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E-commerce in Thailand - statistics & facts

The internet economy in Southeast Asia has shown tremendous potential in recent years, with its market value predicted to drastically increase in the upcoming years. Within the market, e-commerce held the highest market share, ahead of online travel and online media. Within Southeast Asia, Thailand came second after Indonesia in terms of internet economy size, valuing at around 16 billion U.S. dollars in 2019. This was not a surprise as the country has not only demonstrated high internet penetration rates throughout the past years, but also a booming of the e-commerce market. With various industries partaking in it, the retail and wholesale industries were the biggest contributors towards the sector’s constant growth.

The rise of e-commerce market in Thailand

Modern technology and internet accessibility allow Thai consumers to manage their lives with convenience and simplicity. Due to hectic lifestyles and busy schedules, online shopping has become a popular choice for Thai consumers. The success of Thailand’s e-commerce market was proven by its rising market value, with domestic online sales accounting for the major share of total e-commerce sales. Additionally, e-commerce value was predicted to show growth across various key industries in Thailand such as insurance, transportation, and arts, entertainment, and recreation.

E-commerce consumption behavior in Thailand

E-commerce platforms in Thailand offer a variety of products and services with competitive prices and promotions to its consumers. According to digital shoppers in Thailand, some of the main reasons for shopping online were convenience and prices. Research shows the most popular e-commerce products among Thai consumers were mobile phones and electronics, since a wide range of promotions and major discounts were offered. Concerning payment methods, Thai online consumers preferred to pay by credit card since it aids with social distancing measures due to the recent COVID-19 pandemic, despite being a cash-based society.

Leading e-commerce platforms in Thailand

As the e-commerce market in Thailand continues to prove its success and its rising competitiveness, many online shopping platforms also demonstrate the capacity to maintain and expand their customer base. For Thai online shoppers, Shopee seemed to be the most popular platform in the country due to its vast range of products, promotions, simple platform structure, and timely delivery. In comparison, Facebook took a lead as the most preferred selling channel for online sellers in Thailand. As one of the most popular social media platforms in Thailand, Thai merchants see the opportunity to promote and sell products through Facebook pages, which is becoming the leading channel for social commerce in the country. With the consumers’ growing demand for online shopping along with the efficient response of e-commerce suppliers, the future of the e-commerce market in Thailand seems to be thriving strongly and steadily.


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