Mobile e-commerce retail current value sales more than doubled between 2019 and 2021, and although the rate of growth slowed significantly during the latter year, it remained vigorous. During 2020, mobile e-commerce accounted for more than half of retail current value sales of e-commerce (goods) for the first time, and it continued to grow in importance during 2021.
The pandemic saw more retailers launch smartphone apps, making it easier for smartphone owners to use these devices to shop online. Apps from the likes of Lazada and Shopee are fast becoming the go-to tool not just for purchases but also for researching items, with consumers appreciating the customer reviews and ability to compare prices that they provide.
The fact that e-commerce companies increasingly accept payments from e-wallets on smartphones is also encouraging more local consumers to shop online using these devices. This is particularly the case for those who do not have a bank account.
Mobile e-commerce retail current value sales are expected to almost treble during the forecast period. Moreover, they will continue to expand as a share of overall e-commerce (goods) retail current value sales – albeit at a much slower rate than in the review period.
The return to more active, away-from-home lifestyles in the wake of the pandemic will strengthen the role of smartphones in providing consumers with access to the internet and, as a result, make them more central to the development of e-commerce. Meanwhile, the rollout of 5G mobile networks will make shopping online via smartphone faster and more accessible than ever.
Another key driver of mobile e-commerce is likely to be the growing use of social media and chat apps in Thailand. Businesses will increasingly use platforms like Facebook, LINE and Instagram to sell their products.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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