〜What Strategies Are Needed to Succeed Locally?〜
Are you struggling to gain traction or drive sales in the Thai market?
Many companies face challenges such as:
- Spending ad budget without seeing results
- Low engagement on social media
- Poor traffic to our own e-commerce site
Thailand has unique characteristics when it comes to digital marketing.
As of 2025, the country boasts one of the highest internet and social media penetration rates in ASEAN. That means digital strategy directly impacts both brand visibility and sales.
However, if your strategy does not reflect the platforms and behavior of local users, you risk wasting ad spend and missing out on critical branding opportunities.
In this article, we’ll break down the latest 2025 data, user trends, common business challenges, and concrete digital strategies to help you win in the Thai market.
Top platforms ：
LINE
(MAU: 56 million)
Most used for communication
YouTube
Ad reach approx.
47.6 million
Ad reach approx.
42.3 million
Ad reach approx.
16.9 million
TikTok
Ad reach approx.
40.4 million
Common Challenge
“We have website but we don’t know if anyone is seeing it.”
Solution :
Your SEO or social media may not be optimized. Thai consumers often search with keywords and then cross-check product reputation on social platforms. So, a dual strategy combining SEO and social media advertising is essential.
Example :
A Japanese cosmetics brand used a mix of LINE official account, Instagram ads, and a local landing page. In just 2 months, conversion rates rose 1.8x—proving that localized messaging and trust-building via social media work.
Growth of the Digital Advertising Market
Thailand’s digital ad market is expected to hit 34.5 billion baht in 2025 (+10% YoY).
One major trend: TikTok surpasses YouTube in ad share (16%).
People in Thailand spend nearly 5 hours a day watching video content.
Common Challenge
“We run ads, but the engagement is low.”
Solution :
Use short-form videos, Reels, or live commerce for stronger visual impact. Videos with subtitles or influencer-led content are especially effective.
Example :
A health supplement brand released 30-second before/after videos on TikTok. Their CPA dropped by over 50% compared to Facebook ads.
Another Japanese skincare company partnered with Thai nano-influencers to create TikTok videos and successfully cut CPA by 60%.
E-commerce Market: Surpassing 1 Trillion Bah
Thailand’s e-commerce market is projected to exceed 1 trillion baht in 2025.
Alongside Shopee and Lazada, TikTok Shop and Facebook Shop are rapidly growing.
Common Challenge
“Even with marketplace listings, sales are weak”
“Price wars are draining our margins.”
Solution :
Go beyond price. Use content marketing to communicate product value, supported by user reviews, videos, and influencer collaboration.
Example :
A local apparel brand teamed up with Thai influencers on TikTok Shop.
Through live selling + limited-time promotions, they achieved 1,000+ orders in a single day, driven by real-time interaction and urgency.
2025 Key Trends & Strategy Tips
| Trend | Description | Challenges & Strategic Tips |
|---|---|---|
| AI Integration | Chatbots, personalized ads, recommendation engines | Requires proper scenario design and PDCA cycles |
| LINE Mini Apps | In-app loyalty, coupon, and membership programs | Must be linked with CRM and tailored for Thai users |
| Influencer Marketing | “Trust & relatability” > follower count | Nano & micro-influencers offer strong ROI |
| Video-First Approach | Reels, TikTok, YouTube Shorts | Prioritize subtitles, mobile-friendly cuts, and storytelling |
Common Business Challenges & How to Solve Them
| Challenge | Solution |
|---|---|
| No bandwidth to manage social media | Outsource planning or posting to a local partner |
| E-commerce revenue isn’t growing | Improve the ad → review → purchase flow and optimize landing pages |
| Ad spend isn’t converting | Refine creatives, run A/B testing, and analyze CV performance |
| No insights into local user behavior | Use website analytics to study Thai user actions |
Conclusion : Now Is the Time to Rethink Your Digital Strategy in Thailand
The Thai market in 2025 demands more than just ads. Success depends on how well you understand local user behavior and align it with your marketing goals.
At our company, we specialize in digital marketing support for Thailand and the broader ASEAN region.
We have helped businesses address challenges such as:
- Accelerating brand awareness and customer acquisition in Thailand
- Launching SNS/video campaigns aligned with local trends
- Optimizing LINE, e-commerce platforms, and websites
- Acting as a strategic bridge between Japanese HQ and local Thai teams
Let’s discuss how we can help you achieve results.
Our team of local experts will provide customized solutions based on your unique goals and challenges.
