Thailand has quietly become the number one Social Commerce market in ASEAN, reshaping how brands interact with consumers. While CRM, email marketing, and traditional MarTech tools still dominate in Western markets, they are quickly losing relevance in Thailand. Instead, businesses are turning to LINE, TikTok Shop, and AI-powered Chat Commerce to drive sales.
How Thailand Became the Number One Social Commerce Market in ASEAN
Thailand leads ASEAN in Social Commerce adoption, with over 60 percent of e-commerce transactions influenced by social media platforms. Several factors contribute to this dominance
- High Social Media Penetration: Over 85 percent of Thais actively use Facebook, Instagram, TikTok, and LINE.
- Strong Influence of Personal Networks: Thai consumers rely heavily on recommendations from influencers, friends, and private groups for purchase decisions.
- Live Selling and Interactive Commerce: Platforms like TikTok Live, Facebook Live, and LINE Shopping create high-engagement, real-time sales channels.
- Preference for Chat-Based Transactions: Thai buyers prefer to chat before purchasing, leading to a rise in Conversational Commerce via LINE OA and AI chatbots.
Key Takeaway: Social Commerce in Thailand is not just a trend—it is the primary way consumers shop online.
Why CRM and Traditional Email Marketing Are Losing Ground to LINE and TikTok Engagement
Unlike in Western markets, email marketing and traditional CRM-driven loyalty programs have low engagement rates in Thailand. Here is why
Email Marketing Struggles in Thailand
- Low Open Rates: Marketing emails in Thailand average below 15 percent open rates, making them an ineffective channel.
- Trust Issues: Many Thai consumers perceive promotional emails as spam.
- Mobile-First Behavior: With over 90 percent of digital interactions happening on mobile, consumers engage more with LINE and TikTok notifications.
Why LINE and TikTok Perform Better
- LINE has 50 million active users in Thailand, making it the dominant platform for brand-customer interactions.
- TikTok Shop drives impulse buying with short-form, engaging content.
- AI-powered chatbots on LINE enhance personalization and boost conversion rates.
Key Takeaway: Global brands must shift from email-centric marketing to LINE and TikTok-first strategies in Thailand.
The Secret Behind Thailand’s Chat Commerce Boom
What is Chat Commerce?
Chat Commerce combines real-time messaging, AI chatbots, and payment integrations to create seamless, conversational shopping experiences. In Thailand, it is taking over traditional e-commerce.
Why Chat Commerce is Winning in Thailand
- Thais prefer personal interactions before buying. Unlike Western consumers who complete self-service transactions, Thai shoppers often chat with sellers before making a decision.
- LINE OA and AI-powered chatbots enable automation at scale. Brands can automate promotions, handle inquiries, and drive conversions through personalized chat experiences.
- Trust and human interaction are key. Thai consumers expect quick responses and a humanized experience, making AI-powered chatbots a necessity.
Successful Chat Commerce Strategies
- Automated order confirmations and personalized promotions via LINE OA.
- AI-driven product recommendations in chat conversations.
- Influencer-led chat commerce campaigns combining social proof with direct sales.
Key Takeaway: Brands that integrate Chat Commerce into their MarTech strategy will see significantly higher engagement and conversions.
How Global Brands Are Adapting Their MarTech Stacks to Succeed in Thailand
Foreign companies entering Thailand must rethink their MarTech stack. Here is how successful brands are adapting
- Shifting from Email CRM to LINE CRM – Using LINE Official Account and AI chatbots for customer engagement.
- Integrating Social Commerce tools – Leveraging TikTok Shop, Facebook Marketplace, and LINE Shopping.
- Investing in AI-powered Chat Commerce – Automating customer interactions while maintaining personalization.
- Using Data-Driven Influencer Marketing – Brands partner with influencers and track performance through Social Commerce analytics tools.
- Focusing on Mobile-First and Social-First Automation – Deploying AI-based social selling tools and minimizing reliance on desktop-based CRM software.
Key Takeaway: Winning in Thailand requires a MarTech stack that prioritizes LINE, TikTok, and AI-driven chat experiences.
What is Next for Social Commerce and MarTech in Thailand
Looking ahead, Social Commerce in Thailand is set to evolve even further. Here is what is next:
- AI-Driven Personalization: Businesses will leverage AI to create ultra-personalized social commerce experiences.
- Increased Adoption of Live Selling: More brands will shift ad budgets to TikTok Live and Facebook Live selling.
- Seamless Payment Integrations: Growth in embedded payments within chat platforms will further streamline social shopping.
- Cross-Border Social Commerce: Thailand will become a regional hub for Social Commerce-driven exports.
Key Takeaway: The brands that embrace AI, live selling, and chat-driven commerce will dominate Thailand’s Social Commerce landscape.
Traditional MarTech tools are struggling in Thailand because consumer behavior has shifted toward Social Commerce, Chat Commerce, and mobile-first interactions. To succeed, businesses must prioritize LINE, TikTok, and AI-driven chat engagement over traditional CRM and email marketing.
The future of Social Commerce in Thailand is fast, mobile-first, and conversational. Brands that adapt their MarTech stack to fit these trends will unlock massive growth opportunities.
References : Thailand’s MarTech Report. (2025). Final MarTech Report 2025. Retrieved from [contentshifu.com].
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