Thanawat Malabuppha, Co-founder and CEO of Priceza, analyzed the e-commerce market in Southeast Asia from 2022 to 2024. The market is valued at THB5.56 trillion in 2024, with Thailand ranking second, holding a 16.4% share. Projections indicate the regional market will continue expanding, reaching 13 trillion baht by 2030.
Thailand’s e-commerce market is expected to grow from 1 trillion baht in 2024 to 2 trillion baht by 2030. Affiliate Commerce is emerging as a new driving force for Thailand’s e-commerce growth in 2025. The influence of Affiliators & Influencers is reshaping the Thai e-commerce landscape, with data revealing that 9 million Thais are content creators.
83% of Thai consumers admit to purchasing products/services based on influencer recommendations, making Affiliate Marketing a crucial sales channel. Thailand’s e-commerce market is becoming increasingly competitive, with global sellers entering the space. The key factors driving Thai consumers to shop online in 2025 are coupons, discounts, and free shipping, as they prioritize value and affordability.
International sellers are expected to impact the market due to regulatory changes allowing foreign sellers to ship products priced under 1,500 baht directly to Thai consumers without import duties. E-commerce listening is emerging as a crucial tool for Thai businesses to navigate the competitive e-commerce landscape.
Affiliate commerce drives Thai e-commerce
This method allows businesses to monitor competitors, track pricing strategies, and analyze sales data to stay ahead. Utilizing data-driven tools, online sellers can gain a deeper understanding of customer behavior and develop precise sales and marketing strategies. As competition in the e-commerce market intensifies, businesses are evolving their models to find new growth opportunities in 2025.
The market has seen the emergence of new business models like the Vertical Marketplace, which focuses on specific product categories, and Consignment Selling, where platforms handle inventory and marketing. Major Thai retailers are shifting towards their own mobile applications or Brand.com channels to avoid marketplace fees and gain full customer data. 2025 is expected to be the year of ultra-fast deliveries, as consumers are increasingly impatient and unwilling to wait long for their orders.
Sellers who can deliver quickly, often within a day, will have a competitive edge. Companies like 7-Eleven Delivery, Lotus’s Online, Makro Pro, Tops, and BigC are now offering fast delivery services to customers on the same day. “We are entering an era where consumers have become accustomed to speedy services, and they no longer have the patience to wait for deliveries.
This will drive fierce competition in the Thai e-commerce market in 2025, where players will compete to deliver goods faster than ever before,” stated Chayanit Samsuk from SCB EIC. The Thai retail market is estimated to reach 4 trillion baht in 2024 and is expected to grow by 5.1% in 2025, reaching 4.21 trillion baht. The Thai e-commerce market is projected to be worth 1 trillion baht in 2024, accounting for 25% of the country’s overall retail market.
