Thai e-commerce to grow 12% on rising account-to-account adoption

Online retail is forecast to expand at a 12% annual pace through 2030.

Thailand's e-commerce market is expected to grow from $35b in 2025 to $60b by 2030, representing a compound annual growth rate (CAGR) of 12%.

The point-of-sale (POS) market is forecast to increase from $209b to $262b over the same period, with a CAGR of 5%, according to the Global Payments Report 2026.

Visa remains the leading card scheme in Thailand, holding a 67% share in 2024. Mastercard follows with 28%, whilst other schemes account for 4% and American Express holds 1%.

Consumers primarily fund digital wallets directly from bank accounts through account-to-account (A2A)  transfers, with cards also playing an important role. Cash and instalment payments remain additional funding options.

Thailand's payment market is increasingly led by A2A transfers, with PromptPay remaining the country's most widely used payment method. 

In 2025, A2A payments account for 44% of e-commerce transaction value and 43% of POS spending. 

PromptPay, developed by the Bank of Thailand, allows instant transfers through mobile banking and digital wallet apps. 

Transaction volumes continued to grow during the year, rising by up to 10% between January and August, according to Bank of Thailand data.

Digital wallets continue to expand, supported by the widespread use of QR codes. They account for 25% of e-commerce spending in 2025 and are forecast to increase their share to 27% by 2030.

At POS, digital wallets represent 13% of spending and are expected to reach 14% by 2030.

Most wallets support A2A payments, whilst users can also fund them through cards, cash and buy now, pay later (BNPL) services.

TrueMoney and ShopeePay are amongst the most commonly used digital wallets.

Cash remains an important payment method despite its declining use. It represents 30% of POS transaction value in 2025, down from 68% in 2019, whilst accounting for 15% of e-commerce spending.

Cash use remains higher in rural and suburban areas, although it continues to fall in cities such as Bangkok. The expansion of PromptPay has been a key factor in reducing reliance on cash.

Credit cards account for 10% of e-commerce transaction value and 9% of POS spending in 2025, whilst debit cards represent 3% of both channels. Other payment methods account for 2% of e-commerce spending and 1% of POS transactions.