If e-commerce platforms were thriving cities, fulfillment quality would be the traffic rules that maintain their smooth operation. When these rules break down, congestion and accidents inevitably follow. Shopee is implementing stricter measures to safeguard its platform ecosystem, while Thailand's video commerce sector experiences explosive growth and the Philippines intensifies its crackdown on counterfeit goods.
Shopee's New Fulfillment Rules: A Zero-Tolerance Approach
Effective December 3, 2025, Shopee will freeze stores that consistently violate fulfillment requirements. Sellers with high Non-fulfillment Rates (NFR) and Late Shipment Rates (LSR) face significant operational disruptions during freeze periods, including the inability to process new orders or ship existing ones.
To avoid penalties, sellers must strictly adhere to Shopee's fulfillment standards. Frozen accounts can only be reinstated after meeting two critical conditions:
- Performance Improvement: Sellers must demonstrate measurable enhancements in fulfillment speed and reliability through operational upgrades in warehousing and logistics.
- Compliance Documentation: Submission of detailed improvement plans and binding commitment letters outlining future compliance strategies.
Shopee will evaluate each case individually, with repeat offenders facing extended freezes or additional restrictions. This policy reflects the platform's commitment to maintaining service quality and consumer trust.
Thailand's Video Commerce Revolution
Thailand's e-commerce market, projected to reach $33 billion by 2025, is being transformed by video commerce. The country now leads Southeast Asia in video commerce adoption, with seller numbers surging 175% year-over-year to 850,000.
Industry analysts predict Thailand's e-commerce gross merchandise value could hit $59 billion by 2030, driven largely by video commerce contributions from major retailers. Fashion accessories and beauty products dominate this space, accounting for 21% of sector GMV, with average order values ranging between $7-$9 per transaction.
Philippines' Anti-Counterfeit Campaign Shows Results
The Philippine Intellectual Property Office (IPOPHL) reports a 47% year-over-year decline in counterfeit goods seizures during the first three quarters of the year, with apparel constituting the majority of confiscated items. Authorities intercepted counterfeit goods worth ₱18.64 billion ($330 million), down from ₱35.28 billion during the same period last year.
Customs accounted for 92% of seizures, followed by the National Bureau of Investigation and Philippine National Police. IPOPHL officials attribute the reduction to targeted enforcement based on rights-holder complaints rather than random inspections, as intellectual property violations remain private crimes requiring formal complaints in the Philippine legal system.
With holiday shopping seasons approaching, authorities remain vigilant against potential counterfeit market resurgence while considering legislative amendments to procurement laws as a long-term solution.