Thailand – LG Electronics (Thailand) has appointed dentsu Thailand as its official e-commerce partner, marking a fresh push into one of the country’s fastest-growing consumer channels.
The deal, announced on 26 August 2026, sees dentsu Thailand tasked with strengthening LG’s presence across the kingdom’s key digital platforms. Under the arrangement, dentsu will apply its strategic and operational expertise to help shoppers locate products more easily, navigate between platforms with less friction, and shop with greater confidence.
The appointment follows an evaluation of dentsu Thailand’s e-commerce capabilities, alongside a strategic approach tailored to LG’s ambitions and the shifting realities of Thailand’s digital commerce landscape.
According to the companies, this approach merges deep local consumer and marketplace knowledge with dentsu’s broader expertise in commerce, media, data and technology, backed by the network’s regional and global reach.
Commenting on the partnership, Mr Sunghan Jung, President of LG Electronics (Thailand) Co., Ltd., said, “At LG, innovation begins with understanding the evolving needs of consumers and creating meaningful solutions that make everyday life better. As e-commerce becomes an increasingly important part of the customer journey, we see significant opportunities to deliver more connected, intuitive and personalised experiences for Thai consumers.”
“This partnership reflects our commitment to digital transformation and our ambition to strengthen how consumers discover, experience and purchase LG products. Together with dentsu Thailand, we look forward to creating even greater value and convenience for customers across the country”, Jung continued.
Meanwhile, Wisarn Sirijantanon, CEO, Media, dentsu Thailand, offered his own perspective on the collaboration. He said, “LG has always made technology feel human. That creates an interesting opportunity in e-commerce, as we look to translate the familiarity, innovation and optimism that long defined LG into an equally distinctive digital experience.”
“In Thailand, that becomes even more important as Thai consumers are highly connected, incredibly comfortable moving between platforms and marketplaces, and have no shortage of choice. Our e-commerce capabilities are built for precisely that complexity, and for LG, our ambition is to bring all of that together so that the strength of the brand is felt as powerfully at the digital shelf as it is everywhere else”, he further explained.
Taken together, the partnership represents a further step in LG Electronics (Thailand)’s broader push towards innovation and digital transformation and dentsu Thailand’s expansion of its commerce division, as brands increasingly seek partners equipped to connect the various elements that shape a purchase decision.
