Government Scrutiny on E-commerce Logistics Fees
Indonesia's Ministry of Micro, Small, and Medium Enterprises (UMKM), responsible for supporting micro, small, and medium-sized businesses, is set to engage several prominent e-commerce platforms. This follows a growing controversy surrounding new logistics service fees, commonly known as ongkos kirim or ongkir, which are now being directly charged to sellers. This policy shift has generated significant complaints from business owners, who argue it exacerbates operational costs amidst an already intensely competitive online retail landscape.
Temmy Satya Permana, Deputy for Small Business at the Ministry of UMKM, confirmed the ministry's intention to hold direct dialogues with these digital platforms. The objective is to thoroughly investigate the issue and ensure that the partnership between UMKM and digital platforms remains equitable and sustainable. "We will conduct further in-depth analysis and engage in dialogue with the platform providers to address this problem," Temmy stated on Thursday, May 7.
Seller Challenges and Strategic Shifts
The new fee structures, implemented by platforms such as TikTok Shop and Shopee, have prompted a notable reaction from sellers. Many report that the additional charges are unsustainable, leading some to explore alternative sales channels outside traditional marketplaces. Temmy acknowledged this emerging trend, noting that some UMKM are now leveraging social media primarily for branding and promotional activities, while direct transactions with consumers (direct-to-consumer or D2C) bypass the e-commerce platforms entirely.
For instance, TikTok Shop began applying logistics service fees to all new orders from May 1, 2026. These charges cover order processing, logistics coordination, shipping handling, and final distribution to buyers. The platform explicitly stated that these fees are the seller's responsibility and will not be visible to buyers during checkout. The fee amount varies based on item weight and delivery region, with standard Jakarta deliveries ranging from Rp690 per kilogram to Rp4,350 for 5 kilograms, and instant/sameday services at Rp2,020 for all distances.
Similarly, Shopee adjusted its service fees for the Free Shipping XTRA program starting May 2, 2026. For regular-sized products, fees range from 1% to 8% depending on the product category, capped at Rp40,000 per item. Special-sized products incur fees between 2.5% and 9.5%, with a maximum of Rp60,000 per product.
Embracing Omnichannel for Digital Authority
Temmy views this evolving seller behavior as a strategic move towards an omnichannel approach. By optimizing various channels simultaneously, UMKM can maintain cost efficiency while broadening their market reach. "The developing trend leans more towards an omnichannel strategy, where UMKM optimize various channels concurrently to maintain cost efficiency while expanding market access," he added.
This shift underscores a critical lesson for brand marketers: relying solely on marketplace platforms can expose businesses to unpredictable policy changes and increased costs. Building digital authority through owned channels, such as a robust website or dedicated web application, becomes paramount. Santara Labs emphasizes that a strong digital presence beyond third-party platforms offers greater control over customer relationships, branding, and pricing strategies, fostering sustainable growth and resilience against external policy shifts.
Government's Call for Transparency and Fairness
The Ministry of Trade (Kemendag) has also weighed in on the matter. Iqbal Shoffan Shofwan, Director General of Domestic Trade (PDN) at the Ministry of Trade (Kemendag), urged digital platforms to ensure their policies are transparent, fair, and do not disadvantage business operators, particularly those selling local products. "In principle, these actions must be carried out transparently, fairly, and without harming business actors, especially those selling local products," Iqbal emphasized.
For businesses navigating this dynamic environment, market intelligence and a proactive digital strategy are indispensable. Understanding the implications of platform policy changes and adapting with agile marketing and sales approaches, including investing in owned digital assets, is key to maintaining competitiveness and fostering long-term brand growth in Indonesia's evolving digital economy.
