Roughly 63% of Thai e-commerce businesses use some form of AI.
Thailand leads the globe in regular international purchasing, with 34% of shoppers buying cross-border on a weekly basis.The domestic market is also reliant on cash-on-delivery payments and dominated by Shopee in the e-marketplace sector, while social commerce is driven by TikTok and Facebook, according to the "eCommerce Trends 2026" report by DHL eCommerce.
Thai shoppers display a willingness to embrace artificial intelligence (AI) technologies and are increasingly prioritising green logistics, noted the report.
This momentum underscores how Southeast Asia has emerged as a high-growth region where consumer behaviour is driving changes in social commerce, cross-border shopping and AI adoption, according to DHL.
"As digital lifestyles evolve across Asia-Pacific, e-commerce success will depend on seamless, personalised experiences that strengthen trust, convenience and choice to build long-term customer loyalty," said Pablo Ciano, chief executive of DHL eCommerce.
