Shopee and Lazada Remain Thailand’s Top E-Commerce Brands

According to new data from YouGov, Thailand’s e-commerce landscape remains firmly dominated by Shopee and Lazada, as 66 % of Thai consumers say they would recommend Shopee to friends and family, followed by 52 % for Lazada. The findings suggest that, despite the arrival of new competitors like TikTok Shop, the two established‐platforms continue to hold strong consumer trust and advocacy in Southeast Asia’s digital economy.

The YouGov data draws from the BrandIndex and Profiles tools, which track consumer perceptions of brands through regular online survey responses in Thailand. For the period covering August 2024 to October 2025, the BrandIndex score for Shopee stood at 60 points up four points year-on-year while Lazada registered 45 points, showing a six-point decline in the same period. TikTok Shop entered the rankings for the first time with a score of 43. YouGov

Dominance of Localized Experience

The strong performance of Shopee and Lazada can be attributed to their deep localization strategies in Thailand. Shopee, owned by Singapore-based Sea Group, has emphasized mobile-first shopping, local language support, and community campaigns that resonate with Thai consumers. Lazada, backed by China’s Alibaba Group, leverages robust logistics and a broad brand portfolio tailored to the Thai market.

YouGov’s findings show that Thai consumers prioritise three key attributes when recommending an e-commerce platform: perceived value, service reliability and brand reputation. Shopee scored highest on value and recommendation, while Lazada maintained a slight edge in logistics performance and trust. The gap between first and second remains significant in a competitive market.

New Entrants Shake the Landscape

Although Shopee and Lazada remain at the top, the YouGov data also highlights the emergence of new players disrupting the Thai online market. TikTok Shop, having entered Thailand in 2022, now holds a 47 % recommendation rate, marking a notable rise for a newcomer.

The increase of TikTok Shop signals the growing influence of social-commerce experiences combining short-video content, influencer marketing and in-app purchasing. While TikTok Shop’s brand health score still trails the market leaders, its rapid entry into consumer consciousness poses a longer-term challenge to established platforms.

Market Growth and Consumer Behaviour

YouGov’s report coincides with broader market trends: Thailand’s e-commerce sector grew by approximately 14 % in 2024, reaching 1.1 trillion baht, up from 980 billion baht in 2023. Projections suggest the market could grow further to 1.6 trillion baht by 2027.

Mobile shopping remains central to this growth. With smartphone penetration already high in Thailand and digital payments becoming more accessible, e-commerce platforms are adapting with mobile-optimized apps, live-streaming integrations and localized fulfilment networks. Shopee and Lazada have both invested heavily in user-experience improvements, flash-sale events and seller-training programmes.

Implications for Brands and Retailers

For global and regional brands, the YouGov findings reinforce the importance of platform selection and consumer perception in Thailand. With 66 % of consumers willing to recommend Shopee, brand exposure and user-experience become critical differentiators. Similarly, Lazada’s strong logistics reputation continues to appeal to consumers seeking reliability.

New entrants such as TikTok Shop must build not only reach but also brand advocacy to compete over the longer term. According to YouGov’s methodology, recommendation metrics correlate with repeat purchases and long-term loyalty. A high “recommend” score therefore signals not only current preference, but future retention potential.

Challenges Ahead

Despite strong rankings, Shopee and Lazada face challenges. Lazada’s six-point drop in BrandIndex indicates pressure from newer rivals and possibly shifting consumer expectations. Shopee must guard against over-reliance on discounts and flash-sales, which may erode margins and long-term customer loyalty.

Emerging platforms must navigate fulfillment inefficiencies, customer-service gaps and local regulatory environments. TikTok Shop, for example, may struggle to match the logistical infrastructure of the incumbents, yet its strength lies in immersive content and social engagement. For all platforms, the ability to integrate multi-channel shopping experiences and handle returns, payments and fulfillment in the Thai context will remain a key battleground.

The Road Ahead

Thailand’s e-commerce market is poised for further evolution. As consumer behaviour shifts toward mobile, social and content-driven commerce, platforms that invest in experience, trust and speed will maintain their advantage. Shopee and Lazada appear well-positioned for now, but the growing importance of influencer-led commerce and live-shopping events means that the competitive landscape could change significantly over the next 12 to 24 months.

For retailers and brands operating in or entering the Thai market, aligning with the right platform increasingly means aligning with local consumer sentiment, logistical reliability and mobile-first design. The YouGov data shows that brand perception in the platform category remains a key differentiator.

Conclusion

The YouGov ranking confirms that Shopee and Lazada continue to lead Thailand’s e-commerce sector in terms of consumer recommendation and brand advocacy. Their strong performance underscores the value of localized strategies, reliable service and consumer trust in a fast-growing digital market. At the same time, the emergence of TikTok Shop and other newer platforms signals that the next wave of competition will be defined not just by price and logistics, but by mobile-first engagement, content-driven shopping and ecosystem innovation.