Xin Ou
Research expert covering Greater China
E-commerce in Thailand - statistics & facts
When the clock strikes midnight, Thai shoppers rush to collect and use the limited top discounts within minutes of release on their preferred online shopping channels. Consumers can expect payday promotions, flash sales, free delivery coupons, and vouchers on various e-commerce platforms every month on repeat. This probably contributes to Thai internet users ranking first for weekly online purchases within the Asia Pacific region. Regionally, Thailand was second after Indonesia in terms of internet economy size. The increasing internet penetration rates in Thailand have supported the booming e-commerce market over the years.
When it comes to e-commerce payment methods, most consumers prefer to do bank transfers. Cash on delivery (COD) has lost its popularity since the pandemic. The rise of digital payments in Thailand, including QR payments and e-wallets, has slowly diverted the Thai market from being a cash-based society.
Cybershopping is here to stay, and more Thai consumers resort to it alongside visiting physical stores. The e-commerce market in Thailand can be expected to grow in the upcoming years.
Leading segments and preferred payment methods for e-commerce in Thailand
Online shopping has become very popular among Thai consumers regardless of income level. More than half of the Thai population uses or has purchased products and services through e-commerce channels. The spending increase on e-commerce purchases per person is estimated to nearly triple in 2023 compared to 2019. E-commerce platforms in Thailand offer a variety of products and services with competitive prices and promotions. The most popular e-commerce products among Thai consumers were apparel and footwear. Within the fashion category, the apparel segment generated the highest revenue. In recent years, Thai consumers have increasingly turned to e-commerce platforms to buy personal and household care, and food and beverages.When it comes to e-commerce payment methods, most consumers prefer to do bank transfers. Cash on delivery (COD) has lost its popularity since the pandemic. The rise of digital payments in Thailand, including QR payments and e-wallets, has slowly diverted the Thai market from being a cash-based society.
What is the most popular e-commerce platform in Thailand?
For Thais, e-marketplaces such as Shopee and Lazada appeared to be the most popular e-commerce platforms due to their vast range of products, promotions, simple platform structure, and timely delivery. However, Thai consumers show different preferences when it comes to the leading product categories purchased on the two platforms. Electronic devices and apparel were the top-performing product categories on Shopee Thailand, while lifestyle and beauty items were the best-performing product categories on Lazada Thailand. For sellers, on the other hand, Facebook took the lead as Thailand‘s most preferred sales channel for online social sellers. Given the rise of Thailand’s social commerce industry, Thai merchants are seizing the opportunity to promote and sell products through Facebook pages, Instagram accounts, TikTok, LINE SHOPPING, and more.Cybershopping is here to stay, and more Thai consumers resort to it alongside visiting physical stores. The e-commerce market in Thailand can be expected to grow in the upcoming years.
