Thailand continues to be a global leader in social commerce, with platforms such as TikTok, Facebook and Instagram heavily utilised for live-selling, product discovery, and driving e-commerce transactions.
These trends are included in the “Digital 2026: Thailand” report jointly developed by Meltwater and We Are Social, and a recent analysis by DataReportal/Kepios.
As of late 2025, there were 56.6 million active social media user identities in Thailand, or roughly 79.1% of the population.
Facebook remains the country’s most used social network, maintaining a massive user base of around 51.5 million accounts as of late 2025. The network is considered the dominant social hub, seamlessly integrating communication, commerce and news consumption.
The Line app boasts 56 million monthly active users, serving as the country’s primary messaging app, while also integrating services such as payments, news and e-commerce.
For content and video consumption, YouTube is a major force, reaching roughly 47.2 million users by offering entertainment, content discovery and long-form education, while benefiting from the country’s fast internet speeds.
Meanwhile, TikTok emerged as a rising star in social commerce, leveraging its estimated 56.6 million users to lead the live-selling and short-form video trend. The platform is most popular for online shopping and connecting with Gen Z.
Finally, Instagram maintains a strong presence with 20.6 million users, focusing on lifestyle, glamour and influencer marketing, with a user base that skews heavily female and is crucial for fashion and business-to-customer brand engagement.
A total of 96.6 million mobile connections are active in Thailand in late 2025, equivalent to 135% of the population.
Thais spend a significant amount of time on social media, averaging 2 hours and 35 minutes daily, exceeding the global average.
YouTube and TikTok are considered essential platforms for watching videos, with short-form vertical videos the primary driver of engagement.
Thailand is cited globally for its embrace of social and live commerce, making it a trend-setter in Asia, noted the report.
TikTok, Shopee and Lazada utilise real-time video streaming, influencer marketing, and localised content to drive huge e-commerce growth.
The country was also identified as a “cashless leader in Asean” due to the success of PromptPay, its national real-time payment system, and the widespread use of digital wallets and QR code payments, which are used by more than 70% of online shoppers.