A Complete Guide to Thailand Market Development in 2025: Accurately Developing Key Southeast Asian Markets from Scratch!

1. Overview of Thailand

For foreign traders, a deep understanding of the fundamentals of the target market is the first step to success. The following is an overview of key data on Thailand:

Thailand Country Profile Core Data Table

Key points that foreign traders need to pay special attention to:

• Diversified economic structure : Thailand's economy not only relies on traditional agriculture, but also on the rapid development of manufacturing (especially automobiles and electronics), tourism and the emerging digital economy, which means opportunities for cooperation in multiple industries.

• China and Thailand have close trade relations : China is one of Thailand's largest trading partners, and the two countries have broad scope for cooperation in areas such as infrastructure construction, digital economy, and green economy. This is a huge benefit for Chinese foreign trade professionals.

2. Thailand’s annual festivals and customs and taboos

Important Business Holiday Calendar

• Lunar New Year (Spring Festival) (approximately late January to early February): Chinese business districts generally have holidays, and the peak period for gift purchasing is before the festival.

• Songkran (April 13-15): Thailand's most important holiday , with a nationwide holiday lasting approximately a week. Sales of home appliances, new clothing, and waterproof electronics peak before the festival, but business activity largely stagnates during the holiday.

• King's Birthday (National Day) (July 28): Government agencies and businesses are closed, and there may be short holidays before and after.

• Lent (around July): A Buddhist festival that does not affect normal business but can be combined with "prayer" themed marketing.

• Loy Krathong Festival (around November): A romantic festival with promotional opportunities for gifts, decorations, and environmentally friendly materials.

• Western New Year (late December to early January): Christmas is an increasingly popular time for business in Thailand and is an important time for year-end sales promotions.

Business customs and taboos

1. Etiquette comes first : Thailand is known as the "Land of Smiles" and places great emphasis on formality. When meeting someone, put your hands together in greeting and add "Khun" (Mr./Ms.) before their name to show respect.

2. Royal and religious taboos : Never discuss or criticize the Thai royal family or Buddhism . This is the most important red line.

3. Business attire : Even in hot weather, formal business attire is recommended. Men are advised to wear collared shirts and long trousers; women should avoid revealing clothing.

4. Negotiation Style : Thai businesspeople are generally humble and focus on building long-term relationships and trust. They dislike high-pressure, hard-line negotiations. Patience and a smile are the keys to success.

5. Giving gifts : Giving gifts is not always necessary for a first meeting. If you do give a gift, it should be beautifully packaged and avoid giving something too expensive to avoid embarrassing the other person.

3. Analysis of Thailand’s market development potential and prospects

• Robust economic growth : Thailand's overall economic growth rate is expected to be 3.0% in the first half of 2025, and the full-year growth rate is expected to be between 1.8% and 2.3% (with a median of approximately 2.0%). The government is responding to challenges by increasing investment and stimulating consumption, and the economic fundamentals remain positive.

• The e-commerce market is experiencing explosive growth : By 2024, Thailand's e-commerce market was expected to reach 1 trillion baht , accounting for 25% of total retail sales, and is expected to grow to 2 trillion baht by 2030. This represents a significant channel dividend that cannot be ignored.

• Consumption upgrades are evident : With the economic recovery, Thai consumers, especially the middle class, are increasingly demanding high-quality, stylish, and environmentally friendly products. While value for money is important, it is no longer the sole determining factor.

• The government strongly supports exports and foreign investment : In response to global trade changes, the Thai government launched the "Ten Export Protection Policies" and supporting financial support in mid-2025 to help export companies explore emerging markets, enhance their brands, and cope with risks. Foreign-invested enterprises can actively study and utilize these policy dividends.

Overall : Despite facing some external challenges, the Thai market has a solid foundation, and domestic consumption and the digital economy are full of vitality. For well-prepared Chinese foreign trade companies, 2025 is still a good opportunity to enter or deepen the Thai market.

4. Characteristics and needs of Thai customers

• Value relationships and trust : Thai customers place great value on long-term, stable relationships with suppliers. Building trust takes time, but once cooperation is smooth, loyalty is high. Regular visits and holiday greetings are effective ways to maintain relationships.

• They are both price-sensitive and quality-conscious : they are good at finding products with high cost-performance, but they are not blindly pursuing low prices. Especially with the upgrading of consumption, the requirements for product quality, safety standards, and environmental certification are becoming increasingly higher.

• The decision-making process can be lengthy : Thai companies often have a hierarchical decision-making structure, requiring approval at each level. Foreign traders should be patient and proactive in following through, but avoid pushing too hard.

• Reliance on online information and recommendations : As many as 83% of Thai consumers say they purchase products based on recommendations from influencers (KOLs) . Therefore, product reviews and video content on social media and e-commerce platforms have become crucial.

• Higher requirements for logistics timeliness : More and more Thai consumers expect same-day or next-day delivery . This places higher demands on cross-border sellers’ overseas warehouses or local logistics partners.

5. Recommended popular products from Thailand

The following combines consumer trends and e-commerce data for 2025 to recommend potential categories for you:

2025 Hot Product Selection Guide for Foreign Trade with Thailand

The core logic of product selection : seize the blue ocean category of " high demand and low competition ", while ensuring that the product is suitable for display and dissemination through social media such as short videos.

6. Common payment methods for Thai customers

• Letter of Credit (L/C) : Suitable for B2B transactions with larger amounts or initial collaborations. It offers high security, but the procedures are relatively complicated.

• Telegraphic Transfer (T/T) : The most common payment method, especially for established customers with whom we have a strong trust. This method typically involves a deposit and final payment upon seeing a copy of the bill of lading .

• Documents against acceptance (D/A) or documents against payment (D/P) : This is a collection method that is simpler than L/C. However, the seller has certain collection risks and should be used with caution based on the customer's credit status.

• Third-party payment platforms : In cross-border e-commerce (B2C/Small B), Thai consumers generally use credit cards, local e-wallets (such as TrueMoney), and cash on delivery (COD) .

7. A Complete Guide to Thailand Market Development Methods

The combination of multiple channels and platforms is the key to developing customers.

Summary of Thailand Market Development Channels

8. Certificate of Origin and Product Certification Required for Export to Thailand

Certificate of Origin (CO)

• Ordinary CO : used to enjoy the most-favored-nation tariff rate.

• FORM E Certificate : Issued under the China-ASEAN Free Trade Agreement , this certificate allows customers to enjoy tariff reductions and exemptions. This is a crucial document that foreign traders must proactively remind and assist their clients with , significantly enhancing product pricing competitiveness.

Recommended reading: Thailand TISI Certification Guide: How to Improve Certification Pass Rates Through Local Testing and Factory Inspections!

Key product certification

• Thai Industrial Standards (TIS) : Mandatory safety certification for a variety of products (such as electrical appliances, building materials, and medical equipment).

• Thailand Food and Drug Administration (FDA) certification : Applicable to food, medicine, cosmetics, medical devices, etc., to ensure product safety and hygiene.

• Other specific certifications : For example, agricultural products require a plant quarantine certificate .

Special reminder : In 2025, Thailand strengthened its supervision of the origin of goods, especially 65 categories of industrial products. It is imperative to ensure that the origin information is true and accurate to avoid the detention or punishment of goods due to "origin washing" issues.

9. Thailand Customs Clearance Requirements

Export/Customs Clearance Process Overview

1. Preliminary preparation : confirm whether the product is on the list of products allowed for import in Thailand and prepare relevant certification documents (such as TIS, FDA).

2. Booking and shipment : Confirm the shipping date/flight with the freight forwarder and complete the booking.

3. Document preparation : Core documents include: commercial invoice, packing list, bill of lading/airway bill, certificate of origin, insurance policy, and necessary import licenses (such as FDA) .

4. Customs declaration : The Thai consignee (your customer) or his/her designated customs broker submits the customs declaration form to the Thai Customs.

5. Inspection and Release : Customs will decide whether to conduct an inspection based on the risk management system. Goods will be released after inspection is passed and customs duties and VAT are paid.

Customs Clearance Notes

• Consignee qualifications : Make sure your Thai customer has the legal right to import.

• Document consistency : The information on all documents (such as product name, quantity, amount) must be strictly consistent.

• HS Code : Accurate classification is the key to determining the tax rate. It is recommended to confirm with the customer in advance.

10. Thailand Import/Export Ban

• Import ban :

  • E-waste : From June 24, 2025, the import of 463 items of e-waste, including damaged circuit boards, old lithium batteries, and scrapped mobile phones, will be completely banned.

  • Other items that are prohibited or restricted from import usually include drugs, weapons, endangered animals and plants, etc.

• Export Bans : Thailand may impose temporary or long-term export restrictions on certain important cultural relics, natural resources, or strategic materials.

11. Thailand’s Tariff Policy

• Basic tariff : levied according to the HS Code of the product, with different tax rates.

• New tax exemption policy for 2025 : Imported goods with a total value (CIF) of no more than 1,500 baht will be exempt from customs duties throughout 2025. This policy greatly benefits small-scale B2C businesses and sample shipments, reducing trial order costs.

• Value Added Tax (VAT) : The standard rate is 7%, which is collected by the customs at the import stage (calculated based on the CIF price + tariff).

• Prepaid Income Tax (PIT) : For imported goods, the customs may collect income tax at a certain percentage (e.g. 1%-5%) of the import value based on the category of goods. This portion can be used as a deduction for the importer's subsequent income tax.

12. Things to note when developing the Thai market

1. Strict Quality and Compliance : The Thai market is increasingly demanding on product quality and standards. This is particularly true for agricultural products. Thailand's pesticide residue standards (if unspecified, a limit of 0.01 ppm is applied) . Therefore, dual-standard testing is essential before export.

2. Be wary of the risk of "origin fraud" : Amidst shifting US global trade policy, Thailand is cracking down on practices that circumvent US tariffs by laundering origin through Thailand. When working with clients, ensure that the trade background is legitimate.

3. Make good use of policy dividends : Actively understand and utilize the support policies provided by the Thai government to export enterprises, such as export credit guarantees, low-interest loans, market development subsidies , and the tariff preferences of the China-ASEAN Free Trade Area (FORM E).

4. Localized marketing : Promotional materials, product labels, and social media content should ideally be in Thai . Collaborating with influential local KOLs is an effective way to quickly build brand awareness.

5. Maintain patience and a long-term perspective : Developing and building trust in the Thai market takes time. Don't be discouraged by one or two unsuccessful negotiations or small order volumes. Only by focusing on the long term and taking steady steps can you establish and grow in this market with enormous potential.

I hope this detailed guide will provide strong support for your expansion into the Thai market. I wish you success! If you encounter more detailed questions during the specific operation, please continue to communicate.

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