TOPTHAI, Thailand’s cross-border online shop for local products, is poised to expand into the Middle Eastern market through a strategic partnership with Letstango.com, an e-commerce platform based in the United Arab Emirates (UAE). The collaboration was formalized during the International Live Commerce Expo 2024 in Bangkok, where a Memorandum of Understanding (MoU) was signed between Thailand’s Department of International Trade Promotion and Newtek Al Hadeesa Gen Trd LLC, the operator of Letstango.com.
This partnership is expected to bring a wide range of Thai products, such as food, beauty, and household items, into the rapidly growing Middle Eastern e-commerce market. The MoU signifies a key step in the Department’s long-term strategy to penetrate high-potential markets like the UAE, where demand for Thai products is consistently strong, particularly in local supermarkets.
Phusit Ratanakul Sereroengrit, Director-General of the Department of International Trade Promotion, emphasized the importance of this partnership for Thai businesses looking to export their products. “This collaboration opens doors for Thai entrepreneurs, offering them access to valuable consumer insights and trends in the Middle East,” he stated. Newtek Al Hadeesa will also provide training to Thai producers to better understand the tastes and preferences of Middle Eastern consumers, ensuring that the right products meet the right demand.
The partnership comes at a time when online trade in the Middle East is experiencing rapid growth, with e-commerce sales expected to surpass $10 billion by 2029, up from $5.98 billion in 2023. This burgeoning market presents enormous opportunities for Thai businesses to expand their international reach.
TOPTHAI, which currently operates across nine leading e-commerce platforms, will launch on Letstango.com early next year, bringing a curated selection of Thai products to consumers across the UAE. The Department encourages Thai entrepreneurs to seize this opportunity and participate in the program, ensuring that they contribute to the growing demand for high-quality Thai products in the Middle East.
This initiative not only boosts trade but also enhances cultural exchange between Thailand and the UAE, fostering deeper ties between the two regions through commerce. Thai officials and business leaders remain optimistic that this venture will establish a strong foothold for Thailand in the dynamic Middle Eastern market, further expanding the country’s economic influence in the region.
As online commerce continues to rise globally, partnerships like the one between TOPTHAI and Letstango.com illustrate how Thai businesses are adapting to the digital age and capitalizing on international opportunities.
