Insight

Market structure

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ETDA official series

·Preview

Marketplace share

25.94%

As of2022 survey results·Sources1·Primary·Historical series (3 points)

Shows Thailand is not a one-platform market.

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Figure in context

Marketplace share is material, but not enough to describe Thailand as a one-platform market.

25.94%e-Marketplaces23.6%Websites & apps22.25%Social media
Interpretation notes

What this tells you

This keeps the product honest. Thailand is not just a marketplace story, so representation should show mixed channel structure instead of one dominant winner and a pile of noise.

What not to do with it

These are channel shares inside ETDA's survey view, not a permanent universal split across every commerce category and moment.

Related figures

Adjacent numbers that add context without drowning the value.

2025 guide context
30%

Cross-border market share

Trade.gov

2023-2025 context in published guide
43.5M

Online consumers

Trade.gov

2022
THB 5.43T

2022 online commerce value

ETDA

2023 forecast
THB 5.96T

2023 forecast value

ETDA

January 2026
THB 4.90T

PromptPay monthly value

BOT

2021-2024 observed, 2025-2027 forecast
~USD 30-35B (2024)

Thailand e-commerce GMV (2021-2027F)

Google-Temasek-Bain e-Conomy SEA 2024, ETDA, Momentum Works

Report context

Thailand E-commerce Market Intelligence

Thailand e-commerce split into three roughly-equal routes in 2026 — marketplaces, brand sites, and social commerce — and the take-rate ceiling moved closer than marketplaces think. This report maps each route's economics, the 18-point social-commerce share grab, the seven primary regulations now in flight, and the specific operator playbooks (Shopee, Lazada, TikTok Shop, LMWN, TrueMoney, Flash Express) buyers should plan against.

Open report →

Atlas actors in this figure's reports

Profiles covered in the report that cite this number.

Berli Jucker / Big C

TCC Group retail, CPG operator; Big C Supercenter (~150+ hypermarkets); FY2024 revenue ~THB 160-170B; Charoen Sirivadhanabhakdi-controlled.

Central Retail Corporation

Omnichannel incumbent defending digital share against marketplace platforms.

CP ALL (7-Eleven Thailand)

7-Eleven Thailand franchisee; ~14,000 stores (ASEAN's largest convenience chain); FY2024 revenue ~THB 960B; CP Group flagship.

CP Axtra (Makro, Lotus)

CP Group post-2022 Makro, Lotus amalgamation; Makro wholesale, Lotus hypermarkets; FY2024 revenue ~THB 480-500B; Chearavanont-controlled.

Flash Express

The billion-parcel last-mile operator that crossed into segment profit in 2024 and now outprints Kerry Express on revenue.

Lazada (Alibaba International)

Alibaba's efficiency story inside an AIDC segment that's still burning cash for AliExpress and Trendyol.

Marketplace share · Insight