In a bid to strengthen fruit exports, Thailand is launching a dynamic live commerce initiative aimed at supporting farmers and increasing market demand. Spearheaded by Supajee Suthamphan, this effort is designed to stimulate sales prior to the influx of fresh fruit.
The strategy is primarily focused on marketing durian and other seasonal fruits online, enabling better supply management and preventing drastic price fluctuations that typically occur during peak harvests. The government's objective is to facilitate a seamless distribution from farms to consumer markets.
Beginning mid-May, a significant volume of durian from eastern Thailand is set to enter the market, accompanied by other seasonal produce. By proactively creating demand, officials aim to minimize the risk of oversaturation and stabilize pricing for local farmers.
Thailand's fruit export sector has demonstrated impressive growth, with over two million tons shipped in 2025, amounting to around 171 billion baht in total value. Key trading partners include China, Malaysia, and Indonesia.
The first quarter of 2026 has seen even more robust export figures, particularly in durian sales, reflecting the strong global appetite for Thai fruits.
Additionally, the government is focused on expanding its international market footprint through business matching events that connect Thai producers with overseas buyers, which have already led to notable trade values and fresh opportunities.
Improvements in logistics are also underway, with officials visiting crucial trade areas to enhance the swift transportation of fruits to major markets like China.
Numerous promotional campaigns are slated for both online and offline platforms, including participation in significant international trade exhibitions and fruit promotion activities across various cities, especially targeting China as the leading market for Thai fruits.
E-commerce platforms such as Amazon and Rakuten will be leveraged to broaden the global market access for Thai fruits, enhancing visibility and customer outreach.
Through these collaborative efforts, the government is hopeful to elevate the total value of fruit exports by five percent this year, aiming for 179 billion baht in revenue that promises to boost farmers' income stability and global market access.
