File photo for reference only

 

Thailand's e-commerce market is experiencing significant growth, even amid economic slowdowns. Major players like Shopee, Lazada, and TikTok are driving an increase in spending, with key sectors such as essential goods, fashion, and cosmetics witnessing substantial sales. The sector is growing at an annual rate of 12–15% as more consumers turn to digital shopping.

 

Southeast Asia’s e-commerce landscape has positioned Thailand as one of its largest markets. In 2024-2025, order volumes and gross merchandise value soared, contrasting sharply with a decline in traditional retail. The trend highlights a shift in consumer behavior driven by convenience, price comparisons, and promotional deals.

 

Shopee and Lazada dominate with over 80% market share, enhancing their platforms with logistics technology and integrated payment systems. Shopee Thailand's 2024 revenue reached 49.96 billion baht, while Lazada's 2025 revenue hit 30.16 billion baht. These investments in infrastructure and technology are crucial in maintaining market dominance.

 

Meanwhile, TikTok Shop is redefining online retail with live commerce, engaging Gen Z and young professionals. The platform’s innovative approach saw a record-breaking moment with Janey Ratchanok Suwannaket’s live-stream drawing 1.2 million viewers. TikTok Shop's revenue reached 12.07 billion baht in its first year.

 

E-commerce in Thailand rose 14% in 2024 to 1.1 trillion baht, with projections of 1.6 trillion baht by 2027. Affiliate marketing has gained traction, further fueling growth. Lazada Thailand’s CEO, Varitha Kiatpinyochai, noted that e-commerce now represents around a quarter of the country’s retail sector.

 

Food delivery also defies economic pressures, with double-digit growth reported by Grab Thailand. The sector has adapted to consumer demands for value and flexible deals, catering to the needs of those seeking convenience amid uncertainty.

 

Key Takeaways

• Thailand's e-commerce market is expanding rapidly despite economic slowdowns.
• Major platforms, including Shopee and TikTok, are leading this growth with innovative strategies.
• E-commerce now accounts for a significant portion of Thailand’s retail market.

 

Related stories:

Fee Hikes by E-commerce Giants Impact Merchants

DSI Indicts International Scam Network Behind Fake E-Commerce Sites

 

  Adapted by ASEAN Now from The Nation 2025-10-20

 

 

How many times have you gone to Lotus or Big C looking for something simple like Imperial Leather soap, only to find they're out? Traveling around Thailand is always tough to negotiate, then to realize it was a waste of time is frustrating. On the other hand, Lazada always has the items I want. Brick and mortar stores are only good for things like produce or frozen goods.

Where in the body of the story is support for its headline?

6 hours ago, snoop1130 said:

Lazada Thailand’s CEO, Varitha Kiatpinyochai, noted that e-commerce now represents around a quarter of the country’s retail sector.

 

Yet the headline is:

 

 Thailand’s E-Commerce Surpasses Traditional Retail Sales 

Not surprising when you see all the cheating prices all over....from a mall to a side street shop or stall...they just openly cheat with over charging from anything to everything. At the end of the day, foreigners tourists  and will spend in their countries in the west and not spend less in Thailand...quite elementary...

2 hours ago, Middle Aged Grouch said:

Not surprising when you see all the cheating prices all over....from a mall to a side street shop or stall...they just openly cheat with over charging from anything to everything. At the end of the day, foreigners tourists  and will spend in their countries in the west and not spend less in Thailand...quite elementary...

Don't think Thai online shopping is anything to do with foreign tourists.

I try to buy from local brick and mortar (well, concrete) store when I can.... has to do with multiplier effect. You buy shoes local, he/she spends cash on rent, food.... landlord spends on whatever got you earnings... etc etc 

When you buy from Lazada, etc, your money leaves the community. Only one who may benefit is the delivery service.... 

"..locally owned businesses recirculate a greater percentage of their revenue into the local economy. When you choose to support a local establishment, your dollars don’t just stop there; they initiate a journey of growth that benefits all of us." https://www.revfcu.com/the-ripple-effect-how-buying-local-creates-resilient-communities/

You only have to look at malls and the empty stalls.  Places that had many people selling are like ghost town

17 hours ago, snoop1130 said:

Major players like Shopee, Lazada, and TikTok are driving an increase in spending

Add many grocery outlets including Makro, Tesco Lotus's, Tops Market, 7-11 that have online ordering and delivery. 

Local shops never have top product in stock, it is always only the cheaper and inferior product they want to sell. If you want top product you have to go to Lazada or the like.

3 hours ago, kingstonkid said:

You only have to look at malls and the empty stalls.  Places that had many people selling are like ghost town

 

Yes this is true......

 

Once people get fully addicted to Lazada and Shopee like me, there is no going back to driving around town looking for stuff.....Except for Mr DIY I have bought almost nothing from stores in years besides food and what ever from 7-11..

 

Its much cheaper shopping on line especially if you milk Lazada and Shopee for every discount you can find like collecting and using the Lazada coins....

 

Seriously who the   F   shops at malls any more?  Yet they keep forever building more malls in Thailand....One day LOADS of these zillions of malls will be closing Forever...... 

You mean like in the rest of the world?

For the most part, I agree with the comments that shopping in shops is no longer easy. But the downside of e-shops is that the product purchased does not live up to expectations or the image of it.
I recently had this issue with duct tape, which normally has a width of 2 inches.
I ordered a few rolls from Lazada, and it turned out that they were no more than 2 cm wide, which you cannot see in a photograph.

 

Over-packaging (cardboard boxes, bubble wrap) and the further ecological disaster that is delivering small, individual items to (idiot) consumers will bring the online delivery juggernaut crashing thankfully to the ground.

 

I know this will be argued but, trust me, I am way TF smarter than you.

10 hours ago, redwood1 said:

Seriously who the   F   shops at malls any more?

 

Central Chonburi seems packed with shoppers and a good vibe the few times I've been recently.

 

Malls may have to rejig their thing to survive.  For example, eating out beats sitting at home trying to enjoy the cold Quarter Pounder that rode around for 25 minutes on the back of a Shopee bike before it was delivered.

 

Some malls may up their focus on foreign tourists for whom shopping online can be difficult.