How big is Thailand's e-commerce market? (2026)
A THB 1.15 trillion market, and who sells, who buys, what they buy, how they pay and how fast it arrives. Built only from Thai agencies, research houses and business press.
1. How big it is: THB 1.15 trillion
The market a consumer brand actually enters is online retail, consumers buying goods online. It was THB 1.08 trillion in 2025 and is forecast at THB 1.15 trillion for 2026 (+7%). That is Priceza's January 2026 figure, and it is around 30% of all Thai retail.
Other houses land in the same place. SCB EIC expects about 30% of retail sales to come from e-commerce in 2026, and Krungsri Research (citing Euromonitor) puts the online share at 6.0% in 2019 and 23.5% in 2024. It quadrupled in five years.
| Year | Size |
|---|---|
| 2019 | 0.22 |
| 2020 | 0.37 |
| 2021 | 0.61 |
| 2022 | 0.82 |
| 2023 | 0.92 |
| 2024 | 1.00 |
| 2025 | 1.08 |
| 2026F | 1.15 |
SCB EIC × Euromonitor (2019–2024) · Priceza (2025 actual, 2026 forecast)
Search for the market size and you will more often see THB 5.96 trillion. That is the Electronic Transactions Development Agency's (ETDA) forecast for 2023, and it is not wrong. It counts something else. ETDA surveys 3,440 companies across eight industries and reports all electronic commerce, B2B and B2G included. B2C is 51.7% of it (2022), and even that B2C slice includes services such as travel and insurance. In the same survey insurance was the fastest-growing sector (31%). Read it as a consumer-goods market and you are working with a number five times too large.
| Source | Figure | What it measures |
|---|---|---|
| Priceza · 2026F | 1.15 | Online retail |
| Priceza · 2025 | 1.08 | Online retail |
| SCB EIC × Euromonitor · 2025F | 1.07 | Retail e-commerce |
| Thai E-Commerce Association (THECA) · 2025 | about 1.07 | Online retail |
| Kasikorn Research · 2025 | 0.77 | B2C consumer goods, services excluded |
| Department of Business Development · 2025F | 0.75 | "E-commerce business market value" |
| ETDA · 2023F | 5.96 | All B2B, B2C and B2G |
The same "Thai e-commerce in 2025" ranges from THB 750 billion to 5.96 trillion, and every gap comes from definitions. The market a consumer brand will actually sell into is the THB 1.0–1.15 trillion that Priceza and SCB EIC measure. The other figures are larger because they include B2B and services, or smaller because they draw the boundary tighter.
2. How it breaks down: half is marketplaces
B2B, B2C, B2G. In ETDA's 2023 count, B2C is 50.0%, B2B 39.3% and B2G 10.8%. B2C moved from 47.6% to 51.7% to 50.0% over 2021–2023, so roughly half of all e-commerce is consumer trade.
| Year | B2C | B2B | B2G |
|---|---|---|---|
| 2021 | 47.6% | 37.8% | 14.6% |
| 2022 | 51.7% | 37.8% | 10.5% |
| 2023 | 50.0% | 39.3% | 10.8% |
Electronic Transactions Development Agency (ETDA) open data
Channels inside B2C. Priceza's January 2025 breakdown puts half of consumer e-commerce on marketplaces such as Shopee, Lazada and TikTok Shop. Live, social, quick commerce and brand sites share the other half.
| Channel | Share (2024) |
|---|---|
| e-Marketplaces (Shopee · Lazada · TikTok Shop) | 50% |
| Live commerce (live streams and short video on TikTok · Facebook · YouTube · Instagram) | 20% |
| Social and chat commerce (Facebook · LINE · Instagram) | 18% |
| Quick commerce and online grocery | 8% |
| Brand sites and specialist e-tailers (brand.com) | 4% |
Priceza, Thailand E-Commerce Trends 2025
By January 2026 Priceza had raised live commerce to 25%, the fastest-growing slot in a single year. Brand sites, on the other hand, are 4%. A brand that sells mostly direct-to-consumer at home should expect to start in Thailand on marketplaces and live commerce instead.
Social and chat commerce at 18% is also distinctly Thai. Kasikorn Research found that 33.8% of social media users bought something through it in 2024 (29.9% in 2023), and that Facebook and Instagram took 74.5% of live-selling revenue against TikTok's 20.5%. For live selling, Facebook is still the bigger stage.
3. Who sells: Shopee, TikTok Shop, Lazada
The ranking changes with what is measured. Look at all three bases side by side.
| Platform | GMV 2023 | Platform revenue 2024 | Bought in last 6 months 2025 |
|---|---|---|---|
| Shopee | 49% | 50% | 89% |
| TikTok Shop | 21% | 12.3% | 71% |
| Lazada | 30% | 28% | 66% |
GMV — Momentum Works (reported by Prachachat Turakij) · Platform revenue — Trade Competition Commission online platform database · Usage — Milieu Insight
By GMV, Shopee holds half and Lazada is second. A Thailand split of 2025 GMV has not yet appeared in the Thai press. Company revenue filed with the Department of Business Development for 2025, though, shows the order changing.
| Company | Revenue 2025 | Change |
|---|---|---|
| Shopee (Thailand) | 88.39 | +77% |
| TikTok Shop (Thailand) | 54.41 | +351% (from 12.07) |
| Lazada | 30.16 | +7% |
Department of Business Development filings (reported by Marketing Oops!)
TikTok Shop went from less than half of Lazada's revenue in 2024 to 1.8 times it in one year, and turned a net profit of THB 3.09 billion. The usage survey (89 / 71 / 66) points the same way. "Shopee first, TikTok Shop second, Lazada third" holds for 2025. The GMV ranking for 2025 is still unpublished; what is confirmed is that revenue and usage point in the same direction.
Other channels have their own leaders. In food delivery, Grab and LINE MAN together hold close to 90% (Momentum Works, reported by Thansettakij), and foodpanda left Thailand in May 2025. Who is first depends on the study: Momentum Works has Grab at 47%, Redseer has LINE MAN at 44%, and Grab publicly disputed the latter. In online grocery, Makro PRO has 39.5% and Lotus's SMART 19.5%, figures from CP AXTRA itself with no independent check.
4. Who buys, and what
Who. In September 2025 Lazada Thailand's CEO put Thailand's online shoppers at 43.5 million, 62% of them Gen Z and Gen Y and 33% Gen X. 68.2% of internet users buy online at least once a week. In Milieu's survey, 87% said they buy regularly, weekly or monthly.
How much. According to the Office of the National Digital Economy and Society Commission's Thailand Digital Outlook, the average basket grew from THB 375 (2023) to THB 428 (2024) and THB 435.83 in the 2026 edition (sample of 46,810). 40.4% buy at least once a week and 28.9% buy five to seven days a week. Baskets are small and orders frequent, so shipping and packaging costs decide the margin.
| Survey | Basket |
|---|---|
| 2023 | 375 |
| 2024 | 428 |
| 2026 edition | 435.83 |
Office of the National Digital Economy and Society Commission, Thailand Digital Outlook 2024 and 2026
A nationwide Commerce Ministry survey in Q4 2023 (884 districts, 4,699 respondents) found 58% of under-20s spend under THB 1,000 per order, while 16% of 50–59-year-olds spend THB 3,001–5,000 a month. Under-30s used TikTok right after Shopee; for over-50s, Facebook ranked third. Younger buyers on TikTok Shop, older buyers on Facebook holds up in the numbers.
The split between Bangkok and the provinces has no figure from a Thai agency or outlet since October 2023. The DBD's "67% of sellers are upcountry" counts where sellers are based, not where orders go. The delivery times in section 5 show more precisely how quickly provincial buyers are reached.
What. Each platform sells different things (Momentum Works 2023, top three by units sold):
| Category | Shopee | Lazada | TikTok Shop |
|---|---|---|---|
| Home & living | 20% | ||
| Fashion | 18% | 19% | |
| Health & beauty | 17% | ||
| Babies & toys | 15% | ||
| Electronics | 15% | ||
| Beauty | 84% | ||
| Women's fashion | 10% | ||
| Food & beverage | 4% |
Momentum Works (Priceza seminar, reported by Prachachat Turakij)
By GMV, Lazada leans to electronics (43%) and TikTok Shop to beauty (70%). During Shopee's 9.9 sale (9 September 2025), Gen Z's top three were skincare, makeup and laundry and cleaning products. Cosmetics start on TikTok Shop, appliances on Lazada, household goods on Shopee.
5. How they pay, and when it arrives
Payment. A 2026 estimate that payment company 2C2P commissioned from IDC (bear in mind it comes from a payments firm) splits Thai e-commerce value into digital wallets 29%, bank transfer and PromptPay 26%, cards 24%, cash on delivery 16% and buy-now-pay-later 5%. Among wallets, TrueMoney leads with 52.6% (2023).
| Method | 2026 | 2029F |
|---|---|---|
| Digital wallet | 29% | 29% |
| Bank transfer and PromptPay | 26% | 29% |
| Card | 24% | 25% |
| Cash on delivery | 16% | 12% |
| Buy now, pay later | 5% | 5% |
2C2P × IDC (published by a payments company, May 2026)
The base layer of Thai consumer payments is PromptPay. As of August 2026 it had 83.44 million registered IDs, handled 2.53 billion transactions in the month (+12%) and peaked at 101.13 million in a single day at month-end (NITMX, reported by Posttoday). The Bank of Thailand's governor put 2025 PromptPay transfers at THB 54 trillion. QR transfer comes before cards here, so a checkout without a PromptPay QR loses buyers at the payment step.
Cash on delivery at 16% is an operating cost. KEX charges 2.4% per COD parcel and Flash from 2.5%, and refused parcels come back to the warehouse. BNPL is still 5%, but the Bank of Thailand, citing THB 17.9 billion in BNPL balances (+38%) and 4.91 million accounts in 2024, said it will start regulating it within 2026.
Payment gateway market share has no statistic from a Thai agency or outlet. 2C2P, Opn (Omise), GB Prime Pay and bank gateways (KBank, SCB) are all in use, but there is no basis for ranking them.
Delivery. Parcels are a THB 80–100 billion market moving 10–12 million parcels a day (2024–2025, The Bangkok Insight citing depa and bank research). Official market-share figures stop at 2023, so the revenue order from DBD filings is the more accurate picture.
| Carrier | 2024 | 2025 | Note |
|---|---|---|---|
| J&T Express | 25.5 | 39.0 | Grew on TikTok Shop volume |
| SPX Express (Shopee) | 23.5 | 25.6 | |
| Flash Express | 24.7 | 25.6 | |
| Thailand Post | 21.0 | 22.2 | Back to profit in 2025 |
| Lazada Express (LEX) | 14.3 | 11.5 | |
| Kerry Express (KEX) | 9.6 | 5.3 | Sharp drop, loss-making |
Department of Business Development filings (reported by Marketeer)
Delivery time. Within greater Bangkok, parcels dropped before 5 pm arrive the next day; other provinces take 1–3 days; islands and remote areas 4–5 days, with a surcharge from THB 50 (Flash agent guidance). Thailand Post EMS targets 1–2 days. In September 2025 Lazada Thailand's CEO said "95% of orders already arrive the next day". Buyers outside Bangkok do not wait a week.
| Area | Delivery |
|---|---|
| Greater Bangkok (dropped before 5 pm) | 1 day (next day) |
| Thailand Post EMS | up to 2 days (1–2) |
| Other provinces | up to 3 days (1–3) |
| Islands and remote areas | up to 5 days (4–5) |
Flash Express agent guidance · Thailand Post EMS standard
Cost. Small-parcel starting rates are THB 23–30 in greater Bangkok and THB 26–50 upcountry (Positioning comparison, December 2024). Thailand Post EMS is THB 32 up to 20 g, 52 up to 500 g, 67 up to 1 kg and 97 up to 2 kg (2025 rate card). With a THB 435 basket, a THB 30–50 delivery fee is 7–11% of the order. Platform free-shipping vouchers come back to the seller as a cost, so build that into pricing from day one.
| Carrier | Greater Bangkok | Upcountry |
|---|---|---|
| DHL eCommerce | 23 | 28 |
| Ninja Van | 23 | 30 |
| J&T Express | 24 | 26 |
| Flash Express | 25 | 35 |
| Kerry Express (KEX) | 30 | 50 |
| Thailand Post EMS · up to 20 g | 32 | 32 |
| Thailand Post EMS · up to 1 kg | 67 | 67 |
Positioning carrier comparison (December 2024) · Thailand Post EMS rate card (2025)
6. How fast it grew, and how fast it will
This is SCB EIC's retail e-commerce series, built on Euromonitor data. It jumped above 60% in the two pandemic years, then settled into single digits.
| Year | Size (THB trillion) | Growth | Share of retail |
|---|---|---|---|
| 2019 | 0.22 | 6.0% | |
| 2020 | 0.37 | +68% | |
| 2021 | 0.61 | +65% | |
| 2022 | 0.82 | +34% | |
| 2023 | 0.92 | +12% | 24.2% |
| 2024 | 1.00 | +8% | 23.5–25.0% |
| 2025 | 1.07–1.08 | +7–7.6% | 25.4–27% |
| 2026F | 1.15 | +7% | ~30% |
SCB EIC × Euromonitor (2020–2024) · Priceza (2025 actual, 2026 forecast)
7–9% a year is now the base pace. Forecasts go three ways:
- Priceza: THB 2 trillion by 2030
- Cube Insights × Lazada: THB 1.8 trillion by 2030, more than 14% a year
- Krungsri Research (citing Euromonitor): retail e-commerce +9% a year over 2024–2029, online share 32% by 2029
Higher numbers circulate too. Google, Temasek and Bain's e-Conomy SEA 2025 puts Thai e-commerce at USD 33 billion in 2025, +22%, the fastest in Southeast Asia, and Momentum Works says platform GMV grew 51.8%. Neither is a Thai body and both measure a wider base (platform GMV counts fees, ads and live selling broadly). Read it this way: online retail as a whole grows 7–9% a year, and trade on the platforms grows much faster than that.
7. Where the opportunity is
In one line: THB 1.15 trillion, 30% of retail, growing 7–9% a year. Half of it runs through marketplaces, and Shopee, TikTok Shop and Lazada carry almost all of that. Buyers spend THB 435 at a time, often, pay by QR, and get it the next day in Bangkok and within three days upcountry.
The opportunity shows up in three places.
- Live commerce. Selling through live streams and short video went from 20% to 25% of consumer e-commerce in a year, and TikTok Shop Thailand's revenue rose 351%. 84% of TikTok Shop's units are beauty.
- Young buyers. Gen Z and Gen Y are 62% of 43.5 million online shoppers, a generation that discovers new brands on video first.
- The 70% still in stores. SCB EIC expects about 30% of Thai retail to sell online in 2026. The other 70% still sells in stores. Krungsri Research (citing Euromonitor) sees the online share rising from 27% in 2025 to 32% in 2029. Plenty is still to move online.
Two sides in this market are looking for each other. Overseas brands and manufacturers are looking for people to sell their products in Thailand. Thai sellers and would-be sellers want overseas brands, but do not know how importing and product licensing work.
hyCommerce sits between them. We connect brands with Thai sellers who will sell for them, and connect sellers with overseas brands they can sell. Everything in between, importer of record, licensing and customs, warehousing and dispatch, is handled by hyCommerce. Brands enter without a Thai entity, and sellers get to focus on selling.
Start Thailand with hyCommerce, the link between Thai sellers and overseas brands. If you are a brand, tell us your products and target platforms. If you are a seller, tell us the categories you want to sell.
Sources
- Priceza — ECOM TALK 2026 (January 2026): THB 1.08 trillion in 2025, THB 1.15 trillion forecast for 2026 (+7%), about 30% of retail, live commerce 25%; Thailand E-Commerce Trends 2025 (January 2025): channel shares 50 / 20 / 18 / 8 / 4, THB 2 trillion by 2030
- SCB EIC — Industry Insight, November 2024 (Euromonitor data): retail e-commerce size and share 2019–2025; 2026 retail outlook (November 2025): e-commerce at about 30% of retail
- Krungsri Research — Industry Outlook 2026–2028: Modern Trade (April 2026): online share 6.0% in 2019 and 23.5% in 2024, 27% in 2025 rising to 32% in 2029 (Euromonitor forecast), retail e-commerce +9% a year
- Electronic Transactions Development Agency (ETDA) — e-commerce value survey (released May 2024): THB 5.43 trillion in 2022, THB 5.96 trillion forecast for 2023, B2C 51.7%; open data B2B/B2C/B2G shares 2021–2023
- Kasikorn Research Center — 2025 B2C e-commerce THB 770 billion (+6.4%); social media purchase rate 33.8%, live-selling platform shares (May 2025, reported by Prachachat Turakij)
- Thai E-Commerce Association (THECA) — about THB 1.07 trillion in 2025 (Thansettakij, November 2025)
- Department of Business Development (DBD) — e-commerce business market value 2023–2025 (April 2024); company financial statements 2024–2025 for Shopee, TikTok Shop, Lazada and six carriers (reported by Marketing Oops! and Marketeer)
- Trade Competition Commission of Thailand — online platform market database, 2024 platform revenue shares (Thai PBS Policy Watch, August 2026)
- Momentum Works — Ecommerce in Southeast Asia 2024 and 2026, food delivery shares (reported by Prachachat Turakij, Thansettakij and The Standard)
- Milieu Insight — Thai marketplace usage 2025 (Thairath and Brand Inside, November 2025)
- Office of the National Digital Economy and Society Commission — Thailand Digital Outlook 2024 and 2026: basket THB 375 → 428 → 435.83, purchase frequency (reported by Brand Inside and Krungthep Turakij)
- Lazada Thailand — 43.5 million online shoppers, Gen Z and Y 62% (Workpoint TODAY, September 2025); "95% of orders arrive next day" (The Standard, September 2025)
- Trade Policy and Strategy Office, Ministry of Commerce — national online consumption survey, Q4 2023 (Thai Post, February 2024)
- Shopee Thailand — 9.9 campaign results (Brand Buffet, September 2025)
- 2C2P × IDC — Thai payment method shares, 2026 and 2029 forecast (2C2P, May 2026)
- National ITMX (NITMX) — PromptPay monthly statistics, August 2026 (Posttoday, September 2026)
- Bank of Thailand — BNPL status and regulation plans (The Standard Wealth, June 2026); 2025 annual PromptPay transfers (InfoQuest, October 2026)
- The Bangkok Insight — parcel market size and daily volume 2024–2025 (citing depa and bank research, June 2025)
- Positioning — carrier starting-rate comparison (December 2024); Thailand Post — 2025 domestic EMS rate card; KEX and Flash Express — COD fees (company guidance)
- Google, Temasek and Bain — e-Conomy SEA 2025, Thailand (Google Thailand and Techsauce, November 2025)
- data
- shopee
- lazada
- tiktok-shop
- live-commerce
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