The rapid emergence of instant commerce in Thailand, a retail evolution defined by delivery within a few hours, will become the new battlefield for on-demand players and e-commerce platforms, say brands. The move comes as traditional e-commerce matures, with instant commerce offering massive growth potential through data-driven insights and the ability to capture impulsive "micro-moments". Louise Andersen, Thailand digital commerce lead at The Magnum Ice Cream Company, said Wall's moved early into instant commerce to meet instant-gratification demand, especially late-night cravings at home that physical carts could not serve. As instant commerce consumers are "demanding" and suffering from "choice paralysis", brands must be visible early and throughout the exploration journey to remind consumers to buy, she said. Zero commerce represents online transactions occurring directly within social media, AI chatbots, or search results, eliminating the need for consumers to visit a traditional e-commerce website.

Source: Bangkok Post February 02, 2026 00:05 UTC