Thailand’s e-commerce industry has seen significant gains, with revenue reaching 1.1 trillion baht, reflecting a 14% growth compared to last year, driven by consumers’ heightened preference for online shopping and a marked interest in value-focused offerings. This evolution highlights the strategic maneuvers of brands and platforms that capitalize on consumer trends to secure a dominant market position.

Speaking at the DAAT DAY Advolution event, Thanawat Malabuppha, CEO of priceza.com, detailed Thailand’s upward trajectory in e-commerce, now the second-largest in ASEAN, just behind Indonesia. He emphasized that the sector could reach 1.6 trillion baht by 2027, fueled by consumer loyalty to platforms like Shopee, Lazada, and TikTok. Each platform excels in niche categories: Shopee dominates fashion, Lazada leads in electronics, and TikTok advances in beauty, reflecting a segmentation that allows these giants to capture various market segments effectively.

Promotions play a pivotal role in Thai consumers’ purchasing choices, with discounts, free shipping, and cash-on-delivery options as major attractions. Over 75% of shoppers frequent Shopee, while Lazada and TikTok follow closely, driven by strategic pricing and effective customer engagement.

The rise of influencers has also reshaped the marketplace. Top Thai personalities drive buying decisions, especially in fashion and beauty, marking a shift in brand power. Platforms are also adapting, with newcomers like Temu, offering factory-direct products that intensify competition.

Looking ahead, Thailand’s e-commerce landscape will likely expand through affiliate marketing and quick commerce, with brands aiming to optimize delivery times and invest in direct consumer engagement. This environment places pressure on businesses to innovate and meet evolving consumer expectations, solidifying Thailand’s e-commerce position in Southeast Asia.