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In 2022, the most preferred platforms for online shopping in Thailand were e-marketplaces such as Shopee, Lazada, and JD Central, amounting to around ** percent of the surveyed Thai internet users. Facebook came second with approximately **** percent.

Social media and business opportunities

Thais are very active on social media. In 2022, the average daily time spent online using social media was almost hours. Facebook is the most prominent social media platform in Thailand, with over million users. In Thailand, social media is an opportunity for local businesses to reach out to their target customers. Social commerce has become a popular sales method, and online marketplaces have benefitted from this rising form of commerce/online shopping.

The Thai e-commerce consumer

A survey conducted in January 2023 revealed that fashion products such as footwear and clothes dominated the Thai e-commerce market purchases. This was followed by beauty items and food and beverages. A significant portion of buyers were female Millennials between 18 and 34 years old. In terms of the most popular online platforms for online shopping in Thailand, e-marketplaces, including Shopee, Lazada, and Central Online, were the top choices. It was estimated that the Thai e-commerce market value would reach *** billion Thai baht in 2023.