Summary: 

  • With the behavioral changes brought by the pandemic, Thais are now global leaders in online purchasing, with people flocking to e-marketplaces.
  • The advent of online shopping has given marketers a new channel to tap into, but shoppers have also come to expect more.

 

Thais are leading the worldwide online buying trend, showing a significant shift in consumer psychology that will aid in the establishment of a healthy and strong e-commerce mentality and behavior in the post-pandemic world. According to the survey, 94% of Thai customers indicated that internet shopping saved them money in 2020, which is higher than the global average of 72%.

Thais, who are more comfortable with technology, said they will utilize digital channels further in the future because they are anxious about purchasing in physical stores. During the epidemic, 62% of Thais respondents said they spent more money on online shopping, and 92% stated they will continue to do so from now on.

The dramatic increase of internet shopping has given marketers a new channel to tap into, but shoppers have also come to expect more. In Thailand, media marketing plays a key role in online buying, with 66% of Thais claiming they shop on social media platforms, which is higher than the global average of 44%, and Facebook is by far the most popular channel.

“Similar to what we see in China, Thai consumers will engage and shop from brands across several new platforms such as TikTok, Facebook, LINE, Google, Grab, and even Netflix.  Consumers will adapt to these new retail formats, and in the near future, new channels such as chat commerce, live streaming, video commerce, social selling, and group buying will become mainstream.” Said Paul Srivorakul, aCommerce Group CEO.

This trend has also put the responsibility on the brands as they must figure out how to enhance the online purchasing experience for customers by tailoring it to their demands, and adopt a long-term strategy of getting traffic back to their own platforms from e-marketplaces, and the massive global Direct-To-Consumer shift is reaffirming that more and more leading brands are taking back control of their sales channels.