This is the shocking moment a smartphone exploded in an electrical appliance store.

Two customers were looking at the displays when the device in one of the shoppers' bags emitted smoke at Udom Hitech Centre in Nong Bua Lamphu, Thailand.

CCTV footage shows the woman dropping her sling bag upon hearing a loud explosion on March 29 morning.

A startled staff member can be seen screaming while running away from her.

Fearing that it might explode, they stepped back next to the exit before checking the item inside the bag and seeing her wrecked phone in pieces.

The phone owner said: 'I looked inside and discovered that the battery of my cellphone was heavily damaged. Maybe it overheated, which is why it burst.'

No one was reportedly injured in the incident.