Reference
·Supporting source
Shein and Temu combined Thailand cross-border share
~40-50% of cross-border GMV
Shein and Temu together capture an estimated 40-50% of Thailand's cross-border e-commerce GMV in 2024-2025 per Momentum Works and Marketplace Pulse tracking, with Temu growing fastest after its mid-2024 Thailand soft launch. AliExpress remains a meaningful third player at roughly 15-20% of cross-border GMV, with the long tail split across direct WeChat-mini-program merchants and consolidator marketplaces. Both Shein and Temu route fulfilment through Hong Kong and Shenzhen consolidators, with last-mile delivery handed to Flash Express, Kerry Express, and J&T Express inside Thailand.
Figure in context
Shein and Temu together capture an estimated 40-50% of Thailand's cross-border e-commerce GMV in 2024-2025 per Momentum Works and Marketplace Pulse tracking, with Temu growing fastest after its mid-2024 Thailand soft launch. AliExpress remains a meaningful third player at roughly 15-20% of cross-border GMV, with the long tail split across direct WeChat-mini-program merchants and consolidator marketplaces. Both Shein and Temu route fulfilment through Hong Kong and Shenzhen consolidators, with last-mile delivery handed to Flash Express, Kerry Express, and J&T Express inside Thailand.
Shein and Temu together capture an estimated 40-50% of Thailand's cross-border e-commerce GMV in 2024-2025 per Momentum Works and Marketplace Pulse tracking, with Temu growing fastest after its mid-2024 Thailand soft launch. AliExpress remains a meaningful third player at roughly 15-20% of cross-border GMV, with the long tail split across direct WeChat-mini-program merchants and consolidator marketplaces. Both Shein and Temu route fulfilment through Hong Kong and Shenzhen consolidators, with last-mile delivery handed to Flash Express, Kerry Express, and J&T Express inside Thailand.
Time scope
FY2024-2025
Source basis
Supporting source
Interpretation notes
What this tells you
Shein and Temu together capture an estimated 40-50% of Thailand's cross-border e-commerce GMV in 2024-2025 per Momentum Works and Marketplace Pulse tracking, with Temu growing fastest after its mid-2024 Thailand soft launch. AliExpress remains a meaningful third player at roughly 15-20% of cross-border GMV, with the long tail split across direct WeChat-mini-program merchants and consolidator marketplaces. Both Shein and Temu route fulfilment through Hong Kong and Shenzhen consolidators, with last-mile delivery handed to Flash Express, Kerry Express, and J&T Express inside Thailand.
What not to do with it
Cross-border GMV excludes domestic marketplace volume on Shopee/Lazada/TikTok Shop. Reported share is for direct platform-to-consumer cross-border parcels only.
Related figures
Adjacent numbers that add context without drowning the value.
Thailand e-commerce GMV (2021-2027F)
Google-Temasek-Bain e-Conomy SEA 2024, ETDA, Momentum Works
Cross-border share of Thailand e-commerce (2022-2025)
Thai Customs Department parcel scan data, ETDA, Department of International Trade Promotion, Bangkok Post coverage
Shopee Thailand reported revenue (2022-2024)
Sea Limited, Sea Limited quarterly earnings, Momentum Works platform tracker
Thailand import duty schedule by HS chapter
Thai Customs Department tariff database, ASEAN-China FTA schedule, Revenue Department VAT guidance
Thai Customs projected 2026 cross-border parcel revenue
Thai Customs Department, Revenue Department guidance, Bangkok Post finance coverage, Reuters
Lazada Thailand estimated revenue
Alibaba Group Holding, Momentum Works, DealStreetAsia
Report context
Atlas actors in this figure's reports
Profiles covered in the report that cite this number.