The rise of e-commerce is reshaping the landscape for small and medium-sized enterprises (SMEs) in Thailand, as they look to expand their reach into international markets. With the global e-commerce sector booming, Thai SMEs are increasingly recognizing the potential of online platforms to connect with consumers worldwide. This shift is underscored by the launch of the E-Commerce Accelerator Programme (EAP) by UOB FinLab, a strategic initiative aimed at empowering local businesses to tap into global markets through major platforms such as Amazon, Alibaba, and Douyin.
According to a report published on April 24, 2025, the program is designed to help Thai SMEs overcome challenges related to costs, regulations, and digital capabilities. Mr. Ballard Watcharachai, Head of Digital Engagement and FinTech Innovation at UOB Thailand, emphasized the significance of this initiative, stating, "The global e-commerce market presents a significant opportunity for Thai SMEs to expand internationally." He noted that approximately 90% of Thai SMEs believe that e-commerce is crucial for their growth, particularly in generating revenue from foreign markets.
Despite the optimism, a survey of micro, small, and medium-sized enterprises (MSMEs) in Thailand highlighted several hurdles that these businesses face. Key challenges include high costs, regulatory barriers, and a lack of access to essential information and skills. To address these issues, UOB FinLab has partnered with leading global e-commerce platforms to provide guidance on digital marketing, export strategies, and the use of AI and Big Data to analyze consumer behavior.
Amazon, one of the partners in this initiative, offers various tools to help Thai sellers enhance their visibility and sales on its platform. Mr. Thirach Anucharnpan, Director of Strategy and Business Development at Amazon Global Selling, pointed out that Amazon's unique features, such as A+ Content, enable sellers to optimize their product listings. This feature allows businesses to enhance product descriptions and images, making them more appealing to potential buyers.
Moreover, Amazon's SEO tools help sellers rank their products more effectively in search results, which is crucial given that the platform boasts over 300 million customer accounts worldwide. Thai products, particularly in the food and beverage sector, have been gaining traction, with agricultural items like butterfly pea flowers and ginger also showing strong demand in markets such as Australia, India, and Saudi Arabia.
Alibaba, another key player in the EAP, focuses on B2B sales and has over a billion users globally. Mr. Krapong Nualsanit, Manager of Channels and Revenue at Alibaba.com, highlighted four essential tools that can enhance sales opportunities for Thai SMEs: Request for Quotation (RFQ), analytics for buyer behavior, keyword advertising, and product posting. These tools enable sellers to connect directly with buyers and tailor their marketing strategies based on data-driven insights.
On the other hand, Douyin, the Chinese counterpart of TikTok, presents a unique avenue for reaching consumers in China. With over 750 million users and an impressive annual sales figure of 30,000 million yuan, Douyin is becoming a vital platform for Thai SMEs. Mr. Narut Thiramanaklan, Regional Business Development Manager at Douyin, noted that live commerce is a growing trend, with daily viewership reaching 2.9 billion. He encouraged Thai businesses to leverage content marketing and collaborations with influencers to maximize their reach.
Furthermore, Douyin offers logistical support options like Direct Shipping and Bonded Warehousing, which can help SMEs manage their inventory more effectively. The platform also provides a duty exemption for the first three months, making it easier for businesses to enter the Chinese market.
As the importance of live commerce grows, industry leaders predict that it will account for 35% of total e-commerce sales in 2024, up from 30% in 2023. Ms. Kullathirat Phakawatkaileart, CEO and co-founder of TeC: Thailand e-Business Center, emphasized that live commerce is becoming a cornerstone of e-commerce strategies. She stated, "With consumers wanting to see products before purchasing, live commerce is essential for building trust and closing sales quickly."
In addition, the Thai E-Commerce Association (THECA) is actively involved in promoting e-commerce growth in Thailand. The association aims to support local entrepreneurs in navigating both the Thai and Chinese markets through partnerships with platforms like Douyin and TikTok.
For Thai SMEs looking to engage with the E-Commerce Accelerator Programme or to explore opportunities for business transformation, UOB FinLab offers a free online course. Interested businesses can find more information and registration details at https://community.thefinlab.com/.
As Thai SMEs embrace the digital age and leverage the tools available through the EAP, the potential for growth in international markets is significant. With the right strategies and support, these businesses can navigate the complexities of global e-commerce and thrive in an increasingly competitive landscape.
