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Thailand B2C E-Commerce Market 2018

Thailand B2C E-Commerce Market 2018

Social Commerce and Mobile Connection Trends Propel B2C E-Commerce in Thailand: yStats.com report

A new report, “Thailand B2C E-Commerce Market 2018” out of Germany-based online business research firm yStats.com projects that even with rapid development of the online retail market, Thailand will remain in the second place in Southeast Asia region.

One factor contributing to the expansion of online retail sales in Thailand is the increased Internet penetration, much of it through mobile connection. Thailand leads the Southeast Asia region in the share of Internet connectivity through smartphones. According to a forecast cited in the yStats.com report, almost two-thirds of online retail sales in 2021 will be through mobile, and by that forecast year, nearly one quarter of the Thai population will shop online.

Another growth factor in Thailand is social media shopping. Around half of Thai online shoppers make purchases through social media sites such as Facebook or Instagram. Studies cited in the yStats.com report indicate that the purchases through social media tend to be lower cost items such as apparel and health and beauty products, with higher ticket products such as electronics and appliances are bought through established online merchants.

The top online merchant in Thailand is Lazada Group. Other online sellers whose market rankings are detailed in the yStats.com report include Shopee.co.th, and 11street. The rapid growth in B2C E-Commerce in Thailand is attracting attention and investment, such as the joint venture between the country’s largest brick and mortar retail operator, Central Group, and China’s JD.com.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview and International Comparisons, April 2018
Ranking of Selected Countries in Southeast Asia by Estimated B2C E-Commerce Sales, incl. Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017e & 2021f
Retail E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, in USD billion, 2016 & 2021f, and CAGR, in %, 2016-2021f
Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2016
Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2015 & 2016
Share of Internet Users Accessing the Internet via Smartphone, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
Breakdown of Digital Consumers in Six Southeast Asian Markets by Country, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Year-on-Year Growth Rate in Number of Digital Consumers, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Breakdown of the Number of E-Commerce Orders by Payment Methods, in %, by Indonesia, Philippines, Singapore, Thailand, March 2017
Payment Methods Offered by E-Commerce Merchants, in % of E-Commerce Merchants, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Mobile Share of Traffic to E-Commerce Sites, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Average Conversion Rate on E-Commerce Sites, in %, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
3. Trends
Breakdown of Internet Traffic by Device, in %, February 2018
Devices Used to Access the Internet, in % of Internet Users, Q1 2016 & Q1 2017
Activities Performed via Smartphone, incl. “Shopping Online”, in % of Smartphone Users, July 2017
Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, by Age Group, June 2017
Breakdown of B2C E-Commerce Sales by Mobile and Desktop, in %, 2017e & 2021f
Ways to Discover E-Commerce Websites, in % of Online Shoppers, June 2017
Breakdown of Frequency of Buying Goods in Social Networks, in % of Social Network Users, July 2017
Top Platforms Used to Purchase Products Online, incl. “Facebook, Instagram”, in % of Online Shoppers, February 2017
Product Categories Purchased via Social Media Compared to Lazada, in % of Online Shoppers, February 2017
Breakdown of E-Commerce Sales of SMEs in the Retail and Wholesale Companies in Thailand, by Online Sales Channel, in %, 2015 & 2016
Factors Influencing the Decision to Visit an E-Commerce Website/App, in % of Internet Users Who Visited E-Commerce Websites/Apps, July 2017
4. Sales & Shares
B2C E-Commerce Sales of Companies in Thailand, in THB billion, 2014-2017e
B2C E-Commerce Market, in USD billion, 2016* & 2021f
B2C E-Commerce Share of Total Retail Sales, in %, 2016
5. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017e
Internet Penetration, by Age Group, in % of Individuals, Q1 2016 & Q1 2017
Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location, Gender, and Age Group, Q1 2016 & Q1 2017
Breakdown of Online Shoppers, by Age Group and Gender, in %, Q1 2017
Breakdown of Average Online Spending Amount per Year, in % of Online Shoppers, Q1 2016 & Q1 2017
Activities Carried Out Online, incl. Shopping, in % of Internet Users, July 2017
Breakdown of Frequency of Online Shopping, in % of Internet Users, July 2017
Reasons to Shop Online, in % of Online Shoppers, July 2017
Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, July 2017
Internet Penetration, in % of Individuals, 2017e & 2022f
Online Shoppers Penetration, in % of Internet Users, 2017e & 2022f
Online Spending per Online Shopper, in USD, 2017e & 2022f
6. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, July 2017
Breakdown of Value of Products and Services Purchased Online, by Category, in % of Online Shoppers in Each Category, July 2017
Product Categories Purchased in E-Commerce, in % of Online Shoppers, June 2017
Product Categories Purchased in E-Commerce, in % of Online Shoppers, Q1 2017
Breakdown of B2C E-Commerce Sales by Product Category, in %, 2017e & 2021f
7. Payment
Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2016 & Q1 2017
Payment Methods Used in E-Commerce, in % of Online Shoppers, July 2017
8. Delivery
Reasons to Choose an E-Commerce Website to Purchase From, incl. Delivery-Related, in % of Online Shoppers, June 2017
9. Players
Overview of E-Commerce Players, March 2018
Breakdown E-Commerce Websites Most Frequently Purchased from, in % of Online Shoppers, June 2017
Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
Top 5 Local C2C E-Commerce Websites, by Total Visits, in millions, February 2018

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