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9 Fundamentals 
For eCommerce In Thailand 
Thailand's rising smartphone penetration levels are providing opportunities for innovative eCommerce solutions 
as high speed internet, increased payment options and new sales channels broaden the market. Government 
initiatives aim to boost foreign investment alongside developments in broadband internet connectivity. While 
concerns on fraud, online security and final-mile logistics hinder the development of the online marketplace, 
positive outlooks on growing online sales highlight the potential of Thailand's eCommerce market. 
1 
60% 
52% 
51% 
9 Fundamentals For eCommerce In Thailand 
© 2014 Singapore Post Limited. All Rights Reserved. 
For more information, visit www.specommerce.com/knowledge-centre 
POPULAR ONLINE SHOPPING 
CATEGORIES 
Travel, Hotels and Resorts 
24% 
Fashion Accessories 
23.3% 
Computers and Electronic Appliances 
19.2% 
Others 
17.5% 
Service Business 
7% 
Office Equipment 
4.9% 
Automotive Industry and Products 
4.1% 
Percentage of eCommerce Business by Types of Business 
100% 
Foreign Ownership 
ECOMMERCE MARKET SIZE 
& GROWTH 
The eCommerce market in Thailand in 2014 is 
estimated to be USD $1 billion, with a strong predicted 
growth to USD $6 billion between 2020 and 2025. 
GROWING INTERNET PENETRATION 
Thailand has a population of roughly 67 million 
people with an estimated online community of 18 
million. The internet penetration of 26% is expected 
to double by the end of 2015, supported by the 
government's USD $2.6 billion commitment in 2012 
to extend the national fiber optic broadband network. 
The government's goal is to make high speed internet 
available to 80% of the population by 2015 and 95% 
by 2020. 
HIGH MOBILE PENETRATION DRIVES 
MOBILE COMMERCE 
Mobile contracts in Thailand exceeded the total 
population in Q2, 2013 with 90 million subscriptions 
penetrating the market at 131.8%. Smartphone 
subscribers grew 25% in Q1 2014 year-on-year and 
60% of total internet users used a mobile device to 
access the web. Between February to April 2014, 51% 
of mobile internet users made an online purchase, 
demonstrating the real potential value of Thailand's 
mobile commerce market. 
INFRASTRUCTURE CHALLENGES IN 
THE ECOMMERCE ECOSYSTEM 
A key challenge for eCommerce in Thailand is 
infrastructure. Traffic congestion and a limited 
number of logistics providers to handle fulfilment 
create delays and drive up individual costs of 
final-mile delivery, which are negatively impacting 
online shopping adoption rates and customer 
experience. 
SOCIAL COMMERCE SHOWS GREAT 
POTENTIAL 
Social commerce is a promising trend in Thailand, 
with 1.7 million, 4.5 million and 28 million users on 
Instagram, Twitter and Facebook respectively. 
Thais are highly plugged in to the social space, with a 
great overlap of social and shopping activities. 
Facebook alone boasts over 10,000 local pages 
dedicated to commerce while Instagram has reported 
its most snapped location as Siam Paragon, a popular 
mall in Bangkok. 
Social messaging apps are also a key social commerce 
platform with major e-tailers like Tarad.com 
leveraging on Line to promote sales to its 24 million 
local users. 
KEY ECOMMERCE PLAYERS 
Thailand’s mix of international and local eCommerce 
stores is indicative that Thai consumers want variety 
when it comes to online shopping. Global players such 
as Amazon, ebay and Agoda continue to remain 
popular while WeLoveShopping and Pantipmarket, 
local C2C marketplaces and online communities, prove 
strong contenders that cater to local tastes. Chinese 
and Japanese e-tailers Alibaba and Rakuten also 
recognise the importance of localisation - AliExpress is 
a key site in Thailand and RakutenTarad, a local B2B2C 
marketplace and online community, is popular with 
locals. 
LACK OF TRUST IN ONLINE 
PAYMENTS 
Fraud concerns and a lack of trust in online payments 
for Thai consumers mean bank transfers remain the 
most popular eCommerce payment method. With 
under 8 million credit card holders in Thailand, 
innovative payment options have been gaining 
traction. Cash on delivery was first launched by Zalora 
and now accounts for 60% of their transactions. 
Following this payment method’s success, an 
additional over-the-counter payment system was 
created for consumers to make payment at 
participating locations via QR codes. 
SOURCES: 
e27, Ecomeye, eConsultancy, eMarketer, Mediacake, 
Nationalmultimedia, NSO Thailand, Syndacast, 
Techinasia, Venturevillage, Yozo, Ystats. 
2014 
USD $1 Billion 
Between 2020 & 2025 
USD $6 Billion 
90 Million 
Subscriptions 
GOVERNMENT SUPPORT FOR 
FOREIGN ECOMMERCE BUSINESSES 
Thailand's Board of Investment (BOI) is promoting 
foreign investment, allowing 100% foreign ownership 
for eCommerce businesses, with tax incentives and 
reduced restrictions for foreigners working in 
Thailand. Since July 8, 121 projects worth THB 318.8 
billion have been approved across all BOI categories. 
Rocket Internet’s Local 
Version Of Amazon 
Local C2C Marketplace 
Local C2C Marketplace & 
Online Community 
Local B2B2C Marketplace 
& Online Community 
Alibaba’s B2C Marketplace 
For Chinese Exporters 
2 
3 
4 7 
5 
8 
6 
9 
Used A Mobile Device 
To Access The Web 
Million 1.7 Million 28 
Million 4.5 
10,000 
local Facebook pages 
selling products 
Point 
To 
26% Point 
Today 2015 
Made an Online 
Purchase

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9 fundamentals for e-commerce in thailand

  • 1. 9 Fundamentals For eCommerce In Thailand Thailand's rising smartphone penetration levels are providing opportunities for innovative eCommerce solutions as high speed internet, increased payment options and new sales channels broaden the market. Government initiatives aim to boost foreign investment alongside developments in broadband internet connectivity. While concerns on fraud, online security and final-mile logistics hinder the development of the online marketplace, positive outlooks on growing online sales highlight the potential of Thailand's eCommerce market. 1 60% 52% 51% 9 Fundamentals For eCommerce In Thailand © 2014 Singapore Post Limited. All Rights Reserved. For more information, visit www.specommerce.com/knowledge-centre POPULAR ONLINE SHOPPING CATEGORIES Travel, Hotels and Resorts 24% Fashion Accessories 23.3% Computers and Electronic Appliances 19.2% Others 17.5% Service Business 7% Office Equipment 4.9% Automotive Industry and Products 4.1% Percentage of eCommerce Business by Types of Business 100% Foreign Ownership ECOMMERCE MARKET SIZE & GROWTH The eCommerce market in Thailand in 2014 is estimated to be USD $1 billion, with a strong predicted growth to USD $6 billion between 2020 and 2025. GROWING INTERNET PENETRATION Thailand has a population of roughly 67 million people with an estimated online community of 18 million. The internet penetration of 26% is expected to double by the end of 2015, supported by the government's USD $2.6 billion commitment in 2012 to extend the national fiber optic broadband network. The government's goal is to make high speed internet available to 80% of the population by 2015 and 95% by 2020. HIGH MOBILE PENETRATION DRIVES MOBILE COMMERCE Mobile contracts in Thailand exceeded the total population in Q2, 2013 with 90 million subscriptions penetrating the market at 131.8%. Smartphone subscribers grew 25% in Q1 2014 year-on-year and 60% of total internet users used a mobile device to access the web. Between February to April 2014, 51% of mobile internet users made an online purchase, demonstrating the real potential value of Thailand's mobile commerce market. INFRASTRUCTURE CHALLENGES IN THE ECOMMERCE ECOSYSTEM A key challenge for eCommerce in Thailand is infrastructure. Traffic congestion and a limited number of logistics providers to handle fulfilment create delays and drive up individual costs of final-mile delivery, which are negatively impacting online shopping adoption rates and customer experience. SOCIAL COMMERCE SHOWS GREAT POTENTIAL Social commerce is a promising trend in Thailand, with 1.7 million, 4.5 million and 28 million users on Instagram, Twitter and Facebook respectively. Thais are highly plugged in to the social space, with a great overlap of social and shopping activities. Facebook alone boasts over 10,000 local pages dedicated to commerce while Instagram has reported its most snapped location as Siam Paragon, a popular mall in Bangkok. Social messaging apps are also a key social commerce platform with major e-tailers like Tarad.com leveraging on Line to promote sales to its 24 million local users. KEY ECOMMERCE PLAYERS Thailand’s mix of international and local eCommerce stores is indicative that Thai consumers want variety when it comes to online shopping. Global players such as Amazon, ebay and Agoda continue to remain popular while WeLoveShopping and Pantipmarket, local C2C marketplaces and online communities, prove strong contenders that cater to local tastes. Chinese and Japanese e-tailers Alibaba and Rakuten also recognise the importance of localisation - AliExpress is a key site in Thailand and RakutenTarad, a local B2B2C marketplace and online community, is popular with locals. LACK OF TRUST IN ONLINE PAYMENTS Fraud concerns and a lack of trust in online payments for Thai consumers mean bank transfers remain the most popular eCommerce payment method. With under 8 million credit card holders in Thailand, innovative payment options have been gaining traction. Cash on delivery was first launched by Zalora and now accounts for 60% of their transactions. Following this payment method’s success, an additional over-the-counter payment system was created for consumers to make payment at participating locations via QR codes. SOURCES: e27, Ecomeye, eConsultancy, eMarketer, Mediacake, Nationalmultimedia, NSO Thailand, Syndacast, Techinasia, Venturevillage, Yozo, Ystats. 2014 USD $1 Billion Between 2020 & 2025 USD $6 Billion 90 Million Subscriptions GOVERNMENT SUPPORT FOR FOREIGN ECOMMERCE BUSINESSES Thailand's Board of Investment (BOI) is promoting foreign investment, allowing 100% foreign ownership for eCommerce businesses, with tax incentives and reduced restrictions for foreigners working in Thailand. Since July 8, 121 projects worth THB 318.8 billion have been approved across all BOI categories. Rocket Internet’s Local Version Of Amazon Local C2C Marketplace Local C2C Marketplace & Online Community Local B2B2C Marketplace & Online Community Alibaba’s B2C Marketplace For Chinese Exporters 2 3 4 7 5 8 6 9 Used A Mobile Device To Access The Web Million 1.7 Million 28 Million 4.5 10,000 local Facebook pages selling products Point To 26% Point Today 2015 Made an Online Purchase