Thailand’s online shopping sector has entered a new era of scale and speed. The Thailand E-commerce Surge in 2024 shows how mobile phones, social platforms, and consumer trust are reshaping the market. With impressive growth and forecasts, the sector is set to play an even larger role in the nation’s economy.
Thailand E-commerce Surge and Growth Momentum
Thailand’s e-commerce market grew by 13.7% in 2024, according to IMARC Group, reaching an estimated USD 107.20 billion. This follows a compound annual growth rate (CAGR) of 11.1% between 2019 and 2023.
Alternative estimates place market value at 1.1 trillion baht (about USD 34 billion), still marking a strong 14% increase over 2023. While figures differ depending on methodology, what is clear is that e-commerce is expanding quickly and consistently.
Looking ahead, projections suggest the market could exceed USD 1.15 trillion by 2030, underlining how central digital retail will be to Thailand’s economy in the next decade.
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Broad Consumer Participation
E-commerce is no longer a niche activity in Thailand. Over 92% of consumers reported making online purchases in the past six months, demonstrating how deeply embedded digital shopping has become in everyday life.
This high level of adoption reflects the sector’s inclusivity. Online platforms serve a wide range of products, from groceries and fashion to electronics and household essentials, making them attractive to consumers across all age groups and income levels.
Smartphone Power and Mobile Shopping
The Thailand E-commerce Surge is strongly tied to mobile penetration. More than 90% of Thai online shoppers use smartphones as their primary device for purchases. This mobile-first environment makes Thailand one of the leading countries in Asia for smartphone-based commerce.
Mobile shopping apps integrate browsing, payment, and delivery tracking into seamless experiences. Combined with secure digital wallets and instant payment options, these apps drive both convenience and trust among users.
Social Commerce Revolution
Another key driver is the rise of social commerce, where shopping merges with entertainment and social interaction. Platforms such as Shopee (75% usage), Lazada (67%), and TikTok (51%) dominate the online retail space.
Innovations like live-stream shopping, influencer marketing, and integrated payment solutions make social platforms more than just communication tools—they are now full-fledged marketplaces.
For younger consumers in particular, shopping through social apps feels natural. It combines product discovery, reviews, entertainment, and purchasing in a single journey.
Why Thailand E-commerce Surge Matters
Thailand’s e-commerce boom is more than just a consumer trend. It reflects wider economic changes, including rising internet penetration, financial inclusion through digital payments, and improved logistics infrastructure.
For businesses, the rapid growth signals both opportunities and competition. Small and medium-sized enterprises (SMEs) can reach national and even international customers without heavy physical investment. At the same time, global brands are tailoring their strategies to tap into Thailand’s highly engaged online consumer base.
The Road Ahead for Thailand E-commerce Surge
Thailand’s e-commerce market shows no signs of slowing. With projections to cross USD 1.15 trillion by 2030, the industry will continue to evolve. The dominance of mobile devices and the integration of social commerce innovations are expected to deepen.
Challenges remain, such as ensuring fair competition on platforms, addressing cybersecurity risks, and improving logistics for rural areas. But the trajectory points firmly upward, making the Thailand E-commerce Surge one of the most important economic trends in Southeast Asia today.
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