e-Conomy SEA 2025 Report: The State of Thailand's Digital Economy

In our previous coverage of Google’s e-Conomy SEA Report, we examined the performance of the digital economies in Indonesia and Singapore in 2025. While Indonesia and Singapore are significant Southeast Asian countries with a substantial economic clout, Thailand is slowly catching up to its neighbors. This is evident from its solid performance in e-commerce, food, and transportation, which resulted in its digital economy reaching the $ 56 B mark in 2025.

To give you more insights into Thailand’s digital economy, here are the major highlights from its e-Conomy SEA 2025 report.

1. 16% Growth in Digital Economy

Thailand’s digital economy grew by 16% to reach $56B in 2025 from $49B in 2024. This strong growth was driven by a strong surge in e-commerce and transport and food, where the country witnessed strong growth rates of 22% and 15%, respectively.

However, Thailand’s online travel, which surged by a massive 43% in 2024, seems to have been adversely affected by the country’s violent conflict with Cambodia in the second half of 2025. Thailand’s online travel in 2025 saw only a marginal rise of 6% from the previous year.

2. High Reservation About Conversational AI

Thailand accounts for 3% of the AI investments being made in ASEAN-10 countries, with $73M of private funding in AI. Despite this level of investment, AI adoption in Thailand presents a complex picture.

Although 76% of Thailand’s AI users interact with AI tools and features daily, only 56% of them engage with conversational AI, which is the lowest in the region. This could be because a significant 47% of Thailand’s population has privacy and data security concerns around agentic AI.

3. Highest Growth Within The Seller Community in Video Commerce Across Southeast Asia

The seller community in Thailand’s video commerce market grew 175% YoY, the highest across Southeast Asia.

With the number of sellers and stores across Thailand now standing at 850k, the country has the region’s biggest seller community, edging past other notable markets like Vietnam and Indonesia. The transaction volume of Thailand’s video commerce industry also shot up by 30% to reach $1.3B in 2025.

4. Regulators Reshape The Digital Finance Landscape

The Bank of Thailand tightened its rules on responsible lending this year to standardise fair-lending duties and restructuring pathways. To ease household financial stress, minimum payments on credit cards will remain at 8% through the end of 2025.

Concurrently, the central bank has approved licences for three digital banks to begin operations by 2026. These new entrants will operate under initial regulatory restrictions and are expected to focus on underserved and unserved segments. This will keep incumbent banks’ swim lanes clear for a time as they adapt to the new competitive presence.

5. Tourism Strategy Pivots to Capture Growth Beyond China

The government is successfully pivoting its tourism strategy to build resilience and offset the slower-than-expected return of Chinese tourists.

This proactive diversification includes a major expansion of its visa-free program to 93 countries with 60-day stays, coupled with targeted campaigns in high-growth markets like India and the Middle East. Simultaneously, Thailand is solidifying its position as a premier global wellness hub, promoting its world-class medical services and leveraging its cultural ‘soft power’ – the ‘5Fs’ (food, film, fashion, fighting, and festivals) – to attract high-value travellers.

Bottom Line

Thailand’s performance in the e-Conomy SEA 2025 Report reflects a digital economy that is gaining momentum while navigating a distinct set of structural and regulatory challenges. Strong growth in e-commerce, transport, food, and video commerce highlights rising digital adoption among consumers and sellers alike. At the same time, cautious attitudes toward conversational AI signal a market prioritising trust and stability. With a recalibrated tourism strategy and new digital banks on the horizon, Thailand appears poised for measured, resilient digital growth in the years ahead.

To delve deeper into the report, click here to read the full report.

We’ll be back with more insightful blogs on the e-Conomy SEA 2025 Report. Till then, stay tuned!