Online export target primed at B3bn thanks to food boost

The government expects exports via online channels to top more than 3 billion baht next year, led by food products.

Banjongjitt Angsusingh, director-general of the International Trade Promotion Department, said the export prospects of Thai food products are thriving, particularly in the Chinese market.

“Thai food products are most popular both offline and online in China,” said Ms Banjongjitt. “Popular Thai food products include hom mali rice, seasonings, nonalcoholic drinks, dried fruits, snacks, and fruit, most notably durian.”

Thailand has teamed up with Alibaba Group to set up a Thai rice flagship store on Tmall.com, with more than 200 stock-keeping units from 22 brands. Exports have exceeded 100 million baht through Tmall.

The department f orecasts exports through the digital platform, mainly through Thaitrade.com, Thailand’s planned national e-marketplace, and other linkage platforms will total 1.7 billion baht.

Comparative figures with previous years were not available, as the department just started gathering information this year.

The Commerce Ministry aims t o increase Thaitrade.com’s trade volume to 10 billion baht next year from 5 billion at present.

The ministry set up Thaitrade.com seven years ago. The site now features more than 200,000 products and has had 2.15 million foreign visitors.

In 2016, the ministry launched Thaitrade. com Sook, a business-to-consumer extension of Thaitrade.com.

Some 25,000 entrepreneurs use Thaitrade.com.

The ministry wants to persuade 100,000 entrepreneurs to use the national e-commerce platform to increase exports.

According to Unctad, global e-commerce trade volume was US$25.3 trillion (808 trillion baht) in 2015.

Ms Banjongjitt said the Commerce Ministry is discussing with Hema Supermarkets, a subsidiary of Alibaba Group, about selling fresh fruit, including mango, durian, pomelo, and coconut, as well as frozen and processed seafood and processed food.

A report from the Thai Trade Centre in Nanning, China showed that e-commerce growth there has increased dramatically, especially for food.

In 2017, China imported food from 187 countries worth a combined US$58.3 billion, up 25% from a year earlier.

“Chinese consumers favour healthy food,” she said. “They focus not only on price but also quality, such as natural ingredients and famous brands.”

Ms Banjongjitt said the department is promoting Thai entrepreneurs seeking new world-class trade platforms to drive Thai exports. It also wants to upgrade Thaitrade.com to link with Amazon, Alibaba, eBay, JD.com and new e-marketplace providers.

‘‘ Popular Thai food products include hom mali rice, seasonings, dried fruits, snacks, and fruit, most notably durian. BANJONGJITT ANGSUSINGH Director-general, International Trade Promotion Department