Located in the central and southern part of the Indochinese Peninsula and at the heart of Southeast Asia, Thailand is the second-largest economy in the region. In recent years, its continuous economic growth has attracted increasing attention from international businesses.

       2025 marks the 50th anniversary of the establishment of diplomatic relations between China and Thailand. China has been Thailand's largest trading partner for 12 consecutive years. Thailand is also China's third-largest trading partner among ASEAN countries, with a bilateral trade volume exceeding 100 billion USD. In 2024, the total trade value between China and Thailand reached 133.98 billion USD, a year-on-year increase of 6.1%.

       Thailand has a relatively weak industrial base and relies heavily on imports for a large amount of equipment and materials. For foreign trade professionals, the Thai market is full of business opportunities and potential. How to develop the Thai market? The most comprehensive strategies are all here.

  Market Overview  

       Thailand, as one of the economic engines in Southeast Asia, recorded a GDP total of USD 514.945 billion in 2023, an increase of USD 1.93 billion from the previous year, representing a year-on-year growth of 1.88%. The per capita GDP reached USD 7,171.81, with a year-on-year increase of 1.73%.

       Thailand is a significant trading nation in the Southeast Asian region, maintaining close trade relations with numerous countries and regions worldwide. It is one of the founding members and a key member state of the Association of Southeast Asian Nations (ASEAN), as well as a member of the Asia-Pacific Economic Cooperation (APEC), the Asia-Europe Meeting (ASEM), and the World Trade Organization (WTO).

       Regarding tariffs, Thailand's customs duties are levied through both specific and ad valorem methods, with the higher of the two applied as the principle for duty collection. The import tariff rates for the vast majority of goods range between 0% and 80%.

       From February 5th to 8th, Prime Minister Pita Limjaroenrat visited China, during which China and Thailand formally signed 14 cooperation agreements. These cover multiple fields, including artificial intelligence, green investment, cross-border trade, space technology, and the peaceful use of nuclear energy. The agreements lay a solid foundation for future cooperation between the two countries. They not only signify a deeper level of strategic cooperation in the China-Thailand relationship but also send a strong signal that economic and trade exchanges between the two nations will be further intensified.

  Market Demand  

Electromechanical Products
In terms of electromechanical products, which are among the main goods Thailand imports from China, these items account for nearly half of Thailand's total imports from China, representing 46.9% of the total import value.

Fashion Products
Thailand has a strong demand for fashion items. Fashion-forward, trendy, and cost-effective products, such as cosmetics and various types of bags, are particularly popular among young consumers.

Technology and Digital Products
Similar to young people in China, Thai consumers have a keen interest in digital products. Items like mobile phones and their accessories, electronics related to daily life, small household appliances, and smart living and health-related products are quite popular in Thailand.

Home Decor
Thai consumers have a preference for cute and creative home decorations. Products such as home organization items, lighting fixtures, and bathroom supplies are best-sellers because they meet aesthetic needs.

Maternity and Baby Products
Due to Thailand's relatively high birth rate, there is a sustained high demand for maternity and baby products, including children's and infant goods, toys, and the like.

  Market Characteristics  

Emphasis on Product Quality
Thai customers are willing to pay more for high-quality products. They pursue excellence in products and are even ready to forgo profits to ensure the production of high-quality goods.

Preference for Trying New Brands
Similar to consumers in other countries, Thai consumers enjoy experimenting with new brands and often make trial purchases across multiple brands. Their reasons for purchasing are straightforward: the product is interesting, it is on sale, or it has good reviews.

Social Consumption
Thailand has one of the highest average daily social media usage times in the world at 3 hours and 11 minutes. As a result, Thai consumers are more inclined to use social media platforms to gather product information, share shopping experiences, and look for promotional activities.

Valuing Interpersonal Relationships
Thai business people are generally cautious and tend to avoid risks. Therefore, most Thais are reluctant to engage in business dealings with unfamiliar clients. When collaborating with Thai business partners, it is advisable to seek introductions through organizations that are familiar to both parties to build mutual trust.

  Main Import and Export Products  

Exports:

Electronic Products: Including a wide range of consumer electronics, communication devices, and related components.

Automobiles and Parts: Covering various types of vehicles and their spare parts.

Agricultural Products: Such as rice, fruits, and seafood.

Chemicals: Including industrial chemicals and related products.

Rubber Products: Various rubber-based goods.

Jewelry and Accessories: High-quality jewelry and related items.

Imports:

Electromechanical Equipment: Machinery and equipment used in various industries.

Mineral Fuels: Including oil, natural gas, and other energy-related products.

Mechanical Products: Industrial machinery and related components.

Vehicles: Cars, trucks, and other types of vehicles.

Steel: Various steel products for construction and manufacturing.

Main Trading Partners:

China: A significant trading partner with strong economic ties.

United States: Important for both exports and imports.

Japan: Key partner in technology and automotive sectors.

Malaysia: Close regional trade relations.

Taiwan, China: Important for electronics and high-tech products.

Vietnam: Growing trade relationship in various sectors.

Indonesia: Significant partner in Southeast Asia for commodities and manufactured goods.

  Channels for Developing the Thai Market  

Local Search Engines：

https://www.google.co.th/

https://www.sanook.com/

http://www.thdirectory.com/

http://www.thaipurchacing.com

Local Yellow Pages：

https://www.yellowpages.co.th/

https://www.nectec.or.th/

https://www.thaipurchasing.com/

B2B Websites：

ECThai

http://www.ecthai.com

http://www.tradepointthailand.com

Thai Government Official Website:

https://www.thaigov.go.th

Thai Department of Foreign Trade Official Website: https://www.dft.go.th

Ministry of Commerce: https://www.moc.go.th

Thai Customs Department: 

https://www.customs.go.th

Economic and Commercial Counsellor's Office of China in Thailand:

https://th.mofcom.gov.cn/

Major Exhibitions

Automechanika Bangkok: Thai International Automotive Components and Aftermarket Exhibition

THAIFEX - Anuga Asia: Thai International Food and Hotel Exhibition

Pack Print International: Thai International Packaging Exhibition

NEPCON Thailand: Thai International Electronic Components and Production Equipment Exhibition

Architect'Exрo: Thai International Building Materials Exhibition

MEDICAL FAIR THAILAND: Thai International Medical Equipment Exhibition