E-commerce pioneers have proposed that Thailand adopt Indonesia’s model of prohibiting sales of imported products priced less than US$100 on online platforms, aiming to safeguard local producers and raise imported product standards.
The industry leaders also called for the Customs Department to operate with greater transparency, as well as the creation of a unified digital customs system linked directly with e-commerce platforms.
Such a link would allow delivery duty paid (DDP) collection at checkout, ensuring transparency and preventing unexpected fees for buyers.
Local small and medium-sized enterprises (SMEs), brands, retailers and manufacturers would benefit from relief against predatory pricing and subsidised Chinese imports, ensuring a fairer competitive landscape, said the entrepreneurs.
The proposals are a response to the Customs Department’s plan to impose import duties on goods valued at less than 1,500 baht starting on Jan 1.
‘The new import duty rule is a positive. I hope the Customs Department operates transparently at every stage – from import to export – to reduce corruption,’ Pawoot Pongvitayapanu, honorary president of the Thai E-commerce Association, told the Bangkok Post.
Technology should be used to help manage the flow of goods, he said.
Moreover, to strengthen the competitiveness of local SMEs, policymakers should strictly enforce rules on product quality and safety, he said. Stricter enforcement would level the playing field for local entrepreneurs and ensure consumers receive reliable goods.
‘There is growing concern over the unchecked influx of cheap imports, which often bypass quality checks and undercut local sellers,’ said Mr Pawoot.
He said it would be great if Thailand adopted the Indonesian model that bans the sale of foreign products priced lower than $100 (about 3,200 baht) on online platforms.
Indonesia rolled out sweeping reforms to its e-commerce regulations to curb the dominance of foreign goods sold online and bolster domestic enterprises.
Mr Pawoot said the platforms should have measures to prevent price manipulation and should also be prohibited from selling their own house brands.
In addition, social commerce operators should not have their own payment systems, he said.
Closing a loophole
Paul Srivorakul, group chief executive of aCommerce, told the Bangkok Post the new import duty rules can close a long-standing loophole favouring duty-free low-value imports and ensure a level playing field for local manufacturers, retailers and SMEs.
‘The regulations also support a broader ecosystem of service providers from local production to logistics, retail and consumer services that creates a more self-sustaining domestic economy,’ he said.
The new import duty regulations will raise short-term prices for imported goods under 1,500 baht but will improve tax fairness and strengthen domestic production, Mr Paul said.
They will shift consumer spending towards Thai-made products and build a more sustainable internal market, which is healthier for the economy over time, he added.
Mr Paul said local SMEs, brands, retailers and manufacturers are the clear winners and they will gain immediate relief from predatory pricing, subsidised Chinese manufacturing and benefit from a much fairer competitive landscape.
For consumers, there is a trade-off. They will face higher prices and restricted access to ultra-cheap imports. This price increase could disproportionately affect low-income consumers who rely on imported bargains for basic necessities.
‘However, I believe this is a necessary cost for the collective good: strengthening Thai jobs, ensuring a safer and more compliant supply chain, and building a stronger local economy that generates long-term wealth for the country.’
Unified customs system
Mr Paul said the successful rollout of the new duty relies on making the major e-commerce platforms the official tax collectors.
This is a global best practice, shifting the administrative burden away from the Customs Department and onto the high-volume marketplaces.
He added that there needs to be a unified digital customs system linked directly to these platforms, allowing for DDP collection at checkout to ensure full transparency and avoid frustrating buyers with unexpected delivery fees.
He said the main risks lie in leakage and evasion with imported products. The authorities should anticipate cross-border sellers trying to bypass the rules through smaller social commerce channels (like direct selling on TikTok or Facebook), or complex product bundle and rebate schemes to stay above the 1,500-baht threshold.
Therefore, oversight must extend beyond just the big players and encompass the entire spectrum of online sales models, Mr Paul said.
The government may need to invest in smart data analytics and inter-agency cooperation to stay ahead of these evasion tactics, he added.
Thanawat Malabuppha, another honorary president of the Thai E-commerce Association, told the Bangkok Post that policymakers should clarify whether the new import tax will cover free zones as many Chinese products use such zones.
A free zone is a designated area for industrial, logistics and other business activities whereby raw materials, components and finished goods taken into the area are entitled to privileges on tax and customs duties.
Moreover, digital platforms need to be linked to the Thai Industrial Standard and Food and Drug Administration.
‘I think the new import duty can collect up to 10 billion baht considering that overall Thailand’s e-commerce market size is valued at 1 trillion baht,’ said Mr Thanawat.