Surged by 4 times! TikTok Shop Thailand's 2025 revenue reaches 54.4 billion baht.

Thailand e-commerceThe latest report card for 2025 is out, and the most eye-catching change is the explosive surge of TikTok Shop.

Data shows,TikTok Shop's annual revenue in the Thai market surged from 12.066 billion baht the previous year to 54.412 billion baht, an increase of more than four times, surpassing Lazada to leap to second place in the industry. Established giant Shopee continued to hold the top spot with revenue of 88.387 billion baht, while Lazada's revenue slightly increased to 30.163 billion baht, slipping to third place.

This reshuffled report card sends a clear signal: the explosive growth potential of content e-commerce in the Thai market has far exceeded the industry's previous general expectations.

TikTok Shop leaps to second place in the industry Image source:bangkokpost

The contrast behind the data

A detail worth pondering is that, althoughTikTok Shop's revenue has taken a commanding lead, its buzz on social media is not the same.

According toData from Dataxet's DXT360 shows that in the second half of 2024, Thai consumers' discussions on social media platforms about Shopee accounted for 36%, Lazada 27%, and TikTok Shop only 13%.

The discussion volume is only about one-third of competitors, yet revenue can nearly double that, pointing to a conclusion:TikTok Shop's content e-commerce model has extremely amazing conversion efficiency.

Traditional shelf e-commerce relies on users' active search and price comparison, requiring repeated seeding and decision-making; whileTikTok Shop, through short videos and live streaming shopping, directly completes the closed loop from 'seeding' to 'placing an order' within the user's browsing path. Consumers may be scrolling through videos one second and complete a purchase the next, with a shorter decision path and stronger impulse buying behavior, resulting in significantly higher transaction value per unit of traffic. This also means that in the Thai market, the competitive logic of the content field and the shelf field has fundamentally diverged.

Image source:brandinside

New challenge for sellers: stabilize the foundation, seize the growth

For cross-border sellers, this data releases a clear signal: it's time to adjust the layout strategy for the Thai site.

Shopee's scale and user base remain unshakable; its revenue of 88.387 billion baht shows it is still the main battleground for Thai consumers' daily shopping. Stabilizing this foundation stabilizes the lower limit of sales. But the rise of TikTok Shop offers another possibility，A quadruple growth rate means huge incremental space is being opened up.

Sellers need to clearly recognize thatTikTok Shop's approach is completely different from traditional platforms. Its core driving force is not search rankings and price wars, but influencer seeding and real-time interaction in live streaming rooms.

Want toOn TikTok Shop, gaining incremental growth does not rely on simple mass listing, but on building content capabilities. It is recommended that sellers focus on building a KOL matrix, using layered seeding from a large number of mid-tier and tail-end creators to reach different consumer segments. At the same time, the regular operation of a livestream matrix is also key, especially for categories with moderate unit prices and strong visual appeal, as the conversion efficiency from livestreaming often far exceeds that from short video shopping cart links.

While consolidatingUnder the premise of the Shopee foundation, betting incremental growth on TikTok Shop's content ecosystem might be the most worthwhile action for the Thailand market in 2026.

Image source:RYT9

Platform landscape changes: Content e-commerce is rewriting the rules

From an industry perspective,TikTok Shop's leap to second place this time is not just a simple change in ranking.

It marks that content e-commerce in Southeast Asia's core markets has completed a shift from“marginal experimentation” to “mainstream force” leap. Although Shopee still ranks first, TikTok Shop's fourfold growth rate means the gap is visibly narrowing. The challenge for Lazada is more direct: after being overtaken, how to find its own rhythm in the content-driven transformation will become the biggest issue ahead.

And forFor TikTok Shop itself, 544 billion Thai baht is just a milestone. Thailand is an important benchmark market for e-commerce in Southeast Asia, and the successful experience here can be fully replicated to other stations such as Indonesia, Vietnam, and Malaysia. When the flywheel of content e-commerce starts to accelerate, the entire e-commerce competitive landscape in Southeast Asia may be rewritten as a result.

Image source:Creative For More

Conclusion: Growth lies in the new traffic logic

Behind the fourfold growth is a trend being validated: consumers' shopping habits are shifting from“search-based purchasing” to “discovery-based purchasing”.

Search is stock competition; discovery is incremental opportunity.

For sellers, this set of data from the Thailand market has provided a clear enough guide，Hold the ground of search, and go pan for gold in the wave of discovery-based purchasing.

After all, when others are still discussing how to open a store, those who have already run through the content conversion chain are already making sales.