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Thailand B2C E-Commerce Market 2015

Thailand B2C E-Commerce Market 2015

Mobile, social and cross-border commerce driving online retail in Thailand

As B2C E-Commerce in Thailand accounts for less than 1% of total retail sales in the country, online retailing there still has a long way to grow. Thailand’s Internet penetration of less than a quarter of the population, below that of four out of six major markets in Southeast Asia, indicates that there is significant room for growth in numbers of Internet users and online shoppers. Along with an increase in Internet penetration, strengthening trust in online payments and quicker and more convenient delivery options could also spur B2C E-Commerce growth in Thailand. Some primary sources suggest that Thailand has the potential to become the second largest B2C E-Commerce market in Southeast Asia, behind Indonesia.

Thailand was one of the leaders in Asia-Pacific in mobile shopper penetration in 2014 and was ahead of most other countries in Southeast Asia by share of digital buyers making online purchases cross-border. One further important trend is social commerce. With around 30 million users in Thailand, Facebook is a leading channel to research product information prior to an online purchase and to share experiences after the purchase.

The competition landscape on the E-Commerce market in Thailand includes regional and global players, as well as store-based retailers. Among local websites, the most visited were Southeast Asian online retailer and marketplace Lazada and online classifieds website Kaidee which recently joined forces with OLX. International marketplaces, such as Aliexpress.com, are also popular online shopping destinations for consumers in Thailand. An emerging player is Japan-based messenger LINE, which planned to launch an online grocery delivery service in Thailand to compete with that of store-based retailers such as Tesco Lotus.


1. Management Summary
2. Overview and International Comparisons
B2C E-Commerce Overview and International Comparisons, August 2015
Online Shopper Penetration, by Selected Emerging Markets, incl. Thailand, in % of Adult Internet Users, May 2014
Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, incl. Thailand, in %, Q4 2014
Mobile Shopper Penetration in Asia-Pacific, by Selected Countries and Territories, incl. Thailand, in % of Respondents, 2012 - 2014
Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, incl. Thailand, April 2015
Internet Penetration in Southeast Asia, by Country, incl. Thailand, in % of Population, 2014
B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Thailand, in %, 2013
Devices Most Used for Online Shopping in Southeast Asia, by Country, incl. Thailand, Compared to Global Average, in % of Online Shoppers, Q1 2014
Breakdown of the Last Online Purchase in Southeast Asia, by Device Used, in % of Online Shoppers, by Country, incl. Thailand, 2014/Q1 2015
Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, incl. Thailand, in % of Smartphone Users, 2014/Q1 2015
Top 3 Drivers of Online Shopping in Southeast Asia, by Countries, incl. Thailand, Q1 2014
Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, incl. Thailand, Compared to Global Average, in % of Internet Users, Q1 2014
3. Trends
B2C E-Commerce Trends Overview, August 2015
Devices Used to Access the Internet, in % of Internet Users, and in Average Time Spent Online, by Device Type, in Hours Per Day, May 2015
Activities Carried Out Online via Mobile Devices, incl. Buying and Selling Goods and Services, by Gender and Generation, in % of Mobile Internet Users, May 2015
M-Commerce Share of Total B2C E-Commerce Sales, in %, 2018f
Breakdown of Devices Used for Shopping Online, in % of Online Shoppers, June 2014
Mobile Shopping App Penetration, in % of Smartphone App Users, Q1 2014 & Q1 2015
Channels Used to Research Information about Products before Purchase, in % of Mobile Shoppers, January 2015
4. Sales & Shares
B2C E-Commerce Sales, in USD million, 2013 & 2018f
Breakdown of E-Commerce Sales, by B2C, B2B and B2G, in % and in THB billion, 2012 & 2014
B2C E-Commerce and Mail Order Sales, in THB million and in % of Total Retail Sales, Q1 2013 - Q4 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Internet Penetration by Gender and Age Group, in % of Individuals in the Relevant Group, 2010 – 2014
Activities Carried Out Online, incl. Purchase of Goods and Services, in % of Internet Users, 2014
Breakdown of Internet Users, by Age Group and Gender, in %, 2014
Activities Carried Out Online, incl. Buying and Selling Goods and Services, by Gender and Generation, in % of Internet Users, May 2015
Factors That Influence the Decision to Buy Online, in % of Online Shoppers, May 2015
Breakdown of Reasons for Not Buying Online, in % of Internet Users Who Did Not Buy Online, 2014
6. Products
Product Categories Purchased Online, in % of Online Shoppers, May 2015
Breakdown of Spending on Online Purchase, by Product Category, in % of Online Shoppers Who Purchased From This Category, May 2015
7. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, May 2015
Value and Volume of Online Payment, in THB billion and in millions, by Bank, Non-Bank and Total, 2010 - 2014
Value and Volume of Mobile Payment, in THB billion and in millions, by Bank, Non-Bank and Total, 2010 – 2014
8. Delivery
Delivery Methods Used in Online Shopping, in % of Online Shoppers, May 2015
9. Players
E-Commerce Player Overview, August 2015
Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July 2015

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