แบรนด์ต่างชาติเข้าไทย 2026 ผ่าน Live Commerce ต้องรู้อะไรบ้าง
What foreign brands entering Thailand in 2026 through Live Commerce need to know.
A Guide for International Brands Looking to Enter the Thai Market through TikTok Shop and Live Commerce: Covering Consumer Behavior, Localization, and Essential Requirements.
Thailand is the second largest e-commerce market in ASEAN | TikTok Sh
ตลาด E-commerce ไทยกำลังเติบโตอย่างรวดเร็ว โดยเฉพาะ Live Commerce ที่มี GMV เพิ่มขึ้น 500% In the past 8 months, this has caused foreign brands...
Entering the Thai market is not just about opening a store. It requires an understanding of Thai consumer behavior, accurate localization, and adherence to regulations. This article compiles everything foreign brands need to know before entering Thailand.
Why Thailand?
Thailand has several factors that make it an attractive E-commerce market:
Key Figures 2025-2026
| ปัจจัย | ตัวเลข | ความหมาย |
|---|---|---|
| Internet Penetration | 91.2% | เข้าถึงออนไลน์ได้ง่าย |
| TikTok Shop GMV | $2.8B+ / Q1 | ตลาดใหญ่อันดับ 2 อาเซียน |
| Shopee ใช้งาน | 75% | แพลตฟอร์มหลัก |
| Live Commerce Growth | 500% | ช่องทางที่เติบโตเร็วที่สุด |
Essential Thai Consumer Behaviors to Know
Thai consumers have shopping behaviors that differ from other markets. Without understanding these differences, sales may struggle.
5 Things Thais Love When Shopping
| พฤติกรรม | รายละเอียด | สิ่งที่ต้องทำ |
|---|---|---|
| ดูไลฟ์ | Enjoy shopping while watching live streams. | ต้องมี Live Commerce |
| เชื่อ KOL | Decide According to Influencers | ร่วมมือ Creator ไทย |
| ชอบโปรโมชั่น | Stay tuned for 9.9, 11.11, and 12.12. | ร่วม Mega Campaign |
| ส่งฟรี = ซื้อ | High shipping costs = Stop buying. | Offer Free Shipping |
| ตอบไว = Trust | Ask and respond quickly. | CS ภาษาไทย 24 ชม. |
Popular product categories in Thailand
- • Beauty & Personal Care - Number 1 all year round
- • Fashion/Clothing - Peak period: November (9.9-11.11)
- • Food and Snacks - Continuous growth
- • Gadgets/IT Devices - Gen Z is popular.
How to Localize to Appeal to Thais
Translation alone is not enough; every aspect must be localized to feel like a Thai brand.
1. Language and Communication
Language Checklist
- ✓Product Name in Thai (not just Romanized)
- ✓Product description in Thai 100%
- ✓CS responds in Thai (not Google Translate).
- ✓Use Gen Z slang to market to this demographic.
2. Creators and Influencers
Recommended Tier Creators to Use
| Tier | Followers | ใช้ตอนไหน |
|---|---|---|
| Nano | 1K-10K | ทดลองตลาด Engagement สูง |
| Micro | 10K-100K | สร้าง Awareness เริ่มต้น |
| Mid-Tier | 100K-500K | Mega Campaign |
| Macro | 500K+ | Brand Launch ใหญ่ |
* It's better to start with Nano/Micro influencers of 10-20 people rather than a Macro influencer with just 1 person.
3. Thai Festival Calendar
Festivals that warrant a campaign.
| เดือน | เทศกาล | โอกาส |
|---|---|---|
| เม.ย. | Songkran | ปีใหม่ไทย ซื้อของใหม่ |
| ส.ค. | Mother's Day | Gift สำหรับแม่ |
| ก.ย. | 9.9 | Mega Sale |
| พ.ย. | 11.11 + Loy Krathong | ยอดขายสูงสุดของปี |
| ธ.ค. | 12.12 + New Year | Gift + Year-End Sale |
Compliance Requirements
Entering the Thai market has requirements that must be met correctly.
Checklist of Requirements
- 1.Registering a legal entity - Department of Business Development (DBD)
- 2.VAT - Register for value-added tax if the revenue exceeds 1.8 million per year.
- 3.Label in Thai - Products must have labels in Thai as required by law.
- 4.FDA (Food and Drug Administration) - Food and cosmetic products must be registered.
- 5.Thai Industrial Standards (TIS) Certain products must receive Thai Industrial Standards (TIS) certification.
Cross-Border Options
If you are not ready to register a legal entity in Thailand, you can:
- • Utilize TikTok Shop Global Selling
- • Collaborate with Thai Distributors
- • Utilize Fulfillment Partners in Thailand
Steps to Enter the Thai Market
90-Day Timeline
Market research + Registration + Opening a store
Localize Products + Contact Creator
Launch + Live Commerce + Ads
Summary
Foreign brands looking to enter the Thai market through Live Commerce must:
- Understand the market. - GMV $5.9B, Live Commerce grows 500%
- Understanding Thai People - Enjoy live streams, trust KOLs, wait for promotions.
- Localize for Real - Thai Language + Thai Creators + Thai Festivals
- Follow the rules. - DBD + VAT + Label + FDA Approval.
- Join the Mega Sale - 9.9, 11.11, 12.12
Thailand is an easily accessible market if you're well-prepared. Start with a Nano Creator team of 10-20 people and conduct Live Commerce sessions 2-3 times a week, then gradually scale up.
* Updated information January 2026 | Source: EchoTik Report, Campaign Asia, TikTok Shop Data
