As previously highlighted in our Free Southeast Asia eCommerce Outlook 2023, Thailand is the second-largest eCommerce market in the Southeast Asia region at an estimated US $24.2 billion in online sales revenue, plus a 25.65% YoY growth that makes the country a great market option for foreign brands looking to conduct business in the SEA region. Since the Thai government currently allows for 100% Foreign Direct Investment (FDI) in eCommerce, cross-border is the fastest entry method and a great opportunity for businesses looking to expand into Asia.
For brands looking to increase their reach in Thailand, these are the main multi-vendor marketplaces to consider in their multichannel eCommerce strategy.
This ranking covers the largest eCommerce platforms in Thailand based on findings from our eCommerce Marketplace Monitoring Services in Southeast Asia–and taking website traffic & app download data from March 2024 into consideration–to give you a better understanding of the online landscape in the region. We’ll also go over some global marketplaces that although do not have a dedicated TH store, are still popular in Thailand.
If you’re looking for an overview of the whole region, make sure to check out our ranking of Southeast Asia’s 10 Largest Online Marketplaces
5-Biggest e-Commerce Platforms in Thailand
1. Shopee TH
- Monthly Visits (Web): 73.4M
- Monthly App Downloads (Android): 498.5K
Shopee is partly owned by China’s Tencent and is the largest comprehensive eCommerce platform in Thailand and Southeast Asia. In recent years, Shopee TH has caught up with and surpassed Lazada to become the largest marketplace in the country, and now holds more than 40 million monthly visits lead over Lazada.
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2. Lazada TH
- Monthly Visits (Web): 29.2M
- Monthly App Downloads (Android): 435.5K
Supporting C2C, B2C, cross-border, and flagship brand sellers. Lazada’s highly-developed logistics capabilities–offering same-day and next-day delivery in many urban areas–are one of its biggest advantages. The company is constantly expanding its network, with new warehouses opening up new opportunities throughout the country. Lazada, like Shopee, offers products in dozens of categories.
Tip: For a continuously updated snapshot of the best-selling products, categories, and merchants selling on Lazada and Shopee, download our free Southeast Asia eCommerce Datasets that are released monthly.
3. Kaidee
- Monthly Visits (Web): 2.8M
- Monthly App Downloads (Android): 42.9K
Kaidee started in 2011 as a classified platform for listing vehicles and real estate, as well as second-hand electronics. It quickly grew and expanded into more than 30 product categories and now includes not only used but new goods listed.
4. Advice
- Monthly Visits (Web): 1.9M
- Monthly App Downloads (Android): 8.2K
Advice is an IT product retailer operating in Thailand and Laos, with more than 300 branch stores throughout the country, selling over 16,000 products from 433 brands. Its online eCommerce store also allows dealers to register and become distributors for the company.
5. Decathlon TH
- Monthly Visits (Web): 345.6K
- Monthly App Downloads (Android): 33.1K
The French multinational Decathlon is the largest sporting goods retailer in the world with over 2,080 stores in 56 countries and regions. In some regions such as Thailand, Decathlon also offers an online multi-vendor marketplace for vendors to showcase and sell their products directly to consumers.
Other Popular Global eCommerce Platforms in Thailand
In addition to the aforementioned marketplaces, there are other platforms that operate globally and should also be closely followed.
1. TikTok Shop
- Monthly Visits (Web): NA
- Monthly App Downloads (Android): 62.0K
A newcomer in the online retail scene with notably high sales of Beauty & Personal Care products, China’s TikTok has exhibited astounding growth thanks to the platform’s already huge social media user base and its algorithm capabilities to recommend products that match users’ interests and needs. Having launched merely in 2021, by 2023’s end TikTok Shop is quickly catching up with a 60% YoY growth and close to half the GMV of Lazada in the Southeast Asia region. Earlier this year, Douyin acquired a 75% stake in Indonesia’s eCommerce leader Tokopedia, signaling the company’s strong push within the region.
Want to get started with TikTok Shop or any of the region’s top eCommerce platforms? TMO specializes in Marketplace Store Setup Services in Southeast Asia.
2. Amazon Global
- Monthly Visits (Web): 2.7M
- Monthly App Downloads (Android): 70.9K
While Amazon does not have a dedicated website in any Southeast Asia country other than Singapore, it is still available and, to an extent, popular in Thailand. Amazon’s biggest competitive advantage is that some international products are more readily available than in other marketplaces. Its downside, however, is that users often have to rely on third-party delivery services to get the goods, and the speed and reliability of such deliveries can hardly compare with that of local marketplaces.
3. SHEIN TH
- Monthly Visits (Web): 346.0K
- Monthly App Downloads (Android): 236.8K
The Chinese-Singaporean online retailing giant SHEIN is also very popular in the Southeast Asian region since it announced plans for launching a global integrated marketplace in 2023. Despite already having localized websites for numerous countries including Thailand, it currently has only rolled out its marketplace model for Global Sellers from the United States, Brazil, and Mexico, with more countries to follow in the short term.
If you want to know about the eCommerce landscape in Thailand, make sure to check out our eCommerce Market Localization Guides available in Free Starter and Paid Premium Versions and based on our 20+ years of experience in eCommerce market entry strategies.
Entering Thailand’s Online Market
Thailand, along with the rest of the countries in Southeast Asia, is home to some of the biggest mobile and social media users on the planet, and the country’s explosive economic growth in recent days has translated into huge opportunities for the eCommerce industry.
However, entering this market is no easy task. Knowing what is the population, economic, and eCommerce market size; which product categories are suitable for selling on these platforms; what are the requirements for foreign direct investment and foreign legal entities in the region; and what should be considered regarding local tariffs, product certification, and logistics; are some of the essential considerations needed for a successful Southeast Asia market strategy.
If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services services, from branded eCommerce website development to social commerce and other Cross-border eCommerce Solutions.
