In Thailand, TikTok is not only a popular social media app but has also become a powerful e-commerce engine. The latest data shows that the number of creators on TikTok Shop Thailand has surpassed 3 million. This massive creator community has driven a threefold increase in platform sales through their content creation. At the same time, the number of brands collaborating with these creators has grown fourfold, demonstrating the huge potential of live commerce in Thailand.
Since TikTok launched its e-commerce services in Thailand in the first half of 2022, the platform has experienced explosive growth. The latest statistics reveal its remarkable achievements in the first eight months of 2024: the number of users adding products to their shopping carts has tripled, while partnerships between brands and content creators on the platform have increased fourfold. These figures reflect TikTok’s strong expansion in Thailand’s e-commerce market and the success of its business model.
The Thailand site contributes 16% of GMV to TikTok Shop. Image source: Bangkok Post
In 2023, TikTok’s live streaming feature attracted the keen attention of over 20 million users who were eager to watch celebrity live streams. At the same time, more than 7,000 celebrities on the platform shared their lives and creative content via TikTok LIVE, interacting with fans in real time. This trend continues to grow in 2024, with live streaming now becoming a major trend in Thailand’s e-commerce sector.
TikTok Thailand influencer live streaming situation
In terms of product categories, the top four categories on TikTok Shop Thailand are fast-moving consumer goods, daily necessities, fashion products, and electronics. These categories are particularly popular in live commerce, meeting the diverse needs of consumers.
Distribution of product preferences on TikTok Thailand
As TikTok continues to deepen its presence in Thailand’s e-commerce sector, its influence is expected to keep expanding. For brands and merchants, leveraging the TikTok platform and its vast creator community represents a market opportunity that cannot be ignored. Meanwhile, for creators, TikTok provides a platform to showcase their talents and generate income, further stimulating their creativity and engagement.
The rapid development of Thailand’s e-commerce market, especially the rise of live commerce, has provided fertile ground for the growth of TikTok Shop. It is expected that by 2024, the Thai e-commerce market will reach 700 billion baht (about $18.898 billion), with an annual revenue growth rate of 10.69%. By 2029, the market size is expected to reach $35.27 billion.
This growth rate leads the entire Southeast Asian market, and as a key player, TikTok Shop’s potential and importance in Thailand and the whole Southeast Asian region are becoming increasingly prominent.