Bangkok: The Ministry of Commerce indicates that Live Commerce is an additional channel for direct sales to consumers. The Ministry of Commerce states that Live Commerce is a way to increase direct sales channels to consumers, while the sourcing of products and pricing are part of each seller's promotional plan.
According to Thai News Agency, Mr. Kornnit Nonchui, spokesperson for the Ministry of Commerce, revealed that due to the high public interest in influencer "Pimrypie's" live-streamed durian sales, inquiries were made to Pimrypie. She stated that her personal motivation stemmed from a desire to assist farmers in line with the Ministry of Commerce's policy of expanding sales channels for Thai fruits. Live Commerce, directly from the source, facilitates faster distribution and wider consumer reach, effectively addressing the increased production this year. Therefore, she sourced durian for sale via live stream, utilizing promotions to accelerate sales. This method has been used annually with the goal of providing farmers with new, reliable markets and enabling them to sell their produce at higher prices.
The Ministry of Commerce is pleased to be open to private sector live commerce businesses participating in raising agricultural product prices. The ministry does not have a policy of providing special support to any particular influencer, farmer, or business.
While the distribution methods, promotions, and pricing are determined through direct agreements between farmers and distributors, allowing all parties to negotiate and align with costs and achieve prices satisfactory to farmers, in accordance with each distributor's marketing plan, the Ministry of Commerce will oversee the transactions to prevent price manipulation and ensure that they truly reflect market mechanisms.
As of April 27, 2026, the market price of durian is as follows (prices may vary depending on the quality of the produce). Export grade AB is priced at 135-150 baht per kilogram. Grade C is priced at 90-100 baht per kilogram. Grade D is priced at 70-80 baht per kilogram. Mixed grades are priced at 125-130 baht per kilogram.
The Ministry of Commerce will closely monitor the price and production situation to ensure a balance between price and quantity, while continuously supporting the expansion of distribution channels so that farmers can sell their products at fair and reasonable prices.