The year 2026 will be another testing ground for many businesses as they navigate the volatile global economy and prolonged sluggishness in Thailand's economy. Online merchants who experienced the COVID-19 crisis 5-6 years ago will now need to adapt and change their strategies further.
What new features or product and service developments will platforms—acting as "storefronts" that distribute goods and connect closely with consumers—offer 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 of Shopee (Thailand) explained that the e-commerce business direction for 2026 will include three main strategies to transform the market: expanding export markets for Thai brands into ASEAN, offering delivery as fast as 3 hours, and using AI technology that allows buyers to virtually try on clothes.
Thanyathorn shared excitedly that one of Shopee's most important strategies is opening export markets for Thai brands.
“Thais are skilled at selling and brand building with unique identities, blending science and art to create brands that appeal beyond just Thai consumers. Many Thai brands are recognized internationally with positioning comparable to regional brands.”
He cited an interesting example of a Thai artist selling playful cat-themed products on Shopee. These designs are not traditionally Thai, yet customers in ASEAN countries like Singapore and Malaysia enjoy buying them, and the pricing is competitive.
Currently, buyers and sellers on Shopee Thailand can ship to three countries: Singapore, Malaysia, and the Philippines. In 2026, Shopee plans to expand to three more countries.
“You only need one SKU to open a store that buyers in those countries see as local. You can build the brand, livestream, and market as if the store is physically there, even though you’re based in Thailand,” Thanyathorn explained.
Although in the past 2-3 years, other platforms aggressively entered the live commerce market, Thanyathorn confidently noted that Shopee’s Live Function has been in the app since 2018, or eight years ago. Initially, as an e-commerce platform rather than a social platform, consumer response was limited.
“When other players entered the market as both social and commerce platforms, we saw an opportunity. We revived and improved what we started eight years ago. Having competitors is normal in a free market and helps us see more opportunities that we might have missed without them,” Thanyathorn said.
An exciting feature already partially seen in the Shopee app is AI technology soon to be officially launched, which helps buyers decide purchases by allowing them to select clothes, take a photo of themselves, and virtually try on the garments.
He further explained that creating AI technology from 1% to 99% is not very difficult, but the challenge is from 99% to 100%—making the virtual try-on look natural and beautiful as if trying on real clothes. This feature will cover fashion items such as shirts, pants, bags, hats, and accessories.
“We ensure the AI tools we deploy, especially those accessible to buyers, are not just scientific gimmicks but practical and seamless.”
Regarding large items sold on Shopee, he mentioned knockdown houses with real vendors and buyers, which have been sold for years. This year, Shopee expanded into new products and services such as air conditioner installation, which customers can schedule via the app. Currently, Shopee partners with the Q-Chang app under SCG for this service.
“Previously, people bought air conditioners on Shopee and hired technicians separately, which was cheaper but less convenient than buying and having the store install it. With our installation service, more customers are buying air conditioners on our platform.”
One of Shopee’s key strategies 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 said that the 1-hour delivery mostly involves items stocked in local branches and requires domestic couriers. For international products, the standard delivery time remains about 5-7 days, but these do not make up the majority of the platform’s volume.
Fast delivery creates new occasions that e-commerce previously couldn’t address, such as suddenly needing a swimsuit for a trip tomorrow or having only one dog or cat meal left. Previously, it was too late to order, but Shopee’s fast delivery opens these new buying opportunities, boosting sales of existing products.
Thanyathorn emphasized that Shopee does not focus on competing on delivery price. He illustrated that most fast delivery programs compete on service quality. Competing on delivery price yields no benefits and doesn’t meet customer needs. Shopee’s approach ensures customers receive items faster and sellers gain more sales because some buyers are willing to pay a little extra for speed. This willingness surprised the team about Thai consumers’ readiness to pay.
Asked about the toughest and best periods over the past 10 years for Shopee in Thailand, the Business Development Director said the best and hardest year was likely the same: the COVID-19 period.
“It was hard because we had to find ways to adapt our work. It wasn’t about surviving low sales, but about how to serve a massive influx of buyers and sellers when we couldn’t meet in person.”
“I don’t see it as good because of huge growth but because without that period, many sellers wouldn’t have had the opportunities they gained. That moment was the spark that enabled them to earn income and maintain sales to this day. From a workforce perspective, that period was when our company made the greatest difference to society,” Thanyathorn said.
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