Thai retailers continue to make progress towards digital transformation. Many retailers created online channels for their customers to complete transactions while using data analytics to better understand customer needs. In 2020, due to the pandemic, the enforcement of social distancing, lockdowns, and other pandemic-related measures caused spikes in online shopping businesses, especially in business-to-consumer (B2C) sales and business-to-business (B2B) e-commerce.
The driving factors behind this growth are increased internet and mobile phone use, as well as improved logistics and e-payment systems, which have heightened convenience and consumer confidence to shop online. According to the E-Commerce Association - Thailand, the e-commerce market value reached $21.83 billion in 2024 and will grow to $23.45 billion in 2025. Mobile devices account for more than 80 percent of total online sales in Thailand, with mobile wallets accounting for 23 percent of all transactions. Thailand’s total mobile wallet adoption rate is expected to reach 63 percent in 2025.
Thailand is a well-developed e-commerce market, with over half of the population using e-commerce platforms regularly. According to the Consumer Report Thailand, fashion items, including clothes and footwear, account for 60 percent of the total market, followed by personal care at 43.2 percent and food and beverage at 34.6 percent, respectively.
Cross-border E-commerce
In 2025, Thailand’s cross-border e-commerce sector is demonstrating strong growth, becoming a key driver within the country’s expanding digital economy. The Asia-Pacific region maintains its leadership position globally, with Southeast Asia’s e-commerce market forecasted to reach $103 billion, and Thailand positioned among the top three markets in the region. Thai exporters are strategically focused on high-demand categories such as jewelry, health and beauty products, automotive parts, and home goods.
Concurrently, international competitors—particularly Chinese sellers—have leveraged regulatory reforms permitting duty-free imports under 1,500 baht, intensifying market competition. The marketplace ecosystem is robust, with approximately 3 million sellers operating on major platforms including Shopee, Lazada, and TikTok, collectively listing over 300 million products. Thai consumers are increasingly engaging in cross-border purchases, driven by competitive pricing and expanded product selection. This growth trajectory is supported by advancements in AI-driven personalization, optimized logistics, and the emergence of social commerce channels, positioning Thailand’s cross-border e-commerce sector for sustained expansion amid heightened domestic and international competition.
Domestic E-commerce (B2C)
E-commerce platforms in Thailand are divided into three categories: business-to-business (B2B) transactions, business-to-consumer (B2C) transactions, and business-to-government (B2G) transactions. According to the Electronic Transaction Development Agency (EDTA), B2C transactions account for 50 percent of transactions, followed by B2B transactions at 27 percent and B2G transactions at 23 percent.
Domestic B2B E-commerce
B2B e-commerce in Thailand is also growing rapidly due to Internet development and mobile transformation. According to the Electronic Transactions Development Agency (EDTA) in 2022 (latest data available), the sectors using e-commerce platforms to increase their productivity include the food and service sector with 31 percent, followed by manufacturing at 16 percent, and retail and wholesale at 15 percent. Demand for E-commerce services comes notably from Bangkok and provinces such as Nonthaburi and Chonburi.
Digital Platform Decree
Thailand’s Royal Decree on Digital Platforms was published in the Government Gazette in December 2022 and went into effect in August 2023. The decree authorizes the Electronic Transactions Development Agency (ETDA) to annually request and collect information from digital platform operators (with revenue or users above the stated threshold) providing services in Thailand.
A platform provider located outside Thailand is subject to the Decree if services are provided to consumers residing in Thailand. Such platform operators must designate a local contact in Thailand. According to EDTA, the decree is intended to increase transparency for the local business community, address consumer complaints, and provide EDTA with critical information such as the value of transactions, gross income, and number of platform subscribers. The local authority possesses the power to suspend operations of non-compliant platform operators within 90 days, or a period as prescribed by the authority. The violating platform is subject to a criminal penalty of imprisonment and/or fines.
Consumer Behavior
Thailand is Southeast Asia’s second-largest digital economy after Indonesia. Thailand’s e-commerce market has around 43.5 million consumers, generating a gross merchandise value of $22 billion in 2023, projected to reach $30 billion by 2025. Younger consumers (aged 17-36) make up 62 percent of the market, while 33 percent are aged 37-50, and 5 percent are aged 51-71. Online shopping is widely popular, with over half of Thais purchasing products and services via e-commerce. Frequent promotions, like payday deals and flash sales, drive quick purchases monthly.
Cross-border purchases account for 30 percent of the market, with nearly half of online shoppers making cross-border transactions. Leading e-commerce platforms include Shopee, Lazada, Temu, Central, Homepro, Jib, and Kaidee, all supported by robust logistics and delivery systems.
Local Service Providers
Thailand’s e-commerce landscape in 2025 continues to reflect consumers’ preference for variety, with a dynamic mix of international platforms and strong local players. Lazada and Shopee remain the two dominant platforms, intensifying their competition through aggressive marketing, flash sales, and influencer-driven campaigns. Emerging as a rising player, TikTok Shop has gained substantial traction by integrating social commerce with livestreaming, appealing especially to younger Thai consumers. For electronics and IT products, JIB and Power Buy continue to be trusted local retailers, known for competitive pricing, extensive product ranges, and dependable after-sales service. Meanwhile, JD Central, once the third-largest platform in Thailand, officially ceased operations in March 2023, marking a shift in the market as other players filled the gap.
In addition, niche and locally focused platforms such as Central Online, HomePro Online, and The Mall Group’s e-commerce platforms are growing steadily, catering to specific product categories like fashion, home improvement, and luxury goods.
E-commerce Intellectual Property Rights
Intellectual property (IP) protection is an important concern for business owners. Trademark registration in Thailand is determined on a first-to-file, first-in-right basis. New entrants should consider obtaining trademark protection before introducing products or services into the Thai market.
For companies seeking a patent registration for its business method in the e-commerce market, please note the Thai Patent Act currently does not grant patents to computer programs and business methods. However, under certain conditions, computer programs, including technologies used to protect program or company information from unauthorized access or reproduction, may be protected automatically under the Thai copyright protection system. In addition, a company’s trade secrets, such as processes, strategies, instruments, or databases, may be protected by the Trade Secret Act (2002). Companies are encouraged to seek advice from local attorneys or IP consultants who are experts in Thai intellectual property laws.
In addition to protecting IP rights, companies must run their business in compliance with the Computer Crime Act (Amended 2016). The law prohibits input of forged or false computer data or content that is likely to cause damage to others or to the public, including sending data or emails that disturb the recipient without a means to opt-out. Service providers such as social media platforms and access providers may also be required to delete or otherwise prevent access to such content following a government notification, or face liability for that content.
In December 2022, the Ministry of Digital Economy and Society (MDES) enacted a New Notice and Takedown Notification, which empowered the relevant authority to block or take down a website that contains illegal content or content against public order without a court order. In addition, the law requires service providers to store traffic data for a period of no less than 90 days from the date of input into a computer system and up to two years in special cases. Additionally, the Personal Data Protection Act (PDPA) came into force in June 2022. The law prescribes several obligations for both overseas and local e-commerce businesses to gather and use personal data. Companies should make necessary efforts to comply with the PDPA to avoid penalties.
Online Payment
Since 2017, Thailand has worked to reduce cash by promoting a national e-payment scheme. As a result of the e-payment scheme, government and industry are steering businesses and consumers away from cash and toward e-payment systems including digital wallets, credit and debit cards, QR code payments, and bank transfers. According to Statista, the total transaction value in the digital payment sector is estimated to reach $33 billion in 2023 and grow to $55 billion by 2027.
Mobile E-commerce
According to the Electronic Transaction Development Agency (ETDA), mobile commerce accounts for 74 percent of all e-commerce transactions in Thailand.Thai smartphone users are keen online shoppers, with 71 percent shopping online at least twice a month. Some 90 percent of smartphone users plan to shop online in the future. Apps are the most used method to shop online, comprising 65 percent of all transactions. In-app purchases are a critical channel for merchants to reach the majority of Thailand’s online consumers.
Digital Marketing and Social Media
According to DataReportal, as of early 2025, Thailand’s digital landscape is highly developed, with approximately 65.4 million internet users, representing 92.2 percent of the total population. The number of mobile connections stands at around 99.5 million, and the country has 51 million active social media users, reflecting widespread digital engagement across age groups and regions.
Thai users go online for a wide range of purposes. The most common activities include:
• Searching for information (67%)
• Keeping up with news (63.6%)
• Watching videos (61.2%)
• Listening to music (54.9%)
• Research products and how-to guides (53% and 56% respectively)
• Staying connected with family and friends (48.5%)
• Online gaming (43%)
• Health research (39.2%)
• Travel planning (36.2%)
• Business research (34.6%)
• Sharing opinions (32.3%)
The most common activities include:Social media plays a central role in daily life. These platforms serve not only as communication tools but also as key channels for entertainment, shopping, and brand interaction. The most-used platforms in Thailand, according to DataReportal in 2025 include:
• LINE (56 million users)
• YouTube (47.6 million users)
• Facebook (51 million users)
• TikTok (34 million users)
• Facebook (35.9 million users)
• Instagram (18.5 million users)
• X (13.4 million users)
• LinkedIn (5.9 million users)
According to the Marketing Association of Thailand, short-form video is the dominant content format in Thailand’s digital marketing ecosystem, with Tiktok, Instagram, and YouTube driving high user engagement. Social media commerce continues to expand rapidly, particularly through Tiktok Shop, Shopee, and Lazada, as these platforms seamlessly integrate entertainment and online shopping experiences.
When it comes to online shopping, Thai consumers frequently turn to the internet to research products before purchasing. Leading e-commerce categories include electronics, fashion, food and beverages, DIY and hardware, home furnishings, beauty and personal care products, and travel bookings, according to DataReportal in 2025.
Thailand’s digital marketing sector is becoming more sophisticated, with businesses embracing AI-powered tools for personalization, dynamic pricing, and customer targeting. A 2025 report by the Marketing Association of Thailand highlights the increasing role of AI-driven customer experiences, including the emergence of virtual influencers that offer consistent data backed brand engagement.
Consumers in Thailand, especially in the younger demographic, are also gravitating toward purpose-driven brands that demonstrate authenticity and social responsibility. With smartphone usage still on the rise, mobile-first strategies are becoming the norm. Live streaming has emerged as a critical channel for real-time brand interaction and product promotion, particularly in the beauty, fashion, and electronics sectors, according to the Marketing Association of Thailand.
Resources
Event: The Cross Border Summit
Date: November 3–5, 2025
Website: https://2025.crossbordersummit.com/agenda
Event: Smart Delivery Expo 2026
Date: January 28–30, 2026
To address the rising concerns of cyber scam and cyber security issues, the Electronic Transaction Commission has issued a notification on measures to prevent technological crime for social media operators on July 4th, 2025. The notification required social media operator to block any false information that may lead to technological crime within 24 hours after the order was submitted to the operator.