2026.07.27 Shopee Algorithm Overhaul Frees Up $82.5 Million in Benefits

01. Shopee Algorithm Overhaul Frees Up $82.5 Million in Benefits

Indonesia’s Business Competition Supervisory Commission (KPPU) has released a one-year review of Shopee’s logistics algorithm adjustment. Under a compliance agreement, Shopee stopped prioritizing its own logistics service SPX in search results. The change unlocked approximately 1.477 trillion Indonesian rupiah ($82.5 million) in economic benefits for sellers, buyers, and third-party carriers. Sellers gained 872 billion rupiah, buyers avoided 221.57 billion rupiah in risks, and external logistics providers recovered 384 billion rupiah in market share. For cross-border sellers, this means fairer competition on the platform and potentially lower shipping costs.

02. Vietnam’s E-Commerce Surges 44% in H1, Official Stores Dominate

In the first half of 2026, Vietnam’s top four platforms — Shopee, TikTok Shop, Lazada, and Tiki — recorded combined sales of approximately $11.08 billion, up 44% year-on-year, with 2.19 billion units sold. Beauty led categories at $1.88 billion, followed by women’s fashion and home living. Groceries saw the fastest growth (+61%), while mobile phone and tablet sales surged 118%. Mall official stores accounted for only 2.79% of sellers, yet contributed 34.2% of revenue, with average sales per store up 64%. Both Shopee and TikTok Shop adjusted seller fees in Q2, signaling a shift toward regulated growth. Cross-border sellers should prioritize official store authorization.

03. Malaysia Auto Sales Forecast Raised as EVs Double in H1

The Malaysian Automotive Association (MAA) has revised its 2026 total vehicle sales forecast upward to 800,000 units, driven by strong EV demand. In H1 2026, total vehicle sales reached 385,000 units (+3% YoY), with pure EV sales surging 106% to 26,192 units, overtaking hybrids (25,590 units, +43%) for the first time. New energy vehicle sales totaled 51,782, up 69%. MAA raised its NEV forecast to 120,000 units, with local brands like Proton’s eMas 5 and eMas 7 contributing over 13,000 units. Cross-border sellers of auto parts or electronics may find growing demand in Malaysia’s EV ecosystem.

04. Mitsubishi to Invest $473 Million in Thailand by 2030

Thailand’s government spokesperson Lalida Peiriswattana announced that Japan’s Mitsubishi Motors plans to invest 16 billion baht ($473.23 million) in Thailand by 2030. The investment will focus on electric vehicle (EV) technology R&D and manufacturing. Mitsubishi is evaluating Thailand as a production base for electric versions of pickup trucks and the Pajero SUV. Thailand, Southeast Asia’s second-largest economy, already hosts Toyota, Honda, and China’s BYD. For cross-border sellers, this signals growing localization of EV supply chains and potential opportunities for auto components and aftermarket accessories.