Ecommerce / news
Thailand's e-commerce enters monetisation phase as platforms raise fees and cut subsidies
Thailand's e-commerce sector has shifted from growth-at-all-costs to a monetisation phase, with platforms prioritising profitability by raising commissions, reducing subsidies, and expanding revenue streams from logistics and advertising.
According to UOB Kay Hian, Thailand's e-commerce landscape is undergoing a strategic shift. Platforms are now focused on monetisation rather than aggressive expansion, marking the end of a period characterised by heavy discounting and subsidies.
Key players including Shopee and Lazada have adjusted their fee structures, increasing commissions and scaling back promotional subsidies. At the same time, they are developing new revenue sources from logistics, advertising, and value-added services, putting pressure on sellers to absorb rising costs.
Competition has moved from price to delivery speed. Several platforms now offer four-hour delivery in certain areas, with some locations achieving two-hour fulfilment. Logistics efficiency has become a critical differentiator in the marketplace.
Platforms are competing across five dimensions: price, assortment, quality, delivery speed, and entertainment value. Shopee and Lazada maintain strengths in price competitiveness and product variety, while delivery-focused services such as LINEMAN, Grab, Lotus's, Makro Pro, and 7 Delivery lead in rapid fulfilment.
This shift reflects a broader maturation of Thailand's e-commerce market, where sustainable profitability is now the primary goal over market share capture.