Payment methods in Thailand: What global brands must support to drive conversions

Thailand has become one of Southeast Asia’s most active digital payment markets. You see rapid adoption of mobile channels, frequent use of QR payments, and a strong expectation that every online checkout supports the most familiar local options. When you enter the market, your ability to receive payments in the way Thai customers prefer has a direct impact on conversion. The question is simple: which payment methods in Thailand should you prioritise, and how do they fit into your wider acceptance strategy?

Bank transfers and PromptPay: the leading payment method

Account‑to‑account transfers shape how people pay in Thailand. PromptPay, which relies on QR codes and identifiers such as a phone number or national ID, delivers instant settlement with very low fees. You gain a fast, reliable, and widely trusted method that works across both in‑store and e‑commerce.

Bank transfers account for an estimated 42% of all transactions in the country. PromptPay alone reached more than 77 million users in 2023 and continues to grow. It represented around 42% of e‑commerce transaction value in 2022, placing it ahead of cards and digital wallets.

Why does this matter for global merchants? Thai customers expect a clear and easy PromptPay option at checkout. A QR‑based flow minimises friction, improves payment speed, and supports convenience and security. When you position PromptPay prominently, you often see fewer abandoned baskets and stronger completion rates, especially for everyday purchases.

Digital wallets: a fast‑growing segment

Digital wallets have become the second most popular payment method in Thailand. Their growth aligns with the habits of mobile‑first users who choose wallets for food delivery, online shopping, transport, and bill payments. Wallets are well‑suited to small transactions and offer familiar interfaces that help buyers act quickly.

In 2023, wallets represented roughly a quarter of e‑commerce transaction volume. The number of registered mobile wallet accounts exceeded 116 million that same year, showing broad national adoption. Many wallets offer promotions or cashback, while others rely on bank‑linked payments rather than top‑ups. These differences shape user expectations during checkout.

Leading wallet brands

You should be prepared to support the brands customers encounter daily:

• TrueMoney, which holds about 53% of the wallet market
• Rabbit LINE Pay, with an estimated 25% share
• ShopeePay, with around 8% share
• Other familiar names such as mPay and GrabPay
  
  

If your checkout includes these options, you meet customers in an environment they trust. Wallet users often convert more readily when they can stay within an app they already use for other activities.

Credit and debit cards: reliable for larger transactions

Cards remain central for higher‑value purchases. International schemes such as Visa and Mastercard support everyday online payments as well as in‑store tap transactions. Customers often select cards when they want rewards, instalments, or extra protections.

Forecasts point to steady growth in Thailand’s credit and charge card payment market, reaching about USD 65.6 billion in 2025 and potentially USD 92.6 billion by 2029. Around 55% of consumers use credit cards, though only 13% specifically prefer them for e‑commerce. Debit cards are widely held, but only a small share rely on them for online purchases.

For international merchants, cards bring a different profile of operational considerations. Chargebacks may occur, and cross‑border transactions can show lower success rates. Local routing and clear payment instructions help reduce declines and create a smoother experience.

Cash and cash on delivery: declining but still relevant

Cash use is falling across Thailand, but it still influences how certain customer groups behave. Cash on delivery (COD) and over‑the‑counter payments continue to appear in regions outside major cities or among buyers who prefer not to complete a digital payment on their first order.

Common over-the-counter (OTC) flows include payment at Thailand Post, BigC, and Lotus’s. COD may raise logistics and return risks, yet it can support conversion for first‑time shoppers. If you serve categories where trust must be earned gradually, offering a cash option can reduce friction in the early stages of the customer relationship.

Buy now, pay later: an emerging instalment option

Buy now, pay later (BNPL) has gained traction among younger consumers and for product categories such as electronics, fashion, and travel. It gives buyers access to instalments without a traditional credit card.

The Thai BNPL market is projected to increase from around USD 3.68 billion in 2023 to USD 7.13 billion by 2029. For global merchants, BNPL can support higher conversion for medium and high‑ticket items.

Leading BNPL providers include:

• Monix
• K‑Pay Later
• TrueMoney PayNext
• Shopee SPayLater
• Instalment services linked to Rabbit products
  
  

BNPL usually requires careful handling of affordability checks, regulatory expectations, and communication of repayment responsibilities. When positioned clearly, it can meet demand from customers looking for flexible payment timing.

Regulation, infrastructure, and security considerations

Thailand’s regulatory environment has shaped how the market adopted new payment methods. You benefit from understanding the main policy directions and how they influence your payment strategy.

National e‑payment strategy

The National E‑Payment Master Plan and broader Digital Thailand initiatives have accelerated QR adoption, tax digitisation, and real‑time settlement capabilities. PromptPay is a central part of this shift. These measures promote digital payment usage and streamline how funds move between buyers and merchants.

Real‑time payments and cross‑border QR

Thailand ranks among the top global real‑time payment markets, recording more than 20 billion real‑time transactions in 2023. Work on cross‑border QR compatibility continues across the region, allowing travellers to use their home wallet in Thailand and vice versa. This development encourages more direct A2A payments and increases customer confidence in QR‑based transactions.

Fraud and new rules

Regulators have increased scrutiny of online transfers to address scam activity. New limits and monitoring requirements protect customers and influence how high‑value transactions are handled. For merchants, this means placing greater focus on authentication flows and identity checks without introducing unnecessary friction.

How to prioritise payment methods in Thailand

Every brand entering Thailand benefits from a clear payment method strategy. You want to balance strong local coverage with simple operational management. Start with the methods most likely to influence conversion, then add optional methods that support specific segments.

Recommended must‑have stack

Payment method optimisation tips

• Present PromptPay and familiar wallets at the top of the checkout for Thai users
• Use clear labels and simple QR instructions for A2A and wallet flows
• Provide trust signals for transfers and wallets to confirm convenience and security
• Offer instalments for suitable product categories
• Keep card payment fields short and mobile‑friendly
  
  

Your aim is to keep the flow predictable, reduce steps, and align with what local customers already experience on domestic platforms.

Conclusion

Thailand’s payment landscape moves quickly, and customers choose methods that feel effortless, reliable, and suited to their daily habits. When you support the payment methods that Thailand relies on most, you create a clearer path to conversion and serve buyers in a way that respects how they prefer to complete each transaction.