SMEs in Thailand are urged to use mobile and social commerce

Thailand’s Department of Industrial Promotion (DIPROM) is urging small and medium-sized enterprises (SMEs) to accelerate the adoption of mobile and social commerce, as well as digital payment tools, to capitalise on Southeast Asia’s rapidly growing e-commerce market, which is expected to exceed US$230 billion by 2026.

According to DIPROM, the ASEAN’s e-commerce sector is expanding at an annual rate of 22%, presenting significant opportunities for Thai SMEs that are willing to modernise. Businesses are encouraged to develop mobile apps with fast loading speeds and clean, user-friendly designs optimised for small screens, in line with rising consumer expectations for seamless mobile shopping experiences.

Social commerce is also gaining popularity, with DIPROM recommending that SMEs use platforms like TikTok, Instagram and Facebook not just for promotion, but as direct sales channels through features such as “Shop Now” buttons and live-stream selling. These tools enable sellers to reach a wider audience and convert engagement into immediate sales.

To serve digital-savvy consumers, DIPROM advises integrating modern payment systems, including e-wallets, QR code payments and Buy Now Pay Later (BNPL) options. The department noted that offering flexible and familiar payment methods can significantly enhance customer satisfaction and conversion rates.

DIPROM also underscored the growing importance of sustainability. SMEs are encouraged to use eco-friendly and recyclable packaging to attract environmentally conscious buyers and align with global green trends.

For those eyeing overseas markets, DIPROM emphasized the need to ensure that logistics systems are ready for international shipping and that the technology to accept payments from overseas buyers, both within and outside ASEAN, is up to date.