TikTok Shop Sparks a Speed Race in Thailand’s E-Commerce

Cross Border E Commerce 11 May website cover

2025/8/19:Thailand’s e-commerce market is entering a new era — one defined by speed. Starting October 1, 2025, TikTok Shop will enforce a strict new rule:

  • Orders placed before 12:00 PM on a business day must be shipped by 11:59 PM the same day.

  • Sellers who miss the deadline will face penalties for “late shipments.”

This regulation is set to trigger a “speed battle” among Thai e-commerce players, where fast and reliable fulfillment is no longer optional but essential for survival.

Thailand’s Fast-Growing E-Commerce Landscape

According to Priceza, Thailand’s e-commerce market reached nearly 1 trillion THB in 2024, and is expected to grow to 1.07 trillion THB in 2025, with potential to double by 2030.

The market breaks down into five major sectors:

  • Marketplaces (50%) – Still the dominant force.

  • Video commerce (20%) – Driven by TikTok, YouTube, Instagram.

  • Social commerce – Playing a key role in consumer decisions.

  • Quick commerce grocery (8%) – Growing 20-30% annually.

  • E-tailers & brand-owned stores (4%) – More brands shifting to independent websites.

The rise of TikTok Shop’s new shipping policy reflects what analysts call the “Impatience Economy” — a world where consumers don’t want to wait, and will switch instantly if delivery is delayed.

What Consumers Expect

Future Thai consumers — and likely global ones too — will demand:

  1. Speed – Same-day delivery as the new standard.

  2. Frequency – More small, frequent purchases instead of bulk orders.

  3. Convenience – One-stop services that make shopping worry-free.

This shift means that logistics and fulfillment speed are now central to e-commerce competitiveness, not just pricing.

B&J’s Perspective

At B&J Global, we see this trend as part of a larger global shift: fast, transparent, and reliable logistics are becoming the lifeline of e-commerce.

  • With our warehousing, customs clearance, and trucking solutions across North America,

  • And our partnerships with carriers for multi-channel, flexible last-mile delivery,

we help brands keep pace with rising consumer expectations — ensuring that packages aren’t just shipped, but shipped fast, transparently, and reliably.

In today’s impatience economy, logistics speed is no longer a back-office function — it’s the front line of customer experience.