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Grab/Shopee fee-reduction playbook: shift 30% of aggregator orders to direct in 90 days

Grab and ShopeeFood take 22–28% commission plus 8% VAT on commission. For a venue with 40% gross margin, every aggregator order leaves 12–18 points. Direct order via Zalo Mini App costs <2%. The math is brutal — and most operators don't run it. This playbook reduces aggregator share 25–35% in 90 days.

When it fires

Trigger: venue with aggregator share above 30% of monthly orders AND has at least 1 Zalo OA account. PEKO computes the margin gap per channel in the dashboard.

Message copy that works

Three moves. (1) Receipt insert: every aggregator delivery includes a printed insert — "đặt trực tiếp qua Zalo Mini App, giảm 8%" + QR. (2) Direct-discount: 8% off direct orders (still cheaper than 22–28% aggregator commission). (3) Loyalty-points exclusivity: direct orders earn 2x points; aggregator orders earn 1x. Make the math visible in the Mini App.

Cadence + timing

Receipt insert ships day 1. Direct discount and points multiplier go live week 1. Measure weekly the % of orders by channel. Expect linear shift over 90 days — no overnight change.

Expected lift

Venues running this see aggregator share drop 25–35% in 90 days. Margin lifts 4–7 percentage points. Loss of aggregator marketing reach (~10% new customers) is real but offset by direct-customer LTV being 2.3x aggregator-customer LTV.

Guardrails — don't skip these

Don't deactivate aggregators — they're still a top acquisition channel for new customers. Don't offer >12% direct discount — wipes out the savings. Don't bad-mouth aggregators publicly — bad PR and they will reduce your ranking. Don't run this during a city-wide aggregator promo week — your direct discount won't beat their subsidy.

Want this 3-move shift configured for your venue? Book a 30-minute margin-shift session.

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