Shopee Dominates Thai E-Commerce Landscape as TikTok Shop Enters Brand Rankings
YouGov data reveals 66 % of Thai consumers would recommend Shopee, while TikTok Shop debuts with a BrandIndex score close to Lazada’s
Thailand’s e-commerce market continues to expand rapidly, driven by consumer advocacy and evolving platform preferences, according to recent YouGov data.
A significant 66.3 per cent of Thai adults surveyed said they would recommend Shopee to a friend or colleague, ahead of Lazada at 52.2 per cent and the newly-rated TikTok Shop at 46.9 per cent.
In terms of brand health, Shopee leads with a BrandIndex score of 60 points, up four points year-on-year.
Lazada follows at 45 points, down six points year-on-year, while TikTok Shop makes its inaugural appearance with 43 points — just two points behind Lazada.
Other platforms such as Grab (27), Line Man (24) and ShopeeFood (19) also feature, illustrating the breadth of Thailand’s digital commerce ecosystem.
Parallel to these perception measures, Thailand’s online retail sector achieved a market value of 1.1 trillion baht in 2024, representing 14 per cent growth from 980 billion baht in 2023. Projections estimate the market could reach 1.6 trillion baht by 2027, positioning Thailand as the second-largest e-commerce economy in the Association of Southeast Asian Nations, behind Indonesia.
Analysts attribute this momentum to the rise of mobile commerce and social-commerce hybrid models.
Platforms such as TikTok Shop are emerging fast, leveraging content and live-streaming to generate engagement and conversion.
At the same time, Shopee continues to benefit from a strong base of consumer loyalty and high recommendation rates.
The shifting landscape highlights the importance of user advocacy, platform perceptions and mobile-first strategies.
While Shopee remains the go-to for many Thai consumers, the entry of TikTok Shop into national brand health rankings signals fresh competition and potential disruption.
Brands and sellers will need to respond by balancing value-led promotions, seamless mobile experiences and content-driven commerce as the market evolves.
As Thailand’s digital economy deepens, the combination of strong domestic platforms and global-social entrants underscores the country’s role as a vibrant battleground for the next wave of e-commerce innovation.
A significant 66.3 per cent of Thai adults surveyed said they would recommend Shopee to a friend or colleague, ahead of Lazada at 52.2 per cent and the newly-rated TikTok Shop at 46.9 per cent.
In terms of brand health, Shopee leads with a BrandIndex score of 60 points, up four points year-on-year.
Lazada follows at 45 points, down six points year-on-year, while TikTok Shop makes its inaugural appearance with 43 points — just two points behind Lazada.
Other platforms such as Grab (27), Line Man (24) and ShopeeFood (19) also feature, illustrating the breadth of Thailand’s digital commerce ecosystem.
Parallel to these perception measures, Thailand’s online retail sector achieved a market value of 1.1 trillion baht in 2024, representing 14 per cent growth from 980 billion baht in 2023. Projections estimate the market could reach 1.6 trillion baht by 2027, positioning Thailand as the second-largest e-commerce economy in the Association of Southeast Asian Nations, behind Indonesia.
Analysts attribute this momentum to the rise of mobile commerce and social-commerce hybrid models.
Platforms such as TikTok Shop are emerging fast, leveraging content and live-streaming to generate engagement and conversion.
At the same time, Shopee continues to benefit from a strong base of consumer loyalty and high recommendation rates.
The shifting landscape highlights the importance of user advocacy, platform perceptions and mobile-first strategies.
While Shopee remains the go-to for many Thai consumers, the entry of TikTok Shop into national brand health rankings signals fresh competition and potential disruption.
Brands and sellers will need to respond by balancing value-led promotions, seamless mobile experiences and content-driven commerce as the market evolves.
As Thailand’s digital economy deepens, the combination of strong domestic platforms and global-social entrants underscores the country’s role as a vibrant battleground for the next wave of e-commerce innovation.