Competitive Landscape
Shopee Marketplace Leverages Price and Logistics to Hold the Leading Position
Retail e-commerce in 2025 remains highly concentrated, with Shopee Marketplace sustaining its lead, closely followed by marketplaces from TikTok and Lazada. However, the entry of fast-growing competitors such as Temu and the expansion of grocery-focused platforms have slightly reduced overall concentration.
Temu Marketplace Makes Its Mark on Thailand's E-Commerce Landscape
Temu Marketplace recorded the fastest growth in percentage terms, driven by its ultra-aggressive price positioning and a supply-chain model that bypasses local distributors entirely. This approach, combined with intensive promotions and a gamified user experience, allowed Temu to quickly gain traction, particularly in fashion, accessories, and home goods, although it still holds a smaller overall share than Shopee or Lazada.
Grocery Retail E-Commerce Players Capture Incremental Share
At the same time, grocery-led e-commerce players such as 7-Delivery (CP All) and All Online (Big C/Columbo Group) captured increased share by leveraging hyperlocal fulfilment for quick delivery of snacks, ready-to-eat meals, and household essentials, addressing structural friction in delivery speed and product quality, especially for perishables. 7-Delivery strengthened its position by leveraging over 13,000 7-Eleven stores as hyperlocal fulfilment nodes, enabling 30-minute delivery for snacks, ready-to-eat meals, OTC items, and convenience staples—capturing demand from office workers, students, and urban households during a year of tightened budgets and reduced store trips.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce 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.
If you're in the Retail E-Commerce 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 Retail E-Commerce 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 Retail E-Commerce in Thailand?
- Which are the leading retailers in Retail E-Commerce in Thailand?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in Thailand - Category analysis
Key Data Insights
Marketplace E-Commerce Drives Growth as Creators Reshape Online Shopping
Marketplace E-Commerce Drives Growth as Creators Reshape Online Shopping
Makro Accelerates Omnichannel Fulfilment to Capture Sme Loyalty
Tiktok Shop Empowers Creators to Drive Instant Purchases and Brand Growth
Influencers Drive Affiliate Commerce as Brands Shift to Social Platforms
Brand-Owned Apps and Logistics Innovation Reshape Consumer Expectations
Specialised Platforms and Creator-Led Selling Reshape Competitive Dynamics
Shopee Marketplace Leverages Price and Logistics to Hold the Leading Position
Temu Marketplace Makes Its Mark on Thailand's E-Commerce Landscape
Grocery Retail E-Commerce Players Capture Incremental Share
Retail in Thailand - Industry Overview
Slower Growth Reflects Weak Consumer Sentiment as Retail E-Commerce Gains Traction
Key Data Insights
Slower Growth Reflects Weak Consumer Sentiment as Retail E-Commerce Gains Traction
Retail Convenience Is Redefined by Rapid Fulfillment and Digital Touchpoints
Tiktok Shop and Temu Disrupt through Social Commerce and Price Competition
Chinese Sellers Set New Price Standards as Discounters and Premium Outlets Widen the Gap
Retail Chains Leverage Micro-Fulfilment and Social Commerce to Outpace Traditional Formats
Cp All Pcl?Leverages Its Broad Network and Digital Delivery to Hold Leadership
Temu and Central Park Transform Retail Experience and Consumer Expectations
Informal Retail
Opening Hours for Physical Retail
Seasonality
Payday shopping
Mid-year and year-end sales
Back-to-School
Valentine’s Day
Thai Mother’s Day
Thai Father’s Day
Country Reports Disclaimer
The following categories and subcategories are included:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
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