# Thailand’s E-Commerce Market Hits 1.1 Trillion Baht in 2024, Eyes 1.6 Trillion by 2027

- Link: https://www.thailand-business-news.com/business/234750-thailands-e-commerce-market-hits-1-1-trillion-baht-in-2024-eyes-1-6-trillion-by-2027
- Published: 2025-07-21T23:27:11+07:00
- Author: J. Allan

Thailand’s e-commerce sector experienced a 14% growth in 2024, climbing to a total
value of 1.1 trillion baht, compared to 980 billion baht in 2023, as reported by
Priceza.com.

## **Key Takeaways**

 * Thailand’s e-commerce market grew 14% in 2024, now worth 1.1 trillion baht.
 * Shopee, Lazada, and TikTok lead platform usage, with TikTok gaining ground fast.
 * Social commerce and affiliate marketing are reshaping how brands engage consumers.

With momentum building, the market is projected to climb to 1.6 trillion baht by
2027, cementing the country’s position as ASEAN’s second-largest digital retail 
economy after Indonesia.

ADVERTISEMENT

Despite having the fourth-largest population in Southeast Asia, Thailand has emerged
as a digital shopping powerhouse, driven by consumers’ deep engagement with online
platforms and the strategic shift of brands toward digital-first business models.

**Shopee continues to dominate with a 75% usage rate**, followed by Lazada at 67%.
TikTok, a relative newcomer, has rapidly captured 51% of consumer attention, thanks
to its powerful blend of video content and direct shopping features.

### Related**Posts**

###  󠀁[From the Iran War to the World’s Dinner Table: Key Implications for the Global Food Supply Chain](https://www.thailand-business-news.com/markets/commodities/327563-from-the-iran-war-to-the-worlds-dinner-table-key-implications-for-the-global-food-supply-chain)󠁿

###  󠀁[Singapore Pillar Two Registration: Steps Multinational Groups Should Take](https://www.thailand-business-news.com/asean/329970-singapore-pillar-two-registration-what-multinational-groups-need-to-do)󠁿

###  󠀁[Asian stocks retreat as oil rises above $100 and investors reassess global rate risks](https://www.thailand-business-news.com/markets/333019-asian-stocks-retreat-as-oil-rises-above-100-and-investors-reassess-global-rate-risks)󠁿

###  󠀁[Thailand’s Floods Expose Severe Vulnerabilities in Its Automotive Supply Chain](https://www.thailand-business-news.com/business/332669-floods-in-thailand-highlight-the-vulnerability-of-the-countrys-automotive-supply-chain)󠁿

### TikTok is poised to surpass competitors in just one to two years

Industry experts suggest TikTok could overtake rivals within one to two years. TikTok
Shop (Thailand) Co., Ltd., registered in late 2023, already reported revenues exceeding
12 billion baht. The company, led by Chawanrath Poochaiwatnanon, has rapidly scaled
its influence in fashion e-commerce.

Looking ahead to 2025, a major shift is expected in brand strategy,  from platform
dependence to affiliate marketing. 

With leading platforms raising seller fees, businesses are now turning to influencers
and direct consumer engagement to optimize costs and gain measurable ROI.

TikTok’s seamless integration of content and commerce is seen as revolutionary, 
enabling users to make instant purchases without leaving the app. 

While this drives convenience and impulse buying, it also raises competitive concerns.
Critics argue TikTok restricts visibility for external links and nudges sellers 
toward its own ecosystem, potentially stifling market competition.

For small businesses, this presents both opportunity and risk. TikTok drives high
volumes but enforces strict rules and rising hidden fees. Logistics remains a key
challenge.

TikTok began working with Thailand Post in mid-2024, but data transparency issues
and delivery performance still pose hurdles.

As Thailand’s digital economy grows, the balance between innovation, competition,
and regulation will shape the next chapter of e-commerce.