The Direction of E-Commerce in Southeast Asia and Thailand’s Logistics Development Approach


  • Kanitpirom Wattanasan Faculty of Business Administration, St Teresa International University, Thailand
  • Apichaya Chuepan Faculty of Business Administration, St Teresa International University, Thailand
  • Montien Chomdokmai Faculty of Education, St Teresa International University, Thailand
  • Vipa Pengsa-ium Faculty of Nursing, St Teresa International University, Thailand
  • Jitrapun Pusapukdepob Faculty of Public Health, St Teresa International University, Thailand
  • Boontiwa Nakhata Faculty of Humanities and Social Sciences, St Teresa International University, Thailand


E-Commerce, Southeast Asia, Logistics Development


This research project is a qualitative research. The objective was to study the direction of e-commerce in Southeast Asia (SEA) that would have an effect on the future development of Thailand’s logistics. The sample group consisted of executives of various organizations in international trade, international e-commerce, international logistics in Thailand, totaling 21 key informants, selected using the snowball sampling technique. The researcher collected data using non-participant observation, and in-depth interviews. Subsequently, the data were analyzed using the content analysis technique.  Results of the study revealed that 1) The direction of e-commerce in SEA has developed a new form of international trade or dual circulation, with the utilization of international trade agreements as a mechanism for developing products and services. 2) The relationship between e-commerce and logistics in SEA, it was found that the relationship between e-commerce and logistics had developed harmoniously through an e-commerce platform that could be accessed with a smartphone and electronic device. Even though it created business growth, a new problem may arise, the number of logistics service providers might not be enough to provide services in the future. 3) The trend of logistics in SEA was the emergence of new forms of logistics businesses, such as specialized logistics services, specialized services in product management for e-grocery stores, and international integrated logistics services. 4) The approach to develop Thailand’s logistics to support the growth of e-commerce in SEA had to be accelerated, such as providing logistics services with e-fulfillment and development towards green logistics.


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