แผนธุรกิจ E-commerce: วิธีเขียนแผน Live Commerce สำหรับ SME ไทย (+ Template ฟรี)
E-commerce Business Plan: How to Write a Live Commerce Plan for Thai SMEs (+ Free Template)
A complete guide to writing an E-commerce and Live Commerce business plan for beginners, covering platform selection, market analysis, revenue forecasting, with real examples and free templates
Why Do You Need an E-commerce Business Plan?
The Thai E-commerce market in 2026 is valued at over 1 trillion baht, with Live Commerce growing 35% annually. Yet fewer than 20% of businesses survive beyond 3 years, mainly due to lack of clear planning and preparation
Writing a business plan is not just for loan applications - it is a roadmap to your goals, helping you understand costs, priorities, and how to measure success
How Hypelive Helps SMEs with Lark
We use Lark as our main system for managing online stores, from inventory management and content planning to live team coordination - everything in one place
- Lark Base for inventory and orders
- Calendar for live streaming schedule
- Docs for scripts and briefs
- Dashboard for real-time sales
What is an E-commerce Business Plan?
An E-commerce business plan is a document explaining how your online business will operate - what you sell, to whom, where, and how you profit. It differs from traditional plans by focusing on digital touchpoints
For Live Commerce, the plan must cover specialized areas like content strategy, KOL/influencer selection, live schedule management, and specific metrics like GMV, conversion rate, and viewer retention
How to Choose the Right Platform
Choosing a platform is like choosing a store location. Each platform has different "regular customers" - choosing wrong can mean poor sales even with good products
| Platform | Target Audience | Strength | Fees | Best For |
|---|---|---|---|---|
| TikTok Shop | Gen Z and Millennials | High organic reach from algorithm | 2-5% commission | Lifestyle, beauty, fashion products |
| Shopee Live | Price-conscious shoppers | Strong flash sales and vouchers | 2-5% commission + ads | Affordable goods, daily essentials |
| Lazada Live | Quality and brand-focused | LazMall builds credibility | 2-4% commission | Authentic brands, mid-high range |
| Facebook Live | Age 30+ demographic | Connects with pages and groups | Free (pay only for boosted ads) | Niche products, community-based |
9 Essential Sections of an E-commerce Business Plan
1. Executive Summary
Write this last but place it first. A one-page summary that investors or banks read first. Must answer: what you sell, who buys, why buy from you, and how much funding you need
Structure:
- • Business name and tagline (1 line)
- • Business model (B2C, B2B, C2C)
- • Main products/services (3-5 items)
- • Primary target (demographics)
- • Unique selling proposition
- • Year 1 goals (sales/profit)
- • Funding required
2. Business Description
Explain what your business does, why you do it, and how. For E-commerce, specify your primary selling platform and why you chose it
Mission
What is your business purpose beyond profit? E.g., "Connect community products with urban markets"
Vision
Where will your business be in 3-5 years? E.g., "The #1 local product brand on TikTok Shop"
3. Market & Customer Analysis
Analyze your market size, who your customers are, and their pain points. This data determines your entire marketing strategy
| Topic | Questions to Answer |
|---|---|
| TAM/SAM/SOM | Total market size? Addressable market? Target first-year share? |
| Demographics | Age, gender, income, location, education of target customers |
| Psychographics | Lifestyle, values, interests, fears, desires |
| Online Behavior | Which social media? When do they buy online? How often watch live? |
4. SWOT Analysis
Analyze strengths, weaknesses, opportunities, and threats. For Live Commerce, consider specific factors like digital stage presence and content creation ability
Strengths
- Unique products
- Live skills
- Community
- Good suppliers
Opportunities
- 35% growth
- New tools
- Mobile boom
- Affordable KOLs
Weaknesses
- !Limited capital
- !No experience
- !Team not ready
- !Weak logistics
Threats
- ⚠Many competitors
- ⚠Policy changes
- ⚠Rising ad costs
- ⚠Counterfeits
Tip: Use SO Strategy (Strengths+Opportunities) for growth plans, WO Strategy (Weaknesses+Opportunities) to find partners
5. Competition Analysis
Select 3-5 direct competitors. Analyze what they do well, what they do poorly, and how you will differentiate. Do not fear learning from competitors
Competitor Analysis Framework:
| Criteria | What to Look For |
|---|---|
| Products/Pricing | What prices? What margins? What promotions? |
| Content/Live | How often live? Use KOLs? Selling style? |
| Reviews | What do customers like/dislike? Recurring issues? |
| Gaps | What do they do poorly that you can do better? |
6. Financial Planning
This is the most important section for loan applications. Must show you understand the numbers and that this business can be profitable
Startup Costs
| Item | Cost (THB) |
|---|---|
| Business registration | 5,000 - 10,000 |
| Live equipment | 3,000 - 15,000 |
| Initial inventory | 20,000 - 100,000 |
| Packaging materials | 5,000 - 15,000 |
| First month ads | 10,000 - 30,000 |
| Management system | 0 - 12,000 |
| Working capital reserve | 30,000 - 100,000 |
| Total | 73,000 - 282,000 |
Key Performance Indicators
GMV
Gross Merchandise Value
Conversion Rate
Viewers to customers %
AOV
Average Order Value
Business Analysis Dashboard Example
View the dashboard example Hypelive uses to track business metrics and analyze sales data in real-time
View Dashboard Example
Example of revenue analysis and KPI tracking dashboard in real-time
7. Operations
Explain how your business operates from order to delivery. For Live Commerce, you must also plan your live streaming schedule
Workflow Process
Day 0
7-10 PM
+0-2h
After Live
+1 day
Verify
+1-2 day
Packing
+2-3 day
Delivery
Team Structure
- • Live Host (1-2 people)
- • Assistant/Chat responder (1 person)
- • Inventory/Packing (1 person)
- • Marketing/Content (1 person)
Systems Used
- • Lark Base - Order management
- • TikTok Shop/Shopee - Platform
- • Flash/Kerry - Courier
- • Lark Calendar - Live schedule
8. Marketing Plan
Explain how you will attract customers, convert them to sales, and retain them for repeat purchases
Traffic
- • Organic: Daily content
- • Paid: Pre-live ads
- • KOL: Influencer collabs
- • Referral: Friend referrals
Conversion
- • Daily live streams
- • Live flash sales
- • Bundles/discounts
- • Limited quantity offers
Retention
- • Loyalty points
- • VIP groups
- • Exclusive offers for returning
- • Post-sale follow-up
9. Legal Compliance
E-commerce businesses must comply with multiple laws, from registration and taxes to product standards
Legal Checklist:
- • Business registration (DBD)
- • VAT registration (if revenue exceeds 1.8M/year)
- • Privacy policy (PDPA)
- • Terms of service
- • Return policy
- • Product standards (FDA or TISI if applicable)
Example Business Plan: Mali Live*
This example shows what a complete Live Commerce business plan should look like
* Mali Live is a fictional name for example purposes only, not a real business
Mali Live*
Live Commerce for Thai Local Products
Mission:
Bring community products and local goods from across Thailand to online markets through Live Commerce
Products:
- • Heritage rice varieties
- • OTOP products
- • Herbal cosmetics
- • Provincial souvenirs
Platform:
TikTok Shop (primary) + Shopee Live (secondary)
Target:
Homemakers aged 25-45 interested in quality products and supporting communities
USP:
Every item has a story, with live streams from source communities
Year 1 Goals:
5M
Revenue
20%
Margin
50K
Followers
Free E-commerce Business Plan Template
Download our pre-made template in Lark Doc format. Duplicate and start using right away
Template includes:
- Complete 9-section business plan
- Cost and revenue tables
- SWOT analysis examples
- Competitor analysis table
- Legal checklist
- Mali Live* example
Frequently Asked Questions
Startup costs?
Minimum 50,000-100,000 THB for small inventory. For serious business, prepare 150,000-300,000 THB
Daily live hours?
Start with 2-3 hours daily. Evening 7-10 PM is peak viewing time
Need many followers?
Not necessary. Platforms distribute traffic to new shops automatically
How Lark helps?
Manage inventory, orders, customers in one system - no more Excel files
Good conversion rate?
Market average 1-3%. Above 5% is excellent. Varies by product category
Start Your Live Commerce Business with Hypelive
Try Lark free for 20 seats, or get free consultation on E-commerce and Live Commerce system setup
