When platform costs challenge Thai SMEs in the trillion-baht e-commerce market.
Decoding the Thai E-commerce Association's proposal: Addressing the major challenges of fees, customer data, and marketplace competition.
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Techbit is the next-gen CRM platform designed for modern sales teamsTechbit is the next-gen CRM platform designed for modern sales teams
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While the Thai e-commerce market has seen explosive growth, surpassing the trillion-baht mark in 2026, a closer look at the value chain for small businesses and SMEs reveals significant challenges brewing behind the scenes.
On May 14, 2026, the Thai E-commerce Association (THECA), led by Kultirat Phakawatchaikul, submitted a policy proposal to Parliament to highlight the limitations and cost pressures facing Thai online merchants. Surveys indicate that Thai SMEs now have an average net profit margin of only 2.3%, a figure that is quite fragile for long-term growth.
1. Breaking down the 5-dimensional challenges facing Thai merchants
Based on complaints from over 500 Thai entrepreneurs during the first half of 2026, the Association has identified five key areas of pressure currently impacting online business:
- 1. Rising fee structures (96%): Sales commissions (GP) and take-rates have risen steadily, jumping from an average of 3% to as high as 30% over the past three years. When combined with other hidden service fees, this can reach 22%–40% on some platforms.
- 2. Influx of foreign merchants (82%): The flood of cross-border merchants (particularly from China), who benefit from production cost advantages, tax exemptions, and products that may not meet TISI standards, has triggered intense price wars.
- 3. Unbalanced return policies (74%): Platform systems are often buyer-centric, even for returns based on personal preference, forcing merchants to bear the costs of return shipping and the risk of damaged goods.
- 4. Limited choice in logistics technology (65%): Automated platform logistics allocation strips merchants of the freedom to choose providers with local expertise, and errors in weight calculation are frequently reported.
- 5. Higher marketing costs for visibility (58%): "Pay-to-play" display structures force merchants to buy ads or join massive discount campaigns; failure to participate leads to significant drops in visibility (shadow banning).
2. Structural gaps on platforms that brands must watch
As brands rely more on marketplaces as their primary sales channel, they face not only opportunities to reach customers but also structural limitations that affect long-term business management, particularly in three key areas.
- Cost control volatility due to platform policies
Fees and terms can change at any time based on platform policy, making it difficult for brands to manage net margins and plan finances with long-term stability. - Lack of ownership over customer data
Most customer behavioral data remains the property of the platform, leaving merchants as "tenants" rather than owners of their own digital assets. This limits a brand's ability to leverage data for CRM, retargeting, or long-term customer strategy. - Competition from low-cost foreign goods
When platforms allow foreign goods to compete directly, Thai brands may lose their competitive edge without protective measures or their own channels to build deeper customer relationships beyond price wars.
3. Proactive proposals for a sustainable Thai digital economy
To create a fair e-commerce ecosystem, the Thai E-commerce Association has proposed the following measures, seeking clarity within a 3–6 month timeframe:
1. Platform Regulation (Balanced oversight): Study and adapt lessons from digital platform regulations in countries like India, China, South Korea, and Indonesia to set fee caps appropriate for the Thai business context.
2. Joint Committee: Establish a central body with representatives from the government, private sector, and civil society to serve as a platform for addressing and resolving complaints effectively and consistently.
3. Thai First Policy (Supporting local merchants): Implement tax measures and incentives to support properly registered Thai merchants, helping to keep capital circulating within the domestic economy.
4. Legislative perspective: Unlocking laws for real enforcement
From the government's perspective, Dr. Sittipol Wiboonthanakul and Mr. Pawoot Pongvitayapanu, as members of the House Committee, have expressed optimism, noting that Thailand already has the necessary legal tools: the Trade Competition Commission (OTCC) notification on unfair trade practices on digital platforms, which came into effect on March 25, 2026.
The challenge ahead is not creating new laws, but fostering collaboration between key agencies like the OTCC, ETDA, and the Department of Internal Trade to proactively enforce existing guidelines and protect the interests of small Thai entrepreneurs before it is too late.
Conclusion from Priceza Insights: Sustaining a trillion-baht e-commerce market isn't measured by the wealth of any single platform, but by the strength of its foundation: the SMEs. Policy measures over the next six months will be a turning point in setting new standards to ensure Thai entrepreneurs can grow securely and fairly in the digital world.
