Social commerce in Thailand - statistics & facts

The leading social media platforms for social commerce

Since Meta platforms’ products such as Facebook and Instagram are the most penetrative social media networks among Thai users, it has also dominated the country’s social commerce scene. Besides these platforms, Thais prefer to also engage in chat commerce through LINE, the country’s most popular messaging app. For Facebook and Instagram, Thai consumers usually social buy and social sell directly through their own Facebook page or on community marketplace pages. Sellers also implement live stream selling, blending entertainment and commerce, to create an engaging customer experience.

For messaging platforms such as LINE and Facebook messenger, social buyers primarily find it convenient to connect with social sellers since it is a very personalized communication method. The LINE app has recently launched LINE shopping for users to buy and sell products on the platform, making it highly convenient to purchase and sell products just by dropping a few messages.

Why social commerce is popular in Thailand

Although the market for e-commerce in Thailand has continuously expanded, the recent COVID-19 pandemic has immensely pushed the popularity of the country’s social commerce sector. It is no surprise that the COVID-19 pandemic has led to limitations with physical store visits, forcing business owners and consumers to find alternatives. Because of this, consumers in Thailand bought through online platforms more frequently, making social commerce an effective channel to facilitate buying and selling, given the restrictive climate. Furthermore, the direct communication social buyers have with social sellers has cultivated a unique and personal customer experience, making customer service the central competitive aspect. Overall, social commerce has allowed consumers to shop conveniently, which was one of the most significant reasons to shop through social media platforms among Thai consumers in recent years.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.