2026 Survey Reveals Challenges for Thai SMEs

A 2026 survey conducted by Prachachat Business among 541 SME executives across Thailand has provided new insights into the current state of small and medium-sized enterprises in the age of artificial intelligence. The findings indicate that 56.1% of respondents identify high product quality as their primary competitive advantage. However, the sector faces a notable hurdle, with 52.5% of business leaders reporting that they struggle to build trust with new customers. According to the report, many entrepreneurs expressed that they require more strategic marketing support rather than direct financial assistance to overcome these growth obstacles. Customer reviews were highlighted as a critical component in navigating this challenge. For residents and expatriates in Thailand, these findings offer a glimpse into the evolving landscape of local businesses, suggesting that while the quality of goods is high, many enterprises are still adapting to digital-era consumer expectations. It remains to be confirmed how government or private sector initiatives might adjust their support programs to address these specific marketing and trust-building needs identified by the business community.