Thailand isn’t just scrolling anymore, it’s shopping while scrolling. Social commerce (a.k.a. buying directly through social media) has gone from being a fun extra to one of the country’s fastest-growing retail engines. In 2025, this market is expected to grow by 18.6%, hitting a whopping $5.2 billion. And that’s just the beginning.
What’s happening here is bigger than “people like online shopping.” It’s about how platforms like Facebook, Instagram, TikTok, and LINE Shopping have turned into digital malls, where the checkout button lives right next to your friend’s vacation photo. Throw in influencers, live streaming, and lightning fast mobile payments, and suddenly shopping feels less like a transaction and more like a social activity.
So let’s break it down with three facts that make Thailand’s social commerce story worth paying attention to.