Thanawat Malabuppha, Chief Executive of Priceza and Honorary President of the Thailand E-Commerce Association, highlighted the value of Thailand's e-commerce market at 980 billion baht (US$28 billion), ranking as the second largest in Southeast Asia after Indonesia. The number of local e-commerce users is projected to reach 43.5 million by 2025. Live-stream shopping is increasingly popular among Thai consumers, enabling creators to gain revenue from affiliated marketing. Viral marketing is the latest trend in Thailand, with brands reallocating advertising budgets towards online retail media channels to achieve more precise targeting and leverage affiliated marketing. A total of 81% of Thais make purchases due to another trend named KOL commerce which relies on key opinion leader or influencer recommendations to stimulate sales.
Digital financial services such as digital loans, online payment services, and online money transfers serve as catalysts for Thai e-commerce growth. A significant e-commerce growth is predicted for 2024, with online transactions expected to increase by 20%. Thailand’s e-commerce sector actively adopts artificial intelligence (AI) solutions in line with the Thailand National AI Strategy and Action Plan (2022-2027). This AI integration enables targeted marketing through big data analysis, boost customer retention rates and sales, and automates repetitive tasks such as customer support, discount options, and email marketing. Similar to global trends, Thailand’s e-commerce is moving towards vertical category-specific markets that cater to specific consumer needs. Quick commerce represents another vertical marketplace, concentrating on providing grocery and meal deliveries in less than an hour. The local e-commerce market, currently dominated by foreign operators, is expected to reach a compound annual growth rate of 8% from 2025 to 2027. Thailand’s e-commerce surge has also spurred job creation particularly in customer service, logistics, and digital marketing sectors.recommendations to stimulate sales. Digital financial services such as digital loans, online payment services, and online money transfers serve as catalysts for Thai e-commerce growth. A significant e-commerce growth is predicted for 2024, with online transactions expected to increase by 20%. Thailand’s e-commerce sector actively adopts artificial intelligence (AI) solutions in line with the Thailand National AI Strategy and Action Plan (2022-2027). This AI integration enables targeted marketing through big data analysis, boost customer retention rates and sales, and automates repetitive tasks such as customer support, discount options, and email marketing. Similar to global trends, Thailand’s e-commerce is moving towards vertical category-specific markets that cater to specific consumer needs. Quick commerce represents another vertical marketplace, concentrating on providing grocery and meal deliveries in less than an hour. The local e-commerce market, currently dominated by foreign operators, is expected to reach a compound annual growth rate of 8% from 2025 to 2027. Thailand’s e-commerce surge has also spurred job creation particularly in customer service, logistics, and digital marketing sectors.
