Thailand’s retail e-commerce market is booming, with projections showing it will reach 4 trillion baht (approx. $66.7 billion) in 2025. Just a few years ago, the market stood at 817 billion baht. That dramatic rise reflects not only growing consumer demand but also the widespread shift toward digital retail. The sector’s momentum is expected to continue. Revenue from Thailand's e-commerce market is forecast to hit US$22.84 billion in 2025, supported by a 9.01% annual growth rate through 2029. By that year, the number of online shoppers is set to grow 27%, reaching 22.43 million users. Here are some Thailand Retail E-commerce Trends to watch for!
A Nation Embracing Digital Shopping
Thailand’s retail habits have shifted dramatically in just a few years. More than 92% of consumers have shopped online in the past six months, and only 4% have never done so. These figures show that e-commerce is no longer a niche behavior, but it’s mainstream.
The digital infrastructure supporting this growth is strong. As of January 2025, Thailand had 65.4 million internet users, creating a massive online audience. This digital base fuels retail demand, convenience, and innovation.
Thailand Retail E-commerce Trends: The Power of Mobile-First Shopping
Mobile commerce is the backbone of Thailand’s e-commerce surge. 95% of Thai consumers shop via smartphones, and 60% use e-commerce apps as their main way to buy products. This mobile-first behavior shows that shopping is no longer confined to desktops or stores—it’s happening everywhere, all the time.
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This trend pushes businesses to prioritize app performance, mobile design, and seamless checkout experiences. For retailers, ignoring mobile optimization means missing out on the majority of consumers.
Fierce Competition Among E-commerce Giants
Thailand’s online marketplace is highly competitive—and largely controlled by international platforms. Shopee leads with 49% of the market, followed by Lazada at 30%, and TikTok Shop at 21%. Together, these three platforms dominate the space.
Foreign-owned platforms now control two-thirds of the Thai e-commerce market, reshaping how businesses operate. For local players, this means adapting quickly, differentiating their offerings, or partnering with bigger platforms to stay relevant.
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Despite the dominance of these giants, the playing field is far from static. As technology evolves and customer expectations grow, new services, faster deliveries, and personalized experiences will define the next phase of competition.
Looking Ahead Thailand Retail E-commerce Trends: Continued Momentum and New Challenges
The growth of Thailand’s e-commerce retail sector is part of a broader shift toward a digital, mobile-first economy. With projected market value set to top $101.9 billion by 2028 and annual growth rates over 11%, the future is bright, but also demanding.
To succeed, businesses must navigate rising competition, changing consumer expectations, and rapid technological shifts. Whether it's investing in mobile experiences, sustainable logistics, or AI-driven personalization, the winners will be those who move fast and think long-term.
Thailand’s retail e-commerce trends are transforming the way the nation shops. With explosive growth, mobile-first consumer habits, and fierce competition, the market is dynamic and full of opportunity. For businesses and investors, now is the time to watch closely, and act boldly.
