Thailand fights for e-commerce crown

Industry players urge the country to embrace digital transformation to become the region’s hub, using a combination of AI adoption and logistics innovation,

- Suchit Leesa-nguansuk

Despite challenges from a trade war and an unfavourable global economy, embracing artificial intelligence (AI) and optimising logistics costs with multimodal transport can help Thailand become a hub of cross-border e-commerce, according to industry entrepreneurs. Mike Li, chief executive of Unilex Expo Pte in Singapore and a co-organiser of China Shen Zhen International Logistic and Supply Chain Fair, said the company selected Thailand to host Asia DigiCommerce Services Apo for the first time.

The trade fair brings together key Asian e-commerce players to explore the latest innovations, share insights, and foster connections in this growing sector.

The event is scheduled for June 11-13 at Queen Sirikit National Convention Center.

Thailand has a strategic location in South-east Asia and regional cross-border e-commerce should continue to grow over the next 2-3 years, he said.

Asian e-commerce totalled US$2.3 trillion last year and is expected to grow by more than 10% annually until 2028, said Mr Li.

He said the development of cloud payment systems, AI, and blockchain technology form the foundations of the next wave of e-commerce.

DIGITAL TRADE INFRASTRUCTURE

Ally Wang, secretary general of the Shenzhen Cross-border E-Commerce Supply Chain Services Association, said there were three major transformations in the e-commerce domain.

The first was when logistics system changed from a “channel” into a “strategic asset”, as logistics became a core factor affecting user experience in e-commerce, she said.

The second transformation was when online platforms were transformed from “traffic entrances” to “ecological engines” that influence logistics and supply chain, evolving into digital trade infrastructure, said Ms Wang.

Compared with Shopee and Lazada, the TikTok Shop platform has risen rapidly via its live e-commerce.