E-commerce in Thailand: What Actually Works (2026)
You want to sell online in Thailand. Should you open a Shopee store? Build your own website? Sell through LINE? What about TikTok Shop?
The answer: it depends on what you're selling, your margins, and your goals. Let me break it down.
The Thai E-commerce Landscape
Key facts for 2026:
- Shopee dominates: ~60% market share in Thailand. The default for most consumers.
- Lazada is second: Stronger with higher-ticket items and electronics.
- Social commerce is huge: LINE, Facebook, Instagram, TikTok Shop—selling through social platforms.
- COD still matters: Cash on delivery is 30-40% of orders, especially outside Bangkok.
- Mobile-first: 80%+ of e-commerce happens on phones.
Your Options
The mega-malls of Thai e-commerce. Built-in traffic, built-in trust, built-in payments and logistics.
Pros:
- Massive existing audience
- Handles payments, shipping, disputes
- Free coins and promotions drive traffic
- Easy to start (no dev needed)
Cons:
- Fees: 3-8% commission + payment processing
- Race to the bottom on price
- Your brand is secondary to the platform
- Dependent on their algorithm and rules
- Customer data belongs to them
Best for: Commodity products, high volume, price-competitive goods, testing products.
Full control. Build your brand, own your customers, keep your margins.
Pros:
- You own the customer relationship
- Full brand control
- No marketplace commission
- Can build email list, loyalty programs
- Google search visibility
Cons:
- You drive all your own traffic
- Need to handle payments, shipping integration
- Upfront development cost
- Trust barrier (customers don't know you)
Best for: Premium products, strong brand, niche markets, international customers.
Selling where people already spend time. Lower friction, personal touch.
Pros:
- Meet customers where they are
- Personal, high-touch selling
- Low/no setup cost
- Great for impulse purchases
- TikTok Shop: viral potential
Cons:
- Doesn't scale (manual messaging)
- Hard to track inventory/orders
- Platform-dependent
- Payment/shipping is DIY
Best for: Starting out, handmade/unique products, personal brands, live selling.
Cost & Fee Comparison
| Platform | Setup Cost | Ongoing Fees |
|---|---|---|
| Shopee | Free | 3-8% commission + payment fees |
| Lazada | Free | 3-8% commission + payment fees |
| TikTok Shop | Free | 2-5% commission |
| LINE Shopping | Free | 3% commission |
| Shopify | $29/mo+ | 2.9% + ฿10 per transaction |
| Custom Website | 50k-200k THB | 2.5-3.65% payment processing |
The Multi-Channel Strategy
Most successful Thai e-commerce businesses don't pick one channel—they use multiple:
- Shopee/Lazada: Volume and discovery. Accept lower margins for traffic.
- Own website: Premium products, full margin, brand building.
- LINE: Repeat customers, direct relationship.
- TikTok Shop: Viral products, younger audience, live selling.
Use marketplaces to acquire customers. Move them to your own channels for repeat purchases.
Logistics in Thailand
Shipping is actually pretty good here:
- Flash Express, Kerry, J&T: Fast, affordable, reliable. Next-day to Bangkok, 2-3 days nationwide.
- Thailand Post: Cheapest for light items. Slower but reliable.
- Grab/Lalamove: Same-day delivery in Bangkok.
- 7-11 pickup: Drop-off and pickup through convenience stores.
Marketplaces handle shipping integration. For your own site, integrate with Flash or Kerry API, or use a fulfillment service.
What Products Work
Good for marketplaces:
- Commodity products with clear specs
- Price-sensitive items
- Products people search for
- High volume, low margin
Good for own website:
- Premium/luxury products
- Products that need explanation
- Subscription/repeat purchase items
- Custom/configurable products
- B2B sales
Good for social commerce:
- Unique/handmade items
- Fashion, beauty, lifestyle
- Products that benefit from demonstration
- Limited editions, drops
Common Mistakes
- All eggs in one basket: Relying 100% on Shopee. One algorithm change can kill your business.
- Ignoring mobile: If your site doesn't work perfectly on phone, you're losing most customers.
- No PromptPay: Credit card only = rejecting the majority of Thai shoppers.
- Underestimating COD: Not offering cash on delivery loses you provincial customers.
- Poor product photos: Mobile shoppers decide in seconds. Bad photos = no sales.
My Recommendation
Just starting: Open a Shopee store. It's free, fast, and you'll learn what sells.
Validating a product: Marketplace + TikTok Shop. Test demand before investing in infrastructure.
Building a brand: Own website + marketplace presence. Use Shopee for discovery, own site for margins and loyalty.
Scaling up: Multi-channel with inventory management system. Sync stock across Shopee, Lazada, and own site.
Need an e-commerce site?
I build Thai-ready e-commerce with PromptPay, LINE integration, and proper mobile experience.
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