• Shopee continues to lead Thailand’s e-commerce market: YouGov Profiles data shows 66% of Thais would recommend Shopee, compared with 52% for Lazada and 47% for TikTok Shop.
  • TikTok Shop establishes a presence in brand rankings: The platform enters YouGov BrandIndex for the first time with an Index score of 43, close to Lazada’s 45.
  • Thailand’s digital economy continues to expand, with Grab, Line Man, and ShopeeFood strengthening m-commerce engagement as the market grows 14% year-on-year to 1.1 trillion baht.

With online shopping becoming an increasingly integral part of everyday life, YouGov data from Profiles and BrandIndex show that Thailand’s leading e-commerce platforms continue to hold strong positions in consumer perception and advocacy, even as newer competitors like temu and tiktok shop enter and diversify the market.

When asked which e-commerce or m-commerce websites they would recommend to a friend or colleague, two in three Thais (66.26%) named Shopee, followed by Lazada (52.2%) and TikTok Shop (46.94%).

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Other platforms with notable recommendation levels include Grab (33.54%), Line Man (28.39%), and ShopeeFood (22.04%). International platforms such as Amazon (19.32%), Lotus’s Shop Online (17.18%) and Apple Store (15.6%) also register significant advocacy, though to a lesser extent than regional counterparts.

Recent campaigns have supported visibility across major platforms. Shopee’s 9.9 Super Shopping Day in September 2025 recorded over one million orders in the first 30 minutes, while TikTok Shop’s Thailand Summit engaged more than 500 brands and creators ahead of key sales events including 9.9 and 10.10 on August 2024.

This pattern is reflected in the Index scores as well. The Index score is a reflection of the brand’s overall health(index) as it produces an average based on six brand perception metrics- Impression, Value, Quality, Reputation, Satisfaction, and Recommend scores for the brand . The latest ranking analysis (Oct 20, 2024 – Oct 19, 2025) highlights that Shopee remains the highest-rated e-commerce platform in Thailand, with a score of 60, marking a four-point increase from the previous 12-month period. Lazada ranks second with 45 points, recording a six-point decline year-on-year, while TikTok Shop; which launched in Thailand in 2022, enters the ranking for the first time with a score of 43.

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Grab (27), Line Man (24), and ShopeeFood (19) follow in the ranking. Tech and retail platforms such as Google Play (19), Amazon (15), Lotus’s Shop Online (14), and Apple Store (14) also feature within the top ten, underscoring the diversity of Thailand’s online consumer ecosystem.

Thailand’s e-commerce market expanded by 14% in 2024, reaching 1.1 trillion baht, up from 980 billion baht in 2023. The market is projected to grow to 1.6 trillion baht by 2027, positioning Thailand as the second-largest e-commerce market in ASEAN, behind Indonesia.

Methodology:

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between 20 August and 20 October 2025, using a 52-week dataset updated weekly. Data for Thailand is online representative and weighted by age, gender, region, and income.

YouGov BrandIndex tracks daily perceptions of thousands of brands. Rankings are based on the Index: Average of Impression, Value, Quality, Reputation, Satisfaction, and Recommend scores for the brand. Scores are reported as net scores from –100 to +100, derived from nationally representative daily surveys of Thai adults, weighted to census targets. Figures cover the period 20 October 2023 to 20 October 2025, with sample volume ranging from 107.5 to 522.5.