Cube, a market intelligence firm, estimated that TikTok Shop overtook Shopee in Thailand in Q2 2026 by share of combined physical-goods gross merchandise value among Shopee, Lazada, and TikTok Shop, at 48% versus 45%.

The firm said the two platforms each held 46% of combined GMV in H1 2026, showing near parity.

These shares do not represent Thailand’s entire ecommerce market.

Cube estimated TikTok Shop’s Thailand GMV rose 116% year on year to US$9.9 billion in H1 2026.

Shopee’s GMV increased 32% to US$9.8 billion, while Lazada’s fell from US$2.1 billion to US$1.6 billion.

It also estimated combined GMV across the three platforms rose 21% to US$30.7 billion in 2025.

TikTok Shop was also named a high-impact platform under Thailand’s new ecommerce rules.

🔗 Source: Cube

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