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This chapter delves into the transformative impact of COVID-19 on cross-border e-commerce between Laos and its neighboring countries, with a particular focus on the capital, Vientiane. It highlights the rapid adoption of digital technologies and the shift towards remote selling and purchasing, driven by the pandemic. The text explores the challenges faced by Lao businesses, particularly micro, small, and medium-sized enterprises (MSMEs), in adapting to the digital economy. It also examines the role of the e-ASEAN Framework Agreement and the ASEAN Digital Masterplan 2025 in guiding the digitalization of trade within the region. The chapter provides a detailed analysis of the payment solutions and e-commerce skill development initiatives in Laos, as well as the overview of domestic e-commerce and the process of accessing online marketplaces in Thailand and China. It concludes with policy recommendations aimed at strengthening the e-commerce sector in Laos, including the development of essential infrastructure, the enforcement of a comprehensive legal and regulatory framework, and the promotion of financial inclusion. The text also discusses the need for a transparent and efficient system for collecting import tax for online purchases and the importance of addressing the imbalance in logistics costs. It suggests closer cooperation with regional e-commerce systems as a short-term opportunity for greater market integration. The chapter provides a comprehensive overview of the current state of cross-border e-commerce in Laos and offers valuable insights into the future of digital trade in the region.
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Abstract
In response to the COVID-19 pandemic, Laos must adapt to a “new normal” in both economic and social contexts. One of the most significant changes has been the increasing prevalence of e-commerce. Following the government’s relaxation of COVID-19 restrictions and the reopening of international borders in May 2022, this study aims to assess the development of cross-border e-commerce in the post-pandemic period. Employing a cross-sectional research design, this study draws on desk research and qualitative data to meet its objectives. The COVID-19 pandemic and related travel restrictions have significantly accelerated the growth of the e-commerce sector. Broadly, the e-commerce market in Laos can be divided into domestic and cross-border segments. Numerous factors, including the expansion of logistical providers and improved access to mobile banking services, have contributed to the growth of domestic e-commerce. Similarly, international e-commerce has been supported by the availability of debit/credit card services, international freight forwarding, and digital payment systems. Despite these developments, the findings reveal that e-commerce in Laos continues to operate largely within informal structures. Based on the results, the study provides policy recommendations aimed at formalizing and strengthening the e-commerce ecosystem to support sustainable economic development.
6.1 Background and Rationale
E-commerce plays a crucial role in the development of modern business, which is increasingly driven by digitalization. Virtual trade has become more prevalent in business operations, with remote selling and purchasing growing rapidly. In 2019, global e-commerce reached $26.7 trillion, and the proportion of retail sales increased from 16% in 2019 to 19% in 2020 (UNCTAD, 2020). Laos, like other Southeast Asian countries, has been compelled to adapt to the “new normal” economic and social environment because of the COVID-19 pandemic. This “new normal” includes increased digital technology use, remote work and learning, shifts in global supply chains, and a new outlook on health and wellness (Selvam et al., 2024).
Lao businesses, most of which are micro, small, and medium-sized enterprises (MSMEs), must adapt to an increasingly digital economy. In 2020, Lao PDR or Laos had a population of just over seven million, and five internet providers operated in the country. In 2019, approximately half of all registered mobile phone numbers (3.5 million users) had access to mobile internet (MOCT, 2019). As mobile phone use expands, e-commerce in Laos is growing, with products marketed and sold through platforms such as Facebook pages, WhatsApp groups, websites, and mobile applications (Visapra, n.d.). Regardless of the growth, most virtual platforms connecting vendors and buyers remain informal. The majority of e-commerce enterprises in Laos are still unregistered sole proprietorships. Limited enforcement of regulations has contributed to the small number of formally registered e-commerce enterprises paying taxes to the government.
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E-commerce reduces transaction costs and lowers barriers for businesses, allowing the remote buying and selling of goods and services in both business-to-business (B2B) and business-to-customer (B2C) models, at domestic and international levels. For a small and landlocked economy like Laos, leveraging the potential of e-commerce is particularly vital. Currently, the majority of Laos’s trade occurs within the region, primarily with neighboring countries. Therefore, the adoption of e-commerce is essential to enhancing business competitiveness and regional cooperation (ITA, 2024). The e-ASEAN Framework Agreement (2000) and the ASEAN Digital Masterplan 2025 provide key policy guidance for ASEAN countries regarding the digitalization of the economy and the facilitation of trade between member states and regional trading partners. The framework outlines eight core strategies, namely: (1) utilizing the ASEAN Digital Masterplan for pandemic recovery; (2) improving fixed-mobile and broadband infrastructure; (3) ensuring customer protection; (4) sustaining competitiveness in digital services; (5) enhancing e-government service and quality; (6) promoting digital services for cross-border trade; and (7–8) encouraging participation from both businesses and individuals (ASEAN, 2021).
The pandemic has significantly impacted physical interaction and social mobility. In response, several OECD countries implemented strict lockdowns and social distancing regulations, shifting consumer demand from traditional retail outlets to online platforms (OECD, 2020). In comparison with other regional economies, Laos lags behind in terms of internet quality, affordability, and accessibility. Despite this, electronic payment systems and mobile phone banking have been widely adopted, and e-commerce has become increasingly widespread. However, rural and more remote communities remain underserved (World Bank, 2019). Electronic banking has enabled consumers to order goods from both domestic and international markets, contributing to a more competitive atmosphere in which buyers can obtain desired items at lower prices.
Following the COVID-19 pandemic, the LAK has lost value in relation to major foreign currencies, particularly the US dollar, RMB, and Thai baht. The US dollar is being sold by BOL and Lao commercial banks for more than LAK 22,000 as of July 25. Commercial banks are selling the Thai baht at a higher rate of over LAK 700 per baht, while the central bank is selling it at over LAK 600 per baht. Unofficial or “shadow” rates, however, are said to be much higher (Tran, 2022). This ongoing devaluation is attributable to an imbalance between the supply and demand for foreign currencies, increasing import costs and driving inflation. These developments have had significant economic consequences, including rising prices for goods and worsening poverty rates. The year-on-year inflation rate reached a 22-year high of 30% in August 2022, with an average rate of 15.5% for the first eight months. Administered fuel prices were raised 13 times between January and September, resulting in a 90.3% increase in diesel prices and a 62.3% increase in gasoline prices (Tran, 2022; Vietnamplus, 2022).
In response to improving public health conditions, the Lao government introduced a COVID-19 relaxation policy on May 7, 2022, reopening international borders. Fully vaccinated Lao citizens were permitted to travel abroad (GOL, 2021). As of July 1, 2022, travelers to Thailand could enter the country with either proof of vaccination or a negative COVID-19 test (Euronews, 2022). As a result, Lao citizens resumed cross-border travel for shopping and healthcare services, as they did prior to the pandemic. This policy shift may have influenced online transaction between Laos and Thailand compared to the travel restriction period.
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Despite the surge in digital adoption following the pandemic, the development of cross-border e-commerce in Laos remains largely undocumented in peer-reviewed literature. Existing studies on Southeast Asia’s digital trade tend to focus on larger economies or ASEAN-wide initiatives, leaving micro-level dynamics—particularly informal e-commerce activity between Laos and Thailand—underexplored. This study addresses this gap by examining the structure, regulation, and business models of cross-border e-commerce in the post-COVID-19 context. The research focuses on key enabling factors such as digital infrastructure, mobile banking systems, trade logistics, and consumer trust. Findings aim to inform policy recommendations to improve the regulatory environment and promote sustainable international e-commerce for Lao enterprises.
6.2 Methods
6.2.1 Research Design
This study employed a qualitative case study design to explore cross-border e-commerce between Laos and Thailand in the context of the post-COVID-19 economic recovery. The case was bounded by geography (Vientiane Capital) and time (September 2023). A case study approach was chosen to allow for an in-depth, contextualized understanding of e-commerce practices and consumer behavior, incorporating the perspectives of various stakeholders.
6.2.2 Sampling and Participants
Participants were selected using purposive sampling to ensure representation from key actors involved in the cross-border e-commerce ecosystem. The sample included representatives from:
Transportation companies (n = 3).
Individual customers (n = 7)
Money exchange counters (n = 3)
Pre-order service providers (n = 5)
All participants were based in Vientiane Capital and had direct experience with cross-border e-commerce transactions involving Thailand and/or People Republic of China (PRC) or China during and after the COVID-19 pandemic. This study focuses exclusively on Vientiane Capital. Inclusion criteria encompassed individuals engaged in e-commerce activities within Laos, including foreigners who had resided in the city for more than one year. Tourists and individuals residing in other provinces were excluded from the study.
6.2.3 Data Collection
Data were collected through semi-structured, in-depth interviews conducted in person between September 1 and 10, 2023. Interviews lasted approximately 30 minutes and were conducted in Lao. The interview topics explored purchasing behaviors, payment methods, the use of digital platforms, currency exchange experiences, and the perceived impact of macroeconomic changes on consumer decision-making.
Interview guides were developed by the research team and piloted prior to the main data collection. Sample questions included:
“How do you typically purchase goods from online platforms in Thailand or China?”
“What methods do you use to pay for cross-border transactions?”
“Have your purchasing habits changed since the COVID-19 pandemic?”
All interviews were noted with the participants’ consent and translated for analysis.
6.2.4 Data Analysis
A thematic analysis was conducted on the translated interview transcripts. Data were coded inductively to identify recurring patterns and emerging themes. Manual coding followed a systematic, iterative approach to ensure depth and consistency. Key themes were categorized into broader areas, including transaction methods, regulatory and logistical barriers, digital platform preferences, and adaptive strategies in response to inflation and currency fluctuations.
6.3 Results
6.3.1 Payment Solution
Financial inclusion in Laos has improved over the years, driven by government policies and initiatives from financial institutions. The proportion of Lao adults with bank accounts increased from 26.8% in 2011 to 37.3% in 2021, though this still lags behind other countries (World Bank, 2022). The growth of electronic banking is in its early stages, but notable steps have been taken. The Bank of Laos has introduced directives to develop secure payment systems, and the Lao National Payment Network Co., Ltd. (LAPNet) facilitates mobile banking services, enabling interbank transfers and greater financial connectivity. By 2022, 16 financial institutions had integrated their ATM networks for interbank services, though credit card usage remains low, with only 1% of the population holding a credit card in 2021 (Globaleconomy, 2021; JCLao, 2023).
The adoption of digital payments is influenced by several mediating factors. Trust in the security of digital platforms remains a significant barrier. Without sufficient confidence in electronic transactions, consumers and businesses are reluctant to adopt digital payment methods. Additionally, digital literacy plays a critical role, as many people still lack the knowledge to use e-banking services effectively. Financial inclusion, though improving, is still insufficient for widespread adoption, as a large portion of the population remains outside the banking system or is unbanked. These factors have important implications for the scalability and formalization of e-commerce in Laos. If payments continue to rely on cash, e-commerce growth may remain limited. While cash-based transactions offer ease for those without bank accounts, the absence of digital payment systems hampers the growth of larger-scale, formal e-commerce operations. As digital literacy improves and trust in digital payment systems increases, the path to a fully formalized e-commerce market in Laos becomes more viable.
6.3.2 E-Commerce Skill Development
Several initiatives have been launched to build e-commerce skills among rural youth, women entrepreneurs, and small and medium-sized enterprises (SMEs), aiming to increase their participation in the digital economy. One such initiative is the SMART UP E-Learning Platform, introduced in September 2021 in collaboration with the USAID Laos Business Environment Activity, the Department of Small and Medium Enterprise Promotion, and the Lao ICT Commerce Association. This platform offers free online training aimed at enhancing digital literacy and e-commerce skills, making it accessible to entrepreneurs, including those in rural areas. Additionally, in 2021, the Department of Tourism Development and USAID launched a series of e-marketing workshops specifically for women-led SMEs in the eco-tourism sector. These workshops equipped women entrepreneurs with digital tools to improve their online presence and market their products more effectively (NIU, 2021). Another significant effort is the Mekong Institute’s Capacity Building Programs, which aim to support women entrepreneurs by improving their product branding through trademark development, helping rural women-led businesses increase marketability and competitiveness in the digital space (MI, 2024).
While these initiatives are important in fostering digital inclusion, significant challenges remain in fully integrating these groups into the digital economy. Limited internet access, low digital literacy, and cultural barriers continue to impede the broader adoption of e-commerce. Despite these challenges, these programs are crucial for scaling up e-commerce participation. However, if payments remain predominantly cash-based, the formalization and growth of the e-commerce sector may remain constrained. Cash transactions limit the scalability and security of digital business models, which depend on seamless and efficient digital payments for success. To overcome these barriers, continued investment in digital infrastructure, inclusive education, and supportive policies is vital. These efforts will not only empower rural communities, particularly women and youth, but also enable SMEs to compete in the global digital economy, driving inclusive economic growth and reducing regional disparities in Laos.
6.3.3 Overview of Domestic E-Commerce
The availability of internet and mobile banking systems has allowed consumers to easily transfer money, contributing to the growth of e-commerce in Lao. Despite the emergence of various local online shopping platforms, including OneX, YesPls, and Plaosme, most e-commerce activities still take place informally through social media platforms.
Taxi booking and food delivery apps like Loca, Taxi Xanh, and FoodPanda have been particularly successful and play a crucial role in serving the urban populations in Laos. Due to the complexity and limitations of formal e-commerce platforms, many businesses and individual online merchants continue to promote their products using social media.
As illustrated in Fig. 6.1, once buyers and sellers reach an agreement, sellers begin packing orders and arranging deliveries. When located nearby, buyers and sellers often choose to meet directly to ensure prompt delivery, prevent order mismatches, confirm payment, and reduce transportation costs. However, because payments are often made via mobile banking or in cash, it is difficult to determine the total value of domestic e-commerce transactions.
Fig. 6.1
Domestic e-commerce transaction diagram. Source Constructed by authors
6.3.4 Accessing Other Countries’ Online Marketplaces
Simultaneously, online purchases from neighboring countries like Thailand and China have emerged as increasingly popular options among Lao consumers, particularly in major urban areas. This cross-border e-commerce trend is driven by the wider variety of products, competitive pricing, and accessibility offered by these foreign markets. To provide a clearer understanding of how Lao buyers navigate the process of purchasing goods online from abroad, Figs. 6.2 and 6.3 present detailed diagrams illustrating typical purchasing flows from Thailand and China, respectively. These visual representations break down each step, from selecting products on foreign platforms to payment, shipping, customs clearance, and final delivery to the buyer in Laos.
Fig. 6.2
Process purchasing goods from Thailand’s online marketplaces. Source Constructed by authors
The information presented in Fig. 6.2 outlines the process by which buyers in Laos access Thailand’s online market. Buyers have two primary options: they can either make purchases directly using their Lao-issued debit or credit cards on Thai e-commerce platforms, or they may utilize pre-order service providers who act as intermediaries to facilitate ordering items from Thailand. The figure further details each step involved in these methods, including payment processing, order placement, and delivery arrangements, providing a comprehensive overview of how cross-border online shopping with Thailand operates for Lao consumers.
1.
Buyers can use online ordering service providers to purchase products from sellers, including popular platforms such as Lazada and Shopee. Payments can be made through two methods:
Direct transfer from a Thai bank account to the seller’s Thai account (a service fee applies to the Thai account holder), or.
Transfer from a Lao bank account to a Thai bank account.
2.
Buyers can also purchase directly from online platforms that accept credit cards, such as Lazada. However, when purchasing directly from Shopee, payments must be made exclusively through a Thai bank account.
3.
Once the products are purchased, they are shipped to the logistics provider’s warehouse located in Nong Khai District, Nong Khai Province, Thailand. A Lao shipping company then collects the goods and transports them across the First Thai–Lao Friendship Bridge.
The inbound shipping fee per parcel starts at 50 THB and increases in 50 THB increments (e.g., 50, 100, 150, 200, 250 THB), depending on the size of the package—not its value.
Upon arrival at the Lao warehouse, the company will notify the recipient to either collect the goods or arrange for further delivery, as agreed.
4.
In cases where the goods received do not match the order or are defective, returns can be made via Thailand Post. The return shipping fee starts at 300 THB and may vary depending on the package.
5.
Online shopping is used not only for personal purposes but also for resale. In such cases, the buyer may be a legal entity or an individual business, whether officially registered or not. Popular resale items include automotive parts, electrical appliances, and electronic equipment.
The devaluation of the LAK, coupled with rising global prices, has resulted in considerable inflation. The weakened LAK has further exacerbated debt servicing costs—especially for obligations in US dollars—and driven up the cost of living. By April 2023, inflation had reached 40%, with food prices rising by 52%, severely affecting urban poor households. Core inflation during the same period also reached 32% (World Bank, 2023).
In October 2022, the Bank of Laos imposed restrictions on foreign currency exchange, prohibiting institutions affiliated with commercial banks from selling foreign currency (Laotiantimes, 2023). Consequently, after the pandemic, buyers could no longer purchase Thai baht (THB) from official exchange counters as easily as before. To shop online, buyers now had to purchase THB at the informal exchange rates—ranging between 670.00 to 700.00 LAK per THB—in comparison with the pre-COVID-19 rate of 254.3 LAK per THB in mid-2018 (Currencieszone, 2018).
Among Thailand’ platforms, Lazada is more popular than Shopee among Lao customers. The reasons for this are likely due to Lazada accepting Lao-issued credit or debit cards, allowing for easier and more direct purchases. In contrast, Shopee requires a Thai bank account, prompting customers to use third-party pre-order service providers.
6.3.4.2 China’s Online Marketplace
In the case of China, cross-border e-commerce activities have remained relatively limited. Much like in Thailand, buyers have the option to pay with debit or credit cards directly from platforms like Taobao. Individuals without such payment methods rely on Lao-based pre-order websites or social media platforms. Items are delivered to logistics hubs in China and then forwarded via road transport to Laos stage which is often seen as the bottleneck of the entire process. More information is explained in Fig. 6.3 as follows:
1.
Buyers in Laos typically place orders through online ordering service providers who source products from Chinese stores, especially through platforms such as Taobao and other e-commerce websites. Payments can be made via two main channels:
From a Chinese bank account to another Chinese bank account using platforms like Alipay, WeChat Pay, or UnionPay; or.
From a Lao bank account to a Chinese bank account.
2.
Buyers can also purchase goods directly from stores that accept international credit cards and utilize the aforementioned online payment platforms.
3.
After the purchase, goods are first delivered to a warehouse at the China–Laos border or to a central warehouse in Guangzhou, China. From there, Chinese trucks transport the goods to the main warehouse in Vientiane, Laos. Sub-warehouses then distribute the goods, sending a notification to the buyer to either collect the goods personally or request delivery, as per the prior agreement.
4.
Due to China’s strict import regulations and high shipping costs for returns from Laos to China. It can be said that it is almost not possible to return items to China.
5.
Similar to the trend with goods from Thailand, ordering products online from China is not limited to personal use. There has been a growing practice of purchasing goods for resale—both in physical stores and via online platforms in Laos.
6.3.4.3 Other Countries’ Online Marketplaces
In addition to sourcing products from Thailand and China, it has become increasingly common for consumers in Laos to purchase goods from third countries by leveraging the well-established shipping networks of Thailand and China. These shipping options are often more cost-effective and faster than traditional international postal services, making them an attractive choice for Lao buyers. The process typically unfolds in Fig. 6.4 and as follows:
1.
Buyers in Laos can place orders via third-party online ordering services, specifying a delivery address at a warehouse located in Thailand or China. Once the goods arrive at these warehouses, they are forwarded to Laos, providing a seamless cross-border shopping experience.
2.
For those who have credit cards, buyers can order directly from overseas stores. During the checkout process, they simply enter the address of a Thai or Chinese warehouse as the delivery point. The goods are then shipped from these warehouses to Laos, facilitating a direct yet efficient cross-border transaction.
3.
Senders from overseas (not for commercial purpose) can ship goods to warehouses in Thailand or China, as this is generally more cost-effective than sending packages directly to Laos (based on recipient’s instruction).
4.
Online stores and e-commerce platforms can ship goods to warehouses in Thailand (based on buyer’s registration).
5.
Online stores and e-commerce platforms can ship goods to warehouses in China (based on buyer’s registration).
6.
Senders in Laos can only use Thailand’s logistics system to send items, but this method is expensive. Items cannot be sent to China for forwarding to other countries due to China’s regulations and the geographical distance from most urban areas in Laos.
Fig. 6.4
Process for purchasing goods from other countries’ marketplace by Lao buyers. Source Constructed by authors
Domestic e-commerce in Laos has witnessed significant growth, primarily supported by the accessibility of mobile banking and the expansion of local transportation firms. The COVID-19 pandemic accelerated the adoption of digital platforms, prompting the introduction of several new e-commerce applications. Despite these advancements, social media platforms, such as Facebook, remain the primary channel for commerce due to their widespread use and ease of access.
Most financial transactions are conducted either through in-person appointments or mobile banking transfers. Products are typically delivered using informal logistics services, often arranged through local transportation networks. While this model supports flexibility and access, it also poses challenges for regulatory oversight, as it allows transactions to occur outside formal systems. In such cases, the government faces limitations intervening in cases of fraud or product dissatisfaction, highlighting a need for better consumer protection mechanisms in the evolving e-commerce landscape.
In terms of international e-commerce, several factors have contributed to increased participation, such as the growing availability of debit/credit card services, international forwarding services, and mobile banking systems. However, despite the increase in e-commerce trends, most activities remain informal, making it difficult to estimate the actual market size. Moreover, consumer protection is a major concern for both the domestic and international markets as there is no third-party mechanism to mediate disputes between buyers and sellers.
Another significant barrier is the disparity in logistics costs: inbound shipments to Laos are relatively affordable, while outbound logistics remain prohibitively expensive. This cost imbalance restricts Lao sellers from participating competitively in regional e-commerce platforms, particularly in Thailand and China. During the pandemic, consumers in Laos increasingly used Thailand’s e-commerce platforms due to the convenience and pricing advantages. Hence, fewer people were willing to travel to Thailand for shopping purposes once the borders reopened. In the post-pandemic era, the volume of goods transported from Nong Khai to Vientiane by forwarding companies declined significantly. This reduction may be attributed to factors such as currency depreciation and broader economic pressures.
Overall, these findings suggest that e-commerce accessibility remains uneven. High outbound logistics costs and digital payment requirements mean that participation in international platforms is still largely limited to higher-income consumers. Addressing these gaps is critical for the inclusive and sustainable growth of e-commerce in Laos.
6.5 Policy Recommendations
Based on the findings of this paper, a multifaceted policy approach is needed to support the continued development of e-commerce in Laos. Firstly, strengthening essential infrastructure—including internet connectivity, postal and courier networks, and reliable transportation systems—will be critical to facilitating both domestic and cross-border e-commerce. Without these foundational services, market access will remain uneven, particularly for rural consumers and small-scale sellers.
In parallel, the development and enforcement of a comprehensive legal and regulatory framework should be accelerated. This includes aligning with Lao’s National Work Plans for 2021–2025 to implement the ASEAN Economic Community Blueprint 2025 and the ASEAN Work Programme on Electronic Commerce (2017–2025). Effective regulation will enhance consumer protection, improve trust in digital transactions, and provide greater legal clarity for businesses operating in the sector.
In order to effectively develop e-commerce, improving access to financial services is also key. Broader financial inclusion, particularly through the promotion of electronic banking and mobile payment systems, will help formalize e-commerce transactions and reduce reliance on cash. Public awareness campaigns can play an important role in encouraging individuals to open bank accounts and understand the benefits of digital financial tools.
Given the increasing use of foreign e-commerce platforms, another important policy recommendation is to develop a transparent and efficient system for collecting import tax for online purchases. Shipping costs and tax amounts must be clearly communicated to consumers during the ordering procedure. This will help ensure fair competition for domestic sellers while also securing government revenue from a growing segment of the retail economy.
Addressing the imbalance in logistics costs is another priority. Outbound logistics from Laos remain substantially more expensive than inbound shipping costs, creating a major barrier for local sellers seeking to participate in regional markets. Therefore, it is highly recommended that the government should explore cost reduction strategies to neighboring counties, including leveraging the Lao-China Railway for affordable parcel exports, and considering cross-border agreements to reduce freight rates with neighboring countries.
Finally, closer cooperation with regional e-commerce systems may provide short-term opportunities for greater market integration. For example, enabling Laos-based bank accounts to be used on Thai or Chinese e-commerce platforms could significantly expand access for both consumers and sellers. Such partnerships could serve as a transitional step toward developing stronger domestic platforms while connecting Lao businesses more effectively to regional digital economies.
Acknowledgments
ITD—International Institute for Trade and Development.
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