Thailand’s Trade Competition Commission rolled out new guidelines on March 25 governing how multi-sided e-commerce platforms must conduct themselves, targeting practices including parallel pricing, sudden fee changes on sellers, algorithm-driven visibility suppression, preferential treatment for a platform’s own products, forced use of designated service providers, and misuse of partner data to benefit a platform’s competing business. Enforcement will be handled case by case with violations subject to administrative fines or criminal penalties under Thai competition law. The move signals a shift from growth-first to rules-based digital commerce governance in Southeast Asia’s second-largest economy, which approved $2.7 billion in data center and cloud investments last year and has attracted major infrastructure commitments from TikTok, Google, AWS, and Microsoft.
