Online platform rules would let Thai sellers pick couriers

Online platform rules drafted by Thailand's competition regulator would let sellers on shopping apps choose their own delivery companies and would force platforms to disclose every fee they charge. The Office of the Trade Competition Commission (OTCC) is taking public comments on the draft until 3 December, the Bangkok Post reported on Tuesday, 10 November.

Deputy government spokesperson Lalida Persvivatana said the draft covers digital platforms that run marketplaces for goods or services, which the regulator calls multi-sided platform ecosystems. The consultation opened on 4 November.

What the online platform rules would change

The core idea is freedom of choice in delivery. Under the draft, sellers could use their own delivery service or an outside logistics firm instead of the one owned by, or linked to, the platform, as long as safety standards and parcel tracking are met. Buyers would also be free to pick a delivery option.

Platforms could not make access to the marketplace, or to sales benefits, depend on using their in-house logistics, a company in the same group or a partner courier.

The draft also lists ways a platform would be barred from punishing sellers who use other couriers:

• Pushing their products lower in search rankings.
• Raising their fees.
• Removing certification badges.
• Blocking them from promotional campaigns.
• Delaying payments to them.

The regulator says these practices worry it because they can raise costs and weaken the competitiveness of small businesses.

Clearer delivery choices for shoppers

Platforms would have to show delivery options openly, including the fee, the delivery time and key conditions. They could not hide alternatives or design their apps so that picking another courier is difficult.

Default delivery settings that favour a platform's own logistics arm or partners would be banned. Where a default is needed, it would have to follow published criteria, and buyers must be able to change it easily.

Fee disclosure, but no price cap

On costs, the draft would require platforms to publish all charges clearly. That covers sales commissions, payment processing, advertising, promotions, delivery and warehousing. Fees must be justified and in line with the service sellers receive.

The draft does not set a single ceiling on commissions or gross profit (GP) fees, and it does not mean fees will drop straight away, Ms Lalida said. She said fair online trade is not only about commission levels but also about sellers' right to pick logistics services and their chance to reach customers. Consumers, she added, should be able to compare prices and delivery times openly.

Why it matters for Thai sellers

Online shopping has become a key sales channel for many small firms, including Phuket shops, food producers and souvenir makers who sell to customers across the country. Marketplace fees and delivery terms can take a large share of each sale. New players keep entering the market, such as the standalone TikTok Shop app launched in Thailand, while big retailers are building their own channels, like the CP Axtra digital push.

If the online platform rules are adopted, independent couriers could compete more directly for parcels, and sellers might gain more room to cut costs. For small businesses still building their online skills, the government has also offered programmes such as the digital skills training initiative.

The regulator has not said when final rules will take effect. After the consultation closes on 3 December, the OTCC is expected to review comments before issuing the announcement. Sellers, platforms and delivery firms can submit their views during the consultation period.

The full report is available from the Bangkok Post.

Image: A Thailand Post rider delivering parcels by motorcycle, the kind of service covered by the online platform rules. Photo by User:Mattes via Wikimedia Commons, public domain.