Influencer Marketing in Thailand 2025: heavy livestreaming and strong affiliate selling
Thailand ranks fourth of seven markets in Totem's social commerce enthusiasm index, scoring 30 against a regional average of 28. It combines high internet penetration (85.3%) with over eight hours of average daily online activity, and its social commerce and influencer engagement are highly developed — especially on TikTok, Facebook, Shopee and LINE.
Influencers are central to product discovery, with livestream selling embraced by 86% of consumers, above the Asia average of 84%. Consumers respond to entertaining, community-driven content, and while mega-influencers drive reach, micro and mid-tier influencers build trust and conversion. Affiliate selling is a notable strength.
This mini-report draws on the Thailand cut of Totem's 2025 Asia influencer survey — 546 consumers and 21 Thailand brand managers — to detail the platform mix, influencer roles and the transaction frictions that still matter.
A highly developed, above-average social commerce market.
Thailand's enthusiasm index of 30 sits above the regional average, supported by very high daily online time and openness to discovery-led buying across multiple platforms.
Influencers punch above their weight on conversion.
While celebrities hold significant sway, influencers show consistently high impact across all purchasing stages and notably strong conversion power — 32% rate them high-impact at discovery, versus 21% region-wide.
Affiliate selling is a market strength.
Three-quarters of consumers have experience with livestream selling and 69% with affiliate/discount codes — both well above Asia averages — making Thailand one of the region's stronger affiliate markets.
TikTok and Facebook dominate the channel mix.
The two do the heavy lifting for discovery and consideration, with Lazada and Shopee focused on conversion and post-purchase, and Instagram supporting consideration. Brands scale with many mid-sized and micro creators, adding celebrities for key beats and on ecommerce-led channels.
Peer credibility is a distinctive motivator.
Thai consumers over-index on "gives me cred" versus the Asia average, indicating that peer acknowledgement is a meaningful reason to buy through influencers.
Checkout friction, not deals, is the barrier.
Deals are less of a driver or concern for Thai buyers; instead, fewer steps and a native payment system would remove significant barriers, alongside product-quality trust.
Where does Thailand rank on social commerce enthusiasm?
Fourth of seven markets, with an index score of 30 against a regional average of 28 — a highly developed, above-average market.
How common is livestream shopping in Thailand?
Very: 86% of consumers have watched or bought from a brand livestream, above the Asia average of 84%, and 75% have direct experience with livestream selling.
How effective are influencers in Thailand?
Strong on conversion. Influencers show consistent high impact across all stages, with 32% rating them high-impact at discovery versus 21% region-wide.
Which platforms lead?
TikTok and Facebook dominate discovery and consideration, Lazada and Shopee handle conversion, and Instagram supports consideration.
What holds Thai purchases back?
Not price — deals are less of a concern — but transaction friction. Fewer checkout steps and a native payment system would remove the biggest barriers.
This mini-report is the Thailand cut of Totem's 2025 "Influencer Marketing in Asia" study. The Thailand consumer sample is 546 respondents, drawn from a seven-market survey of 3,813 consumers conducted in July 2025 by Rakuten Insight Global (balanced by gender and across GenZ, Millennial, GenX and Boomer cohorts). It is complemented by Totem's brand-side survey, including 21 Thailand-based brand and marketing managers.
Get the full report
Leave your details and we'll send the PDF to your inbox.