Influencer Marketing in Thailand
Thailand is one of Asia’s most vibrant digital markets — and when it comes to social commerce and influencer engagement, it ranks among the region’s leaders.
This mini-report, part of Totem's larger survey and analysis of influencers in Asia, shows how Thailand’s enthusiasm is fueled by TikTok, Facebook, and a culture that embraces fun, community-driven, and trust-based online experiences.
Thailand ranks #4 on our Social Commerce Enthusiasm Index across Asia.
Key Insights:
Livestream selling is mainstream – 86% of consumers in Thailand have watched or bought from livestreams, above the Asia average of 84%.
Influencers convert, not just inspire – while celebrities hold strong sway, micro and mid-tier influencers are particularly trusted for conversion.
Community & status matter – Thai consumers over-index on “peer recognition” (“gives me cred”) compared to the regional average, showing how social validation drives buying decisions.
Barriers remain – product quality, privacy, and complex checkout processes are the top reasons consumers hesitate to purchase via influencers.
With TikTok Shop active since 2022, Thailand has become a testbed for how social platforms can merge entertainment, discovery, and shopping into a seamless experience.
*Thanks to Rakuten Insight Global for their amazing work in conducting the consumer research across seven markets. Also a big thanks to Campaign Asia for their detailed reporting on the findings of this report.
