The rise of social commerce (Thailand + SEA)
Social commerce is when content becomes the storefront: people discover a product on TikTok/IG, see proof in reviews/comments, then buy right away.
Why it’s growing fast in SEA
Discovery replaced search (feeds > Google)
Trust comes from people (creators + UGC + comments)
Checkout is easier (buy without leaving the app)
SEA’s digital economy is huge—estimated $263B GMV in 2024, so social commerce is scaling on top of a strong e-commerce base.
Thailand is a perfect market for it
Thailand’s e-commerce value is massive (~฿5.96T in 2023), which makes social-led buying grow even faster.
Where Lazada and Shopee fit in this story
In SEA (and Thailand), social commerce doesn’t replace marketplaces—it rewires how marketplaces get demand.
Shopee + Lazada are still core “purchase destinations” for many shoppers because they’re built for selection, promos, logistics, and repeat buying.
Social platforms (especially TikTok) are increasingly the “demand engine” that creates intent through content.
Regionally, platforms remain highly concentrated: Momentum Works reported platform-based e-commerce GMV hit US$128.4B in 2024, and Shopee, TikTok Shop, and Lazada together hold 84%+ share across the region; it also notes Thailand and Malaysia were the fastest-growing markets.
In Thailand specifically, Shopee and Lazada remain top-of-mind: YouGov reported 66% of Thais would recommend Shopee vs 52% Lazada (and 47% TikTok Shop) (as of their Oct 2025 readout).
The new funnel in SEA looks like this
Hook (TikTok/IG content) →
Proof (creator + comments + live demo) →
Offer (promo/bundle) →
Checkout (TikTok Shop or Shopee/Lazada) →
Repeat (marketplace retention + community)
This is why many brands in Thailand run a blended play:
TikTok = discovery + conversion (especially via live)
Shopee/Lazada = scale + repeat purchases + promo moments
Content becomes the front door, and marketplaces become the reliable “cashier + delivery machine.”