TikTok Shop has overtaken Lazada in Thailand — live commerce is why (2026)
TikTok Shop Thailand's revenue grew 351% in a year and passed Lazada's. Behind it are shoppers who now buy from video and live streams.
The order changed in one year
In 2024 TikTok Shop was well behind in Thailand. In the Trade Competition Commission's online platform market data, 2024 platform revenue shares were Shopee 50%, Lazada 28%, TikTok Shop 12.3%.
A year later, the 2025 company accounts filed with the Department of Business Development (DBD) show the positions reversed.
| Entity · year | Revenue |
|---|---|
| TikTok Shop · 2024 | 12,066 |
| TikTok Shop · 2025 | 54,412 |
| Lazada · 2025 | 30,163 |
Department of Business Development filings (reported by Marketing Oops!, October 2026)
TikTok Shop's revenue rose 351%, overtaking Lazada (+7%) by a factor of 1.8, and it turned its first net profit at THB 3.09 billion. Shopee also grew strongly, by 77%. Shopper surveys point the same way: when Milieu Insight asked 500 Thai online shoppers where they had bought in the past six months, the answers were Shopee 89%, TikTok Shop 71% and Lazada 66%.
The platform did not win so much as buying habits changed
TikTok Shop's growth is not the story of one app. Thai shoppers are moving toward buying while watching video and live streams.
In price-comparison platform Priceza's channel breakdown, live commerce — selling through live streams and short video — rose from 20% in 2024 to 25% in 2025, the fastest-growing channel that year.
| Year | Live commerce |
|---|---|
| 2024 | 20% |
| 2025 | 25% |
Priceza Thailand E-Commerce Trends 2025 · ECOM TALK 2026
Google, Temasek and Bain's e-Conomy SEA 2025 counts 850,000 sellers in Thailand selling through video (+175%) and 1.3 billion transactions. When Milieu asked which platforms influenced purchases, TikTok came first at 75%, ahead of Facebook (55%), YouTube (51%) and Instagram (30%).
| Platform | Share |
|---|---|
| TikTok | 75% |
| 55% | |
| YouTube | 51% |
| 30% |
Milieu Insight (reported by Thairath, November 2025)
It shows in logistics too. J&T Express led parcel carriers by 2025 revenue (THB 39.0 billion, up from 25.5 billion in 2024), and Thai media credited the growth to TikTok Shop volume.
Live selling still has more than one stage
It is too early to equate live commerce with TikTok. Kasikorn Research splits live-selling revenue as Facebook and Instagram 74.5%, TikTok 20.5%, Shopee and Lazada 4.8% — individual sellers on Facebook Live remain a large market. In the same study, 22% of sellers sold through live streams and live-selling revenue grew 15.4%.
In short: TikTok Shop grew fastest by putting video, live, payment and delivery inside one app, while Facebook still holds a large stage through its long-established live-seller community. On both, products sell only when someone keeps making video.
What a brand needs before going live
Live commerce is not a channel where you build a product page and wait.
- People who broadcast locally. You need sellers or creators who stream and post short video in Thai every week.
- Stock inside Thailand. Orders arrive in bursts during a stream. Shipping one parcel at a time from abroad is slow, and it comes back as cancellations and low ratings.
- Paperwork that lets you sell. TikTok Shop, Shopee and Lazada check documents such as Thai FDA registration for cosmetics and TISI certification for electrical goods as a listing condition. If a product is pulled mid-stream, the whole broadcast is lost.
Connecting the people who sell live with the brands they sell
Thai live sellers and would-be sellers are looking for overseas brands worth selling, and overseas brands are looking for someone to sell for them in Thai. Between the two sit importing, licensing and stock.
hyCommerce sits between them. We handle importer of record, Thai FDA and TISI licensing, and warehousing and dispatch in Thailand, so a brand can enter without a Thai entity, and we start selling together with sellers who do live commerce. 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
- Trade Competition Commission of Thailand — online platform market data, 2024 platform revenue shares (Thai PBS Policy Watch, August 2026)
- Department of Business Development — Shopee, TikTok Shop and Lazada Thai entity accounts 2024–2025 (Marketing Oops!, October 2026)
- Milieu Insight — survey of 500 Thai online shoppers, platform use and purchase influence (Thairath and Brand Inside, November 2025)
- Priceza — Thailand E-Commerce Trends 2025 (January 2025), ECOM TALK 2026 (January 2026)
- Google, Temasek and Bain — e-Conomy SEA 2025, Thailand (Techsauce, November 2025)
- Kasikorn Research Center — live-selling platform shares and seller trends (Prachachat Turakij, May 2025)
- Department of Business Development — parcel carrier revenue 2024–2025 (Marketeer, August 2026)
- tiktok-shop
- lazada
- shopee
- live-commerce
- data
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