By business type
Thai law for E-commerce and direct-to-consumer brands
Selling online to Thai consumers can require direct-marketing registration, and foreign-owned retail is restricted below set capital levels.
What to check
- Direct Sales and Direct Marketing ActOnline sales to consumers may need direct-marketing registration.Direct Sales and Direct Marketing Act B.E. 2545, ss. 3, 27, 38; Ministerial Regulation of 2018
- Foreign Business Act: retail and wholesaleRetail and wholesale below set capital levels are restricted.Foreign Business Act, List 3 (14), (15)
- Personal Data Protection ActApplies to offshore companies serving people in Thailand.PDPA B.E. 2562, ss. 5, 37(5), 38
- Payment Systems Act (Bank of Thailand)E-money and collecting payments for merchants need a licence or registration.Payment Systems Act B.E. 2560, ss. 16, 17; Ministry of Finance notification of 17 April 2018, cl. 2.2, 2.3
- Sector questionImport, labelling and product rules for the goods sold
- Sector questionConsumer protection for returns and advertising claims
Questions people ask
The rules e-commerce brands most often have to examine are: Direct Sales and Direct Marketing Act; Foreign Business Act: retail and wholesale; Personal Data Protection Act; Payment Systems Act (Bank of Thailand). Which apply depends on the actual model.
General information, not advice on your business.
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