How do 7-Eleven and TikTok Shop growth partners charge?
Short answer: Most use one of four models: a fixed monthly retainer, a commission on sales, a share of incremental sales above an agreed baseline, or a retainer plus a performance part. None is right for everyone. Pick the model that rewards what you actually need, and agree how sales will be measured before you agree the price. A commission on TikTok Shop sales is easy to measure; a share of 7-Eleven sell-out needs store-level data both sides trust.
The fee model shapes behaviour. A partner paid on TikTok Shop sales will put effort into TikTok Shop. If your goal is sales per store in 7-Eleven, the fee should point there too.
Four models compared
| Model | How it works | Good when | Watch out for |
|---|---|---|---|
| Fixed retainer | Monthly fee for an agreed scope | Scope is clear, results take months, you want to control the work | Paying for activity rather than results; scope creep |
| Commission on sales | A percentage of sales in a channel the partner runs | Sales are measured by the platform, e.g. TikTok Shop | Discount-led sales that grow revenue but hurt margin and store pricing |
| Share of incremental sales | A percentage of sales above an agreed baseline | You have reliable store-level data and a stable baseline | Arguments over the baseline; seasonality and promotions distort it |
| Retainer plus performance | Lower fixed fee plus a bonus on agreed numbers | Both sides want shared risk | Bonus targets that are too easy or impossible |
Platform costs such as TikTok Shop fees and creator commissions, and media spend on ads, are usually separate from the partner's fee. Ask for a quote that lists them separately so you can compare offers.
Agree measurement first
Before discussing a number, agree:
- What counts as a sale: TikTok Shop orders after cancellations and returns, or 7-Eleven sell-out from the distributor's data.
- The baseline: average sales over a period you both accept, adjusted for known promotions.
- The data source and who has access: platform dashboards, distributor reports, a shared sheet.
- The review rhythm: weekly for activity, monthly for fees.
- What happens if data is late or missing: fee paid on the last confirmed month, or held until data arrives.
If a partner can't explain how it will measure in-store results, a performance fee on 7-Eleven sales will turn into a dispute. See six questions before choosing a partner that runs TikTok and 7-Eleven.
Worked example (all numbers are assumptions)
A brand compares two offers for six months:
| Offer A: retainer | Offer B: retainer plus share of incremental sell-out | |
|---|---|---|
| Fixed fee | 100,000 baht a month | 60,000 baht a month |
| Performance part | none | 10% of 7-Eleven sell-out above the baseline |
| If incremental sell-out is 200,000 baht a month | 100,000 | 60,000 + 20,000 = 80,000 |
| If incremental sell-out is 600,000 baht a month | 100,000 | 60,000 + 60,000 = 120,000 |
Offer B costs less when results are weak and more when results are strong. Whether that is good depends on your margin: work out how much profit each extra baht of sell-out leaves after every channel layer, using the Flowup 7-11 Margin Backsolve, and check that the performance share is paid from that profit, not from revenue you never keep.
Red flags in any fee proposal
- A guaranteed listing or guaranteed sales figure.
- Fees tied to views, followers or posts only, when your goal is sales.
- No mention of who pays for stock, samples, creator commissions or ads.
- A long minimum term with no exit if agreed numbers aren't reported.
Where Flowup fits
Flowup is a 7-Eleven growth company working on TikTok Shop and 7-Eleven together, and is expanding into master distribution. When we discuss scope, we start with how results will be measured in stores and on TikTok Shop, then the fee. Our scope is on the services page.
Limits
- The four models describe common structures; individual partners combine them in many ways.
- All figures in the example are assumptions, not market rates or Flowup's prices.
- Commission and fee rules on TikTok Shop change; check the platform's current terms.
FAQ
Is a pure commission model cheaper? Not necessarily. If commission is earned on discounted sales, you may pay more per unit of profit than with a retainer.
Can we pay only on results for 7-Eleven? It is possible if both sides trust the store data and baseline. Without that, a mixed model is easier to run.
Should the partner's fee include creator commissions? Usually not. Keep them separate so you can see what the partner earns and what goes to creators.
Sources
- Subpayanunt, FMCG distribution strategy (sell-in and sell-out measurement; Thai): https://www.subpayanunt.com/post/distribution-strategy-fmcg-thailand
Related guide: First Year in Thailand: How to Split Budget Between TikTok and 7-Eleven
Compare partners: How to choose a 7-Eleven and TikTok Shop partner in Thailand (2026)
Next step: Not sure where your product should start? Send the Flowup team your product and where it sells today, on LINE or by email.
What Flowup can do for you: Services · Contact Flowup · Insights