Open last month's marketplace sales report and look at the deductions. There is the service fee, the promotion fee, the ad spend, and the cost of the campaign you joined for the double-date sale. Revenue looks healthy. What actually reaches the bank account is another story.

This is not just chatter in seller groups. Temmy Satya Permana, Deputy for Small Enterprises at Indonesia's Ministry of MSMEs, put current marketplace service fees at 10% to 18%, before promotion or advertising costs (Katadata, 10 July 2026). The government has stepped in with Ministry of MSMEs Regulation Number 3 of 2026, promulgated on 17 June 2026.

What the regulation changes, and what it does not

For brand owners, Regulation 3/2026 brings a few changes worth noting:

  • No more sudden fee increases. Marketplaces must notify sellers at least 90 days before a fee change takes effect.
  • A service fee discount of at least 50% for verified micro and small businesses selling domestic products, registered through the SAPA UMKM portal.
  • The start date is close. On 7 October 2026, the ministry said the ministerial decree underpinning the programme had been signed, with a target launch at the end of October 2026 for businesses with annual turnover of up to Rp15 billion (ANTARA).

Good news, with two caveats. First, the discount targets the service fee component, not promotion and advertising, which tend to balloon when competition is tight. Second, the rule governs the cost of selling, not who owns the relationship with the buyer. A customer who has bought from you three times still comes in through the marketplace door, and the next order still carries the same fees.

To be fair, those fees do pay for something. The Indonesian E-Commerce Association (idEA) has pointed out that admin fees are tied to the services platforms provide, from payments and logistics to promotion and consumer protection (Katadata, 5 May 2026). A marketplace is still the best place to be found by people who have never heard of your brand.

A companion, not a replacement

So the question is not whether to leave the marketplace. The more useful question is which buyers need to keep coming through it, and which ones are ready to buy from your brand directly.

Two channels with two roles: the marketplace for reaching new buyers with a per-transaction service fee, your own web store for loyal buyers with customer data kept in the brand's system

New buyers arrive through marketplace search and campaigns. Returning buyers, the ones who know your products, join your member programme, and wait for a favourite variant to be restocked, are better served on a channel the brand owns. Margin per order is healthier there, and you can reach them without a middleman.

How XECOMMERCE works

XECOMMERCE is an e-commerce platform for brands and retail businesses that want their own online store, with the operations behind it handled too. It is not just a catalogue page. It is an order flow that runs from checkout to delivery.

The XECOMMERCE order flow in five steps: the buyer checks out on the web store, shipping is quoted automatically, payment clears and the status updates itself, stock is deducted, and a tracking number is issued

When a buyer checks out on a store with your own domain and brand, courier rates appear for their address. Once payment is confirmed, the order status updates itself, so nobody has to match bank statements line by line. Stock is deducted from the warehouse or branch that ships the order, and a tracking number is issued so the buyer can follow the parcel.

Five parts that work together

Five parts of XECOMMERCE: a store the brand owns, one stock count, automatic payment and shipping, customers promos and members, and a sales dashboard, with customer data at the core

1. A store the brand owns. Your own domain and a look that does not blend in with thousands of other sellers. Buyers remember your brand name, not the platform's.

2. One stock count across warehouses and branches. If you run a warehouse and physical stores, stock is read from a single source. No more items sold online that ran out at the branch hours ago.

3. Automatic payment and shipping. Checkout to tracking number with no manual entry, so the team spends its time packing, not reconciling.

4. Customer data, promotions, and a member programme. Each customer's purchase history lives in your system. Vouchers for returning buyers, member points, or birthday promotions run on rules you set.

5. A sales dashboard. Which products are moving, which branches are busy, and which promotions actually produce orders, visible every day. Restocking and promotion budgets no longer wait for the month-end recap.

Of the five, customer data is the most valuable. On a marketplace, you rent access to buyers. On your own store, the relationship belongs to you.

Starting without tearing down what already works

You do not need to move all your sales at once. The safest path usually looks like this:

  1. Keep the marketplace running to reach new buyers, especially during major campaigns.
  2. Open a web store for returning buyers. Add a thank-you card with your store address and a dedicated voucher to marketplace parcels, as far as each platform's rules allow.
  3. Build a member programme on your own store, so there is a real reason to buy direct.
  4. Watch the dashboard for a few months, then decide how much stock and promotion budget to shift.

See XECOMMERCE in action

The clearest way to judge an e-commerce platform is to watch one order run from checkout to tracking number. We will prepare a demo with illustrative data, then talk through your brand's situation: how many warehouses and branches need to be connected, and how large your share of returning buyers already is.

Book a demo on WhatsApp at +62 823 1499 5005 or email bisnis@xetup.id. You can see XETUP's other products at xetup.id/products.