Instant commerce reshaping Thai retail

Consumers demand goods instantly

- SUCHIT LEESA-NGUANSUK

Mr Thanyathorn says some shoppers are willing to pay extra for faster delivery and convenience.

The rapid emergence of instant commerce in Thailand, a retail evolution defined by delivery within a few hours, will become the new battlefield for on-demand players and e-commerce platforms, say brands.

This reflects a shift in consumer expectations towards hyper-convenience, forcing brands to transition from physical shelf space to digital screen visibility. The move comes as traditional e-commerce matures, with instant commerce offering massive growth potential through data-driven insights and the ability to capture impulsive “micro-moments”.

Successful brands must leverage predictive artificial intelligence (AI) and localised delivery data to build long-term loyalty and habitual purchasing patterns. Businesses need to invest early in these on-demand platforms to stay competitive as consumer expectations move towards instant gratification, said the platform executives.

Delivery from traditional e-commerce platforms takes 2-3 days, whereas instant commerce delivers to the doorstep within an hour, Jirote Horathai, head of marketing solutions at Line Man (Thailand), said during the recent ECOM 2026 seminar held by Priceza.