Thailand’s retail landscape is changing fast. In 2024, 16.3 million Thais shopped online, marking a 7.5% increase from the year before. Their spending reached $19.3 billion, rising 13.9% year-on-year. This sharp growth shows how online shopping has become part of daily life. A major force behind this change is Shoppertainment Thailand, where entertainment and e-commerce blend into one powerful trend.
The Rise of Shoppertainment Thailand as a Retail Engine
Shoppertainment mixes live video, influencer engagement, instant promotions, and interactive product demos. Platforms like Facebook Live, Instagram Live, and TikTok Shop have turned live commerce into a national phenomenon. Many brands now rely on live streams to boost sales during mega campaigns, where some sellers have seen 5-10x spikes in orders.
The appeal is simple. Live streams feel personal. Shoppers can ask questions, watch real-time demos, and grab fast deals. This makes buying easier, more fun, and more social. As a result, live-streaming commerce in Thailand is expected to reach USD 1.97 billion in 2025 and grow to USD 6.75 billion by 2031. That represents a very strong 22.8% CAGR, showing that live commerce is becoming a core part of the retail sector.
Shoppertainment Becomes a Mainstream Shopping Behavior
Thailand’s e-commerce market now makes up about one-quarter of all retail spending. This shift is driven by mobile usage, social platforms, and new technologies like AI and AR, which improve the customer experience. Over half of sales on live commerce platforms now come from mega-sale campaigns, proving that shoppers enjoy the mix of fun content and exclusive deals.
This is why Shoppertainment Thailand is viewed as a major trend for 2025. It is no longer a niche format. It is shaping mainstream consumer habits and redefining how brands plan promotions, launch products, and build communities.
Visa-Free Travel Boosts Retail and Tourism Spending
Thailand’s retail boom is not happening online alone. Visa-free travel policies and a strong tourism recovery have created a second engine of growth. Tourism, especially duty-free retail, has grown at a massive 24.3% CAGR from 2020 to 2025. This is driving higher spending in luxury malls and airport stores.
The Thailand travel retail market, valued at $154.48 million in 2025, is expected to expand at a 6.75% CAGR until 2033. Visitors are spending more on high-end beauty products, fashion, gifts, and exclusive items they cannot find at home.
Read Also: Thailand E-commerce Surge Shows Trillion-Dollar Path
How Tourism and Shoppertainment Thailand Strengthen Each Other
Tourists are also becoming a target audience for live commerce. Brands now use Shoppertainment to reach visitors before they arrive, during their travels, and even after they return home. This creates a loop where digital engagement supports physical retail, and physical retail brings new online followers. Visa-free travel makes this loop even stronger by increasing traffic into the country.
Read Also: Investigating Thailand TouristDigiPay Payment Scheme That Sparks Hope
Why 2025 Marks a Turning Point for Shoppertainment Thailand
The year 2025 is shaping up to be a milestone. Thailand’s retail sector is being reshaped by two powerful trends:
- Explosive growth in live-streaming commerce
- Rising tourism supported by visa-free entry
Consumers are shifting toward interactive shopping. Retailers are investing more in live events, influencers, and high-tech tools. At the same time, malls and duty-free stores are benefiting from strong international arrivals. Together, these forces are building a retail environment that is more dynamic, more digital, and more global.
Moving Forward With Strategy and Expertise
The future of Shoppertainment Thailand will depend on how well businesses adapt to new consumer habits, new technology, and the continued rise of travel spending. To explore how your company can navigate Thailand’s fast-changing retail market, contact Market Research Thailand, a global consulting firm with expertise in digital commerce, tourism, and market strategy.
