When digital tools become more expensive, the online growth of MSMEs is at risk

Thai e-commerce services company Brandnista helps micro-, small- and medium-sized enterprises (MSMEs) establish online businesses and participate in the digital economy. For its founder, Worawut Saibua, digital tools are not only essential to his own operations but also to the broader MSMEs ecosystem his business supports. If the WTO e-Commerce Moratorium were to lapse, new tariffs on cross-border digital trade could raise operating costs for MSMEs, increase consumer prices and slow digital adoption.

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In 2010, Thailand's digital economy was still taking shape. As social media platforms and online marketplaces began to expand, Worawut Saibua had just graduated with a degree in computer science and started his career at a computer security company. From this vantage point, he saw both the growing importance of digital technologies and the challenges local businesses faced in moving online.

This convinced him that there was an opportunity to help small firms navigate the transition. "I launched my company out of a passion to help local MSMEs unlock their potential online," he explained.

Three years later, in 2013, Worawut Saibua founded Brandnista. The company initially offered website and mobile application development, but soon expanded its services into digital advertising, e-commerce operations, cloud-based system integration and cross-border marketing support. Since then, Brandnista has helped over 100 MSMEs build online stores and manage their digital operations, enabling them to reach customers domestically and internationally.

Protecting the digital foundations of MSME growth

Worawut Saibua recognises that the ability of these businesses to operate online depends not only on technology but also on the rules that govern digital trade. Arguably the most important is the WTO e-Commerce Moratorium, which prevents countries from imposing customs duties on electronic transmissions.

"In my view, digital tools are essential infrastructure for MSMEs," Mr Saibua said.

Many of his clients start online, using e-commerce platforms, social media marketing and digital payment systems to enter the Thai market with relatively low investment. Gradually, these digital channels allow them to expand beyond domestic borders. For small enterprises with limited resources, these digital tools are not optional add-ons - they are the business model itself. "They help businesses reach new customers and convert them into sales," he added.

Rising digital costs could affect MSME operations and prices

"If the moratorium is not renewed, it will significantly impact MSMEs," Mr Saibua warned. Tariffs on electronic transmissions could increase the cost of essential tools such as cloud services, software and payment systems that small businesses rely on daily.

"If tariffs were applied to cloud services, the impact on our business would be immediate and direct. We would have no option but to adjust our service charges accordingly, which would in turn affect over 80% of our customers, the majority of whom are MSMEs," Mr Saibua said.

This matters at scale. Thailand's growing e-commerce sector is estimated at around 1.1 trillion Thai baht, approximately US$ 35 billion. Thailand already applies value-added tax (VAT) on foreign electronic services - taxing digital trade behind the border rather than at it. Tariffs at the border would layer on costs onto the digital tools that businesses depend on, directly raising operating costs and reducing MSME competitiveness.

"In my experience helping more than 100 MSMEs, I have seen how digital adoption drives growth and inclusion," he said. Mr Saibua warns that if the Moratorium were to lapse, it could slow digital adoption and significantly impact MSMEs and consumers. Asked about his closing message, he said: "Businesses like ours depend on a predictable and affordable digital trading environment. If that stability disappears, small firms will be the first to feel impact."

ICC is committed to securing what business needs at the WTO's 14th Ministerial Conference in March 2026. Learn more about the importance of renewing the WTO e-Commerce Moratorium and our call for WTO reform.