Thailand's e-commerce market is set to grow from 970 billion baht in 2025 to 1.8 trillion baht by 2030, with a compound annual growth rate of 14%. The main driver of this growth is an increase in value per order, meaning online shoppers will place higher-value orders each time, rather than buying in larger quantities per purchase.
This aligns with a recent report jointly released by Lazada Thailand and CUBE INSIGHTS, experts in e-commerce market analysis. “The Rise of Authenticity-Driven E-Commerce in Thailand” The report states that Thai consumer behavior is shifting from focusing on price to making purchase decisions based on product quality and trusted brands.
The report surveyed over 6,000 e-commerce users across six countries, including more than 1,000 from Thailand, as well as Singapore, Malaysia, Indonesia, the Philippines, and Vietnam. The e-commerce platforms covered include Lazada, Shopee, and TikTok Shop. The findings reflect a change in consumer behavior, with Thailand's e-commerce market entering the "Confidence Commerce" era, where trustworthiness is paramount.
E-commerce in Thailand has been developing for more than 10 years, starting around 2012. At that time, the competition was fiercest in building customer bases, leading to platforms initially selling products at low prices, competing mainly on price.
Later, official Malls or brand stores were established, providing buyers with options to access guaranteed quality products with controlled standards. Then social commerce emerged, where live selling, short clips, and influencers influenced e-commerce purchasing decisions.
Currently, Thailand is entering the Confidence Commerce era, where Malls play a key role in consumer purchase decisions. Genuine brands are expanding, and buyers purchase based on value and quality. The proportion of consumer spending flowing into Marketplace Malls rose from 12% in 2020 to 30% in 2025, and is expected to reach 55% by 2030.
Sales on LazMall during Lazada’s 12.12 campaign in 2025 alone grew by 51% compared to the previous year.
In Thailand’s e-commerce market compared to neighboring countries, the report shows that over 91% of Thai consumers shop from Mall platforms, ranking second in ASEAN after Vietnam at 93%, and higher than the Southeast Asian regional average of 86%.
Pheem Benjasiriwan, Strategy and Insights Manager at CUBE INSIGHTS, noted that Thai consumers are increasing their spending ceilings by purchasing more premium products. This behavior, called Trade-Up, is seen as over 50% of surveyed Thai consumers report spending 10-30% more than the previous year to upgrade to higher-quality or branded products.
Consumers buy mostly from Mall stores in categories such as beauty and personal care (81%), followed by fashion (75%) and electronics (62%). This clearly shows a common desire for genuine products. The main factors influencing consumers’ purchase decisions at Mall stores are:
Additionally, two other key factors strengthen the Mall market’s growth. First is the showrooming behavior: 71% of Thai shoppers visit physical stores to select, try, and inquire about product quality before purchasing online, especially for beauty and electronic goods.
Second is the growing interest in foreign products. About 81% of Thai consumers are open to international brands, including those not yet available in Thailand. This is due to supply limitations of some premium quality products. Consumers consider factors like easy returns, authenticity, and fast delivery, with price and value being less prioritized.
Warista Kiatpinyachai, Chief Executive Officer of Lazada Thailand, said, “In 2026, Lazada positions itself as the destination for quality brand products, bringing exclusive global brands to Lazada only, as well as collaborating to connect Thai brands with global brands for special collections.”
Lazada plans to align with changing consumer behavior by focusing on the following areas:
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