The Value of E-Commerce Survey in Thailand 2018

Title The Value of e-Commerce Survey in Thailand
2018
Complied by Office of Policy and Strategic Affairs
Electronic Transactions Development Agency
(Public Organization) (ETDA)
Ministry of Digital Economy and Society
ISBN 978-616-7956-41-1
First Edition February 2019
Number of copies 2,500 issues
Price 200 baht
All rights reserved under the Copyright Act B.E. 2537 (1994)

Board
of ETDA
1 Jirawan Boonperm
Chairman
2 Ajarin Pattanapanchai
Ex Officio Member
Permanent Secretary,
Ministry of Digital
Economy and Society
3 Sommai Lakananuruk
Ex Officio Member
in place of Director of
the Bureau of Budget
4 Chai Wutiwiwatchai
Ex Officio Member in place
of Director of the National
Science and Technology
Development Agency
5 Chartsiri Sophonpanich
Expert Member (Finance)
6 Prinn Panitchapakdi
Expert Member
(e-Commerce)
7 Wisit Wisitsora-at
Expert Member
(Jurisprudence)
8 Viriya Upatising
Expert Member
(Engineering)
9 Sibporn Thavornchan
Expert Member
(Computer science)
10 Surangkana Wayuparb
Member and Secretary

Value of e-Commerce Survey in Thailand 20184
How to make the growth in the value of
e-Commerce more than just a figure that follows
a global market trend? Looking beyond being just
consumers, Thais need to find income-generating
opportunities from this e-commerce ecosystem as well.
ETDA has cooperated with public and private sectors
to build an e-Commerce Park to be a center of
knowledge-sharing, training and project support.
Through cooperation with leading foreign organizations,
the park also aims to promote exports abroad
from Thai entrepreneurs. In addition,
the e-Commerce Park will also help develop
a newly trained workforce to support this industry.
This is quite a challenging role for ETDA.
Air Chief Marshal Prajin Juntong
Deputy Prime Minister
Minister of Justice

Electronic Transactions Development Agency (Public Organization) 5
Minister of JusticeMinister of Justice
Air Chief Marshal Prajin JuntongAir Chief Marshal Prajin Juntong

Pichet Durongkaveroj
Minister of Digital Economy and Society
The Ministry of Digital Economy and Society
has worked diligently to achieve
the success of our plans.
As with electricity, we are providing equal
Internet access to those who live in rural areas.
When this Internet infrastructure provision
is complete, the value of Thai e-Commerce
will certainly rise further and significantly
improve the livelihoods of citizens as well as
the overall economy.

e-Commerce
Netpracharat
EEC
e-Commerce
Netpracharat
Digital Community
EEC
Digital Community

Ajarin Pattanapanchai
Permanent Secretary
e-Commerce is a productive digital tool
for economic and social development.
The increase in value on a yearly basis is
a reflection of cooperation among all stakeholders.
The Ministry of Digital Economy and Society
will continue to be a forward-looking partner
by installing Internet infrastructure throughout
Thailand to empower communities
with knowledge and career opportunities
in online businesses which will help promote
future growth in e-Commerce.

Permanent Secretary
Permanent Secretary

Jirawan Boonperm
Chairman of the ETDA Board
The continual rise in e-Commerce value
in recent years has significant implications.
UNCTAD has set a sustainable development target
that expects e-Commerce to be an important tool
to help drivethe national economy.
Therefore, it is anticipated that
the value of the Digital Economy contribution
to Thai GDP will reach 25% as we have
already witnessed a continual growth trend in
the value of e-Commerce.

We are proud that our e-Commerce
survey has been accepted at international
forum i.e. UNCTAD.

Chris Feng
CEO, Shopee (Thailand) Company Limited
James Tong
CEO, Lazada (Thailand) Company Limited
“We believe that online product
sources or e-Marketplaces help
incubate entrepreneurs. They are
places which encourage buyers
and sellers to conduct their own
businesses. We, therefore, must
minimize interactions which may
interfere with the processes
between buyers and sellers as
we are merely providers and
promoters, not implementers.”
“We do not live in a world with
infinite time to spare because
we are frequently distracted by
an environment which demands
our time and attention. Therefore,
one factor which determines
whether an e-Commerce business
will succeed or not is the ability
to build and retain a customer
base and entice future purchases.”

Preface
“How and in which direction
will Thailand e-Commerce grow?”
The need to have an accurate depiction of
the Thai e-Commerce market in order to
allow policymakers and businesses to
prepare informed strategic plans and
decisionsisthebasisforETDA cooperation
with important stakeholders, such as the
National Statistical Office, and the reason
to conduct the e-Commerce Survey in
Thailandforthe4thconsecutiveyearsince
2015.Thesurveyemploysasoundresearch
methodology to obtain the most accurate
data to illustrate Thailand’s e-Commerce
landscape.
Thisyear,ETDAhasassessedthe2017
value of e-commerce and projected the
2018 value based on the survey research
ofapopulationof644,071providedbythe
Thai e-Commerce Association, the
DepartmentofBusinessDevelopment(DBD)
and the National Statistical Office.
This survey would not have been
successful without the cooperation of all
theinvolvedorganizations.ETDAwouldlike
to express our sincere thanks and hope to
continueourclosepartnershipsinthefuture.
Surangkana Wayuparb
Chief Executive Officer (CEO)
(Public Organization)

Contents
Preface..................................................................................................14
List of Illustrations............................................................................18
Executive Summary.........................................................................23
Key Findings from the Survey.....................................................36
1. The Value of e-Commerce in Thailand............................37
2. The Value of e-Commerce in Thailand Classified by
Type of Operators.....................................................................50
Industry..........................................................................................56
Size of Business.........................................................................65
5. Payment Channels Used by SMEs
in the Digital Age.......................................................................80
6. Transportation Channels Used by Operators in the
Digital Age....................................................................................83
7. Five Most Popular Payment Channels Used by
the Enterprises............................................................................86
8. Five Most Popular Online Marketing Channels Used by
the Enterprises for Product and Service Promotion with
the Highest Return on Investment (ROI) and Sales....87

9. The Use of Big Data Technology for Business
Operation of the Enterprises................................................89
10. The Use of Artificial Intelligence (AI) Technology for
Businesses Operation of the Enterprises.......................91
11. Important Issues Affecting Thai e-Commerce Operators
and Recommendations............................................................95
11.1 Enterprises..........................................................................95
11.2 SMEs....................................................................................97
Appendix...........................................................................................100

List of Illustrations
Figure 1 The value of e-Commerce in Thailand during
2015-2017 and projected value in 2018.......37
Figure 2 The value of B2C e-Commerce in various countries
during 2016-2017........................................................38
Figure 3 The average value of B2C e-Commerce per capita
in various countries during 2016-2017............42
Figure 4 The share of value of e-Commerce in the domestic
and international market during 2015-2017...45
Figure 5 The share of value of e-Commerce in 2017
of SMEs by region and size of e-Commerce
business..........................................................................47
Figure 6 The share of e-Commerce operators
during 2015-2017, according to type of product
sale and service (excluding the value of government
procurement).................................................................49
Figure 7 The value of e-Commerce during 2015-2017
and projected value in 2018, according to types
of operators (including the value of government
procurement).................................................................50

Figure 8 The share of value of e-Commerce during 2015-
2017 and projected value in 2018, according to
type of operators (including the value of
government procurement).........................................51
Figure 9 The share of value of e-Commerce, according to
type of operators (excluding the value of
and projected value in 2018, according to
industry (excluding the value of government
procurement).................................................................56
Figure 11 The share of value of e-Commerce in 2017 by
industry, according to type of operators (excluding
the value of government procurement)...............58
and projected value in 2018 in the retail and
wholesale industry, according to type of products
and services (excluding the value of government
procurement).................................................................60
and projected value in 2018 in the arts,
entertainment and recreation industry, according
to type of products and services (excluding the
value of government procurement).......................62

and projected value in 2018, according to size of
e-Commerce business (excluding the value of
Figure 15 The value of e-Commerce in 2017 in each
industry, according to the size of e-Commerce
business (excluding the value of government
procurement).................................................................68
Figure 16 The projected value of e-Commerce in 2018 in
each industry, according to size of e-Commerce
business (excluding the value of government
procurement).................................................................70.
Figure 17 The share of value of e-Commerce in 2017 in
the retail and wholesale industry, according to
type of products and service and size of the
government procurement).........................................72.
Figure 18 The share of value of e-Commerce in 2017 in
the retail and wholesale industry, according to
type of products and services and size of
Figure 19 The value of e-Commerce in each industry in
2017, according to SMEs’ online sales channel
(excluding the value of government
procurement).................................................................76

Figure 20 The share of value of e-Commerce in 2017 in each
industry, according to SMEs’ online sales channel
(excluding the value of government
procurement).................................................................78
Figure 21 The share of payment channels used
by SMEs in 2017.......................................................80
Figure 22 The share of online payment channels used
by SMEs in 2017.......................................................81
Figure 23 The share of e-Commerce operators classified
by their logistic service in 2017...........................83
Figure 24 Five most popular payment channels used
by enterprises...............................................................86.
Figure 25 Five most popular online marketing channels used
by enterprises for product and service promotion
with the highest return on investment (ROI)
and sales........................................................................87.
Figure 26 Nature of big data usage of the enterprises......89
Figure 27 Budget of the enterprises for Big Data /
Data Analytics..............................................................90
Figure 28 Enterprises using artificial intelligence (AI)
for business operations.............................................91
Figure 29 Nature of AI usage in improving the quality of
products and services of the enterprises............92
Figure 30 Budget of AI development of the enterprises...94

นอกจากนี้ สพธอ. ยังได้ร่วมกับหน่วยงานในอุตสาหกรรมอื่น เช่น สมาพันธ์สมาคมภาพยนตร์
แห่งชาติส�ำรวจตัวเลขมูลค่าอุตสาหกรรมคอนเทนต์ (ที่รวมการบริโภคคอนเทนต์ในระบบอินเทอร์เน็ต)
ซึ่งประกอบด้วยภาพยนตร์ แอนิเมชัน เพลง เกม โทรทัศน์และอินเทอร์เน็ต ในปี 2558 มีจ�ำนวน
253,938 ล้านบาท1
ซึ่งเติบโตจากปีก่อนหน้าอย่างต่อเนื่อง จึงเป็นที่น่าจับตามองว่า หาก สพธอ.
สนับสนุนอุตสาหกรรมอื่นๆ ซึ่งรวมถึง Digital Content อย่างเต็มที่ ก็จะช่วยให้มูลค่า e-Commerce
ของไทยเพิ่มขึ้นอย่างแน่นอน
สพธอ. ขอขอบพระคุณทุกหน่วยงานที่ให้ความร่วมมือในการส�ำรวจให้ส�ำเร็จลุล่วงไปได้ด้วยดี
และหวังเป็นอย่างยิ่งว่าจะได้รับความร่วมมือที่ดีเช่นนี้ จากท่านในโอกาสต่อไป
1 รายงานวิจัยฐานข้อมูลอุตสาหกรรมภาพยนตร์และวีดิทัศน์และอุตสาหกรรมภาพยนตร์และวีดิทัศน์ต่อเนื่องอุตสาหกรรมวิทยุโทรทัศน์
(Content Industry) พ.ศ. 2555-2558, สถาบันบัณฑิตพัฒนบริหารศาสตร์ มหาวิทยาลัยมหิดล สมาพันธ์สมาคมภาพยนตร์แห่งชาติ
กระทรวงวัฒนธรรม ส�ำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์ (องค์การมหาชน) และบริษัท ดิจิทัล เอนเทอเทนเม้นท์ เอ็กซ์เปอร์ท
จ�ำกัด
คำ�นำ�
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ไ ร แ ล ะ ไ ป ทิ ิ ศ ท า ง ไ ห น ”
การมีีข้้อมููลสถานภาพรวมตลาด e-Commerce
จึึงมีีความสำำ�คััญต่่อการนำำ�ไปใช้้วางแผนกลยุุทธ์์ทั้้�
งระดัับนโยบายและในการทำำ�ธุุรกิิจ
และเป็็นแรงผลัักดัันให้้ สพธอ. ร่่วมมืือกัับเครืือข่่
ายสำำ�คััญอย่่างสำำ�นัักงานสถิิติิแห่่งชาติิทำำ�การสำำ�ร
วจมููลค่่าพาณิิชย์์อิิเล็็กทรอนิิกส์์ในประเทศไทย
(Value of e-Commerce in Thailand)
อย่่างต่่อเนื่่�องเป็็นปีีที่่� 3 นัับตั้้�งแต่่ปีี 2558 โดยดำำ�
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ามถููกต้้องแม่่นยำำ�ใกล้้เคีียงกัับสถานภาพ e-Comm-
merce ของประเทศไทยมากที่่�สุุด
ดังนั้น การมีข้อมูลสถานภาพตลาดพาณิชย์
อิเล็กทรอนิกส์ของประเทศ โดยเฉพาะอย่างยิ่ง
มูลค่าขาย e-Commerce นับว่าเป็นสิ่งส�ำคัญที่
สะท้อนทิศทางและแนวโน้มของตลาด
e-Commerceในประเทศไทยเทียบกับต่างประเทศ
สพธอ. หวังให้หน่วยงานรัฐน�ำตัวเลขส�ำคัญนี้ไป
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จากข้อมูลเพื่อท�ำธุรกิจ ประชาชนจะได้เห็นช่อง
ทางหาเงิน เพิ่มรายได้จากการท�ำ e-Commerce
แบบที่เริ่มต้นได้ไม่ยากอย่างที่คิด เหล่านี้จึงเป็น
แรงผลักดันให้ สพธอ. ร่วมมือกับเครือข่ายส�ำคัญ
อย่างส�ำนักงานสถิติแห่งชาติท�ำการส�ำรวจมูลค่า
พาณิชย์อิเล็กทรอนิกส์ในประเทศไทย (Value of
e-Commerce in Thailand) อย่างต่อเนื่องเป็น
ปีที่3นับตั้งแต่ปี2558โดยด�ำเนินการตามระเบียบ
วิธีวิจัยเพื่อให้ได้ข้อมูลที่มีความถูกต้องแม่นย�ำใกล้
เคียงกับสถานภาพธุรกิจ e-Commerce ของ
ประเทศไทยมากที่สุด
โดยปีนี้ สพธอ. ได้จัดเก็บมูลค่า
e-Commerce ปี 2559 และคาดการณ์
มูลค่าในปี 2560 จากการส�ำรวจผู้ประกอบ
การ e-Commerce ทั้งประเทศ ที่รวบรวม
รายชื่อและได้รับความร่วมมือจากสมาคมผู้
ประกอบการพาณิชย์อิเล็กทรอนิกส์ไทย
กรมพัฒนาธุรกิจการค้า (DBD) และ
สำ�นักงานสถิติแห่งชาติ รวมจำ�นวนทั้งสิ้น
592,996 ราย ซึ่งแนวโน้มจ�ำนวนผู้ประกอบ
การและมูลค่า e-Commerce เพิ่มขึ้นทุกปี เป็น
ที่น่ายินดีอย่างยิ่ง นอกจากนี้ผลการส�ำรวจมูลค่า
e-Commerce ในประเทศไทยตั้งแต่ปี
2557 จ�ำนวน 2,033,493.35 ล้านบาท, ปี 2558
จ�ำนวน 2,245,147.02 ล้านบาท และปี 2559
จำ�นวน 2,560,103.36 ล้านบาท และ
อัตราการเติบโตจากปี 2557 ที่ สพธอ. ได้เคย
คาดการณ์ไว้ที่ร้อยละ 4 แต่เมื่อส�ำรวจจริงพบว่า
อัตราการเติบโตของมูลค่า e-Commerce ปี
2557-2558 สูงถึงร้อยละ 10.41 และ สูงอย่าง
ต่อเนื่องจนถึงปี 2558-2559 ที่ร้อย
ละ 14.03

ๅ
AliResearch – Alibaba Group on Accenture, Global Cross Border B2C
e-Commerce Market 2020
Executive Summary
The world has moved forward to digital era as it can be seen from
various infrastructures developed by modern technology to provide more
convenience lifestyle for people rapidly and efficiently. Behaviors of
people in the society have changed in accordance with the digital age in
terms of the characteristics of the business operation, consumption, or
product purchases from a physical store. People have turned to
increasingly buy products and services on the internet. In addition, the
number of online purchase tends to significantly increase.
e-Commerce business plays an important role in promoting the nation’s
economy, including a Cross-border e-Commerce business that helps
generate higher sales of online product and services worldwide as it can
be seen from the value of B2C e-Commerce in the region of Asia Pacific,
Western Europe, North America, Latin America, Central and Eastern Europe,
Central Asia, Middle East, and Africa in 2014 – projected value in 2018.
There is a significant growth rate of 27.3%1
For Thailand, digital economy policy was pushed forward to drive the
country’s modern economy in term of operation in order to be consistent
with the policies, strategies and projects of digital economic policy. Both
government and private sector, thus, need to rely on statistical data,
especially in the digital era where the data is considered as an important
treasure and tool for policy decisions, administration, and determination
of the organization’s and country’s direction aiming to establish an

effective management of budget and resources related to the promotion
of e-Commerce.
This value of e-Commerce survey aims to compile the value of
e-Commerce in Thailand most comprehensively and to a standard that is
internationally accepted. Data can, therefore, be used as reference or
compared with other countries. This data should be beneficial to both
public and private organizations that can integrate this information in their
policy making, strategic management, planning, and business operation at
corporate and national level. This will help all to adapt with the swiftly
changing market conditions. As a result, e-Commerce business will be
developed to be able to compete at regional and international level
efficiently and sustainably.
The value of e-Commerce in 2017 and projected value of
e-Commerce value for 2018 was based on a survey using a list of
644,071 e-Commerce operators complied form the Thai e-Commerce
Association, Department of Business Development (DBD) and
National Statistical Office. A statistical sampling method was then
used to select a representative group of 3,326 e-Commerce operators
with earning less than 1.53 million dollars per year (hereinafter referred
to as “SMEs”) and a representative group of 116 e-Commerce
operators with earning higher than or equal to 1.53 million dollars per
year (hereinafter referred to as “Enterprises”). (See appendix for
details on the research method)

This survey will compile the value of e-Commerce in 2017 and
project the value of e-Commerce in 2018. The related data can be
categorized into 3 dimensions as follows:
The first dimension: The survey will categorize e-Commerce as per
the characteristics of business operation, which are B2B, B2B2
, B2C3
Data
of B2G4
will be compiled from the value of government procurement from
the Comptroller General’s Department, Ministry of Finance. In this survey,
the value of government procurement includes only products sourcing by
Electronic Market: e-Market and Electronic Bidding: e-Bidding5
The second dimension: The survey will categorize e-Commerce
businesses into 2 groups according to the level of income, which are
e-Commerce operators earning less than 1.53 million dollars per year
(hereinafter referred to as “SMEs”), and e-Commerce operators earning
higher than or equal to 1.53 million dollars per year (hereinafter referred
to as “Enterprises”)
2
B2B (Business to Business) is a trade among the private sectors. The private sector refers to e-Commerce operators
that are business entities with an intention to engage in product trading business and service business between each
other. This survey also included product purchase and order via Electronic Data Interchange (EDI).
3
B2C (Business to Consumer) is a trade between the private sector/public sector and the private sector. The private
sector refers to e-Commerce operators who are persons or business entities with an intention to engage in product
trading business and service business between each other.
4
B2G (Business to Government) is a trade between the private sector and the public sector. The value of government
procurement in 2016 and projected value in 2017 came from products sourcing via Electronic Market: e-Market and
Electronic Bidding: e-Bidding based on information from the Comptroller General’s Department Ministry of Finance
5
The value of government procurement in 2014 and 2015 came from 2 sources: e-Auction data from the Government
Procurement Standards Bureau, the Comptroller General’s Department, Ministry of Finance and the survey conduct-
ed by Electronic Transactions Development Agency.

The third dimension: The survey will categorize e-Commerce into 8
groups according to industry. The definition of industry will use the ISIC
Rev. 4 (International Standard Industrial Classification of All Economic
Activities Rev.4). The 8 industries are manufacturing industry; retail and
wholesale; transportation; accommodation; information and
communication; insurance industry; art, entertainment and recreation; and
other services.
The value of e-Commerce in the accommodation industry was gathered
from Department of Tourism, Ministry of Tourism and Sports, while value
of e-Commerce in the insurance industry was sourced from the Office of
Insurance Commission (OIC).
A summary of survey findings of the value of
e-Commerce in Thailand in 2017 and projected value
of e-Commerce in 2018 is as follows:
In 2017, the value of e-Commerce in Thailand totaled
84,791.38 million dollars.
When considering the value of e-Commerce in 2017, it was found
that the largest share of value was from B2B e-Commerce, which
accounted for 46,289.03 million dollars or 54.59 percent of the value
of e-Commerce in 2017, followed by B2C e-Commerce, which accounted
for 23,294.56 million dollars or 27.47 percent, and B2G e-Commerce,
which accounted for 15,207.79 million dollars or 17.94 percent.
The Value of e-Commerce in Thailand in 2017

6
Other service industries are for example online recruitment, head hunting, and other businesses that are not in
the eight industries.
Data on the value of B2G e-Commerce was calculated based on
the dataset of the Comptroller General’s Department, Ministry of
Finance, which was the value of government procurement including
product sourcing via Electronic Market: e-Market and Electronic Bidding:
e-Bidding.
The growth rate of e-Commerce value in 2017 compared to 2016
showed that the value of B2B e-Commerce in 2017 decreased by 2.21
percent. However, the value of B2C e-Commerce in 2017 increased
by 7.91 percent and the value of B2G e-Commerce in 2017 increased
by 57.49 percent, respectively.
If the value of e-Commerce in 2017 is classified into 8 industries
(excluding the value of government procurement), the industry with
highest value of e-Commerce was retail and wholesale industry at
20,277.28 million dollars or 23.91 percent, followed by (2)
accommodation industry at 18,856.42 million dollars or 22.24 percent,
(3) manufacturing industry at 14,051.70 million dollars or 16.57
percent, (4) information and communication industry at 11,989.60
million dollars or 14.14 percent, (5) transportation industry at 3,323.51
million dollars or 3.83 percent, (6) art, entertainment, and recreation
industry at 718.60 million dollars or 0.94 percent, (7) other service
industries6
at 273.82 million dollars or 0.32 percent, and (8) insurance
industry at 92.67 million dollars or 0.11 percent, respectively.

The projected value of e-Commerce in Thailand for 2018
was 96,692.23 million dollars.
When considering the projected value of e-Commerce for
2018, the data showed that the largest share of the value of
e-Commerce was from B2B e-Commerce which amounted to 52,562.44
million dollars or 54.36 percent, followed by B2C e-Commerce at 26,564.06
million dollars or 27.47 percent, and B2G e-Commerce at 17,565.73 million
dollars or 18.17 percent.
The comparison of projected growth rate of the value of e-Commerce
in 2018 and 2017 showed that the projected value of B2B e-Commerce
in 2018 increased by 13.55 percent. Furthermore, the projected value of
B2C e-Commerce in 2018 increased by 14.04 percent, and the projected
value of B2G e-Commerce increased by15.50 percent, respectively.
The value of e-Commerce of each of the 8 industries in 2018
(excluding the value of government procurement) in order from highest
to lowest was as follows: retail and wholesale industry at 25,192.07 million
dollars or 29.71 percent, followed by accommodation industry at 19,450.39
million dollars or 22.94 percent, manufacturing industry at 16,530.47
million dollars or 19.50 percent, and information and communication
industry at 12,775.76 million dollars or 14.14 percent, transportation
The Projected Value of e-Commerce in Thailand in 2018

industry at 3,871.61 million dollars or 3.83 percent, art, entertainment
and recreation industry at 895.85 million dollars or 1.06 percent, other
services at 312.72 million dollars or 0.37 percent, and insurance industry
at 97.60 million dollars or 0.12 percent.
Based on the information mentioned above, it showed that the
majority of e-Commerce are significantly growing every year. The factor
driving the growth of these businesses can be summarized into 4 main
factors as follows:
The first factor: There is an expansion of investments from abroad
e-Commerce operators, causing the operators selling products online to have
moresaleschannelsthatgeneratehighersalesvaluei.e.AlibabaGroupentered
into Thai e-Commerce market through Lazada and JD (Jingdong) which merged
with Central and Shopee, affiliated to Garena, which is the leading Thai
e-Marketplace platform in the past year. These e-Commerce platforms have
continuously competed through their promotion in various occasions, such
as the campaign 8.8, 9.9, 11.11, 12.12, etc. These competitions directly
affected the perception and awareness of consumers towards e-Commerce,
and also attracted more consumers to spend on e-Commerce platform,
significantly.
The second factor: The number of e-Commerce operators in
Thailand has increased. In 2017, there were 644,071 e-Commerce operators7
in Thailand, increased from 2016 by 592,996 operators, or increased by 10
percent of total operators. This figure demonstrated the potential growth
of Thai e-Commerce.
7 “
Population groups” refers to research methodology 2018, ETDA

The third factor: The e-Commerce infrastructure in Thailand is
developed continuously. In terms of the development of e-Logistics, there
are more operators entering into the market i.e. the development of
Thailand Post, Kerry Express, Shippop, Sokochan, etc. contributing to more
choices for consumers or e-Commerce operators. In terms of the
development of e-Payment that can reaches more consumers, this
contributes to convenient, quick, and safe e-Payment. Another aspect is
the development of e-Marketing where there are various digital agencies
providing advertising and public relation service through online media in
different channels such as Line, Facebook, and Google to better reach
their targeted segmentation ensuring online sales become easy and
popular for all ages, especially for teenagers and people in working age.
The fourth factor: The various government projects also promote
e-Commerce such as Netpracharat project, which provide internet access
in remote communities contributing to more convenient communication.
The access to the internet is a key factor for the online purchase of
products of such communities. Furthermore, PromptPay is one of
government project that helps reduce fees for inter-bank transfers,
resulting in more spending via online payment.
The figure demonstrates that the organization’s internal and external
factors affecting the growth of e-Commerce of the country according to
the opinions of operators can be summarized as follows:

Organization’s Internal and External Positive Factors affecting
the growth of e-Commerce business of the country
For internal factors, the awareness of operators who see the
e-Commerce business opportunity in order to increase the market share
resulting in:
1) Having various platforms that meet the needs of consumers
2) Operators in each platform have their own marketing strategy
that can reach more groups of consumer
3) The development of diverse and reliable services
4) The addition of product and service types and categories
5) Operators can adopt new technology to support business
development such as Artificial Intelligence, Big Data, etc.

6) Having a specialist in e-Commerce, which is an important factor that
the government and private sectors must cooperate to promote the
development of skilled personnel in order to be an important workforce
in the development of e-Commerce business of the country.
For external factors are:
1) The government policy and support which are the factors affecting
the growth of domestic e-Commerce. It is an effort to help encourage and
promote the economy, such as PromptPay policy, etc.
2) Seasons affecting consumers product consumption namely
another factor affecting consumer demand for products depends on the
season and weather conditions. For example, in the summer, the purchase
of electrical appliances that provide coolness will have a high demand in
the market, but in the rainy season, the demand for purchasing of
umbrellas or raincoat increases.
3) Consumer behaviors switching to be online users namely the
newer technology is developed and the communication is faster than the
past. As a result, the number of consumers that engages in online activities
such as online chat, purchasing of product etc. increases.
Beside the continuous improvement of the quality of products and
services, new marketing tools are utilized to create awareness of
consumers and that is a way to reach new consumers. In addition, Thai’s
products and services are considered very popular by other countries.
Thus, the cooperation with foreign countries to develop and promote
product export of operators in different industries is deemed as an
important channel for the development of Thai e-Commerce in the future.

The various trends of e-Commerce business, based on in-depth inter-
views from enterprises, can be summarized as follows:
For the 5 most popular payment channels, it is found that when
buying products and services via e-Commerce channels, the most popular
payment channel is credit or debit cards stood at 42.69 percent, followed
by bank’s applications or online banking at 27.23 percent, QR payment/
Purchase Order / Cheque at 10.75 percent, bank counter at 10.46 percent,
Cash on Delivery at 7.00 percent, and others at 1.87 percent. This pinpoints
that credit or debit card is still the most popular channel because various
financial institutions are urging to promote and issue promotional
campaigns, as well as invite more people to use cards. Furthermore,
people are also having trust in this type of payment due to the security
of payment and the convenience of spending.
The 5 most popular online marketing channels used by the major
operators for public relation of products and services with the highest
Return on Investment (ROI) and sales are Facebook amounted to 30.61
percent, Google Ads/ YouTube Ads amounted to 29.93 percent,
LINE amounted to 14.29 percent, Ads Network / Banner amounted to 13.61
percent, and Vertical Search such as Price Comparison amounted to 7.48
percent, and other channels amounted to 4.08 percent. This data shown
that Facebook is still number one among marketing channels used by
operators due to the fact that Thailand ranked eighth in terms of the
country with the largest number of Facebook users in the world, totaling
52 million users8
, in which the number increased in the same direction as
the number of internet users in Thailand in 2017 at 45.2 million.9

The utilization of Big Data to support businesses of operators was
also important and affected the growth of e-Commerce. The number of
operators with the budget of Big Data/ Data Analytics development less
than 0.03 million dollars was accounted for 46.15 percent, and the
development budget of 0.03 – 0.15 million dollars and 0.31-1.53 million
dollars were accounted for 23.07 percent and 30.76 percent, respectively.
A hundred percent of operators used Big Data / Data Analytics to help
analyze consumer behaviors, leading to the strategies for presenting a
variety of new products to the right customers. Meanwhile, 92.85 percent
of operators used Big Data to analyze consumer behaviors in order to
establish the marketing plan in the future, and 85.71 percent of them used
it to analyze external environment factors i.e. weather conditions in order
to determine the strategy of selling products and services.
The topic of Artificial Intelligence also included in the survey responded
by enterprises. The results indicated that 76.93 percent of operators have
developed artificial intelligence to assist in administration and customer
service management. The remaining 23.07 percent have not developed
artificial intelligence. Based on the operators who used artificial intelligence,
38.46 percent used the development budget less than 0.03 million dollars,
while another 23.07 percent used 0.03 - 0.15 million dollars of
development budget. Lastly, the development budget of 0.15 - 0.31
8
Statista, Leading countries based on number of Facebook users as of October 2018, (online) https://www.statista.
com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/
9
The number of internet users (yearly), excluding the internet of Netpracharat Project that covered a population of
20 million people, a database of internet market, Division of Telecommunication Economics Research and Informa-
tion Center in the Office of the National Broadcasting and Telecommunications Commission, updated on September
21, 2018, http://ttid.nbtc.go.th/internet_db.html

million dollars and 0.31 - 1.53 million dollars was at the equal proportion,
accounted for 7.69 percent.
The operators have used artificial intelligence in various purposes as
follows: 1st rank is to provide customer service i.e. Chatbot, CRM, etc.
accounted for 69.23 percent, followed by help analyzing insurance claim,
various kinds of notification, and the daily operation (accounted for 23.07
percent), as well as help analyzing consumer behaviors together with Big
Data (accounted for 15.38 percent), help making administrative decisions
such as branch expansion, increasing or downsizing the number of
employees (accounted for 15.38 percent), and to support in product
development or product design, etc. (accounted for 7.69 percent).
All of the aforementioned factors are the important causes that lead
to a rapid growth ofe-Commerce business in the future. Those factors
together with the promotion of government policies regarding the digital
economy, Thailand 4.0 policy, and the promotion of small and medium
enterprises (SMEs), e-Commerce business would therefore be the way to
reduce inequality and generate income from new distribution channels.
For the local business operators who would like to bring local products
to the global market, e-Commerce is considered an important factor that
can enhance the operators or general people to be able to sustainably
generate income or to further expand the e-Commerce business in the
future.

Key Findings from
the Survey

1. The Value of e-Commerce in Thailand
Figure 1 The value of e-Commerce in Thailand during
2015-2017 and projected value in 2018
The figure shows that in 2017, the value of
e-Commerce including the value of government
procurement10
totaled 84,791.38 million dollars, which
was an increase of 7.91 percent from 2016.
Meanwhile, the projected value of e-Commerce in Thailand for
2018 including government procurement was 96,692.23 million dollars,
which was an increase of 14.04 percent from 2017.
10
in the 2017 surveys, the value of government procurement came from the procurement through electronic
marketing (e-Market) and electronic bidding (e-Bidding), based on the information from the Comptroller General’s
Department, Ministry of Finance.

Figure 2 The value of B2C e-Commerce in various countries
during 2016-2017

Figure 211
shows a comparison of the value of B2C
e-Commerce among various countries including such as China,
USA, Japan, South Korea, and the ASEAN countries.
It also demonstrates that the value of B2C e-Commerce in all
countries excluding Japan has increased in 2017, in particular among
countries that are leaders in technology and communication such as
China, USA, and South Korea.
11
The reference information are from:
China, cited from the United Nations Industrial Development Organization (UNIDO), www.unido.org Searched on 6
November 2018.
The United States, cited from United State Census Bureau, www2.census.gov, searched on 6 November 2018.
Japan, cited from the Ministry of Economy Trade and Industry of Japan, www.meti.go.jp, searched on 6 November
2018.
South Korea, cited from Korea Statistical Information Service, www.kosis.kr, searched on November 6, 2018.
Thailand, cited from the report of the results of the wastewater from Kanjanathai Lake in Thailand, 2018 by the
Ministry of Science and Technology
Malaysia, cited from the Ministry of International Trade and Industry of Malaysia, www.miti.gov.my, searched on 6
November 2018.
Vietnam, cited from the Vietnam E-Commerce and Technology Agency, www.vecita. Gov.vn, searched on 6
November 2018.
Indonesia, cited from Emarketer, www.emarketer.com, searched on November 6, 2018. (Unable to find official
government resources)
Singapore cited from International Enterprise Singapore, www.iesingapore.gov.sg, searched on November 6, 2018.
Philippines, cited from Euromonitor International, www.euromonitor.com, searched on November 6, 2018.
(Unable to find official government resources)

12
Calculated by using the exchange rate as of 25 December 2017 at 32.58 baht per US
dollar. Data from the Bank of Thailand, 2018, searched on 6 August 2018
ThevalueofB2Ce-CommerceinChina,USA,Japan,andSouthKoreain
2017 were 917.16, 452.08, 146.47 and 69.20 billion US dollars, respectively
(equivalent to 29.88 trillion baht, 14.73 trillion baht, 4.77 trillion baht and
2.25trillionbaht,respectively)12
.Thereasonwhythevalueofe-Commercein
Japandecreasedwasduetochangesinexchangeratesin2016and2017.The
valueofB2Ce-CommerceofJapaninalocalcurrencywere151,358million
yen in 2016 and 165,054 million yen in 2017 (increasing by 5.79 percent).
The value of B2C e-Commerce in ASEAN countries including Thailand,
Malaysia, Indonesia, Vietnam, Singapore and the Philippines were 23.30,
19.40, 8.21, 6.71, 4.61 and 1.84 billion US dollars, respectively, equivalent
to 7.59, 6.32, 2.67, 2.18, 1.50 and 0.60 hundred billion baht, respectively.
Based on the comparison among ASEAN countries, it can be seen that
PhilippineshadthefastestincreaseinvalueofB2Ce-Commerce,gaining260.78
percent from 2016, followed by Indonesia, Vietnam, and Thailand, which
expanded by 55.20 percent, 20.47 percent, and 18.64 percent, respectively.
The underlying reason for such growth, especially in the People’s
Republic of China was a significant rising number of e-Commerce
business in the People’s Republic of China as witnessed by people around
the world. The advantages of domestic e-Commerce and cross-border
e-Commerce were considered as the tools for expansion or increasing
sales channels for products and services, assisting in cost reduction, and
enhancing business efficiency. This in turn has attracted a large number of
new e-Commerce operators to enter the market leading to a high business

competition,whichisbeneficialtoboththeeconomyandtheinterestofbuyers.
Thevariouse-CommerceplatformsinChinacompeteeachotherinmarketing
strategy and business expansion in order to own the market share such as
Alibaba Group that has various sub-platforms or VIP.com, Jindong, Taobao,
etc. The said growth has contributed to the large proportion of e-Commerce
in the People’s Republic of China, which amounted to 42.00 percent.13
The increasing number of internet users in the People’s Republic of
China was another growth factor. There were 731 million of internet users
in the People’s Republic of China in 2016, which had increased by 42.99
million compared to 2015.14
The mobile phone was still the most popular
device for internet connection, which accounted for 95 percent of internet
users increasing by 5 percent from 2015.15
It is noted that the increasing
rate of internet usage, especially from mobile phones leading to the
higher growth of e-Commerce business in the People’s Republic of China.
13
Mckinsey, December 2017
14
China Internet Network Information Center, Statistical Report on Internet Development
in China, January 2017, page 39
15
Ibid, page 50

Figure3TheaveragevalueofB2Ce-Commercepercapitainvarious
countriesduring2016-2017

Figure 3 compares the average value of B2C e-Commerce per
capita in Thailand with China, the US, Japan, South Korea, and
ASEAN countries.
The average value of B2C e-Commerce per capita of all countries in
2017 rose from 2016 except for Japan. In 2017, the average value of B2C
e-Commerce per capita was 337.50 US dollar (equivalent to 10,995.75
baht) which is an increase of 285.13 US dollar (equivalent to 9,289.54
baht) from 2016 or 52.37 US dollar (equivalent to 1,706.21 baht).
In addition, when compared to ASEAN countries, it can be seen that the
average value of B2C e-Commerce per capita in Thailand was higher than
Vietnam with the value of 70.23 US dollars (equivalent to 2,288.09 baht).
While Indonesia had a value of 31.10 US dollars (equivalent to 1,013.24
baht), and Philippines had a value of 17.54 dollars US (equivalent to
571.45 baht). This is due to the fact that these 3 countries had larger
population than Thailand, Vietnam had a total population of 95.54 million
people, Indonesia had a total population of 263.99 million people, and
the Philippines had a total population of 104.92 million people, whilst
in 2017 Thailand had a population of 69.04 million people.17
As for Malaysia, the value of B2C e-Commerce was less than Thailand
due to a smaller population compared to Thailand (in 2017 Malaysia had
a total population of 31.62 million while the numbers of Thailand
population was at 69.04 million); thus, the average value of B2C
e-Commerce per capita in Malaysia (613.45 US dollars or equivalent to
19,986.20 baht), wasgreaterthanThailandat275.95USdollars(equivalent
to 8,990.45 baht).
17
Population data in 2015 and 2016, www.data.worldbank.org, search information on 7
August 2017.

18
U.S. Department of Commerce, Bureau of Economic Analysis, Gross Domestic Product:
Second Quarter 2018 (Second Estimate)
The US had the highest average value of B2C e-Commerce per capita
duetothegovernment’seconomicpolicyincludingfiscalstimuluspolicies,
tax reduction, as well as government spending, which are the stimulus
factors of the US economy. According to the report, GDP in the second
quarter of 2018 increased by 4.2018
percent, and another factor was the
increasing average household income of the US. In 2017, the average
household income was 61,372 US dollars, or 2 million baht per year.

Figure 4 The share of value of e-Commerce in the domestic
and international market during 2015-2017

Figure 4 demonstrates that e-Commerce operators in Thailand
concentrated on their provision of sales and services primarily on the
domestic market. Interviews with operators also showed that in 2017 up
to 76.94 percent of all online e-Commerce operators catered solely to
those living domestically, while the remaining share of 23.06 percent
provided sales and services to the international market.
The e-Commerce operators in Thailand tend to expand of online
sale and products to the international market. The value of online
sales and service in the international market was at 13.47 percent in
2016, but in 2017 the figure rose up to 23.06 percent.
The reason why the value of online sales and services online in the
international market is continuously increasing every year is probably due
to government policies that support and encourage Thai e-Commerce
businesses to expand into ASEAN and other regions around the world.
In addition, the investment of e-Commerce operators from foreign
countries also make it easier for manufacturers of products and services
to export their products to the global market, such as exporting products
to China via Alibaba, etc.

Remark: This survey explored the proportion of regional sales value of SMEs
excluding enterprises
Figure 5 The share of value of e-Commerce in 2017 of SMEs by region and size
of e-Commerce business

Figure 5 illustrates the value of e-Commerce in 2017 by region
classified according to the size of the e-Commerce business. It can be seen
that 65.35 percent came from online sales and services purchased by
consumers living in Bangkok and the vicinity, followed by the Northeast
(11.88 percent), Northern (10.89 percent), Central (8.91 percent) and
Southern regions (2.97 percent), respectively.
The main reason why e-Commerce business are concentrated
within the Central region of the country, in particular within Bangkok
and its vicinity are because it is the country’s economic center, and
has the advantage of having more developed infrastructure in
telecommunications, high speed internet usage, modern and highly
secured payment systems, better access to the source of investment
funds of operators, as well as fast-developed logistics system.

Figure 6 shows that in 2017, 85.22 percent of e-Commerce operators
sold products and services via the internet only (Pure Internet), while 14.78
percent conducted business via the internet and physical stores (Click and
Mortar Internet).
A comparison of the share of e-Commerce operators conducting
business through the internet and having physical stores in 2016 and 2017
shows that the majority of the operators turned to sell their products and
services on the internet together with physical storefront sale. This is the
O2O business model that integrates online business into offline one and
leads to the growth of business. Doing online business is a factor that helps
the businesses of operators to be greatly expanded. Moreover,
the government’s project that promotes the internet access for remote
communities such as Netpracharat Project also encourages those
communities to be able to sell more products and services online.
Promptpay is also another key factor that helps reduce interbank transfer
fees and significantly facilitates the growth of e-Commerce.
Figure 6 The share of e-Commerce operators during 2015-2017, according to type of
product sale and service (excluding the value of government procurement)

and projected value in 2018, according to types of operators
(including the value of government procurement)
2. The Value of e-Commerce in Thailand
Classified by Type of Operators

Figure8Theshareofvalueofe-Commerceduring2015-2017andprojected
valuein2018,accordingtotypeofoperators
(includingthevalueofgovernmentprocurement)

Figure 7 and 8 show that in 2017 the largest share of value of e-Com-
merce (including government procurement)19
derived from B2B e-Commerce,
which totaled 46,289.03 million dollars or 54.59 percent of the total value
of e-Commerce in 2017. The second highest share was B2C e-Commerce,
which totaled 23,294.56 million dollars or 27.47 percent. The value of B2G
e-Commerce is composed of 2 parts, which were the value of government
procurement under Electronic Market: e-Market and Electronic Bidding:
e-Bidding in the amount of 15,207.79 million dollars, or 17.94 percent re-
spectively.
A comparison of the growth rate of the value of e-Commerce in
2017 compared to 2016 shows that the value of B2B e-Commerce in
2017 increased by 2.21 percent, but the value of B2C e-Commerce in
2017 grew by 7.91 percent, and the value of B2G e-Commerce in 2017
increased by 57.49 percent, respectively.
However, when considering the projected value of e-Commerce in
2018, it demonstrates that the highest share of value of e-Commerce
(including the value of government procurement) came from B2B
e-Commerce, which totaled 52,562.44 million dollars or 54.36 percent
of the total value of e-Commerce in 2018, followed by B2C e-Com-
merce, which totaled 26,564.06 million dollars or 27.47 percent, and
B2G e-Commerce, which totaled 17,565.73 million dollars or 18.17
percent, respectively.
19
In 2014 and 2015 survey, the value of government procurement came from 1) the value
of procurement through e-Auction (Data from the Comptroller General’s Department), and
2) the value of B2G e-Commerce outside the e-Auction system. (Data from survey in 2014
and 2015 conducted by ETDA)

Figure9Theshareofvalueofe-Commerce,accordingtotypeofoperators
(excludingthevalueofgovernmentprocurement)
B2BB2CB2BB2BB2BB2CB2CB2C
P

Figure 9 shows the share of value of e-Commerce, according to
type of operators (excluding the value of government procurement).
It is found that the share of value of B2B and B2C e-Commerce
in 2017 accounted for 66.52 percent and 33.48 percent of the value
of e-Commerce excluding the value of government procurement in
2017 (69,583.60 million dollars). While in 2018 the projected value of
B2B e-Commerce amounted to 66.43 percent, and B2C e-Commerce
amounted to 33.57 percent of the projected value of e-Commerce in
2018 excluding the government procurement (79,126.50 million
dollars).

Figure10Thevalueofe-Commerceduring2015-2017andprojectedvaluein
2018,accordingtoindustry(excludingthevalueofgovernmentprocurement)
3. The Value of e-Commerce in
Thailand Classified by Industry

Figure 10 shows that the top 3 industries that had the highest value
of e-Commerce (excluding the government procurement) in 2017 were
the retail and wholesale industry at 20,277.28 million dollars (29.14
percent), followed by the accommodation industry at 18,856.42 million
dollars (27.10 percent), and the manufacturing industry at 14,051.70 million
dollars (20.19 percent), respectively. The industry that had the lowest
value of e-Commerce was the insurance industry at 92.67 million dollars
(0.13 percent).
Based on the projected value of e-Commerce in 2018 (excluding the
value of government procurement), it reveals that the top 3 industries
that had the highest value of e-Commerce were: the retail and wholesale
industry at 25,192.07 million dollars (31.84 percent), followed by the
accommodation industry at 19,450.39 million dollars (24.58 percent), and
the manufacturing industry at 16,530.47 million dollars (20.89 percent),
respectively. The industry that had the lowest value of e-Commerce was
the insurance industry at 97.60 million dollars (0.12 percent).
In term of the growth rate in 2017 and projected growth rate in 2018,
the decrease in the growth rate of the retail and wholesale industry
between 2016-2017 was due to the operators’ business remodeling which
is still under the process of investing and developing O2O (Online to Offline)
sales channels of products and services. Moreover, the brand owners
invested in the development of Personal Platform in order to reach a
comprehensive range and more diverse groups of consumers as well as
people in the society became aware of business opportunity; therefore,
they were interested to enter into e-Commerce business.

In addition, there were more options for e-Marketplace channels,
whether operating e-Commerce via the key player of e-Marketplace, or
doing the social commerce and mobile commerce marketing through
Facebook, Twitter, Instagram, Line, etc. Furthermore, the majority of
operators considered that more reliable, faster, safer online payment
systems (e-Payment) together with the logistics transportation systems
that provide better service and more options, such as Thailand Post,
Kerry Express, DHL, and Shippop were also the key factors contributing to
the high growth of e-Commerce sales in 2018.
Figure 11 The share of value of e-Commerce in 2017 by industry, according to
type of operators (excluding the value of government procurement)

The consideration of the share of value of e-Commerce in 2017 by
types of operators (excluding the value of government procurement)20
,
which consists of 5 industries including 1) manufacturing industry,
2) retail and wholesale industry, 3) information and communication
industry, 4) arts, entertainment and recreation industry, and 5) other
services as shown in Figure 11 reveals the following:
The top 3 B2B e-Commerce industries that had the highest share of
value were firstly, the information and communication industry, which
accounted for 95.90 percent, secondly, the arts, entertainment and
recreation industry, which accounted for 71.00 percent, thirdly, other
services, which accounted for 54.70 percent.
The top 3 B2C e-Commerce industries that had the highest share of
value were firstly, the retail and wholesale industry, which accounted for
83.04 percent, secondly, the manufacturing industry, which accounted for
61.38 percent, thirdly, other services, which accounted for 45.30 percent.
20
For the value of e-Commerce surveys in 2016, there were 6 industries that could be classified
by operators based on the data obtained from the survey. As for the other 2 industries, the data
of accommodation industry was compiled from the Department of Tourism, Ministry of Tourism
and Sports, while the data of the insurance industry was complied from the Office of Insurance
Commission (OIC)

Figure 12 The value of e-Commerce during 2015-2017 and projected value in
2018 in the retail and wholesale industry, according to type of products and
services (excluding the value of government procurement)

From Figure 12, the top 3 e-Commerce product and service of the
retail and wholesale industry that accounted for the highest value in 2017
(excluding government procurement value) were firstly, online malls,
which accounted for 7,932.78 million dollars, secondly, the food,
processed food and drinks, agricultural and fishery product, which
accounted for 4,170.30 million dollars, and thirdly, cosmetics,
supplements, fragrances and beauty product, which accounted for
2,682.86 million dollars, respectively.
When considering the growth rate of retail and wholesale industry,
it shows that the products and services that had the highest growth
between2016-2017werefurnitureandhomedecoration,whichaccounted
for 9.01 percent, followed by cars and car parts, which accounted for
8.93 percent, and the sport equipment, toys and souvenirs, which
accounted for 5.89 percent, respectively.
Meanwhile, the top 3 products and services of the retail and
wholesale industry that accounted for the highest projected values in
2018 (excluding government procurement value) were online mall ranked
first at 9,389.03 million dollars, followed by food, processed food and
drinks, agricultural and fishery product ranked second at 5,296.00 million
dollars, and cosmetics, supplements, fragrances and beauty product
ranked third at 3,550.75 million dollars.
Based on the consideration of the growth rate of the retail and
wholesale industry, it is found that products and services that had the
highest growth rate of the value of e-Commerce between 2017-2018P
were cars and car parts, expanding at 44.06 percent. The second highest
was sport equipment, toys, and souvenirs, which grew by 33.35 percent,
followed by cosmetics, supplements, fragrances and beauty product,
increasing by 32.35 percent, respectively.

Figure13Thevalueofe-Commerceduring2015-2017andprojectedvaluein
2018inthearts,entertainmentandrecreationindustry,accordingtotypeof
productsandservices(excludingthevalueofgovernmentprocurement)

From Figure 13, it is pointed out that the products and services of
the arts, entertainment and recreation industry that had the highest
value of e-Commerce values in 2017 (excluding the value of government
procurement) were as follows: the 1st rank is music, cinema and
e-Movie21
, which amounted to 415.25 million dollars. The 2nd rank is
education, related services, and applications, which amounted to 171.35
million dollars. The 3rd rank is online games, which amounted to 131.93
million dollars, and arts, entertainment, and other recreations ranked
fourth at 0.07 million dollars.
The underlying reason for the growth of music, cinema, and e-Movie
was due to the improvement of marketing strategy of the operators. SF
and Major group have expanded more branches in Bangkok area and its
vicinity and in other provinces as well as the change of offline sale to
online sale. As a result, targeted customers are able to book and buy
movie ticket more easily, conveniently and rapidly. Owing to the faster
and safer internet connection, the player in digital content service, video
streaming and online music such as Netflix, iflix, VIU, HOOQ, Line TV, Joox
and Fungjai etc. also one of the reasons why the said type of business
grew up. In addition, if the transition to the 5G is completed, this type of
business is expected to have double growth rate due to the higher speed
of data transmission.
21
e-Movie means transaction, downloading, watching movies on the internet.

If considering the growth rate of the value of e-Commerce value be-
tween 2016-2017, it can be seen that products and services of the art,
entertainment, and recreation industry that had the highest growth rate
were education, related services and applications with a growth rate of
77.50 percent, which is much ahead of sales in the music and cinemas
and online games, which expanded at rate of 63.75 percent and 6.51
percent, respectively.
For the projected value of e-Commerce in 2018 for products and
services of the arts, entertainment and recreation industry (excluding the
value of government procurement), the value of the said products and
services were sorted as follows: the 1st rank was music, cinema, and
e-Movie at 531.38 million dollars. The 2nd rank was education, related
services, and applications at 228.30 million dollars. The 3rd rank was
online games business at 136.15 million dollars, and the 4th rank was arts,
entertainment and other recreations at 0.02 million dollars.
When considering the growth rate of the value of e-Commerce between
2017-2018, it can be seen that products and services of the art,
entertainment, and recreation industry that had the highest growth rate
were education, related services, and applications, expanding by of 33.23
percent, followed by music, cinema, and e-Movie, which grew by 27.96
percent, and online games, which grew by 3.20 percent, respectively

4. The Value of e-Commerce in
Thailand Classified by Size of Business
Figure 14 The value of e-Commerce during 2015-2017 and projected
value in 2018, according to size of e-Commerce business (excluding the value
of government procurement)

22
Excluding the value of e-Commerce of the accommodation industry and insurance
industry where the data was complied from the Department of Tourism Ministry of Tourism and Sports, and the
Office of Insurance Commission (OIC).
When considering the value of e-Commerce according to the size
of business, Figure 14 indicates that in 2017 the highest value came
from enterprises, which amounted to 55,651.64 million dollars or
79.98 percent of the value of e-Commerce in 2017, while the value
of e-Commerce of SMEs was at 13,931.95 million dollars (20.02
percent)22
As for the growth rate of the value of e-Commerce according to the
size of business of operators between 2016-2017, it can be seen that the
value of e-Commerce of enterprise decreased by 3.01 percent, while
SMEs had the growth rate of 20.69 percent.
The projected value of e-Commerce in 2018 of the enterprises was
at 60,494.63 million dollars or 76.45 percent, increasing by 8.70 percent
from 2017. The projected value of e-Commerce of SMEs in 2018 was at
18,631.87 million dollars or 23.55 percent, which increased by 33.73
percent from 2017.
The 2017’s growth recession of the e-Commerce value of enterprises
is due to two main factors; firstly, one of e-Marketplace giants in Thailand
closed down its business in 2017 and, secondly, some enterprises
reconstructed their internal operation to handle consumer behavior
changes which resulted in their ineffective sale promotions or campaigns.
However, most entrepreneurs still had confidence in potential of
Thai e-Commerce growth and speculated that their reconstruction would
help drive their e-Commerce sales in 2018.

The survey finding shows that SMEs or the business sector that has
earning less than 1.53 million dollars per year, demonstrated a very high
growth rate compared to enterprises. The aforementioned growth was
primarily due to the government’s policy that helps provide the solution
for SMEs by promoting SMEs to go online, which results in cost reduction,
sales increase and business expansion without limitation. As for pushing
forward Thailand 4.0 policy and other policies of related organizations to
support e-Commerce business in particularly, ETDA also has a SMEs Go
Online project, which helps enhancing the growth of business and provides
opportunity for business expansion to other countries via e-Commerce,
especially the policy of “9 Key Measures of Pracharat Mechanism :
Transform for SMEs 4.0” that aims to elevate the community’s economy
under the promotion project for SMEs in agricultural sector by coaching
them to run their businesses and enable SMEs to grow in the international
market.

Figure15Thevalueofe-Commercein2017
ineachindustry,accordingtosizeofe-Commercebusiness

From Figure 15, the data shows that the top 3 industries of
enterprises that had the highest value of e-Commerce in 2017 (excluding
the value of government procurement) were firstly, accommodation
industry, which accounted for 18,856.42 million dollars, secondly,
manufacturing industry, which accounted for 13,623.66 million dollars,
thirdly, the information and communication industry, which accounted
for 11,879.41 million dollars.
The industries of SMEs23
that had the highest values of e-Commerce
in 2017 (excluding government procurement value) were, firstly, the retail
and wholesale industry at 13,293.08 million dollars, secondly, the
manufacturing industry at 428.04 million dollars, followed by the
information and communication industry at 110.19 million dollars.
23
Excluding the value of e-Commerce of the accommodation industry and the insurance industry where the data
was compiled from the Department of Tourism, Ministry of Tourism and Sports, as well as Office of Insurance
Commission (OIC)

Value of e-Commerce Survey in Thailand 201870Figure16Theprojectedvalueofe-Commercein2018ineachindustry,
accordingtosizeofe-Commercebusiness

Figure 16 shows the projected value of e-Commerce in each
industry for 2018, classified by the size of e-Commerce business
(excluding government procurement value). The top 3 enterprises
that had the highest sales were, firstly, accommodation industry,
which accounted for 19,450.39 million dollars, secondly,
the manufacturing industry, which accounted for 15,968.05 million
dollars, thirdly, the information and communication industry, which
accounted for 12,664.42 million dollars.
While the industries of SMEs that had the highest value of e-Commerce
in 2018P
(excluding government procurement value) were, firstly, the
retail and wholesale industry, which amounted to 17,609.89 million
dollars, followed by the manufacturing industry, which amounted to
562.42 million dollars, and the art, entertainment and recreation industry,
which amounted to 333.45 million dollars, respectively.

Figure17Theshareofvalueofe-Commercein2017intheretailandwholesaleindustry,accordingto
typeofproductsandserviceandsizeofthee-Commercebusiness

Figure 17 reveals that the top 3 enterprises in the retail and
wholesale industry that had the highest share of value of e-Commerce
in 2017 (excluding the value of government procurement) were,
firstly, online malls, which accounted to 4,628.04 million dollars,
secondly, furniture and home decoration , which accounted to 986.68
million dollars, thirdly, computer, hardware, and communication
equipment, which accounted to 824.23 million dollars, respectively.
The top 3 SMEs in the retail and wholesale industry that had the
highest share of value of e-Commerce value in 2017 (excluding government
procurement value) were, firstly, food, processed foods and drinks,
agricultural and fishery products, which accounted to 3,989.15 million
dollars, secondly, online malls, which accounted to 3,304.74 million
dollars, and thirdly, cosmetics, food supplements, fragrances and beauty
product, which accounted to 2,676.12 million dollars, respectively.

Figure18Theshareofvalueofe-Commercein2017
intheretailandwholesaleindustry,accordingtotypeofproductsandservicesandsizeof
e-Commercebusiness(excludingthevalueofgovernmentprocurement)

Figure 18 demonstrates that the top 3 products and services of
enterprises in the retail and wholesale industry (excluding the value of
government procurement) that possessed the largest share of value of
e-Commerce in 2017 were as follows: furniture and home decoration,
which the total value of e-Commerce derived from enterprises, followed
by cars and car parts (accounted for 81.82 percent) and thirdly, online
malls (accounted for 58.34 percent).
The top 3 products and services of SMEs in the retail and
wholesale industry (excluding the value of government procurement)
that possessed the largest share of value of e-Commerce in 2017
were, firstly, sport equipment, toys and souvenirs which the total
value of e-Commerce derived from SMEs, secondly, fashion, clothing,
jewelry and accessories business (99.89 percent), and thirdly,
cosmetics, supplements, fragrances and beauty products (99.75
percent), respectively.

Figure19Thevalueofe-Commercein2017,accordingtoindustryandSMEs’
onlinesaleschannel(excludingthevalueofgovernmentprocurement)

24
Sale channels via social media are such as Facebook, LINE, Instagram, YouTube and
others
Figure 19 shows that the most popular online sales channels of SMEs
in manufacturing industry(excluding the value of government procurement)
were Social Media, followed by their own websites and domestic
e-Marketplaces, where total sales amounted to 280.54 million dollars,
187.44 million dollars and 69.88 million dollars, respectively.
For retail and wholesale industry, the most popular online sales
channels for products and services were Social Media24
, followed
domestic e-Marketplaces and their own websites, where total sales
amounted to 13,084.43 million dollars, 4,149.83 million dollars and 141.67
million dollars, respectively.
For information and communication industry, the channel most used
for products and service sales was through their own website, followed
by via domestic e-Marketplaces and Social Media, where total sales
accounted for of 27.70 million dollars, 24.23 million dollars, and 24.09
million dollars, respectively.
The total value of e-Commerce of arts, entertainment and recreation
industry and other industries derived from Social Media, where total sales
of arts, entertainment and recreation industry accounted for 307.31 million
dollars, and total sale of other industries accounted for 14.00 million
dollars, respectively.

Figure20Theshareofvalueofe-Commercein2017ineachindustry,
accordingtoSMEs’onlinesaleschannel

Figure 20 shows that the most popular online sales channels of
SMEs in manufacturing industry that had highest share of value of
e-Commerce in 2017 (excluding the value of government procurement)
were through Social Media (52.16 percent), followed by through their
own websites (34.85 percent) and through domestic e-Marketplaces
(12.99 percent), respectively.
While the operators in retail and wholesale industry sold their products
and services through Social Media25
(74.56 percent), followed by through
domestic e-Marketplaces (23.65 percent) and through their own website
For information and communication industry, products and services
were sold through their own website (26.10 percent), followed by
through domestic e-Marketplaces (22.83 percent) and Social Media
For arts, entertainment, recreation and other industries, the total
value of the e-Commerce of online sales derived from Social Media.
25
Sale channels via social media are such as Facebook, LINE, Instagram, YouTube and
others

• Payment gateway: Debit and Credit cards such as 2C2P, Paysbuy,
Omise and payment gateway of various banks, etc.
• International payment system such as Paypal, Alipay etc.
• e-banking (Internet Banking, Mobile Banking)
• Mobile payment or third party such as family Mart, Tesco Lotus,
Big C etc. m-Pay, True Money, Airpay, Linepay etc.
Online payment channels Offline payment channels
• ATM
• Bank counter or deposit machine
• Cash on delivery
• Payment at service counters such as 7-11
• Money transfer via mail
Figure 21 The share of payment channels used by SMEs in 2017
5. Payment Channels Used by SMEs in the
Digital Age

Figure 22 The share of online payment channels used by SMEs in 2017

When considering the share of online payment channels used by
e-Commerce operators in 2017 according to industry and payment
channel (as shown in Figure 21), it can be seen that the top 3
industries that had the highest share of online payment were firstly,
the information and communication industry where the value of
online payment accounted for 92.06 percent of all online payment
channel, secondly, the retail and wholesale, which accounted for 30.51
percent, thirdly, the arts, entertainment and recreation industry, which
accounted for 20.08 percent, respectively.
However, when considering online payment channels used by SMEs
(as shown in Figure 22), it is found that the most popular online payment
channel were payment through credit/ debit cards and the bank gateway
of various banks, which accounted for 98.74 percent of the total value of
online payment.

6. Transportation Channels Used by
Operators in the Digital Age
Figure 23 The share of e-Commerce operators classified
by their logistic service in 2017
Enterprises
SMEs

Figure 23 shows that the share of e-Commerce operators classified
by their logistics service in 2017. It can be seen that the most popular
channels that enterprises have offered in common were, firstly,
third-party logistics (Logistic Carriers: DHL, Nim Express, FedEx, CJ, UPS,
UPS), which accounted for 46.67 percent, secondly, own transportation,
which accounted for 33.33 percent, and thirdly, Thailand Post, which
accounted for 26.67 percent respectively.
For SMEs, it is found that Thailand Post was the most popular logistics
services, which accounted for 75.25 percent, followed by third-logistics
(Logistic Carries: DHL, Nim Express, Fed Ex, CJ, TNT, UPS) (58.42 percent),
and electronic transferred (12.87 percent), respectively.

7. Five Most Popular Payment
Channels Used by the Enterprises
Figure 24 Five most popular payment channels used by the enterprises
The five most popular payment channels for buying products and
services via e-Commerce channels were credit or debit cards, which
accounted for 42.69 percent, followed by bank applications or online
banking at 27.23 percent, QR Payment/ Purchase Order / Cheque at 10.75
percent, bank service counter at 10.46 percent, cash on delivery at 7.00
percent and 1.87 percent was others. It can be seen that payment via
credit or debit card is still the most popular channel due to the fact that
various financial institutions urge to promote and launch sale promotion
campaigns, and invite more people to use cards. In addition, people also
trust in the safety of payment through credit or debit card and spending
through this channel is convenient.

8. Five Most Popular Online Marketing
Channels Used by the Enterprises for
Product and Service Promotion with
the Highest Return on Investment
(ROI) and Sales
Figure 25 Five most popular online marketing channels used by the enterprises
for product and service promotion with the highest return on investment (ROI)
and sales
Remark: 4.08 percent is public relation through CRM i.e. EDM.

The five most popular online marketing channels used by the
enterprises for product and service promotion with the highest Return on
Investment and sales were Facebook, which accounted for 30.61 percent,
followedbyGoogleAds/YouTubeAds,whichaccountedfor29.93percent,
LINE, which accounted for 14.29 percent, Ads Network / banner, which
accounted for 13.61 percent, and Vertical Search such as Price Comparison,
which accounted for 7.48 percent, 4.08 percent were other channels.

9. The Use of Big Data Technology for
Business Operation of the Enterprises
Figure 26 Nature of big data usage of the enterprises
Figure 26 shows that 100 percent of operators used Big Data/ Data
Analytics to analyze consumer behaviors that helps establish strategy
to present new products that meet the need of customer whilst 92.85
percent used Big Data / Data analytics to analyze consumer behaviors
to develop marketing plan in the future, and 85.71 percent used it to
analyze the environment factors such as weather conditions to determine
the sales strategies etc.

Figure 27 Budget of the enterprises for Big Data / Data Analytics
The number of enterprises developing and using Big Data/Data Analytics
thathasthedevelopmentbudgetlessthan0.03milliondollarswasat46.15
percent, while the budget between 0.03 - 0.15 million dollars and 0.31 -
1.53 million dollars were at 23.07 percent and 30.76 percent, respectively.

10. The Use of Artificial Intelligence (AI)
Technology for Businesses Operation of
the Enterprises
Figure 28 Enterprises using artificial intelligence (AI) for business operations
ใช้ปัญญาประดิษฐ์เพื่อช่วยใน
การบริหาร และจัดการ
การบริการลูกค้า
ยังไม่มีการพัฒนา
ปัญญาประดิษฐ์
76.93% 23.07%
Used artificial intelligence
to support administration
and customer service
management
Had no artificial intelligence
development

Figure29NatureofAIusageinimproving
thequalityofproductsandservicesoftheenterprises

The survey findings show that 76.93 percent of the enterprises
developed artificial intelligence to assist in administration and customer
service management. The remaining 23.07 percent still had no such
development.
The enterprises used the artificial intelligence in the following ways:
providing customer service such as Chatbot, CRM etc., which is accounted
for 69.23 percent, followed by assisting in insurance claim analysis, notifi-
cations analysis, as well as the daily operation (23.07 percent), assisting in
consumerbehaviorsanalysistogetherwithBigData(15.38percent),assisting
in administrative decisions such as branch expansion, staff enlargement/
reduction(15.38percent),andassistinginproductdevelopmentorproduct
design, etc. (7.69 percent).

Figure 30 Budget of AI development of the enterprises
23.09% of entrepreneurs still did not invest in AI
Based on the enterprises using artificial intelligence, it can be seen
that 38.46 percent of them had the development budget less than 0.03
milliondollarswhile23.07percenthadthedevelopmentbudgetbetween
0.03 - 0.15 million dollars, and those had development budget between
0.15 - 0.31 million dollars and 0.31 - 1.53 million dollars were at the equal
share, which accounted for 7.69 percent.

11. Important Issues Affecting
Thai e-Commerce Operators and
Recommendations
There are 3 important issues that the enterprises and
SMEs would like the government to promote and support
e-Commerce businesses, which are tax measures, legal
measures, and e-Commerce business promotion policy.
11.1. Enterprises
Tax Measures
Basedonanin-depthinterviewwiththeenterprises,moste-Commerce
operators agreed with the tax collection policy. The main duty of an
online and offline business operator is to pay tax when earning is greater
than 1.8 million baht per year. This is for the country’s development
such as the development of infrastructure to promote the access to
internet of remote communities, which will have a positive effect on the
e-Commerce market of the country, and the development of online
security system of the country in order to raise confidence of both
domestic and foreign invertors.

Legal Measures
Based on an in-depth interviews of the enterprises, the operators
needed the government to enforce laws and regulations towards large
entrepreneurs from abroad. This is to prevent dumping and protect Thai
entrepreneurs in the e-Commerce market.
E-Commerce Business Promotion Policy
An in-depth interviews with the enterprises shows that the operators
would like the government to promote and provide sources of funds to
enhance liquidity in developing e-Commerce systems, such as providing
budget for business development of Tech Startup companies, as well as
to support and promote Thai entrepreneurs who have well performance
or develop new innovation in order to expand trade and create
competitiveness of Thai entrepreneurs. In addition, the operators also
need the government to support and develop more human resource
specializing in the areas needed for the development of e-Commerce such
as experts in Online Marketing, Developer, Information Technology, and
Computer Graphic due to the shortage of experts who are specialize in
these areas in the current labor market as well as to develop the internet
infrastructure system that has stability and sufficient coverage, which will
create channels to access the trading system as well as services through
online channels for remote communities.

11.2. SMEs
Tax Measures
From an online survey, SMEs suggested that the government should
have measures to promote e-Commerce start-up businesses, such as the
delay of tax collection or tax reduction for SMEs, and Start Up in the initial
phase of the business operation to provide an opportunity for those
operators to enter the highly competitive e-Commerce market. Moreover,
it will also help the operators to develop and expand their knowledge to
create the technological innovations in the future.
In addition, most SMEs would like the government to reduce tax on
the purchase/ rental of equipment or tools that needed to import from
abroad, such as specialized software, etc.,.This is to enable those operators
to have access to effective tools and to transfer and learn the necessary
technology.
Legal Measures
From the online survey of SMEs, most entrepreneurs preferred the
relevant authorities to push forward laws to support online consumer
protection and laws to resolve online disputes because e-Commerce is a
sale of products and services without storefronts and consumers cannot
have physical contact with the products and services. Therefore, creating
confidence for both domestic and foreign consumers is considered as an
important issue.
Thisisduetothecurrentpopularityofonlinetransactionsore-Payment,
and consumers are able to access e-Payment more easily and thoroughly.
Thus, most SMEs would like the relevant authorities to be concerned about

pushing forward laws to support consumers’ electronic money transfer
protectiontosettledisputesandprotectconsumersiferrorsorfraudthrough
online channels occurred.
Inaddition,Thailandstilllacksofexpertspecializinginspecificareasuch
as Online Marketing Specialist, Programmer, Data Analyst etc. in the online
market. As a result, most of SMEs had the need for the relevant authorities
to reduce the conditions of employing foreign workers equipped with these
skillstoenableThaientrepreneurstocreatecompetitiveadvantagesinterms
of system development, online marketing, and also provide opportunities
for Thai workers to learn in these areas.
E-Commerce Business Promotion Policy
From the online surveys of SMEs opinion, the operators would like the
government to promote the access to information and knowledge about
e-Commerce business operation for students or people who are interested,
which will provide benefit for creating quality and skilled workforces for
e-Commerce labor market where the demand for the said workforces is
constantly rising.
In addition, most operators still demanded the government agencies to
promote investment in information technology infrastructure and the
internet, which is the most important factor for the access of e-Commerce
in remote communities. This is to provide opportunities for those
communitiestohaveaccesstoproductsandservicesequallywhencompared
to the urban community. Moreover, e-Commerce is also considered an
important channel for selling products and services of those communities
sothattheycangainaccesstoalargermarketandreduceunderpricingfrom
middlemen.

Appendix

Vocabulary
e-Commerce means a business that sells products or services to
customers via the internet or allows the customers to send purchase
orders and reserve products or services via the internet (through website
or by email). Meanwhile, payment and delivery are made via any channels.
e-Commerce also includes orders received from the internet application
such as websites, Extranet, and other programs that work on the internet,
such as EDI via the Internet, Minitel via the internet, or through other
websites, regardless of the channels to access those websites (for example,
users may enter websites via mobile phone or television, etc.). However,
this excludes orders received by phone, fax or interaction via emails that
do not have orders for products and services (based on definition of
e-Commerce from the Organization for Economic Co-Operation and
Development: OECD)
Electronic Data Interchange (EDI) means the exchange of business
document using a standardized format between trading partners on the
computer. The EDI consists of two important components namely the use
of electronic documents instead of paper documents and these
electronic documents must be under the international standard. These
two components enable all businesses to exchange documents around
the world. In addition, using EDI systems also helps increase accuracy,
swiftness, correctness, and reduces redundancy of procedures for
document transmission as well as increases the speed of business
especially in an increasingly competitive environment, and builds up good
relationship with customers.

B2G (Business to Government) is a trade between private sector and
government sector in this survey. In this survey, the value of government
procurement consists of procuring supplies by the Electronic Market
(e-Market) method and by Electronic Bidding (e-Bidding) method only,
based on information from the Comptroller General’s Department
Ministry of Finance.
26
Legal entities mean registered company or partnership under the Civil and Commercial
Code including 1. Company Limited, 2. Public Company Limited, 3. Limited Partnership, 4.
Registered Ordinary Partnership.
B2B (Business to Business) is a trade between private sector and
private sector, in which the private sector refers to e-Commerce operators
who are legal entities26 and have the intention of doing business, trading
products, and providing services between each other. This survey also
includes purchase orders and reserving products through Electronic Data
Interchange (EDI).

B2C (Business to Consumer) is a trade between private sector and
private sector, in which the private sector refers to e-Commerce operators
who are legal entities26 and have the intention of doing business, trading
products and providing services between each other. This survey also
includes purchase orders and reserving products via Electronic Data
Interchange (EDI).
C2C (Consumer to Consumer) is a trade between consumer and
consumer, which means an individual who has intention of trading
products and services between each other, such as second-hand trading,
etc.

Research Methodology
The value of e-Commerce survey in Thailand 2017 is conducted by
Electronic Transactions Development Agency (Public Organization) or ETDA
for the 3rd year. The research framework and methodology has been used
as the last year in order to compare the result statistically. The value of
e-Commerce survey in Thailand was based on both quantitative and
qualitative research.
For the purposes of this survey, the definition of e-Commerce is defined
according to the Organization for Economic Co-operation and Development
(OECD) namely “e-Commerce means a business that sells products or
services to customers via the internet, or to allow the customers to send
purchase orders and reserve products or services via the internet (through
website or by email). e-Commerce also includes orders received from the
internet application such as websites, Extranet, and other programs that
work on the internet, such as EDI via the Internet, Minitel via the internet,
or through other websites, regardless of the channels to access those
websites (for example, users may enter websites via mobile phone or
television, etc.). However, this excludes orders received by phone, fax or
interaction via emails that do not have orders for products and services.”

Research Methodology for 2018
1. Determining industries
This study categorized e-Commerce operators according to type of
industry based on the standard of industry classification both in the
international level and in domestic level (ISIC and TSIC). By considering
only those that carry out e-Commerce transactions, there were 8 major
industries that carried out economic activity through the e-Commerce
channels including (1) Manufacturing (2) Retail and Wholesale (3)
Transportation and Storage (4) Accommodation (5) Information and
Communication (6) Insurance (7) Art, Entertainment and Recreation and
(8) Other services. The 8 industries were then divided into 21 subcategories
in order to maximize coverage of all current types of e-Commerce in
Thailand.
2. Determining Dimensions in Data Analysis
This survey compiled the value of e-Commerce in 2017 and projected
the value of e-Commerce in 2018. The data survey and analysis can be
categorized into 3 dimensions as follows:
2.1 The first dimension: The survey categorized e-Commerce as per
the characteristics of business operation, which are B2B, B2C, and B2G.
Data of B2G compiled from the value of government procurement from
the Comptroller General’s Department, Ministry of Finance namely it
represented the value of government procurement. In this survey,
the value of government procurement included only products sourcing
by Electronic Market: e-Market and Electronic Bidding: e-Bidding

The Value of E-Commerce Survey in Thailand 2018

The Value of E-Commerce Survey in Thailand 2018

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