Go Digital ASEAN: Empowering Thailand’s MSMEs in a Booming Digital Economy

In Thailand, where the digital economy is projected to soar to a staggering $53 billion by the end of 2025, a transformative initiative is equipping small businesses and rural entrepreneurs with the tools to thrive in this fast-evolving landscape. Go Digital ASEAN, a programme endorsed by the ASEAN Coordinating Committee on Micro, Small, and Medium Enterprises and implemented by The Asia Foundation with funding from Google.org, has already trained over 44,000 individuals and businesses in Thailand alone. With 69% of participants reporting revenue growth, the programme is not just bridging the digital divide but also fostering resilience and innovation among the country’s micro, small, and medium enterprises (MSMEs).

As Thailand boasts a 90% internet penetration rate, according to World Bank data, the potential for digital transformation is immense. From e-commerce to entertainment and food and beverage industries, MSMEs are at the heart of this growth. Yet, many rural and small-scale business owners have historically lacked the skills to harness these opportunities—until now. Go Digital ASEAN is changing the game, offering tailored training that ranges from basic online tools to advanced e-commerce strategies and cybersecurity measures.

The Digital Revolution for Thailand’s MSMEs

Launched across multiple ASEAN countries, Go Digital ASEAN operates through three distinct training segments: Go Digital, Grow Digital, and Explore Digital. The first focuses on underserved business owners, helping them transition online with basic digital skills. The second, Grow Digital, targets businesses ready to scale, offering advanced training in areas like e-commerce, cybersecurity, and even artificial intelligence adoption. Finally, Explore Digital connects businesses region-wide through webinars and peer-learning initiatives, fostering cross-border collaboration.

In Thailand, the impact has been profound. Take Nookorn Soonthornproh, a rice noodle maker from Khueang Nai district in Ubon Ratchathani province. After two decades of selling her noodles locally to support her family, Nookorn joined the programme seeking ways to expand. “Through Go Digital ASEAN, I learned creative ways to package my products and use online channels to reach more customers. My son also helped me take photos and post my noodles on Facebook and Line. As a result, I received more orders from outside my village and increased my sales from 7,000 THB to 10,000 THB per month” she shared. Her story is a testament to how digital literacy can translate into tangible economic gains.

Similarly, Pannee Rahan, a coconut farmer from Buachet district in Surin province, saw her business transform after joining the Grow Digital training in 2023. By leveraging tools like Google Business Profile and Google Maps, and promoting her products on Facebook, she attracted buyers from as far as Cambodia and China. Engaging customers through live video calls, Pannee boosted her daily sales from 100 to 5,000 coconuts, enabling her to buy two trucks and employ neighbours. Her success underscores the programme’s ripple effect—uplifting not just individual businesses but entire communities.

Building a Foundation for Digital Resilience

The numbers paint a compelling picture of Go Digital ASEAN’s impact in Thailand. According to programme data, 77% of participants now use at least one digital tool—such as Facebook, Line, or TikTok—to grow their businesses, with 61% reporting increased customer engagement. Financial resilience has also improved, with 91% of trainees noting better financial planning skills and 89% citing enhanced business planning capabilities to navigate competitive markets and economic challenges.

Online safety, a growing concern amid Thailand’s expanding digital ecosystem, is another focus. With cybersecurity threats on the rise, 96% of participants in the Grow Digital segment said they now understand best practices for internet safety, equipping them to protect their businesses in an increasingly complex online environment.

“Go Digital ASEAN provides digital training for underserved rural and small business owners, equipping them with the digital tools they need to thrive in today’s economy. As we work with our regional partners alongside government agencies, we hope that digital knowledge can continue to spread through local communities” said Hannah Najar, regional programme manager for Go Digital ASEAN. Her vision reflects a broader goal: ensuring that digital inclusion becomes a cornerstone of economic development across the region.

Thailand’s Digital Economy: A Regional Powerhouse

Thailand’s digital economy, valued at $21 billion in 2020, is on track to more than double by the end of this year. This growth is fuelled by a young, tech-savvy population and robust internet infrastructure. MSMEs, which form the backbone of the country’s economy, are uniquely positioned to drive this expansion—if they can adapt to the digital shift. Programmes like Go Digital ASEAN are critical in this context, addressing skill gaps and enabling small businesses to compete in a global marketplace.

Yet challenges remain. Rural areas, where internet access may be less reliable, and older business owners, who may be less familiar with technology, still face barriers to full participation. While Go Digital ASEAN has made significant strides, scaling these efforts to reach even more remote communities will be essential. Partnerships with local governments and training organisations, as seen in the programme’s current model, could provide a blueprint for broader outreach.

Marija Ralic, head of Google.org APAC, highlighted the programme’s transformative potential: “Google.org APAC is proud to support the impactful work of The Asia Foundation and its partners in the Go Digital ASEAN programme, and to witness the transformative impact it is having by empowering MSMEs with essential digital skills to thrive in the region’s digital economy.” Her remarks point to the collaborative spirit behind the initiative, uniting philanthropy, non-profits, and regional bodies in a shared mission.

Looking Ahead: AI, Cybersecurity, and Beyond

As Go Digital ASEAN evolves, its focus is shifting toward emerging technologies. Future training modules are expected to delve deeper into artificial intelligence, advanced online safety practices, and other practical digital capabilities. For Thailand’s MSMEs, this could mean not just keeping pace with the digital economy but leading it—innovating in ways that attract international markets and bolster local economies.

However, the programme’s success will depend on sustained funding and regional cooperation. If initiatives like these can secure long-term support, the potential for economic empowerment across ASEAN is vast. Estimates of digital economy growth, while promising, remain speculative and unconfirmed, but the trajectory is clear: digital skills are no longer optional but essential for survival in a hyper-connected world.

Broader implications for ASEAN are also worth considering. As countries like Thailand lead the way, neighbouring nations could adopt similar models, creating a regional network of digitally empowered businesses. This could strengthen cross-border trade and collaboration, a goal already evident in the Explore Digital segment’s webinar series. If successful, such efforts might reshape the economic landscape of South East Asia, making it a global hub for digital innovation.

Empowering Communities, One Click at a Time

Beyond the statistics and projections, the human stories at the heart of Go Digital ASEAN resonate most. From Nookorn’s rice noodles reaching new villages to Pannee’s coconut business employing her neighbours, these are tales of resilience and adaptation. They highlight a simple truth: in Thailand’s digital boom, no one should be left behind.

As the programme continues to expand, the hope is that more entrepreneurs—whether in bustling Bangkok or remote rural provinces—will seize the opportunities of the digital age. With each new skill learned and each online sale made, Thailand’s MSMEs are not just growing their businesses but building a stronger, more inclusive economy for the future.