across SEA marketplaces rising faster than the volume beneath them ",[811,1124],{"n":1125},"3",", and Sea Limited's own investor disclosures show Shopee's combined commission-and-advertising take-rate trending up rather than down ",[811,1128],{"n":1129},"4",". A target that cleared break-even last quarter can be underwater this one without you changing anything.",[1108,1132,1133],{},"Target-margin ROAS has a hard ceiling. When the net margin you want to keep approaches the margin available before ads, the required target runs to infinity — the dashes in the table are not rounding, they are arithmetic saying the outcome is unreachable from ad spend alone. On those products the lever is price or cost, not bidding.",[833,1135,804],{"id":577},[807,1137,1138,1139,1141,1142,1144,1145,1148,1149,1151,1152,1154],{},"Every figure in this post is arithmetic on published inputs; no internal dataset is involved and no claim is made about results any seller obtained. GMV Max's behaviour — an automated campaign type that allocates spend against a seller-set Target ROAS, reported on ad-attributed revenue — is taken from Shopee's Seller Education Hub ",[811,1140],{"n":813},". The five cost lines in the worked example follow the Shopee Help Center fee schedule for commission by seller tier and category, transaction and payment fees, Shop Voucher mechanics, and Free Shipping Program cost-share ",[811,1143],{"n":855},"; the specific baht amounts are an illustrative composite chosen to sit inside those published ranges. Break-even ROAS is 1 ÷ margin and target-margin ROAS is 1 ÷ (margin − retained margin), both computed directly — every row of the table and every point on the chart is one of those two divisions. The framing of a Target ROAS as a constraint on an explicit objective rather than a performance goal follows standard constrained-optimisation practice as described by INFORMS ",[811,1146],{"n":1147},"5",". Cost-trajectory context is Bain's e-Conomy SEA 2025 report ",[811,1150],{"n":1125}," and Sea Limited's investor disclosures ",[811,1153],{"n":1129},".",[1156,1157,1159],"blog-callout",{"title":1158},"How this looks operationally","Setting a Target ROAS per margin band by hand means working out the profit per product first. DataGlass connects Shopee order-line data, COGS, commission, payment fees, vouchers, and a returns reserve into one margin per product, then derives the break-even and target Target ROAS for each — so GMV Max campaigns are capped against real profit, not dashboard ROAS.",[842,1161,1163,1164,1166],{"question":1162},"What Target ROAS should I set in Shopee GMV Max?","Start from your margin before ad spend — selling price minus COGS, Shopee commission and payment fees, seller-funded vouchers, and a packing, shipping, and returns allowance ",[811,1165],{"n":855},". Your break-even Target ROAS is 1 ÷ that margin. Use the current rates: on the Shopee schedule effective 4 August 2026 (4 ส.ค. 2569) the Sale Transaction Fee is 7.49–17.12% non-Mall and up to 19.26% for Shopee Mall, VAT-inclusive, plus 3.21% on payment — so a THB 1,000 product with THB 600 of COGS and an 8% voucher has 7.7% margin before ads and breaks even at a Target ROAS of 13.0, not the 6.67 an out-of-date fee assumption would give you. To actually keep profit, set Target ROAS = 1 ÷ (margin before ads − the profit you want to keep); a 15% margin targeting 10% net needs a Target ROAS of 20. And do not use one number for everything: a 40%-margin product can run 3–4, while a 15%-margin product may need 7–10 or more.",[1156,1168,1170],{"title":1169},"The shift in one sentence","Target ROAS is not a sales dial — it is the line between paid growth and paid losses, and it sits at 1 ÷ (your margin − the profit you mean to keep).",[1172,1173,1174,1175,1176,1177,1178,1179],{"id":783,"depth":386,"text":784},{"id":786,"depth":386,"text":787},{"id":789,"depth":386,"text":790},{"id":792,"depth":386,"text":793},{"id":795,"depth":386,"text":796},{"id":798,"depth":386,"text":799},{"id":801,"depth":386,"text":802},{"id":577,"depth":386,"text":804},{"id":1181,"categories":1182,"domain":1189,"extension":5,"fallback":1190,"home":1193,"industry":1202,"meta":1207,"pricing":1208,"stem":1220,"__hash__":1221},"og_en\u002Fen\u002Fog.yml",[1183,1184,1185,1186,1187,1188],{"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":1191,"description":1192},"DataGlass","The decision engine for Shopee, Lazada and TikTok Shop sellers.",{"chart":1194,"metrics":1195},"Net profit, last 30 days",[1196,1199],{"label":1197,"value":1198},"Net profit","฿1.24M",{"label":1200,"value":1201},"Profit ROAS","3.4x",{"axis":1203,"point":1204},"Ad spend",{"label":1205,"value":1206},"Next baht still pays","+฿0.42",{},{"plans":1209},[1210,1214,1217],{"name":1211,"price":1212,"period":1213},"Free","฿0","\u002Fmonth",{"name":1215,"price":1216,"period":1213},"Standard","฿1,499",{"name":1218,"price":1219,"period":1213},"Pro","฿2,499","en\u002Fog","63L8y4Lv8I2q3NvR26fMXU1sE9Wd7TZaz2l_tV6oZuo",[],1792784962398]