In 2025, Thailand’s e-commerce surged 51.8% to $35.5 billion, dominated by Shopee, TikTok Shop, and Lazada, signaling a regional shift toward profitability and content-driven transactions in Southeast Asia.
Thailand’s E-Commerce Surge
In 2025, Thailand stood out as Southeast Asia’s leading e-commerce market, boasting a remarkable 51.8% year-on-year increase in gross merchandise value (GMV), totaling $35.5 billion. This rapid growth has established Thailand as a pivotal player in the region’s digital economy, indicating a shift in leadership from traditional heavyweights like Indonesia to faster-growing markets.
Dominant Platforms in Thailand
The e-commerce landscape in Thailand is largely dominated by three main platforms: Shopee, TikTok Shop, and Lazada. Together, these giants control 98.8% of the regional GMV. While Shopee retains over 50% market share, TikTok Shop is gaining momentum with its engaging “shoppertainment” approach. Lazada has adapted its strategy to focus on premium brands to maintain competitiveness.
Shifts in Regional E-Commerce Trends
The Southeast Asian e-commerce market is transitioning into a “control phase,” focusing on profitability and operational efficiency rather than expansion. Although Indonesia is the largest market by scale, Thailand now drives significant growth, primarily due to the rise of content commerce—livestreaming and short-form videos have become vital for transactions. To navigate high household debt, platforms are integrating digital lending and AI-driven personalized shopping experiences into their offerings.
Source : Thailand’s e-commerce market surged by 51.8% in 2025