Thailand’s Trade Competition Commission (TCCT) has launched comprehensive guidelines for e-commerce platforms, effective March 25, 2026, to address unfair trade practices in the booming digital economy.
These rules aim to prevent market dominance and protect sellers, logistics providers, payment firms, and advertisers from exploitative behaviors by platforms.
Pricing Conduct Under Scrutiny
The guidelines target parallel fee-setting among platforms and unjustified price discrimination between sellers offering similar products.
Authorities will evaluate cases based on business size, sales volume, and commercial rationale, while prohibiting excessive fees and abrupt fee structure changes without notice.
Non-Pricing Practices Restricted
Platforms face restrictions on using algorithms to limit seller visibility or granting preferential placement to their own or affiliated products.
Requiring merchants to use specific logistics or service providers, as well as misusing partner data for competitive advantage, are now flagged as anti-competitive.
TCCT Secretary-General Visanu Vongsinsirikul stated that the guidelines clarify interpretations of the Trade Competition Act B.E. 2560 (2017) for multi-sided digital platforms.
Historically, Thailand has seen rapid e-commerce growth, prompting regulators to adapt 2017 competition laws to modern digital marketplaces amid rising complaints from small sellers.
The impact will likely create a fairer environment, benefiting smaller traders previously disadvantaged by dominant platforms' tactics.
Enforcement will proceed case-by-case, with potential administrative penalties or criminal sanctions for severe violations, alongside ongoing industry consultations for compliance.
Looking ahead, these measures position Thailand to foster sustainable digital economy expansion, mirroring regional efforts like Indonesia’s scrutiny of foreign platforms.
By ensuring a level playing field, the rules could spur innovation and consumer trust in Thailand’s e-commerce sector over the coming years.
Andrew Lee
