Consumer electronics in 2025: The big picture
In 2025, retail volume sales of consumer electronics in Thailand experienced low growth, marking a return to expansion following consecutive declines since 2020. This uptick can be partially attributed to heavy demand for affordable products, with the significant influx and strong presence of Chinese brands intensifying the price competition. While the availability of budget-friendly options likely spurred retail volume growth by making consumer electronics more accessible to a broader consumer base, the focus on lower-priced items constrained value growth. The presence of intense price competition may have also limited the sales potential of higher-margin products.
2025 key trends
AI is increasingly integrated into consumer electronics in Thailand in order to offer more tailored and intuitive experiences, as seen across various devices. AI-powered computers learn user habits to optimise performance and battery life, while also providing personalised assistance and content suggestions. Within in-home consumer electronics, AI-enabled televisions deliver customised content recommendations based on viewing history and preferences. This trend extends to other devices, offering personalised health and fitness insights in wearable electronics and adaptive settings in smart home appliances, all of which enhance user engagement and satisfaction. While smart products using IoT are generally more accessible and have seen faster acceptance among Thai consumers due to their approachable price points and clear benefits in simple control, advanced AI products, especially those involving learning and adapting to user behaviour, remain in the early stages of widespread daily use. This is largely due to the long replacement cycles of such products, which means many consumers do not feel an urgent need to upgrade immediately.
Competitive landscape
Thai Samsung Electronics Co Ltd maintained its position as the leading company in consumer electronics in Thailand in retail volume terms in 2025. Samsung's dominance was significantly fuelled by robust sales of smartphones, particularly the newly launched Samsung S25 Ultra and S25 Edge, which generated strong demand in the premium segment. The consistently popular Samsung A56 also continued to drive high volume sales. Samsung's leadership extended to televisions, in which innovative products such as the Samsung Vision AI TV played a crucial role in enhancing its overall sales volumes. The company's wide range of consumer electronics, including TWS earbuds, smart wearables, activity wearables, tablets, monitors, and home audio and cinema systems, combined with its strong brand reputation, further extended its lead in consumer electronics in the Thai market in 2025.
Channel developments
In 2025, appliances and electronics specialists maintained its position as the leading distribution channel within consumer electronics in Thailand, accounting for half of sales. However, its volume share continued to decline due to the rapid expansion of retail e-commerce. This dynamic channel provides consumers with a vast selection of products, often at more competitive prices, and the convenience of shopping from home at any time. Notably, e-commerce giants such as Shopee and Lazada have attracted a significant number of buyers with their extensive product ranges, competitive pricing, and frequent promotions. The emergence of TikTok Shop has further bolstered growth by capitalising on the social media trends for direct sales. An increasing number of brands have also shifted towards direct-to-consumer sales via their own online platforms. Even established offline retailers like Power Buy Online have expanded their digital presence, offering trusted online shopping experiences and efficient delivery services nationwide. These developments, coupled with higher overhead costs for physical stores, which limits price flexibility, collectively contributed to the reduced volume share of appliances and electronics specialists and the rising share of retail e-commerce in 2025.
What next for consumer electronics?
Retail volume sales of consumer electronics in Thailand are forecast to increase over the forecast period. As the country's economy continues to develop and consumers become more digitally savvy, growing demand is expected for cutting-edge technology and products that offer greater convenience and connectivity. Meanwhile, intense price competition is anticipated, driven by Chinese brands. These brands are known for offering products with comparable features at significantly lower price points, which will broaden accessibility and stimulate higher volume sales. Price competitiveness will also encourage consumers to upgrade their existing devices more frequently or to explore and purchase new types of electronics, thereby directly contributing to overall growth in volume sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Thailand
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Thailand
KEY DATA FINDINGS
Despite overall decline, laptops and printers are bright spots
Canon and Dell perform well, while despite a sales decline Lenovo still has growth potential
Retail e-commerce continues to see share growth due to a broad product range and competitive pricing
Stable retail volume sales, although performances will vary across categories
Transformation in products and distribution anticipated
AI computers set to become more accessible and demanded by a wider range of consumers
In-Car Entertainment in Thailand
KEY DATA FINDINGS
Decline across the board due to integrated systems and smartphones
Pioneer’s good reputation enables distributor Rimbunan Kuasa to extend its lead
Although retail e-commerce gains share, most consumers still shop offline due to a desire for professional advice and fitting
Dual demands of budget-friendly solutions and premium products
Adapting to consumers’ evolving needs will be crucial
Consumers will value a more personalised experience
Home Audio and Cinema in Thailand
KEY DATA FINDINGS
Significant decline as consumers’ habits change and they become more cautious
Mahajak not only maintains its lead, but also sees the most dynamic growth, thanks to JBL’s extensive portfolio
Despite the dominance of appliances and electronics specialists, retail e-commerce sees a strong rising trend
Increasing preference for portable entertainment devices to drive continued decline
Although AI will be integrated to improve experiences, high price points likely to hamper adoption
Aiming to meet the specific needs of the Thai population
Home Video in Thailand
KEY DATA FINDINGS
Video players continues its declining trend, but the benefits of OLED TVs drive significant growth
Samsung and LG extend their volume shares due to constant technological development
Convenience, and the ability to find low prices online boost the share of retail e-commerce
Slow and stable growth due to technological advances and lower prices
Innovations in picture quality and smart TVs set to contribute to growth
Advances in terms of convenient formats and AI integration
Wireless Headphones in Thailand
KEY DATA FINDINGS
TWS earbuds drives growth thanks to technological improvements and increasing affordability
Xiaomi’s innovative but affordable products ensure continued sales and share growth
Retail e-commerce dominates and continues to grow, as low prices and customer reviews give consumers confidence to buy
TWS earbuds set to drive growth as technology progresses and prices fall
Upgrades to provide a superior listening experience expected, and developments in manufacturing and distribution
More user-friendly, personalised headphones likely to be seen
Imaging Devices in Thailand
KEY DATA FINDINGS
Continued significant decline as smartphone camera quality improves
The popularity of GoPro action cameras drives share growth for Mentagram
Competitive pricing and convenience drive strong share growth for retail e-commerce
Continued decline as smartphones will be a preferred option for casual use
Technological advances in products and manufacturing likely to be seen
Strategic collaborations likely to be important in promotion
Mobile Phones in Thailand
KEY DATA FINDINGS
Stability for smartphones despite challenges, due to increasing affordability and technological improvements
Transsion Holdings maintains its dynamic growth trend, but Thai Samsung Electronics maintains its lead
Broad product selection and exclusive online availability boost sales via retail e-commerce
Limited growth due to maturity and changing priorities
Technology and distribution set to see continued development
Consumer demand for more convenient and sleek solutions will drive developments in formats, cameras, and batteries
Portable Players in Thailand
KEY DATA FINDINGS
Wireless speakers drives growth thanks to portability and the rise of smart homes
The two leaders see share growth due to their good reputation for audio quality
An increasing number of consumers turn to the wide product range and promotions offered by retail e-commerce
Growth to be driven by wireless speakers due to smartphone compatibility and a wide product range at various prices
Improvements expected beyond technological advancements
Companies will need to adapt to changing consumer trends
Wearable Electronics in Thailand
KEY DATA FINDINGS
Smart wearables continues to drive growth due to features and functionality
Apple draws level with Xiaomi due to brand loyalty and its premium image
Omnichannel strategy allows companies to attract consumers however they want to shop
As consumers look for better health insights and smart features, smart wearables is set to drive growth
Technological advancements to offer greater health insights and longer battery life
Greater personalisation for smartwatches, and growth opportunities for smart glasses
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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