--- title: How Big Is the Ecommerce Market in Thailand and Southeast Asia in 2026? description: Thailand's ecommerce market grew 51.8% in 2025, the fastest growing in Southeast Asia. Here is what the data actually shows across all six countries. image: https://iboostonline.com/hubfs/viktor-solomonik-asjWkyF2KNc-unsplash.jpg --- [![iboostonline logo](https://iboostonline.com/hs-fs/hubfs/iBoost%20(1)%20black%20transparent.png?width=100&height=100&name=iBoost%20(1)%20black%20transparent.png)](https://iboostonline.com/) - [Home](https://iboostonline.com) - [About Us](https://iboostonline.com/about-us) - Our Services - [Store Management](https://iboostonline.com/store-setup) - [Ecommerce Strategy](https://iboostonline.com/ecommerce-data-analytics-iboost-online) - [Ecommerce Store Audits](https://iboostonline.com/ecommerce-store-audit-iboost-online) - [Case Studies](https://iboostonline.com/our-work) - [Contact Us](https://iboostonline.com/contact) - [Offer Boutiques SG](https://iboostonline.com/landing-boutiques-singapore-2026) [![iboostonline logo](https://iboostonline.com/hs-fs/hubfs/iBoost%20(1)%20black%20transparent.png?width=100&height=100&name=iBoost%20(1)%20black%20transparent.png)](https://iboostonline.com/) - [Home](https://iboostonline.com) - [About Us](https://iboostonline.com/about-us) - Our Services - [Store Management](https://iboostonline.com/store-setup) - [Ecommerce Strategy](https://iboostonline.com/ecommerce-data-analytics-iboost-online) - [Ecommerce Store Audits](https://iboostonline.com/ecommerce-store-audit-iboost-online) - [Case Studies](https://iboostonline.com/our-work) - [Contact Us](https://iboostonline.com/contact) - [Offer Boutiques SG](https://iboostonline.com/landing-boutiques-singapore-2026) [✕](https://iboostonline.com/blog/ecommerce-market-size-thailand-southeast-asia-2026#atbs-offcanvas-primary) #### Your success is our priority Best consulting in South East Asia #### Our Ecommerce Services Shopify Store Audit Service Ecommerce Data Analytics Store Management Service Shopee/Lazada Ads Service search - There are no suggestions because the search field is empty. 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[![DesignUTD](https://iboostonline.com/hubfs/1724912009638-2.jpeg)](https://iboostonline.com/blog/author/kelly-hezemans) [Kelly Hezemans](https://iboostonline.com/blog/author/kelly-hezemans) 25 Jul 2026 [0 Comments](https://iboostonline.com/blog/ecommerce-market-size-thailand-southeast-asia-2026#comments) - - Thailand's ecommerce market grew 51.8% in 2025. That is not a rounding error. That is the fastest ecommerce growth rate of any major market in Southeast Asia — and one of the fastest in the world. But what does that actually mean? Is $35.5 billion a lot? And how does Thailand compare to the rest of the region? Here is what the data actually shows. ## Southeast Asia's Ecommerce Market: The Full Picture Southeast Asia's total platform ecommerce market reached $157.6 billion in GMV in 2025 — up 22.8% year on year and nearly three times the size it was in 2020. According to Momentum Works' Ecommerce in Southeast Asia 2026 report, the region is on track to reach $350 billion by 2030 and $630 billion by 2035. That is a market that is not slowing down. It is accelerating. The six core markets tracked by Momentum Works — Indonesia, Thailand, Malaysia, Vietnam, Philippines and Singapore — tell very different stories about where growth is happening and why. ## Country by Country: Where the Growth Actually Is **Indonesia — $58 billion GMV — +2.2% growth** Indonesia is by far the largest ecommerce market in Southeast Asia with approximately 37% of total regional GMV. But growth has slowed dramatically to just 2.2% in 2025 — largely due to Bukalapak's exit from physical goods and Tokopedia's GMV rationalisation following its merger with TikTok Shop. For a market of 270 million people, this slowdown signals a maturing market hitting structural limits rather than a collapsing one. **Thailand — $35.5 billion GMV — +51.8% growth** Thailand is the fastest growing ecommerce market in Southeast Asia in 2025 — and it is not particularly close. From a base of approximately $23 billion in 2024, Thailand added more than $12 billion in GMV in a single year. Shopee holds approximately 50% market share, TikTok Shop has risen rapidly to around 32%, and Lazada holds the remaining 18%. Thailand now accounts for approximately 23% of Southeast Asia's total ecommerce GMV despite having a fraction of Indonesia's population. In Thailand, ecommerce now accounts for approximately 30% of total retail sales. **Malaysia — $19 billion GMV — +47.6% growth** Malaysia is the co-leader in ecommerce growth alongside Thailand, posting 47.6% year on year growth in 2025. It is the second fastest growing market in the region and often overlooked in discussions dominated by Indonesia and Thailand. **Vietnam — $16 billion GMV — +20%+ growth** Vietnam is one of the most interesting markets in the region. Strong double-digit growth, a young and digital-first consumer base, and a rapidly developing content commerce ecosystem. Shopee and TikTok Shop together captured approximately 97% of Vietnam's online retail market in Q1 2025 according to Metric data. **Philippines — $14 billion GMV — +20%+ growth** The Philippines follows a similar trajectory to Vietnam with strong double-digit growth driven by increasing smartphone penetration and growing consumer confidence in online purchasing. **Singapore — $9 billion GMV — +20%+ growth** Singapore is the smallest total ecommerce market among the six core countries — but this needs context. Singapore has a population of just 6 million compared to Indonesia's 270 million and Thailand's 70 million. When measured by average order value rather than total volume, Singapore leads the region at approximately $137 per order — the highest in Southeast Asia. Singapore has the most mature and premium ecommerce market in the region. Lazada is specifically gaining market share in Singapore faster than anywhere else following its shift to a brand-centric strategy. For premium and international brands, Singapore is often the best starting point in the region precisely because of its higher spending per buyer. Important note: these figures represent platform marketplace GMV only — Shopee, Lazada and TikTok Shop — across six core markets as tracked by Momentum Works. They do not include all digital commerce, cross-border transactions, or B2B ecommerce, which would produce significantly higher totals. ## The Platform Breakdown: Three Players Control 98.8% of the Market Southeast Asia's ecommerce market has consolidated into a near-pure three-platform race. Shopee, Lazada and TikTok Shop (including Tokopedia) collectively controlled 98.8% of platform GMV in 2025 — up from 84% just one year earlier. **Shopee** remains the dominant platform with approximately 53% regional market share and the number one position in all six core markets. Shopee added more than $14 billion in GMV during 2025 alone. **TikTok Shop** is the fastest growing platform, expanding 66% in 2025 to reach $45.6 billion in GMV — tenfold growth in just three years. TikTok Shop's content-to-commerce model, driven by short video and live streaming, generated $49.7 billion in content commerce GMV across Southeast Asia in 2025 — 32% of all platform GMV, up from 20% in 2024. **Lazada** declined 28% in 2025, losing market share to both Shopee and TikTok Shop. However, Lazada is making a deliberate strategic shift toward premium and branded products and is gaining specific traction in Singapore and Thailand with this approach. ## What This Means for Brands Entering the Region The data tells a clear story. Southeast Asia is one of the fastest growing ecommerce markets in the world. Thailand specifically is the growth leader within an already fast-growing region. But the numbers also reveal something equally important: the market has consolidated. Three platforms dominate. The window for easy, low-cost customer acquisition on these platforms is closing as fees rise and competition intensifies. The brands that will grow sustainably in this environment are not just those that list products on Shopee and Lazada. They are the ones that build visibility outside the platforms — through content, through social media, through AI tools like ChatGPT — so that discovery happens before buyers ever open a marketplace app. For brands considering entering Thailand or Southeast Asia, or for those already selling who want to understand the competitive landscape, the [iBoost Online ecommerce store audit](https://iboostonline.com/ecommerce-store-audit-iboost-online) is a starting point for building a strategy grounded in what the data actually shows. --- **Sources:** \[1\] Momentum Works — Ecommerce in Southeast Asia 2026, April 2026. thelowdown.momentum.asia \[2\] SMU Academy — Top E-commerce Trends and Platforms in Singapore, 2026. academy.smu.edu.sg \[3\] Cube Asia — Shopee, Lazada and TikTok Shop in Southeast Asia 2026. cube.asia \[4\] Nation Thailand — Thai shoppers flock online amid economic slowdown, October 2025. nationthailand.com [0](https://iboostonline.com/blog/ecommerce-market-size-thailand-southeast-asia-2026#comments) RELATED ARTICLE ### May Be You Like ### [How to Start Selling Online in Thailand in 2026](https://iboostonline.com/blog/how-to-start-selling-online-thailand-2026) July 25 2026 [Kelly Hezemans](https://iboostonline.com/blog/author/kelly-hezemans) ### [How to Increase Average Order Value on Shopee and Lazada](https://iboostonline.com/blog/how-to-increase-aov-shopee-lazada) June 16 2026 [Kelly Hezemans](https://iboostonline.com/blog/author/kelly-hezemans) ### [How to Run Shopee Ads in Thailand: A Complete Guide for Sellers in 2026](https://iboostonline.com/blog/how-to-run-shopee-ads-thailand) May 17 2026 [Kelly Hezemans](https://iboostonline.com/blog/author/kelly-hezemans) ### [How to Sell on Shopee Thailand as a Singapore Brand: What You Need to Know Before You Start](https://iboostonline.com/blog/singapore-brand-sell-shopee-lazada-thailand) May 9 2026 [Kelly Hezemans](https://iboostonline.com/blog/author/kelly-hezemans) ### Our blogs & case studies Discover actionable strategies to elevate your e-commerce brand's performance today. 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Ecommerce now accounts for approximately 30% of total retail sales in Thailand. The market is projected to continue strong double-digit growth through 2030." }, "name" : "How big is the ecommerce market in Thailand in 2026?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Southeast Asia's total platform ecommerce market reached $157.6 billion in GMV in 2025, up 22.8% year on year and nearly three times the size it was in 2020. The region is projected to reach $350 billion by 2030. Indonesia is the largest market at 37% of total GMV, while Thailand and Malaysia are the fastest growing at 51.8% and 47.6% respectively." }, "name" : "How big is the ecommerce market in Southeast Asia in 2026?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Indonesia is the largest ecommerce market in Southeast Asia with approximately $58 billion in GMV and 37% of total regional market share. However, Indonesia's growth slowed to just 2.2% in 2025 while Thailand grew 51.8% and Malaysia grew 47.6%, making Thailand and Malaysia the fastest growing markets in the region." }, "name" : "Which is the biggest ecommerce market in Southeast Asia?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Three platforms control 98.8% of Southeast Asia's platform ecommerce GMV in 2025: Shopee with approximately 53% market share, TikTok Shop with approximately 29% (including Tokopedia), and Lazada with approximately 9-15% depending on the market. Shopee holds the number one position in all six core markets." }, "name" : "Which ecommerce platforms dominate Southeast Asia?" } ] } ```