With the growth and expansion of the e-commerce business in Thailand, extending to markets in China, Europe, and America, it underscores the significant shift in global consumer behavior, reflecting opportunities for Thai small and medium-sized enterprises (SMEs) to enter international markets through globally recognized foreign online platforms. This aligns with the perspective of Thai SMEs, where 90% believe that e-commerce is crucial for global expansion as it can generate more revenue from abroad than domestically[1].

However, a survey of micro, small, and medium enterprises (MSMEs) in Thailand revealed that significant challenges include obstacles related to costs, regulations, information, and capabilities. To assist SMEs in overcoming these challenges, UOB FinLab has launched the E-Commerce Accelerator Programme (EAP) in collaboration with three major global e-commerce partners: Amazon, Alibaba, and Douyin. This program provides guidance on digital marketing and product export, focusing on the use of AI and Big Data to analyze consumer behavior to enhance sales opportunities and adapt to a green economy, along with advice on live commerce, which is a marketing trend that will drive e-commerce this year.

Mr. Ballang Wongthawatchai, Head of Digital Engagement and FinTech Innovation at UOB Thailand, stated, “Entering the e-commerce market on global online platforms presents a golden opportunity for Thai SMEs to bring their brands to the world market. Despite facing challenges related to funding, digital skills, and entry channels, UOB FinLab is collaborating with leading global e-commerce partners to provide entrepreneurs with advice on business strategies, product selection, logistics, and digital marketing to help them effectively expand their customer base in international markets.”

Amazon: Quality, Unique Identity, and Keywords for B2C Market Penetration

Mr. Thirak Anucharpant, Director of Strategy and Business Development at Amazon Global Selling, mentioned that Amazon has over 300 million customer accounts worldwide. Due to quality and unique identity, Thai products are more popular than Chinese products, with the most favored Thai products being food and beverages, followed by agricultural products such as butterfly pea flowers, galangal, ginger, and car accessories, showing significant growth in Australia, India, Saudi Arabia, the Philippines, and Pakistan.

He recommended six key strategies for SMEs: 1) Analyze the market and select suitable products, 2) Build a distinctive brand, 3) Utilize A+ Content, a feature provided by Amazon to enhance product pages, making product details more appealing, 4) Improve Amazon SEO with targeted keywords, as Amazon uses algorithms to rank products, so using important keywords in product names, descriptions, and highlights will help products appear more in searches, 5) Use AI to create attractive promotional content, and 6) Manage stock to meet market demand, which will enhance competitive opportunities.

Alibaba: Four Tools to Enhance B2B Sales Opportunities

Mr. Kropong Nualsanit, Channel and Revenue Manager at Alibaba.com, stated that Alibaba is a global B2B platform with over 1 billion users, where Thai products such as food, agricultural products, beauty items, and auto parts are highly sought after.

He recommended four essential tools to boost sales opportunities: 1) Request for Quotation (RFQ) – a system that allows sellers to propose product prices directly to buyers worldwide, 2) Analytics – a tool to analyze buyer behavior and order data to adjust marketing strategies, 3) Keyword Advertising – advertising through keywords to increase product visibility on Alibaba, and 4) Product Posting – posting products with names, descriptions, and high-quality images and videos. Utilizing these tools will help Thai SMEs expand their markets internationally and increase sales effectively.

Douyin: Live Commerce on Douyin Reaches Chinese Consumers

Mr. Narut Thiramanaklan, Business Development Manager for Southeast Asia at Douyin Co., Ltd., stated that Douyin, the Chinese counterpart of TikTok, currently has over 750 million users, especially in live sales, which have garnered 2.9 billion views daily and generated over 30 billion yuan in annual sales. Douyin presents an opportunity for Thai SMEs to expand their customer base into the vast markets of China and globally.

He recommended digital marketing strategies using Content Marketing, selling products through e-commerce features, collaborating with influencers, and creating short videos to attract customers. Additionally, Douyin offers support programs for SMEs, such as two logistics models: Direct Shipping and Bonded Warehouse, waiving warehouse fees for the first three months, and Stock Inventory Management to help Thai SMEs manage their stock efficiently.

Ms. Kulthirat Phakawatkairert, CEO and co-founder of TeC: Thailand e-Business Center and President of the Thai E-Commerce Association (THECA), emphasized the importance of live commerce as a selling point for e-commerce this year, stating, “It is expected that this year, the share of sales from live commerce will reach 35%, up from approximately 30% in 2024. The trend of using influencers and KOLs (Key Opinion Leaders) is gaining popularity due to their specialized expertise, along with social media channels and followers to help promote product reviews, increasing sales opportunities. They will not only serve as creators for entertainment but also act as salespeople, assisting many businesses in live selling, thus boosting brand sales. Especially on the rising TikTok platform, as consumers today want to see real products before making a purchase, making live commerce a crucial aspect of e-commerce in 2025 to build trust and close sales faster. Our association is also ready to provide consultancy to entrepreneurs looking to grow in the Chinese and Thai markets by collaborating and working together with both Douyin (or TikTok China) and TikTok Thailand to support Thai entrepreneurs.”

For Thai SMEs interested in joining the program or studying the free online Business Transformation course, details and registration for the next upcoming program can be found at https://community.thefinlab.com/.