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Market brief

Thailand

E-commerce projected at $43 billion in 2026, up from $27 billion in 2024.

Thailand’s digital economy is projected at $72 billion GMV in 2026, with e-commerce at $43 billion. Its PromptPay system has been linked with Singapore’s PayNow since 2021, and Thailand is part of the regional payment connectivity agreement.

Peacroft does not currently operate in Thailand. This brief summarises public sources to start a conversation. It is not investment, legal or tax advice.

Bangkok
Location of Thailand. Map: Natural Earth (public domain), simplified.

Digital indicators

Online commerce

  • E-commerce GMV: $27 billion in 2024, $36 billion in 2025 and a projected $43 billion in 2026.1
  • The overall digital economy grew from $50 billion in 2024 to $61 billion in 2025.1
  • PromptPay and Singapore’s PayNow have been linked since 29 April 2021.4
  • The Bank of Thailand publishes its cross-border QR and real-time payment links with partner economies.5

Opportunities

  • Fast growth in online shopping since 2024, with high internet use (90.9%) and account ownership (91.8%).123

Challenges

  • Plan for Thai-language content and local payment methods such as PromptPay.
  • Growth attracts competition: expect established regional players in most categories.

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Sources

  1. e-Conomy SEA 2026: Thailand country report(opens in a new tab)Google, Temasek and Bain & Company · Published 21 October 2026 · Accessed 14 November 2026
  2. Individuals using the Internet (% of population)(opens in a new tab)World Bank, World Development Indicators (data from ITU) · Published 11 November 2026 · Accessed 14 November 2026
  3. Account ownership (% age 15+)(opens in a new tab)World Bank, Global Findex Database 2025 · Published 2025 · Accessed 14 November 2026
  4. Cross-border payment linkages(opens in a new tab)Monetary Authority of Singapore · Published 2026 · Accessed 14 November 2026
  5. Cross-border payment(opens in a new tab)Bank of Thailand · Published 2026 · Accessed 14 November 2026

Sources checked: