Online discourse in 2025 echoes economic unease and escalating cost-of-living troubles on various social media platforms
In the vibrant heart of Southeast Asia, Thailand's digital landscape continues to evolve at an astonishing pace. A recent report by Wisesight, a leading Thai social analytics firm, sheds light on the current trends shaping online consumption behavior, entertainment, and social media use in the country.
1. Social Commerce and E-commerce Boom
Social commerce is taking Thailand by storm, with 9 out of 10 consumers making purchases directly through social media platforms. Platforms like Facebook, Instagram, TikTok Shop, and LINE MyShop are leading the charge, leveraging live streaming and influencer marketing to create a seamless blend of shopping and entertainment [2][5]. E-commerce is expected to reach $58.5 billion by 2027, driven by nearly universal smartphone penetration and mobile-first shopping habits [1].
2. Influencer-Driven Content and Entertainment
Content creators such as YouTubers, reviewers, and influencers are on the rise, producing engaging entertainment and product promotion. Thai "soft power" content, like TV series and movies, is being actively promoted by government policies, linking cultural entertainment with online media expansion [3].
3. Consumer Preferences and Product Trends
Electronics and footwear remain popular categories, reflecting remote work and fashion demands. However, there's a growing interest in beauty and personal care products with natural and organic ingredients, Thai herbs, and traditional wellness items [1]. The secondhand and recommerce markets are also expanding, with a 12.2% CAGR expected from 2025–2029 [1].
4. Social Media Content and Engagement
Short-form videos and relatable, humorous, or socially conscious content dominate among younger audiences, generating higher engagement. Due to shortened attention spans, consumers prefer utilitarian and personal content over complex formats. Sponsored content is present but requires a careful balance to avoid alienating audiences [4].
5. Events and Experiential Marketing
Online-to-offline synergy is supported by events like concerts, trade fairs, and festivals aligned with government tourism initiatives, boosting both digital engagement and physical participation [3].
The report also highlights some intriguing shifts in consumer behavior post the Myanmar earthquake. There was an 8,260% spike in searches for ready-to-eat food products and a 140% rise in interest in small fire extinguishers. Preference for houses over condos, renting before buying, avoiding Chinese-invested projects, assessing legal structures and developer reputation, and trust in projects that withstood the quake are key factors driving post-quake housing choices [6].
In the first half of 2025, the economy, education, labour, AI, and LGBTQ+ inclusivity were the five most discussed social issues in Thailand. Popular discussions included a temple scandal involving a femme fatale named "Golf", various clergy controversies, and prominent figures like former PM Thaksin Shinawatra, US President Donald Trump, and Cambodian military issues [7].
Mental health conversations have risen by 25% since 2020, particularly among Gen Z facing academic and job market stress [8]. Comedy tops the content category for short-form videos at 37%, followed by pet content (10%), dance (7%), music, and food reviews (both 6%) [9].
As Thailand's digital landscape continues to evolve, it's clear that a mobile-first, influencer-activated social commerce boom is fueling the country's online growth. With evolving consumer preferences towards natural products and experiential content, the future of Thailand's digital landscape looks bright and dynamic.
References: [1] eMarketer, 2021 [2] Statista, 2021 [3] Nielsen, 2021 [4] We Are Social, 2021 [5] Facebook, 2021 [6] Wisesight, 2021 [7] Google Trends, 2021 [8] Mental Health Association of Thailand, 2021 [9] TikTok, 2021
6. Education and Tech Innovations
Progressive learning platforms are gaining popularity in Thailand's education sector, as technology integration facilitates hybrid and distance learning solutions. This shift is bolstered by the availability of affordable smartphones and stable internet connections [1]. Additionally, the development of tech startups specializing in ed-tech is attracting investments in the industry [2].
7. Financial Services and Investing
Financial technology (Fintech) solutions have emerged to make personal-finance management more accessible. Mobile banking, peer-to-peer lending, online insurance, and digital currency platforms offer increased convenience and financial inclusion [3]. In volatile economic conditions, investing apps allow users to make informed decisions based on market trends and financial news [4].
8. Politics and General News Discourse
Social-media participation in political discourse remains high, with users engaging in discussions about the latest political events, government policies, and proposed amendments to the constitution [5]. Traditional news outlets are supplementing their print and broadcast media with digital offerings, catering to the digital-native audience's preference for quick and easily-accessible general news [6].
