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In 2025, it is very clear that the e-marketplace in Thailand is monopolized by a few foreign giants, who control both customer information and fees, preventing traders from using the information to develop their businesses and have no bargaining power, forcing traders to develop their sales channels, while platforms expand their services beyond just selling areas.
China’s quality products with certified standards will become more marketable in Thailand as the government’s crackdown on illegal products and intensifying competition in China has resulted in many quality Chinese producers turning to expand their market overseas, Thailand becoming one of China’s most important targets. Thus, we will see many good quality products from China that are legally imported to Thailand compete with Thai entrepreneurs more.
Today’s online commerce is not just about selling products, but it is moving toward a trend called 3C Commerce, which includes:
Content: Interesting content attracts customers to familiarize themselves with brands and products. Various content such as articles, reviews, videos, or live broadcasts can create participation and stimulate purchase decisions.
Community: Creating an online community creates a space for customers to interact, share ideas, and express ideas about products or services. Strong communities will help brands better understand their needs.
Commerce: Selling products is the result of creating good content and communities. When customers have confidence in their brands and products, they are ready to make a purchase decision.
Over the past two years, TikTok has become a fast-growing e-commerce platform and is likely to grow more widely. In particular, the expansion into service sales is an interesting sign and reflects its potential.
Video Commerce has become a tool to drive online sales through video, creating a more entertaining and engaging shopping experience. This trend not only increases sales but also creates connections between sellers and customers through interesting video content.
Vertical Commerce’s growth stems from the creation of Vertical Communities, or small communities of similar interests. The gathering of these communities will lead to specific trades, making it easier for traders to close the sale, such as children and pet products that can be found on platforms such as Line and Facebook.
AI is the heart of e-commerce, whether it helps analyze buying behavior, such as introducing products, customizing ad content to suit each customer’s needs, or planning design strategies for advertising. The integration of AI with e-commerce is not just about enhancing convenience but it will also create competitive advantages and enhance the shopping experience.
Automation for e-commerce plays a key role in managing business integration through a platform that includes order management, customer information, accounting, transportation, advertising, and customer feedback. Connecting systems reduces complexity and accelerates effectiveness in business operations.
The Revenue Department’s announcement that e-marketplaces with annual sales exceeding 1,000 million baht, such as Lazada, Shopee, TikTok, Grab, Foodpanda, and Line Man, will inevitably send revenue to the Revenue Department via the platform. This announcement will inevitably affect e-commerce vendors, especially those who are not familiar with the tax system.
Marketing through large e-commerce platforms such as Shopee, Lazada, and TikTok allows owners to deposit products and set commissions to resell products. KOL and Influencers who have their customer base can promote products. When consumers see the products, they can click on the link at KOL or Influencer, they will be taken to the product page on the e-commerce platform and ordered. Increasing sales without expensive marketing or advertising costs, just Affiliate or Marketing Fees.
In 2025, lots of data spreading everywhere will be collected and analyzed through a tool called E-Commerce Listening that tracks important information such as market prices, trends, price trends, and competitive sales and strategies, enabling businesses to more accurately determine prices and plan for marketing. Businesses that adjust and adopt new technologies before they have a chance to grow, while those that adjust slowly may be disadvantaged in competition.
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