Thailand E-Commerce and Rising Fees
April 23, 2025
Online commerce in Thailand is undergoing rapid transformation, driven by digital innovation, evolving consumer habits, and strong platform growth. As smartphone and internet usage continue to rise, Thailand is becoming one of Southeast Asia’s most promising e-commerce markets. Businesses that adapt to this shift will be well-positioned to succeed in 2025 and beyond.
The e-commerce market in Thailand is projected to grow at a compound annual growth rate (CAGR) of 11.73%, rising from $27.3 billion in 2022 to $49.1 billion by 2027, according to PR Newswire. This growth is fueled by a major behavioral shift—66.9% of Thai consumers now prefer shopping online over visiting physical stores.
As this trend continues, brands will need to stay agile, optimize their digital strategies, and deliver seamless online experiences to remain competitive.
Major platforms such as Shopee and Lazada continue to dominate the e–commerce landscape. Shopee alone has seen its gross merchandise value (GMV) soar, reaching $55.1 billion across Southeast Asia in 2023, more than double its GMV from 2020, according to Statista.
These platforms continue to roll out tools and services that support sellers, enhance the customer experience, and encourage repeat purchases.
Online shopping in Thailand is no longer just a trend—it’s a lifestyle. Consumers from all generations, particularly Gen Y and Baby Boomers, are increasingly making purchases online. Businesses must align their messaging, product offerings, and customer support to match these evolving expectations.
Personalization, chat support, and quick responses have become essential for building trust and driving long-term customer loyalty in the e-commerce space.
In e-commerce, advertising is a major driver of visibility and conversion. Search ads, discovery ads, and keyword-optimized product listings help brands stand out in crowded marketplaces.
Additionally, influencer marketing—particularly through Key Opinion Leaders (KOLs)—and affiliate partnerships are proving highly effective in extending reach and boosting engagement
Despite its strong momentum, e-commerce in Thailand presents challenges such as rising competition, platform fees, and rapidly changing consumer trends. Brands that rely on outdated strategies risk falling behind.
However, businesses that embrace innovation, prioritize user experience, and invest in performance marketing will find ample opportunities to grow and scale.
The future of e-commerce in Thailand is filled with promise. As digital adoption accelerates and infrastructure improves, the market will continue to expand. Companies that understand their customers, act on data insights, and stay ahead of tech trends will lead the next wave of e-commerce success.
Discover how SILKEN Asia can help your brand thrive in the Thai market.
E-commerce has transformed the retail landscape in Thailand, with platforms like Lazada and Shopee offering businesses access to millions of potential customers. However, as these platforms continue to raise their fees, many small to medium businesses (SMBs) are questioning whether selling online remains a viable option. With rising commissions, transaction fees, advertising costs, and logistics charges, is the convenience and reach of these platforms still worth the expense?
Thailand’s e-commerce market is on an exciting growth trajectory, expected to hit 750 billion THB by 2025. With digital adoption soaring and platforms like Shopee and Lazada driving massive sales, brands are doubling down on ads, KOLs, and personalized strategies to stay ahead. Ready to tap into this booming digital economy?
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