Kornnikar Niwatsaiwong, Head of FMCG & E-commerce at TikTok Shop Thailand, said Thai sellers have achieved remarkable growth on the platform through initiatives like #ThaiRisers, which promote local brands.
“During mega sales campaigns, many Thai brands saw their GMV rise significantly — nearly half doubled sales, while around 20% recorded a 5–10x increase within days,” she said.
Live commerce has now become a key engine of Thailand’s digital economy, turning viewer engagement into measurable sales. This trend aligns with the rise of ‘shoppertainment’ — the fusion of entertainment and shopping — which has proven effective in driving both engagement and revenue.
E-Commerce Spending Keeps Soaring
Data from Priceza.com show that Thailand’s e-commerce market expanded 14% in 2024, reaching 1.1 trillion baht, up from 980 billion baht in 2023. The figure is projected to hit 1.6 trillion baht by 2027.
Thailand now ranks as the second-largest e-commerce market in ASEAN, behind Indonesia, despite having only the fourth-largest population in the region.
Experts also point to affiliate marketing as a rising force in 2025 — where independent promoters earn commissions by sharing product links across social media, websites, or blogs. The model benefits sellers, promoters, and buyers alike, helping drive overall e-commerce growth.
Lazada: E-Commerce Now One-Quarter of Thai Retail
Varitha Kiatpinyochai, CEO of Lazada Thailand, said e-commerce continues to expand despite economic headwinds.
“Consumers are more cautious and expect greater value for every purchase. Over half of platform sales now come from mega-sale campaigns,” she said.
She added that many sellers are shifting from offline to online channels, while consumers are spending more frequently and across a wider product range.
“We estimate that e-commerce now accounts for roughly one-quarter of Thailand’s total retail market,” she added.
Top-selling categories during double-digit sales campaigns include beauty items, travel accessories such as luggage, fandom-related goods, and collectibles tied to popular idols and games.
Grab: Food Delivery Demand Defies Slowdown
Chantsuda Thananitayaudom, Managing Director of Grab Thailand, said that despite the economic uncertainty dampening purchasing power, the food delivery sector continues to post double-digit growth.
“Consumers are trying to control spending and avoid unnecessary outings. To stimulate orders, Grab has focused on campaigns that emphasise value and offer flexible deals — both for home delivery and dine-in redemptions,” she explained.
