With the rapid growth of e-commerce businesses in Thailand, as well as in global markets such as China, Europe, and America, consumer behaviour worldwide has changed significantly. This shift presents opportunities for Thai SMEs to enter international markets through globally recognised online platforms. According to Thai SMEs, 90 per cent believes that e-commerce is crucial for global expansion as it can generate higher revenue from international markets compared to domestic sales.
However, a survey from Thai MSMEs revealed significant challenges such as costs, regulations, information, and capabilities. To help Thai SMEs overcome 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. These partners provide guidance on digital marketing and exporting products, focusing on using AI and Big Data to analyse consumer behaviour, increase sales opportunities, and adapt to the green economy. Additionally, the programme gave advices on live commerce, a marketing trend that will drive e-commerce this year
Mr Banlang Wongthawatchai, Head of Digital Engagement and FinTech Innovation, UOB Thailand said, “Entering the global e-commerce market through online platforms is a promising opportunity for Thai SMEs to introduce their brands to the world. UOB FinLab collaborates with leading global e-commerce partners to provide strategic business advices, product selection, logistics, and digital marketing to help SMEs expand their customer base in international markets effectively.”
Amazon: Quality, Uniqueness, and Keywords for B2C Market Penetration, Amazon has over 300 million customer accounts worldwide. Thai products, known for their quality and uniqueness, are more popular than Chinese products. The most popular Thai products include food and beverages, followed by agricultural products.
Six key strategies for SMEs: 1) Market analysis and product selection 2) Building a distinctive brand 3) Using A+ Content to enhance product pages on Amazon 4) Improving Amazon SEO with targeted keywords 5) Using AI to create engaging promotional content and 6) Managing stock to meet market demand, increasing competitiveness.
Alibaba: Essential Tools to Boost B2B Sales
Alibaba is a global B2B platform with over 1 billion users. Thai products such as food, agricultural produce, beauty products, and auto parts are highly popular. Alibaba representative recommended four essential tools to increase sales opportunities – 1) Request for Quotation (RFQ) – Allows sellers to directly quote prices to global buyers 2) Analytic – Analyzes buyer behavior and order data to adjust marketing strategies 3) Keyword Advertising – Increases product visibility on Alibaba through keyword ads and 4) Product Posting – Posts products with detailed descriptions, high-quality images, and videos.
Douyin: Live Commerce on Douyin to Reach Chinese Consumers
Douyin has over 750 million users. Live commerce on Douyin has 2.9 billion daily views and generates over 30 billion yuan in annual sales. Douyin offers Thai SMEs the opportunity to expand their customer base in China and globally through content marketing, e-commerce features, influencer collaborations, and short video clips.
Douyin also supports SMEs with logistics options like Direct Shipping and Bonded Warehouse, waiving warehouse fees for the first three months, and Stock Inventory Management to efficiently manage stock
Ms Kulthirath Pakawachkrilers. CEO & Co-founder at Thailand e-Business Center (TeC) l President of Thai e-Commerce Association (THECA), emphasised the importance of live commerce sales as a key marketing trend for e-commerce this year, expected to reach 35 per cent. Influencers and KOLs are increasingly popular for their expertises and social media presence, helping to promote and review products, especially on TikTok. This trend boosts sales by allowing consumers to see real products before buying. Live commerce is becoming essential for e-commerce in 2025, building trust and closing sales faster. The association is ready to support entrepreneurs in the Chinese and Thai markets through collaboration with Douyin and TikTok Thailand.
Read this article in Thai here: BizTodayNews, published on 24 April 2025.
Continuing from last year, #UOBxWomenpreneurs series returns in 2025, organised by Business Banking Singapore (BBS), UOB FinLab, and Group Wholesale and Markets Marketing (GWMM) to engage and empower women entrepreneurs in Singapore. The initiative creates a strong platform for women-led businesses to access practical resources, mentorship, and a supportive network as they grow and lead with confidence.
Uncover how Singapore’s AI Strategy aand UOB FinLab’s hands-on support are turning ambition into action for SMEs.
Discover key insights from the recent May Day Rally, highlighting how digitalisation, sustainability, talent development and upskilling are shaping Singapore’s economy.
Designed for business owners to enhance their digital capabilities through practical learning, this programme takes businesses to the next level.
Designed for business owners to enhance their digital capabilities through practical learning, this programme takes businesses to the next level.
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