Online Shoppers in Thailand to Reach 43.5 Million by 2025

thailand ecommerce

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.

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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 stands 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), 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 ESW series of blogs covering a range of emerging ecommerce markets. 

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

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