Lazada rides trade-up trend in Thai market

Platform banks on brands over bargains

- SUCHIT LEESA-NGUANSUK

Lazada Thailand is shifting its strategy to “confidence commerce”, prioritising trust and reliability over price or delivery speed.

The strategy aims to strengthen LazMall in response to the continued growth of Thailand’s e-commerce market.

LazMall is Lazada’s curated online mall within its main platform, dedicated to offering authentic, branded and authorised products.

Lazada Thailand recorded the highest growth in Southeast Asia last year among Lazada's regional platforms.

In addition, Lazada Thailand has joined hands with Grab, Line Man Wongnai and Shopee to establish the Thai Digital Platform Trade Association to work with the government on policy design, promote transparency in e-commerce, ensure regulatory compliance and minimise “unintentional consequences” for other e-commerce stakeholders.

The Thai e-commerce market is projected to grow from 970 billion baht in 2025 to 1.8 trillion baht by 2030, driven by a structural shift towards higher value per order rather than volume alone.

According to the recent Rise of Authenticity-Driven E-commerce in Thailand report by research firm Cube Insights, consumer spending is shifting towards online malls on e-commerce platforms that offer greater assurance and reliability.