The present study is an investigation into the penetration of business-to-consumer ecommerce
in Thailand. The study has been conducted by a field survey among the consumers by
questionnaire method and collected samples from regular online and regular offline shoppers in
the country. The total sample size was 1535 units collected from the north, northeastern, central
and southern regions of the country. The findings of the study revealed that penetration of online
shopping is 15 percent with an estimated range of 13 to 17 percent for the entire population, and
it is higher in central and northeastern regions but lower in north and southern regions. The
important observation in the study is that there is very low penetration of online shopping in
Thailand due to the lack of trust in online traders and non-confidence in online payments.