Thailand’s Trade Competition Commission (TCCT) enacted new e-commerce guidelines on March 25 that apply to multi-sided platforms connecting sellers, logistics providers, advertisers, and payment services, clarifying how authorities will assess conduct under the country’s Trade Competition Act. The rules flag both pricing concerns, such as unjustified fee differences and sudden cost shifts onto sellers, and non-pricing conduct including algorithmic suppression of certain sellers, preferential treatment for a platform’s own products, forced use of designated service providers, and misuse of partner data. The move signals a shift toward a rules-based digital commerce model in a country that approved $2.7B in data center and cloud investments in 2025 and has attracted major infrastructure commitments from TikTok, Google, Amazon Web Services, and Microsoft.
