Insights into the growth of Thailand ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics.


Thailand is home to almost 70 million people with a total GDP of US$407.03 billion  and GDP per capita of US$6,890, which is expected to reach US$8,222 by 2025.

Digital User Insights

There are currently 36.6 million online shoppers in Thailand, who spend US$243.17 online annually expected to reach 43 million users and ARPU of US$283.33 by 2025.

thailand e-commerce

Dividing internet usage into age groups, gives a better picture of the Thailand eCommerce market. 76% of 15-19 year olds use the internet, and 52% of 20-29 year olds, with 34% of 30-39 year olds. The older generations log on less regularly with 40-49 year olds showing 23% internet penetration, and 9% of those over 50 logging on.

Internet usage

Internet penetration stand at 79.3% expected to reach 83.3% by 2025. On average, Thai online users spend ten hours a day on the internet.

thailand e-commerce

Product Categories

Total Thai ecommerce revenue across all product categories is US$8.9 billion, and is expected to grow to US$12.3 billion by 2025. Electronics & Media is currently the leading product category in Thailand, accounting for US$2.6 billion market share, followed by Toys, Hobbies and DIY, which generates US$1.7 billion in sales.

By 2025, Electronics & Media will still be the most purchased online category, with an estimated value of US$3 billion, and second favorite, Toys, Hobbies and DIY will have an expected worth of US$1.51 billion.

thailand e-commerce


In 2018, Thailand was ranked 32nd in the World Bank Logistics ranking. Over 50% of the country’s population is in urban areas.

Preferred Online Payments

60% of payments for online purchases are made offline via Cash on Delivery.  Credit card penetration is at almost 10% in 2021, predicted to reach 14% by 2025.

thailand e-commerce

Where does Thailand buy from?

Thailand imports from China ($45.6 billion), Japan ($31.6 billion), Malaysia ($13.9 billion), United States ($12.8 billion), and Singapore ($9.86 billion ).

thailand e-commerce

 Internet and Device Usage

Internet penetration in Thailand is currently at 79%, and should reach 83% by 2025. Smartphone penetration is 79% and is projected to grow to 83% by 2025.


Marketing spend in Thailand is spread across a range of platforms. Digital/Internet advertising spend is relatively low in comparison to other networks (US$133 million). Brands spend more on traditional advertising mediums like TV and newspapers. TV accounts for the highest market spend and the only advertising spend to surpass US$1 billion.

thailand e-commerce

Social Media

Thailand’s Social Media Penetration is 51% of the total population. Facebook, YouTube, LINE, Instagram and GooglePlus are the leading social networks.

thailand e-commerce

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets. 

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.

Insight into India