Thailand Digital Marketplace Market

Thailand Digital Marketplace Market

Thailand Digital Marketplace Market by Product/Service Type (Physical Goods, Digital Goods, Services, and Event & Ticket Sales), by Platform (Desktop, Mobile, and Tablets), by Model Type (Business to Business (B2B), Business to Consumer (B2C), and Consumer to Consumer (C2C)), and by End Users (Commercial, and Personal) - Opportunity Analysis and Industry Forecast, 2024 – 2030

Industry: ICT & Media | Publish Date: 27-Jun-2025 | No of Pages: 159 | No. of Tables: 120 | No. of Figures: 65 | Format: PDF | Report Code : IC2260

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Thailand Digital Marketplace Market Overview

The Thailand Digital Marketplace Market size was valued at USD 10.01 billion in 2023, and is predicted to reach USD 18.69 billion by 2030, at a CAGR of 9.2% from 2024 to 2030. Digital marketplace market, also known interchangeably as online marketplaces or digital commerce platforms, function as virtual hubs where individuals engage in buying or selling goods, services, or information. These platforms serve as intermediaries, facilitating transactions between various parties, including buyers and sellers, within a centralized online environment tailored for effortless product discovery, purchasing, and delivery. Notable examples of online marketplaces encompass well-established e-commerce platforms such as Amazon, eBay, and Alibaba, as well as service-oriented platforms such as Upwork and Fiverr.

Leveraging sophisticated technology, these platforms streamline transaction processes, ensuring prompt and secure payment processing while safeguarding the financial data of all involved parties. Additionally, they enrich user experiences by offering features such as customer reviews, ratings, and mechanisms for resolving transaction-related issues. Consequently, online marketplaces utilize technology to enhance the overall online shopping experience, making it more convenient and secure for both buyers and sellers. They play an indispensable role in the modern economy by bridging the gap between businesses and consumers across different geographic locations, thereby enabling seamless and convenient global commerce.

Surging E-Commerce Activity Accelerates Market Growth

The rapid expansion of e-commerce in Thailand is a key driver for the growth of the digital marketplace market. According to the Thai E-Commerce Association, the country’s e-commerce market is projected to reach USD 32 billion by 2025, fueled by changing consumer behavior and growing online engagement. Online shopping is becoming increasingly mainstream, supported by growing confidence in digital platforms, frequent promotional campaigns, and enhanced logistics and delivery services.

The shift towards digital transactions is further evidenced by the dominance of mobile commerce, which now accounts for over 80% of total online sales. The accessibility of mobile shopping applications and localized platforms makes it easier for consumers across urban and rural regions to participate in digital commerce, strengthening the role of online marketplaces in Thailand’s retail economy.

Revenues ($ Million USD)05101520Source : Next Move Strategy Consulting20232024202520262027202820292030Thailand Digital Marketplace Market Revenue, 2023-2030 (Million USD)

Rising Mobile Device and Wallet Adoption Supports Market Penetration

Thailand’s high rate of smartphone usage is instrumental in accelerating digital marketplace adoption. As of recent estimates, mobile wallets account for approximately 23% of all e-commerce transactions, with mobile wallet usage expected to reach 63% by 2025. Platforms like PromptPay, TrueMoney Wallet, and Rabbit LINE Pay have gained widespread traction, particularly among younger, tech-savvy consumers.

This growing mobile-first culture is transforming how Thai consumers shop, with a strong preference for app-based purchases, mobile-exclusive deals, and digital payment methods. As mobile access becomes ubiquitous, digital marketplaces are expected to further penetrate deeper into rural and previously underserved areas, enhancing market reach and competitiveness.

Cybersecurity Concerns and Erosion of Consumer Trust

Despite the optimistic growth trajectory, cybersecurity threats remain a significant challenge for Thailand’s digital marketplace sector. Increasing incidents of data breaches, identity theft, phishing scams, and fraudulent transactions have raised consumer concerns about the safety of their personal and financial data.

These risks lead to hesitancy among potential users and a decline in transaction volumes, particularly among first-time or older consumers unfamiliar with digital safeguards. Negative media coverage and viral social media posts on scam-related incidents can further damage the reputation of platforms. As a result, digital marketplaces must prioritize robust cybersecurity infrastructure, regular system audits, and transparent communication to rebuild and retain user trust.

 

Integration of AR and VR Technologies to Elevate User Experience

The incorporation of Augmented Reality (AR) and Virtual Reality (VR) technologies offers significant opportunities for differentiation and user engagement in Thailand’s digital marketplace market. As local consumers become more discerning and experience-driven, immersive shopping tools present a novel way to bridge the gap between physical and online retail.

AR and VR allow users to visualize products in their own environments, try on clothing or accessories virtually, or explore real estate properties through 3D tours. This leads to higher consumer satisfaction, reduced return rates, and improved conversion. Thai companies investing in AR/VR integration stand to gain a competitive edge, especially in sectors like fashion, home décor, electronics, and real estate. Moreover, it paves the way for personalized shopping journeys, further boosting brand loyalty and customer lifetime value.

 

Competitive Landscape

The key market players operating in the Thailand digital marketplace industry include Etsy, Shopee , Asos, Lazada, JIB Computer Group Co.,Ltd., Central, D Marketplace Co., Ltd., Villa Market JP Co Ltd., Decathlon (Thailand) Company Limited, AliExpress, Big C Supercenter PLC, HomePro, Banana Store, AS Watson Group, Advice IT Infinite Public Company Limited, and others.

Thailand Digital Marketplace Market Key Segments

By Product/Service Type

  • Physical Goods

    • Electronics 

    • Clothing

    • Food  

    • Furniture

    • Handbag & Accessories

    • Others

  • Digital Goods

    • Software

    • E-Books

    • Music & Videos

    • Games

  • Services

    • Freelancing

    • Education

    • Consultations

    • Others

  • Event & Ticket Sales

By Platform

  • Desktop

  • Mobile

  • Tablets

By Model Type

  • Business to Business (B2B)

  • Business to Consumer (B2C)

  • Consumer to Consumer (C2C)

By End-User

  • Commercial

  • Personal

Key Players

  • Shopee

  • Asos

  • Etsy 

  • Lazada 

  • JIB Computer Group Co., Ltd.

  • Central

  • Alibaba

  • D Marketplace Co., Ltd.

  • Villa Market JP Co Ltd.

  • Decathlon (Thailand) Company Limited

  • Big C Supercenter PLC

  • HomePro

  • Banana Store

  • AS Watson Group 

  • Advice IT Infinite Public Company Limited

REPORT SCOPE AND SEGMENTATION:

Parameters

Details

Market Size in 2023

USD 10.1 Billion

Revenue Forecast in 2030

USD 18.69 Billion

Growth Rate

CAGR of 9.2% from 2024 to 2030

Analysis Period

2023–2030

Base Year Considered

2023

Forecast Period

2024–2030

Market Size Estimation

Billion (USD)

Growth Factors

  • Surging E-Commerce Activity Accelerates Market Growth

  • Rising Mobile Device and Wallet Adoption Supports Market Penetration

Companies Profiled

15

Market Share

Available for 10 companies

Customization Scope

Free customization (equivalent up to 80 working hours of analysts) after purchase. Addition or alteration to country, regional, and segment scope.

Pricing and Purchase Options

Avail customized purchase options to meet your exact research needs.

Thailand Digital Marketplace Market Revenue by 2030 (Billion USD) Thailand Digital Marketplace Market Segmentation Thailand Digital Marketplace Market Major Regions

Frequently Asked Questions

The key market players operating in the Thailand online marketplace market are Shopee, Asos, Etsy , Lazada , JIB Computer Group Co., Ltd., Central, Alibaba, D Marketplace Co., Ltd., Villa Market JP Co Ltd., Decathlon (Thailand) Company Limited, Big C Supercenter PLC, HomePro, Banana Store, AS Watson Group, and Advice IT Infinite Public Company Limited

According to the Next Move Strategy Consulting, the size of the Thailand digital marketplace market is estimated at USD 10.01 billion in 2023.

The integration of Augmented Reality (AR) and Virtual Reality (VR) Technologies is expected to create opportunities for the Thailand digital marketplace market.

Cybersecurity and customer trust issues related to digital commerce platforms acts as restraining factors to the growth of Thailand digital marketplace market.

According to the Next Move Strategy Consulting, the size of the Thailand digital marketplace market is estimated to be at USD 18.69 billion in 2030.
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