{"id":3164,"date":"2025-06-03T13:24:17","date_gmt":"2025-06-03T05:24:17","guid":{"rendered":"https:\/\/www.deekpay.com\/?p=3164"},"modified":"2025-06-03T13:24:17","modified_gmt":"2025-06-03T05:24:17","slug":"%e6%b3%b0%e5%9b%bd%e6%94%af%e4%bb%98%e5%b8%82%e5%9c%ba%e5%88%86%e6%9e%90%ef%bc%9a%e7%94%a8%e6%88%b7%e5%81%8f%e5%a5%bd%e4%b8%8e%e5%a2%9e%e9%95%bf%e6%95%b0%e6%8d%ae","status":"publish","type":"post","link":"https:\/\/www.deekpay.com\/en\/2025\/06\/03\/%e6%b3%b0%e5%9b%bd%e6%94%af%e4%bb%98%e5%b8%82%e5%9c%ba%e5%88%86%e6%9e%90%ef%bc%9a%e7%94%a8%e6%88%b7%e5%81%8f%e5%a5%bd%e4%b8%8e%e5%a2%9e%e9%95%bf%e6%95%b0%e6%8d%ae\/","title":{"rendered":"Thailand Payments Market Analysis: User Preferences and Growth Data"},"content":{"rendered":"

The Thai payments market has grown rapidly in recent years, driven by the expansion of e-commerce, the push for digital banking policies, and the high level of technological acceptance among the younger population. The following analyses and provides key insights in two dimensions: user preferences and growth data:<\/p>\n

\n

I. User preference analysis<\/strong><\/h3>\n
    \n
  1. \n

    Cash remains significant but continues to decline<\/strong><\/p>\n

      \n
    • The share of cash transactions is about 50% in 2023 (Bank of Thailand data), but the share is rapidly declining in retail scenarios, especially in urban areas.<\/li>\n
    • Small transactions (e.g., street vendors) are still predominantly cash-based, due to fees and infrastructure constraints.<\/li>\n<\/ul>\n<\/li>\n
    • \n

      Explosive growth of e-wallets<\/strong><\/p>\n

        \n
      • Mainstream platforms<\/strong>: TrueMoney (market share 35%), Rabbit Line Pay (tied to Line's social ecosystem), GrabPay (cross-border integration advantage).<\/li>\n
      • user profile<\/strong>: 20-35 year olds account for over 60%, preferring swipe-to-pay and seamless offline and online experiences (e.g. 7-11 convenience store top-ups).<\/li>\n<\/ul>\n<\/li>\n
      • \n

        The contradictory coexistence of bank cards and QR code payments<\/strong><\/p>\n

          \n
        • Credit\/debit card penetration is ~40% (Visa\/Mastercard dominated), but mainly used in medium to high spending scenarios.<\/li>\n
        • Local instant payment system PromptPay (based on mobile phone number\/ID card transfers) has an average of 30 million transactions per day (2023), and the government is pushing for it to become a national infrastructure.<\/li>\n<\/ul>\n<\/li>\n
        • \n

          The Rise of Buy Now Pay Later (BNPL)<\/strong><\/p>\n

            \n
          • Platforms such as Atome and Kredivo are growing at a significant rate in the e-commerce scenario, with user growth of 200% in 2022-2023 (Bangkok Post data), attracting mainly the younger segment with a monthly income of less than 15,000 baht.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
            \n

            II. Key data on market growth<\/strong><\/h3>\n
              \n
            1. \n

              Overall size and growth rate<\/strong><\/p>\n

                \n
              • Digital Payments Market Reaches $18 Billion by 2023, CAGR 14% (2019-2023) (Statista)<\/li>\n
              • The share of non-cash transactions is expected to exceed 60% by 2025.<\/li>\n<\/ul>\n<\/li>\n
              • \n

                Segment performance<\/strong>
                \n| Payment Methods | 2021 Shares | 2023 Shares | CAGR |
                \n|—————-|———-|———-|———|
                \n|Electronic Wallet |18% |32% |33% |
                \n|Bank Card |30% |28% |- |
                \n|Bank Transfer |25% |22% |- |<\/p>\n<\/li>\n<\/ol>\n

                Note: Negative growth in some traditional channels<\/em><\/p>\n

                  <\/p>\n
                1. driving force<\/em>::
                  \nPolicy: The Bank of Thailand's National e-Payment Masterplan promotes paperlessness;
                  \nMerchant side: e-commerce platforms such as Lazada\/Shopee make e-payment mandatory;
                  \nUser Side: Smartphone penetration reaches 92% (Newzoo).<\/li>\n<\/ol>\n
                  \n

                  III. Challenges and opportunities<\/em><\/h3>\n

                  –sore point<\/strong>
                  \nFragmentation of cross-border payments (Alipay is commonly used by tourists but not by locals);
                  \nThe Agent Banking network in rural areas still needs to be expanded;<\/p>\n

                  –future trends<\/strong>
                  \nSocial Commerce (Social Commerce) integrated payments (TikTok Shop case);
                  \nOpen Banking API acceleration (e.g. SCB Bank's co-op ecosystem).<\/p>\n

                  It is advisable to keep an eye on the progress of PromptPay's interconnectivity with other ASEAN countries (Jazzy Southeast Asia's version of SWIFT), as well as the potential deregulation of cryptocurrency payments.<\/p>\n

                  IV. Competitive Landscape and Key Players Analysis<\/strong><\/h3>\n

                  1. Local giants vs.<\/strong><\/h4>\n
                    \n
                  • TrueMoney (Ant Group Investment)<\/strong>: Thailand's largest e-wallet covering offline retail (7-11, Lotus's), utility bill payments and cross-border payments (Laos, Myanmar). exceeds 40 million users in 2023, accounting for 57% of Thailand's population.<\/li>\n
                  • PromptPay (Government-led)<\/strong>: Real-time money transfer via mobile phone number\/ID card with average daily transaction volume of over 5 billion baht. Interbank settlement system lowers access threshold for small and medium-sized merchants.<\/li>\n
                  • International players limited but differentiated<\/strong>::\n
                      \n
                    • Alipay\/WeChat Pay mainly serves Chinese tourists (accounting for 60% of travel payments), but localisation has been slow;<\/li>\n
                    • GrabPay, relying on the SuperApp ecosystem, has a 15% share in the taxi + takeaway scenario.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

                      2. Increased cooperation between banking systems and fintechs<\/strong><\/h4>\n
                        \n
                      • Siam Commercial Bank (SCB) launches \"SCB Easy\" App with PromptPay+ e-wallet integration; Kasikornbank offers BNPL services through \"KPlus\". Kasikornbank offers BNPL services through \"KPlus\". Traditional banks are responding to the challenge of purely digital banking with an open API strategy.<\/li>\n<\/ul>\n
                        \n

                        V. Differences in Payment Behaviour in Segmented Scenarios<\/strong><\/h3>\n\n\n\n\n\n\n\n\n
                        take<\/strong><\/th>\nMainstream Payment Methods<\/th>\nKey drivers<\/th>\n<\/tr>\n<\/thead>\n
                        E-commerce (Lazada, etc.)<\/td>\nCredit Card (40%) + BNPL (30%)<\/td>\nDemand for instalments is strong, platforms subsidise zero interest rates<\/td>\n<\/tr>\n
                        offline convenience store<\/td>\nElectronic Wallet Scanner (70%)<\/td>\n7-11 and other chains fully support TrueMoney<\/td>\n<\/tr>\n
                        Dining out<\/td>\nGrabPay (45%), Cash (30%)<\/td>\nPlatform bundled coupons + riders collecting cash on behalf of others still exists<\/td>\n<\/tr>\n
                        tourist spending<\/td>\nAlipay(Chinese), PromptPay(Thai)<\/td>\nChinese Tourist Habits vs. Locals' Anti-Commission Awareness<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
                        \n

                        VI. Policy and regulatory developments<\/em><\/h3>\n
                          \n
                        1. Central Bank Digital Currency Pilot<\/em>: The Bank of Thailand plans to test retail CBDCs in 2024, potentially impacting the existing e-wallet landscape;<\/li>\n
                        2. Data localisation requirements<\/em>: Foreign payment organisations are required to store Thai user data within the country (similar to Vietnam regulations);<\/li>\n
                        3. anti-trust legislation<\/em>: Market share investigations against headliners such as TrueMoney may trigger rate controls.<\/li>\n<\/ol>\n
                          \n

                          VII. Future growth opportunities<\/em><\/h3>\n
                            \n
                          1. \n

                            Rural Market Sinking<\/strong><\/em>--Correspondent banking network extended to township areas (currently covering only 60%):<\/p>\n

                              \n
                            • The TrueMoney Agent model allows small shops to offer cash top-up and transfer services;<\/li>\n
                            • KBank's \"KShop\" agency has exceeded 50,000 points.<\/li>\n<\/ul>\n<\/li>\n
                            • \n

                              Cross-border integration<\/strong><\/em>::<\/p>\n

                                \n
                              • ASEAN QR standard rollout (Thailand, Malaysia and India are interconnected) to reduce currency exchange friction;<\/li>\n
                              • PromptPay's interoperability trial with Singapore's PayNow will land at the end of 2024.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n

                                3.Embedded Finance<\/strong><\/em>::<\/p>\n

                                  \n
                                • TikTok Shop's embedded e-wallet leads to impulse spending conversions;
                                  \n- Line Man (in-app rider tips transferred directly to Rabbit Line Pay).<\/li>\n<\/ul>\n
                                  \n

                                  VIII. Risk warning<\/em><\/h3>\n

                                  1.Over-reliance on head platforms<\/strong>:: TrueMoney will cause market shocks if it is split by regulation ;)
                                  \n2.Persistent cash inertia<\/strong>:: 351 TP3T consumers outside Bangkok still refuse non-cash payments (Nielsen research).
                                  \n3.Geopolitical implications<\/strong>:: US-China technology decoupling may limit terminal device support for Alipay\/WeChat Pay.<\/p>\n

                                  It is recommended that new entrants adopt the strategy of \"local partners + deep cultivation of vertical scenarios\", such as the development of a universal payment system for membership points in conjunction with the Central Group of Department Stores, so as to avoid head-on competition with the giants.<\/p>","protected":false},"excerpt":{"rendered":"

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