E-commerce value Thailand 2017-2023

In 2023, the e-commerce market in Thailand was estimated to reach around 5.96 trillion Thai baht, which was a continual increase compared to the market value since 2021. This increase goes hand in hand with the country's rising number of e-commerce users. 

Leading e-commerce platforms

Thai shoppers have various choices for purchasing products online. Even though there is a wide selection of platforms available, e-marketplaces are the most popular online shopping channels among Thai consumers, followed by social commerce platforms such as Facebook, Instagram, and Twitter. Some of the most popular and widely used e-commerce platforms in Thailand are Lazada and Shopee. In the first quarter of 2022, Lazada recorded total monthly web visits of around 36.9 million visits, whereas Shopee had about 57 million visits in that same period.

Online shopping behavior

With the increasing number of online shoppers, the average spending continues to rise. An estimation shows that, in 2023, average spending could reach nearly nine thousand Thai baht per user. A survey found that the most preferred benefit while purchasing online was easy return, followed by ease of payment. The concept of return was not common in Thailand until recent years, when international brands such as Zara, H&M, Uniqlo, and more incorporated it. E-commerce platforms also offer returns. In some cases, customers can deny the package upon arrival. In terms of challenges for online shopping, payment trust was the major concern.