(2025) 11 Marketplaces in Thailand for Businesses Selling Online

TMO GroupFebruary 13, 2025
(2025) 11 Marketplaces in Thailand for Businesses Selling Online

As previously highlighted in our Southeast Asia eCommerce Outlook 2024This free PDF takes a broad view of eCommerce across five of Southeast Asia's most exciting markets: statisics, market structure, trends, entry strategy.Free Southeast Asia eCommerce Outlook, Thailand is the second-largest eCommerce market in Southeast Asia with up to 30% of total sales being Cross-border eCommerce, making the country a great market option for foreign brands looking to conduct business in the SEA region. Since the Thai government currently allows for 100% Foreign Direct Investment (FDI) in eCommerce, cross-border is the fastest entry method and a great opportunity for businesses looking to expand into Asia.

For brands looking to increase their reach in Thailand, these are the main multi-vendor marketplaces to consider in their multichannel eCommerce strategy.

This ranking covers the largest eCommerce platforms in Thailand based on findings from our eCommerce Marketplace Monitoring Services in Southeast Asia–and taking website traffic & app download data from December 2024 into consideration–to give you a better understanding of the online landscape in the region.

If you’re looking for an overview of the whole region, make sure to check out our ranking of 10 Largest Online Marketplaces in Southeast Asia (2024)Southeast Asian eCommerce is one of the fastest developing and changing. We look at the Top 10 online marketplaces in the region in 2024.Southeast Asia’s 10 Largest Online Marketplaces

Biggest e-Commerce Platforms in Thailand

1. Shopee TH

  • Monthly Visits (Web): 114.8M
  • Monthly App Downloads (Android): 616.9K

Shopee is partly owned by China’s Tencent and is the largest comprehensive eCommerce platform in Thailand and Southeast Asia. In recent years, Shopee TH has caught up with and surpassed Lazada to become the largest marketplace in the country, and now holds more than 40 million monthly visits lead over Lazada.

Already selling on Shopee TH? Boost your eCommerce Market Intelligence with our Customized Marketplace Reports containing data on sales volume and revenue by SKU, brand, merchant, and categories.

Recently, Shopee has expanded its logistics network in Thailand, ensuring faster delivery times, which has helped retain a significant market share amidst competition.

2. Lazada TH

  • Monthly Visits (Web): 39.94M
  • Monthly App Downloads (Android): 754K

Supporting C2C, B2C, cross-border, and flagship brand sellers. Lazada’s highly-developed logistics capabilities–offering same-day and next-day delivery in many urban areas–are one of its biggest advantages. The company is constantly expanding its network, with new warehouses opening up new opportunities throughout the country. Lazada, like Shopee, offers products in dozens of categories.

Tip: For a continuously updated snapshot of the best-selling products, categories, and merchants selling on Lazada and Shopee, download our free Southeast Asia eCommerce Datasets that are released monthly.

Despite the growing threat that TikTok Shop's success represents in the region, Lazada seems to be retaining a good amount of local users compared to other countries in Southeast Asia, as can be seen from the number of monthly app downloads in Thailand.

3. TikTok Shop

  • TikTok Lite - Monthly App Downloads (Android): 391.3K
  • TikTok Shop Seller Center - Monthly App Downloads (Android): 28.1K

A newcomer in the online retail scene with notably high sales of Beauty & Personal Care products, China’s TikTok has exhibited astounding growth thanks to the platform’s already huge social media user base and its algorithm capabilities to recommend products that match users’ interests and needs.

Having launched merely in 2021, by 2023 it reached a gross merchandise value of $16.3 billion in 2023, nearly quadrupling from the previous year. In early 2024, Douyin acquired a 75% stake in Indonesia’s eCommerce leader Tokopedia, signaling the company’s strong push within the region. 

4. TEMU

  • Monthly Visits (Web): 780M Global*
  • Monthly App Downloads (Android): 342.4K

TEMU, a rising eCommerce marketplace backed by PDD Holdings (the parent company of Pinduoduo), has quickly gained traction in Thailand by offering ultra-low-priced products across various categories, from fashion to electronics. Known for its aggressive discounts and free shipping offers, TEMU targets price-sensitive shoppers looking for deals on everyday essentials. However, since most products are shipped directly from China, delivery times can be longer than local marketplaces.

While Temu has made notable strides in expanding into SEA, it continues to navigate significant challenges and pushback by some local governments, including stiff competition and regulatory hurdles, as it seeks to establish a stronger foothold in the region.

5. Advice

  • Monthly Visits (Web): 2.0M
  • Monthly App Downloads (Android): NA

Advice is an IT product retailer operating in Thailand and Laos, with more than 300 branch stores throughout the country, selling over 16,000 products from 433 brands. Its online eCommerce store also allows dealers to register and become distributors for the company. Advice recently launched a "buy-now, pay-later" feature to cater to budget-conscious customers, increasing its appeal to a younger demographic.

6. Kaidee

  • Monthly Visits (Web): 1.58M
  • Monthly App Downloads (Android): 16.1K

Kaidee started in 2011 as a classified platform for listing vehicles and real estate, as well as second-hand electronics. It quickly grew and expanded into more than 30 product categories and now includes not only used but new goods listed. In 2024, Kaidee enhanced its app functionality to include live video listings, further bridging the gap between traditional classified ads and more modern e-commerce experiences.

7. Decathlon TH

  • Monthly Visits (Web): 0.49M
  • Monthly App Downloads (Android): 15.8K

The French multinational Decathlon is the largest sporting goods retailer in the world with over 2,080 stores in 56 countries and regions. In some regions such as Thailand, Decathlon also offers an online multi-vendor marketplace for vendors to showcase and sell their products directly to consumers. In 2024, Decathlon Thailand launched an innovative "Click & Collect" service where customers can order online and pick up in-store, improving convenience and customer satisfaction.

In addition to the aforementioned marketplaces, there are other platforms that operate globally or have expansion plans for Southeast Asia, and as such should be taken into account for your Thailand eCommerce strategy.

8. Amazon Global

  • Monthly Visits (Web): 3.1B Global*
  • Monthly App Downloads (Android): 17.8K

While Amazon does not have a dedicated website in any Southeast Asia country other than Singapore, it is still available and, to an extent, popular in Thailand. Amazon’s biggest competitive advantage is that some international products are more readily available than in other marketplaces. Its downside, however, is that users often have to rely on third-party delivery services to get the goods, and the speed and reliability of such deliveries can hardly compare with that of local marketplaces.

9. AliExpress

  • Monthly Visits (Web): 2.8M
  • Monthly App Downloads (Android): 61.7K

AliExpress, owned by Alibaba Group, is a well-established global marketplace offering a vast range of products at competitive prices. Popular in Thailand for affordable gadgets, fashion, and accessories, it connects consumers directly with manufacturers and resellers. While AliExpress provides a diverse product selection, buyers need to consider longer shipping times and potential import taxes when purchasing from overseas sellers.

10. Alibaba

  • Monthly Visits (Web): 74.29M Global*
  • Monthly App Downloads (Android): 121.4K

Unlike AliExpress, which focuses on retail shoppers, Alibaba is a wholesale platform primarily serving businesses looking to source bulk products from Chinese and international suppliers. It is a go-to marketplace for Thai businesses in need of private-label manufacturing, bulk raw materials, or factory-direct goods. While Alibaba offers extensive supplier options and competitive pricing, it often requires businesses to negotiate directly with manufacturers, making it less convenient for casual shoppers.

11. SHEIN TH

  • Monthly Visits (Web): 203M Global*
  • Monthly App Downloads (Android): 182.7K

The Chinese-Singaporean online retailing giant SHEIN is also very popular in the Southeast Asian region since it announced plans for launching a global integrated marketplace in 2023. Despite already having localized websites for numerous countries including Thailand, it currently has only rolled out its marketplace model for Global Sellers from the United States, Brazil, and Mexico, with more countries to follow in the short term.

If you want to know about the eCommerce landscape in Thailand, make sure to check out our eCommerce Market Localization Guides available in Free Starter and Paid Premium Versions and based on our 20+ years of experience in eCommerce market entry strategies.

Entering Thailand’s Online Market

Thailand, along with the rest of the countries in Southeast Asia, is home to some of the biggest mobile and social media users on the planet, and the country’s explosive economic growth in recent days has translated into huge opportunities for the eCommerce industry. 

However, entering this market is no easy task. Knowing what is the population, economic, and eCommerce market size; which product categories are suitable for selling on these platforms; what are the requirements for foreign direct investment and foreign legal entities in the region; and what should be considered regarding local tariffs, product certification, and logistics; are some of the essential considerations needed for a successful Southeast Asia market strategy.

If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services services, from branded eCommerce website development to social commerce and other Cross-border eCommerce Solutions.

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