The e-commerce market in Thailand is projected to surge to 1.1 trillion baht in 2024, representing a 14% increase year-on-year, with expectations to reach 1.6 trillion baht by 2027, according to Thanawat Malabuppha, honorary president of the Thai e-Commerce Association.

This growth is fueled by intensifying competition among major platforms like Shopee, Lazada, and newcomer Temu, alongside a shift toward video commerce and enhanced consumer engagement strategies, such as Shopee Choice and Lazada Choice for consignment offers.

Paul Srivorakul, CEO of aCommerce, highlights the strategic consignment model adopted by Shopee and Lazada, aiming to counter Temu's operational efficiencies in merchandising and logistics.

However, challenges remain as these platforms strive to match Temu's precision without significant infrastructure investments.

The e-commerce landscape is also seeing a surge in affiliate marketing and emerging recommerce trends.

A joint survey by Cube Asia and impact.com indicated that 83% of Thai consumers make purchases influenced by social media influencers, particularly in fashion and beauty.

Furthermore, live commerce is gaining traction, with 90% of Thai respondents reporting engagement via platforms like TikTok, Shopee, and Lazada.

Integration of video commerce is swiftly reshaping Southeast Asian e-commerce, with platforms like TikTok Shop leading growth, capturing 20% of the region's total gross merchandise value by 2024.

This sectoral expansion is corroborated by a Google, Temasek, and Bain & Company report, pointing to the increasing role of omnichannel retailers and cross-border e-commerce as consumers seek international products.

E-commerce analytics continue to offer deeper consumer insights, driving more robust strategic planning for businesses adapting to these trends.