Thailand is becoming a major e-commerce hub in Southeast Asia, attracting foreign entrepreneurs thanks to its growing digital economy. With a connected and tech-savvy population, the country has seen steady growth in online sales supported by increased internet and mobile penetration. Thailand’s strategic location and solid logistics infrastructure also make it a prime destination for e-commerce ventures.
During the past few years, Thailand has considerably increased its e-commerce presence and consumption. As a matter of fact, Thailand has, in 2024, approximately 43.5 millions e-commerce users, which represents approximately 60% of its population. In terms of value, Thailand represents the second largest e-commerce market in South East Asia, just after Indonesia, with over 980 billions baht (USD 28 billion) according to the chief executive of Priceza and honorary president of the Thailand E-Commerce Association, Thanawat Malabuppha.