Thailand’s New E-Commerce Competition Guidelines — What They Mean, What They Miss, and Where the Real Battles Will Be Fought

Thailand’s Trade Competition Commission has issued its first regulatory guidelines targeting e-commerce platforms, addressing self-preferencing, rate parity, data leveraging, and platform collusion. This article examines what the Notification means for platform operators, how it compares to the EU’s Digital Markets Act, and why the real challenge lies in the enforcement economics ahead.