- The Digital X
- Jul 8
- 8 min read
Updated: Jul 10
Thailand stands out as one of Southeast Asia’s most attractive markets for cross-border e-commerce. With earlier economic growth compared to neighboring countries, it offers a strong foundation for business expansion.
Thanks to its large population, growing economy, and relatively low cost of living, Thailand has become a key offshore destination, making it an ideal entry point for Japanese businesses looking to scale internationally.
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We will break down each of these key aspects of cross-border e-commerce in Thailand from the perspective of global digital marketing professionals — sharing real-world insights and actionable strategies based on hands-on experience.
Thailand’s Cross-Border E-Commerce Market Size
Thailand’s e-commerce market is experiencing rapid growth, with projections indicating it will reach USD 35.7 billion in 2024. The market is expected to maintain a compound annual growth rate (CAGR) exceeding 10% between 2024 and 2028, reaching an estimated USD 53.8 billion by 2028.
Reference: Research and Markets
Several key factors are fueling this remarkable growth:
One of the most significant growth drivers is Thailand’s highly active consumer base between the ages of 15 and 34.
A visit to Thailand quickly reveals just how energetic and present this younger generation is—often far more visible in public spaces compared to Japan.
With an average age of 38 (a full 10 years younger than Japan’s 48), Thailand’s youthful demographic plays a pivotal role in driving e-commerce expansion.
For businesses entering the Thai cross-border e-commerce market, success will largely depend on how effectively they target and engage this young, motivated audience.
Top 4 Cross-Border E-Commerce Platforms in Thailand
For businesses looking to launch cross-border product sales in Thailand, leveraging existing e-commerce platforms is both a strategic and efficient approach.
Popular platforms in Thailand include:
Shopee
Lazada
Amazon
Shopify
Among these, Shopee and Lazada stand out as dominant players in Southeast Asia. Although they are not widely used in Japan, they have established strong brand recognition and user bases in the Thai market.
Below, we’ll focus on these two platforms and explain why they are essential for cross-border success in Thailand.
Shopee: Southeast Asia's Leading E-Commerce Platform
Shopee is one of the most dominant e-commerce platforms not only in Thailand but across Southeast Asia. It fully supports cross-border commerce and even offers a dedicated seller portal specifically designed for Japanese businesses — not a mere translation, but an original interface tailored for Japanese merchants.
With comprehensive startup guides, responsive seller support, and integrated social commerce features (crucial for success in Southeast Asian markets), Shopee is a must-use platform for anyone looking to launch cross-border sales into Thailand.
Lazada: Backed by Alibaba and Optimized for Cross-Border Sales
Lazada stands alongside Shopee as one of the most popular e-commerce platforms in Southeast Asia. As a subsidiary of Alibaba — the same company behind China’s e-commerce giant Tmall—Lazada benefits from deep industry expertise and advanced infrastructure.
Leveraging Tmall’s extensive cross-border experience, Lazada offers a user-friendly environment for both sellers and consumers. With localized support, robust logistics, and seamless integration capabilities, it provides an ideal gateway for Japanese businesses entering the Thai and broader Southeast Asian markets.
For any brand looking to scale in the region, using either Shopee or Lazada — or ideally both — ensures comprehensive coverage of the Southeast Asian cross-border e-commerce landscape.
Characteristics of Thai Consumers
These traits define the behavior of Thai consumers.
The dominance of the younger demographic significantly shapes market trends, with top-performing categories such as electronics, fashion, and health & beauty closely aligned with youth interests.
Additionally, Thailand is considered one of the most Japan-friendly countries in the world. Japanese brands are held in extremely high regard, and the trust in “Made in Japan” quality far exceeds what many Japanese companies might expect. This affinity presents a strong competitive advantage for Japanese businesses entering the Thai market.
Winning Strategies for Cross-Border E-Commerce in Thailand
To succeed in Thailand’s cross-border e-commerce market, businesses should focus on the following strategies:
These strategies represent the key success factors for cross-border e-commerce in Thailand.
While Southeast Asia is often perceived as having underdeveloped infrastructure and logistics, the reality on the ground tells a different story. Even in island nations like the Philippines and Indonesia, logistics networks have improved significantly—allowing for delivery within just a few days to a week.
Thailand, in particular, is a land-connected nation with more advanced economic growth compared to its regional neighbors. Its internet infrastructure and logistics systems are among the most developed in Southeast Asia.
As a result, leveraging cross-border e-commerce platforms for physical product sales presents a strong and viable business opportunity in the Thai market.
How to Sell on Amazon for Thailand's Cross-Border E-Commerce
While Shopee and Lazada dominate the e-commerce landscape in Thailand, global platforms such as Amazon and Shopify are also being utilized for cross-border sales.
When targeting the Thai market through Amazon, it is recommended to use Fulfillment by Amazon (FBA), which offers the following key advantages:
International shipping support
End-to-end logistics: storage, packaging, and delivery handled by Amazon
Eligibility for Amazon Prime, increasing customer trust and user satisfaction
These benefits help streamline cross-border fulfillment and enhance customer experience in Thailand.
However, please note that Thailand is currently not supported under Amazon Global Selling, so businesses should plan accordingly.
Reference: Amazon FBA
How to Set Up a Shopify Store for Cross-Border E-Commerce in Thailand
Next, let’s walk through how to set up your Shopify store for selling to the Thai market.
By following these steps, you’ll be able to open your store to customers in Thailand.
Both Amazon and Shopify allow merchants to scale globally from a single platform, making them excellent choices for businesses aiming to expand cross-border e-commerce operations beyond Japan and into Southeast Asia.
Step-by-Step Guide to Selling on Shopee in Thailand
Shopee, the dominant e-commerce platform across Southeast Asia, is a powerful entry point for Japanese businesses looking to expand into the Thai market.
How to Get Started on Shopee:
1 | Apply for a Account | Start by submitting an application through Shopee’s official website. There is a dedicated page available in Japanese to support international sellers. |
2 | Open a Seller Account | Follow the instructions in the confirmation email to set up your seller account. |
3 | Set Up Your Store Profile | Customize your shop’s basic information including logo, banner, store name, and description to build brand trust with Thai consumers. |
4 | List Your Products | Upload at least 5 products within 30 days of registration. Listings should include high-quality images, detailed descriptions, and accurate pricing. |
Important Requirements for Japanese Sellers:
Must list at least 5 products within 30 days of account creation.
Products must be shipped from Japan, not local Thai warehouses.
Orders must be shipped within 2 business days.
English support is required for customer inquiries.
Reference: Shopee Japan Official Seller Guide
Shopee’s dedicated Japanese onboarding support makes it one of the most accessible platforms for cross-border sellers. Its strength in social commerce integration and logistics support gives Japanese brands a strategic edge when entering Thailand.
Key Considerations for Cross-Border E-Commerce in Thailand
Before launching a cross-border e-commerce business in Thailand, there are several important factors to consider:
1 | Thai Language Localization | Unlike its multilingual Southeast Asian neighbors, Thailand uses Thai exclusively as its official and commonly spoken language. Machine translation for Thai is notably less accurate than for languages like English or Chinese. High-quality localization — ideally by native professionals — is essential for product listings, customer support, and marketing. |
2 | Regulatory Compliance | Businesses must comply with local laws and royal decrees, including Thailand’s Consumer Protection Act. Failing to do so can result in legal penalties or loss of consumer trust. Staying informed about current legislation and tax policy is critical. |
3 | Cultural Sensitivity (Buddhism) | With over 90% of the population practicing Buddhism, brands must be culturally aware when designing marketing campaigns, packaging, and product offerings. Respect for religious values and national institutions — including the monarchy — is vital for brand acceptance and long-term success. |
4 | VAT and Pricing | Thailand imposes a 7% Value-Added Tax (VAT), and depending on the product category, import duties may also apply. Make sure to factor in these costs when setting product prices to maintain profitability while remaining competitive. |
When expanding your e-commerce business into Thailand, there are several critical considerations to keep in mind.
Unlike other Southeast Asian countries with multilingual environments, Thai is the sole official and widely used language. The accuracy of machine translation into Thai is significantly lower compared to major languages like English or Chinese. As such, reliable localization by native professionals is essential to ensure brand credibility and effective communication.
Additionally, businesses must operate in accordance with royal decrees and consumer protection laws unique to Thailand. Regulatory compliance is non-negotiable and directly impacts your ability to sustain long-term success in the market.
Given these challenges, developing a profitable cross-border e-commerce strategy in Thailand requires a certain level of specialized expertise.
At The Digital X, we offer expert guidance from a global digital marketing perspective to support your cross-border e-commerce expansion into Southeast Asia. If you’re considering Thailand as your next growth market, we invite you to explore our service catalog and get in touch to discuss how we can support your entry.
Frequently Asked Questions (FAQ)
As global digital marketing professionals, we’ve compiled answers to some of the most common questions about expanding your cross-border e-commerce business into Thailand.
Can I use Thailand as a hub to expand into neighboring countries?
Yes. Southeast Asia operates increasingly as a unified regional market, and consumer behavior trends in Thailand often align with those in nearby countries such as Singapore, Malaysia, and Indonesia. Using Thailand as a strategic hub can enable a smooth and scalable entry into the broader ASEAN region.
For more details on Thailand’s business environment, check out our article:
“Business Expansion in Thailand: What You Need to Know Before Entering the Market”
What are the most effective marketing strategies for Thailand?
Digital marketing channels such as web advertising and social media marketing are highly effective in Thailand. Given the country’s mobile-first culture and high social media engagement rates, SNS marketing plays a key role in customer acquisition and brand visibility.
To learn more, explore this guide:
“2024 Guide to Thailand’s Top Social Media Platforms and Marketing Tactics”
Can I manage cross-border e-commerce Thailand entirely in-house?
Managing cross-border e-commerce into Thailand independently can be challenging, especially due to language barriers. Unlike some neighboring markets like the Philippines where English is widely spoken, Thai consumers have limited English proficiency — often comparable to or lower than in Japan. Localization into Thai is essential.
In addition, understanding local regulations, consumer behavior, and product-market fit requires resources and expertise. Collaborating with a local agency or digital marketing partner will greatly increase your chances of success.
Looking to Expand Your Cross-Border E-Commerce into Thailand? Let The Digital X Help
While cross-border e-commerce in Thailand comes with specific challenges—from language barriers to regulatory considerations—it also presents significant opportunities for growth when executed with the right strategy.
At The Digital X, we specialize in helping Japanese businesses enter and scale across Southeast Asia, with tailored support for Thailand’s unique digital landscape and consumer behavior.
If you’re interested in expanding into Thailand smoothly and effectively, explore our company catalog or reach out via our contact form. Even if you just have a small question, we’re here to help.
