Who would have thought that from the days when we had to carry wallets, withdraw cash, or stand in line to pay at stores, the spending habits of Thai people have completely transformed? Now, just by scrolling through a feed, seeing short reviews or a few minutes of live selling, we can order, pay, and have products delivered to our doorstep within the same day. This is because the world has transitioned from the Traditional era to Online and has fully embraced a cashless society today.
Data from Priceza indicates that Thailand's B2C e-commerce market will exceed 1.6 trillion baht by 2026 and is expected to continue growing at an average rate of 10–20% annually. Meanwhile, the overall Digital Economy, which includes B2B transactions such as purchasing cars, insurance, or services online, could expand to reach 6 to 7 trillion baht within the next few years.
KTC (Krungthai Card Public Company Limited) partnered with the Thai E-Commerce Entrepreneurs Association and the Thai Content Creators Association to host the 24th KTC FIT Talk forum under the theme “Speed Economy: Opportunities and Challenges for E-Commerce and Content Creators,” reflecting the real changes occurring in the digital economy system.
Kulthirat Pakawatkrailert, President of the Thai E-Commerce Entrepreneurs Association, said that we are now in the era of the 'Speed Economy,' where speed does not only refer to product delivery but also to the speed of decision-making, consumer access, and business adaptability.
Purchasing decisions now occur within seconds. Previously, consumers might have spent considerable time researching, comparing, and deciding, but today, merely scrolling through content, reviews, or live sales allows immediate purchases. Thus, the customer journey has significantly shortened.
E-commerce has thus become more than just a sales channel; it has transformed into an Economic Ecosystem connecting consumers, SMEs, creators/KOLs, platforms, logistics, and digital service sectors. This reflects that the digital economy remains a key engine driving Thailand's economy. At the international level, the United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP) views the Asia-Pacific as one of the fastest-growing regions in E-Commerce, Digital Trade, and Cross-border E-Commerce, especially among developing countries.
Natsit Suntharanu, Chief Marketing Officer of KTC Credit Card, stated that KTC member data clearly shows that Thai consumers are increasingly purchasing through e-commerce and delivery platforms more frequently but with smaller transaction amounts. KTC data reveals that the number of e-commerce and delivery transactions has grown by an average of 25%.
This reflects the growth of micro spending—small daily transactions—not only for online shopping but also for daily life activities conducted via various online platforms. KTC collaborates with major platforms such as Shopee, Lazada, TikTok Shop, and food delivery services like Grab, LINE MAN, ShopeeFood, and Robinhood.
Spending through e-commerce and food delivery platforms increased by over 25% in the first four months of the year, indicating that "buying in small amounts but more frequently" is becoming a new consumer behavior. Speed, convenience, value, and security have become the core of competition today. Consumers demand everything in real-time—from instant promotions to one-click fast payment systems.
"For online spending via credit cards, the current average transaction amount ranges from about 800 to 1,000 baht. The most popular product categories are Beauty & Cosmetics, followed by Fashion, Clothing, and daily consumer goods. The most favored shopping platform is Shopee,"
Natsit continued. He further noted that the increased speed has made "security" equally important. Both e-commerce platforms and financial institutions must accelerate the development of risk prevention systems, such as immediate transaction notifications, anomaly detection systems, and digital credit cards with automatically changing CVV codes, to assure consumers in an era where everything happens ever faster.
"In the first four months of 2026, online spending through KTC credit cards specifically on e-commerce rose by 16% compared to the same period last year. During major online campaigns, especially Double Day festivals like 12.12, spending peaks remain the highest of the year. Currently, credit card spending on e-commerce platforms accounts for approximately 40-45% of total spending, up from only 10-20% in the past. KTC aims for an 18% growth in spending this year amid the continuing fierce competition among e-commerce platforms and evolving consumer behavior fully embracing the 'buy fast, pay fast, and live online' era."
Suwita Charanwong, Vice President for Ethics and Professional Governance of the Thai Content Creators Association and CEO of Tellscore Company Limited, said that the growth of the online economy has also made the "Creator Economy" a crucial driver of Thailand's economic system. Currently, the Thai content creator market is valued at approximately 45 billion baht and continues to grow as brands seek new channels to reach consumers through content, live commerce, and influencers.
The Creator Economy is shifting from focusing solely on 'visibility' to emphasizing 'credibility' and long-term relationships with consumers. Creators now play roles beyond content creation; they connect information, experience, and trust with consumers' digital decision-making.
"Identity has become the most valuable asset for creators today because in a world where AI can generate images, sounds, or even fake live streams, sincerity and trustworthiness hold greater value. Consumers increasingly seek creators who have a real, verifiable presence and can generate both engagement and conversion simultaneously—not just high view counts or follower numbers. Current algorithms prioritize content engagement, allowing smaller channels with tens of thousands of followers to achieve strong sales if their content is quality."
From the SME perspective, this change presents both "opportunities" and "challenges." Survivors may not be the biggest players but those who "adapt the fastest," especially as Live Commerce now accounts for 20-30% of total online sales. Businesses that have yet to start may be missing critical opportunities in an era where interactive selling has become the new standard.
However, the rapid growth of the creator economy has prompted increased attention to standards and regulations, including laws, product reviews, advertising, digital assets, and consumer protection. The Thai Content Creators Association has begun playing a role in promoting knowledge, understanding, and professional standards to ensure this ecosystem grows sustainably.
Ultimately, the Speed Economy world may no longer be a contest of "who is fastest" or "who is cheapest," but rather a competition among those who can build the best "trust" and "relationships" with consumers. In an era where everything is purchasable at the touch of a finger, the true difference may not lie in the product itself but in the "feeling" consumers have toward the brand, seller, or creator, which will become a key force driving Thailand's digital economy in the future.
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