Market trends in Thailand : in South East Asia, E-commerce is redefining the rules of commerce
First and foremost, Thailand is currently experiencing growth in e-commerce. This is mainly driven by the increasing use of social media, smartphones, and online payment solutions. Thus, consumers are becoming more comfortable with online shopping, which makes the purchasing process faster and more convenient.
Furthermore, major platforms such as for instance Shopee and Lazada dominate the e-commerce market in Thailand, and to stay relevant against new competitors. Companies are improving their logistics services, marketing strategies, and customer experience, and developing new business models, such as affiliate marketing and consignment sales. Then, those strategies allow them to be able to offer competitive prices and better marketing campaigns.
Besides, social networks are also playing a major role in this transformation. For instance, TikTok Shop allows brands to promote their products through videos and live streaming, which strongly influences consumer behavior. In addition, selling second-hand products is becoming more popular, especially among young consumers who are more aware and sensitive to environmental issues.
In 2024, sectors such as fashion, lifestyle, food, and restaurants encountered strong growth thanks to tourism and domestic demand. Meanwhile, convenience stores showed more modest growth. All in all, the sector of e-commerce in Thailand reached USD 29.13 billion in 2024 and is expected to continue growing until 2029.
Therefore, Thailand’s retail market is expected to grow significantly in the upcoming years. With an increase from THB 5.4 trillion in 2025 to THB 7.1 trillion by 2030, thus an annual growth rate of 5.7%. In conclusion, this increase can be explained by the recovery of consumer purchasing power or even the urban development. Whereas, physical stores still represent an important part of the market.
By Ms. Eva Ho Hne
