In Bangkok, white-collar workers order cat beds on TikTok while commuting on the metro; in Chiang Mai, university students snap up limited-edition beauty collaborations via Facebook Live. These fragmented shopping moments are piecing together Southeast Asia’s most explosive commercial landscape—a market that has never been hotter.

According to Priceza’s latest report, Thailand’s e-commerce market will reach 1.1 trillion baht (USD 32.1 billion) in 2024, firmly securing its position as the second-largest market in ASEAN. Even more striking: 72.8% of Thais are active on social platforms, with over half making purchases directly within social media apps. This fertile digital soil has allowed TikTok to transform in just three years from a fast follower into a true market disruptor.
In the first quarter of 2025, TikTok Shop Thailand posted a staggering 217% quarter-on-quarter growth rate, surpassing USD 3 billion in GMV—outpacing the United States (94%) and even overtaking India (214%). Riding this momentum, a wave of Chinese brands has already set sail into this new blue ocean, spotting unprecedented opportunities amid Thailand’s surging content-driven commerce.
