How to sell to customers in Thailand

How people pay online

• PromptPay drove 44% of online spending and 43% of in-person spending in 2025. 1
• In 2025 e-commerce, digital wallets held 25%, cash on delivery 15% and credit cards 10%. 2
• TrueMoney has 27 million users, 17 million of them active. 3

Taking payments from abroad

• Stripe supports PromptPay only for Stripe accounts based in Thailand; PromptPay for US-based accounts is in private preview. 4
• Antom lists PromptPay for Thai buyers in THB with merchant entities in Singapore, the US, the UK, the EEA or Hong Kong. 5
• Antom lists TrueMoney for Thai buyers in THB with merchant entities in Singapore, Hong Kong, the EEA, the US or the UK. 3
• Antom lists LINE Pay for Thai buyers in THB with merchant entities in Singapore, Hong Kong, the US, the EEA or the UK. 6

Import tax and duty on parcels

• From 1 January 2026, Thai Customs collects import duty on goods valued from 1 baht, ending the 1,500-baht duty-free threshold; duties are about 30% for clothing and footwear and about 20% for bags. 7
• With the low-value exemption gone from 1 January 2026, 7% VAT is added at checkout on platforms such as Lazada, Shopee and TikTok Shop. 8
• From 5 July 2024 to 31 December 2025, goods valued at or below THB 1,500 paid 7% VAT on import under a temporary Customs measure. 9

Where to reach buyers

• LINE had 56 million monthly active users in Thailand in late 2025. 10
• In late 2025, TikTok ads could reach 56.6 million adults, Facebook 51.5 million, YouTube 47.2 million and Instagram 20.6 million. 10

Marketplaces

• Thailand had the fastest ecommerce GMV growth in Southeast Asia in 2025, at 51.8%, and Shopee ranked first there. 11
• Momentum Works says Lazada is seeing good traction in Thailand. 12

Common questions

1. How do people in Thailand pay online?

   PromptPay drove 44% of online spending and 43% of in-person spending in 2025. More on payments

2. Can a business outside Thailand accept the payment methods people there use?

   Stripe supports PromptPay only for Stripe accounts based in Thailand; PromptPay for US-based accounts is in private preview. More on taking payments

3. Do customers in Thailand pay import tax or duty on goods bought from abroad?

   From 1 January 2026, Thai Customs collects import duty on goods valued from 1 baht, ending the 1,500-baht duty-free threshold; duties are about 30% for clothing and footwear and about 20% for bags. More on import tax

4. Where should a business advertise to reach buyers in Thailand?

   LINE had 56 million monthly active users in Thailand in late 2025. More on ads

5. Which online marketplaces are biggest in Thailand?

   Thailand had the fastest ecommerce GMV growth in Southeast Asia in 2025, at 51.8%, and Shopee ranked first there. More on marketplaces