The year 2026 will again test many businesses' abilities to navigate the volatile global economy and Thailand's prolonged economic slowdown. Businesses operating on platforms, including online merchants who weathered the COVID-19 crisis 5-6 years ago, will need to adapt and transform moving forward.
Platforms serving as the “storefront” that distribute products and reach consumers directly through their screens will need to develop new features and services tailored for both “sellers” and “buyers.”
Thairath Money spoke with Thanyathorn Laowatchara, Business Development Director of Shopee (Thailand). Earlier this year,
After operating in Thailand for several years, the Business Development Director at Shopee (Thailand) explained that the e-commerce business direction in 2026 will focus on three main strategies transforming the market: expanding Thai brand exports to ASEAN, offering delivery as fast as three hours, and AI technology enabling consumers to virtually try on clothes using their own images.
Thanyathorn expressed excitement that one of Shopee's most important strategies is opening export markets for Thai brands.
“Thai sellers are skilled at building unique brands that blend art and science, creating brands that appeal beyond the Thai market. Many foreign buyers recognize these Thai brands as having positioning comparable to regional brands.”
He cited an interesting case of a Thai artist selling products with cute, quirky cat designs on Shopee. These designs are not traditional Thai motifs, yet buyers from ASEAN countries like Singapore and Malaysia enjoy purchasing them, and the prices remain competitive.
Currently, Shopee’s platform users in Thailand can ship products to three countries: Singapore, Malaysia, and the Philippines. In 2026, they plan to expand to three additional countries.
“You only need to list a single SKU to open a store in another country. Buyers there won’t notice any difference. You can build your brand, do livestreams, and market as if your store is located in that country, even though you’re sitting in Thailand,” Thanyathorn said.
Although in the past 2-3 years other platforms aggressively entered the live commerce market, Thanyathorn confidently stated that Shopee's live function has existed since 2018, eight years ago. Initially, Shopee being an e-commerce platform rather than a social platform resulted in less clear consumer response.
“When other players entered the market, being both social and commerce platforms, we saw an opportunity. We revitalized what we started eight years ago. Having competitors is normal in a free market and helps us identify opportunities we might not have seen alone,” Thanyathorn explained.
An exciting feature soon to be officially launched in the Shopee app is AI-powered virtual try-on technology. Thanyathorn described it as a tool that helps buyers decide by allowing them to select clothing, take a photo of themselves, and virtually try on the clothes.
He added that developing 1 to 99 percent of such technology is relatively straightforward, but achieving 99 to 100 percent—making the clothing fit look natural and realistic as if trying on physically—is challenging. This feature will cover fashion items including shirts, pants, bags, hats, and accessories.
“We strive to ensure that the AI tools we deploy, especially those accessible to buyers, are not scientific gimmicks but genuinely practical and well-rounded.”
Regarding large items, Shopee has previously facilitated sales of knockdown houses involving vendors, buyers, and sellers. This year, Shopee is expanding into new products and services such as air conditioner installation booked via the app. Currently, Shopee partners with QChang app under SCG to offer this service.
“Previously, customers bought air conditioners on Shopee and hired installers themselves, which was cost-effective but less convenient than buying at a store with installation included. Offering installation services on our platform has increased air conditioner sales.”
A key Shopee strategy for 2026 is competing on delivery speed. Currently, Shopee offers delivery as fast as 3 hours and is testing a 1-hour delivery service.
He explained that the 1-hour service mainly applies to products stocked in local branches and requires domestic delivery personnel. International shipments typically take 5-7 days, but these are no longer the majority on the platform.
Fast delivery has created new “occasions” previously unmet by e-commerce, such as forgetting to buy a swimsuit before a trip or running low on pet food. These new occasions increase sales of existing products.
Thanyathorn emphasized that Shopee does not compete on delivery price. He illustrated that most express delivery services compete on service quality rather than cost. Price competition yields no winners and does not satisfy customers. Shopee’s approach ensures customers receive products faster, sellers increase sales, and some customers are willing to pay extra for speed—an insight that surprised the team regarding Thai consumers’ readiness to pay more.
When asked about the most difficult and best periods over the past decade for Shopee in Thailand, the Business Development Director said they were likely the same—the COVID-19 period.
“It was difficult because we had to find ways to adapt our operations. The challenge wasn’t about surviving low sales but managing massive influxes of buyers and sellers while unable to meet physically ourselves.”
“I don’t view it as good because of rapid growth but because without that period, opportunities for many seller groups wouldn’t have emerged. That moment ignited their sales and income up to today. From a work perspective, that period was when our company made the greatest difference to society,” Thanyathorn said.
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