Jakarta. Indonesian e-commerce platforms are facing growing pushback from online sellers after a wave of higher commission and administrative fees, prompting some merchants to reduce their reliance on marketplaces and shift toward direct sales channels.

The Indonesian E-Commerce Association, or Indonesian E-Commerce Association (IdEA), said the new fee structures reflected the industry’s transition toward a more sustainable business model after years of aggressive subsidy-driven growth.

Several major e-commerce platforms have recently introduced higher commission fees, service charges, and return-cost policies that place more financial burden on sellers. The changes have triggered concerns among merchants, particularly small businesses that rely heavily on online marketplaces for sales.

IdEA chairman Hilmi Adrianto said the adjustments were a natural part of the digital commerce industry’s maturation process.

“Changes in service fee structures are part of the transition toward a more sustainable e-commerce ecosystem,” Hilmi said on Tuesday.

According to Hilmi, Indonesia’s e-commerce boom over the past several years had been fueled largely by heavy subsidies and aggressive promotional campaigns aimed at attracting users and merchants.

However, he said such a model could not continue indefinitely as platforms now seek to balance expansion with long-term profitability and operational sustainability.

“E-commerce platforms continue to invest in technology, logistics, payment systems, and consumer protection. Adjustments to the business model are part of maintaining service sustainability,” Hilmi said.

The rising costs are also reshaping business strategies among online merchants. A growing number of brands and sellers are starting to build their own direct-to-consumer sales channels through social media platforms and offline stores to reduce dependence on marketplaces.

The shift signals a new phase for Indonesia’s e-commerce industry. After years of prioritizing transaction growth and user acquisition, platforms are increasingly focusing on profitability and operational efficiency.

Still, sellers are urging marketplaces to maintain a balance in their policies, warning that higher service fees could further squeeze profit margins, particularly for micro, small and medium enterprises that depend on digital platforms as their primary sales channel.