DIGITAL & TRENDS

E-commerce in Thailand
 Table of Contents

01 Overview Lazada Thailand - profit 2020-2022 22

Breakdown of Lazada Thailand revenue share September 2023, by category 23
Number of e-commerce users SEA 2023-2028, by country 04
Grab Thailand: revenue 2020-2022 24
E-commerce market value Thailand 2015-2024 05
Grab Thailand: profit 2020-2022 25
Revenue of e-commerce segments in Thailand 2022 06
Breakdown of payment methods for e-commerce Thailand 2023 07
04 Social commerce
Most-visited online shopping sites in Thailand 2022 08
Share of weekly e-commerce activities among internet users Thailand Q3 2022 09 Revenue of social commerce in Thailand 2018-2027 27
Penetration rate of social commerce in Thailand 2020-2027 28

02 KPI Number of social commerce users in Thailand 2020-2027 29

Value of e-commerce expenditure on consumer goods Thailand 2022, by category 11

05 Online payment
Average e-commerce spending per user Thailand 2019-2023 12
Market share of leading e-commerce segments Thailand 2022 13 Penetration rate of digital payments in Thailand 2019-2028 31

Breakdown of e-commerce stores Thailand 2022 14 Mobile wallet transaction volume Thailand 2018-2022 32

Growth rate prediction for retail e-commerce sales Thailand 2019-2023 15 Revenue share of the e-commerce payment types in Thailand 2022 33

Market share of mobile wallets Thailand 2023 16 Card scheme distribution online shopping Thailand 2022, by type 34

03 Leading platforms 06 Consumer behavior

Shopee Thailand - revenue 2020-2022 18 Breakdown of e-commerce users in Thailand 2023, by age 36

Shopee Thailand - profit 2020-2022 19 Preferred online selling channels Thailand 2022 37

Breakdown of Shopee Thailand revenue share September 2023, by category 20 Preferred platforms for online shopping Thailand 2022 38

Lazada Thailand - revenue 2020-2022 21 Most popular e-commerce product categories Thailand 2023 39

1
 Table of Contents

Preferences for buying products online Thailand 2023, by gender 40

Leading factors to encourage online purchases Thailand Q3 2022 41
Leading barriers for online shopping Thailand 2023 42

2
CHAPTER 01

Overview
 Total number of e-commerce users of selected countries in Southeast Asia from
2023 to 2028 (in millions)
Number of e-commerce users SEA 2023-2028, by country

Indonesia Philippines Vietnam Thailand Malaysia Singapore

250

194.81
200
Total number of users in millions

180.85
166.76
152.72
150 137.74
123.4

100

44.97 48.1
44.55
50 38.48
37.59 41.82
39.92 42.18
39.03 41.46
32.42
32.13 35.42
34.95
31.8 34.25 36.57
29.41 25.53 27.44 29.33
19.62 21.75 23.62
4.14 4.55 4.86 5.22 5.57 5.91
0
2023 2024 2025 2026 2027 2028

4 Description: The number of users is forecast to experience significant growth in all regions in 2028. From the selected regions, the ranking by number of users in the E-commerce market is forecast to be lead by Indonesia with 194.81 million users. In contrast, the
ranking is trailed by Singapore with 5.91 million users, recording a difference of 188.9 million users to Indonesia. Read more
Note(s): Indonesia, Malaysia, Philippines, Singapore, Vietnam, Thailand; 2023 to 2028
Source(s): Statista Digital Market Insights
 E-commerce market value in Thailand from 2015 to 2022, with a forecast for 2023
and 2024 (in billion Thai baht)
E-commerce market value Thailand 2015-2024

1,000
900
900
820
800
740
Market value in brillion Thai baht

700 660

600

500
400
400

300
240
200

100 60

0
2015 2019 2020 2021 2022 2023* 2024*

5 Description: In 2023, the e-commerce market value in Thailand was forecasted to reach around 900 billion Thai baht, which was a continual increase compared to the market value since 2019. This increase goes hand in hand with the country's rising number of e-
commerce users. Read more
Note(s): Thailand; 2015 to 2022; * Forecasted value. One Thai baht equals 0.028 U.S. dollars and 0.026 euros as of October 2023. The figures have been rounded. Read more
Source(s): Euromonitor; SCB Economic Intelligence Center
 Revenue of e-commerce segments in Thailand in 2022 (in billion U.S. dollars)
Revenue of e-commerce segments in Thailand 2022

Revenue in biillion U.S. dollars

0 1 2 3 4 5 6

Electronics 5.45

Beauty, health, personal and household care 3.94

Toys, hobby and diy 1.58

Food 1.41

Beverages 1.3

Fashion 1.26

Furniture 0.28

Media 0.14

6 Description: In 2022, the revenue of e-commerce in Thailand amounted to around 15.4 billion U.S. Dollars. Beauty, health, personal and household care sector led with the highest revenue of approximately 5.5 billion U.S. Dollars. Read more
Note(s): Thailand; 2022
Source(s): Statista
 Leading payment methods for e-commerce in Thailand in 2023
Breakdown of payment methods for e-commerce Thailand 2023

Share of payment methods

0% 5% 10% 15% 20% 25% 30% 35%

Bank transfer 32%

Credit/debit cards 22%

e-Wallet 22%

Cash 17%

Other 7%

7 Description: In 2023, around 32 percent of the e-commerce users in Thailand paid by bank transfers. In comparison, cash payment was preferred by 17 percent of users. Read more
Note(s): Thailand; as of July 2023
Source(s): Amarin TV; Krungthai Compass
 Most popular e-commerce sites in Thailand as of the 1st quarter of 2022, by
monthly web visits (in millions)
Most-visited online shopping sites in Thailand 2022

Number of monthly web visits in millions

0 10 20 30 40 50 60

Shopee Thailand 56.97

Lazada Thailand 36.85

Central Thailand 2.53

JD Central 2.08

HomePro 2.02

Advice 2.01

Powerbuy 1.94

JIB 1.56

Banana Store 1.23

Officemate 1.2

8 Description: In the first quarter of 2022, Shopee Thailand ranked first as the website with the highest monthly visits of around 57 million. This was followed by Lazada Thailand with approximately 36.9 million monthly web visits. Read more
Note(s): Thailand; Q1 2022; figures as of Q1 2022
Source(s): iPrice Group; SimilarWeb
 Share of weekly e-commerce activities among internet users in Thailand in the 3rd
quarter of 2022
Share of weekly e-commerce activities among internet users Thailand Q3 2022

Share of internet users

0% 10% 20% 30% 40% 50% 60% 70% 80%

Purchased a product or service online 66.8%

Ordered groceries via an online store 45.2%

Used an online price comparison service 25.8%

Used a Buy Now, Pay Later service 24.3%

Bought a second-hand item via an online

15.1%
store

9 Description: According to a report published by DataReportal, in the third quarter of 2022, a survey among internet users in Thailand showed that 66.8 percent of respondents purchased a product or service online as part of their weekly e-commerce activities. In
comparison, 15.1 percent of respondents bought a second-hand item via an online store. Read more
Note(s): Thailand; Q3 2022; 16-64 years; among internet users
Source(s): DataReportal; GWI; Meltwater; We Are Social
CHAPTER 02

KPI
 Value of e-commerce expenditure on consumer goods in Thailand in 2022, by
category (in billion U.S. dollars)
Value of e-commerce expenditure on consumer goods Thailand 2022, by category

Value in billion U.S. dollars

0 1 2 3 4 5 6 7

Electronics 5.77

Personal and household care 4.1

Beverages 4.07

Fashion 1.66

Toys, hobby, diy 1.62

Food 1.46

Furniture 0.45

Physical media 0.14

11 Description: According to a report published by DataReportal, Thai consumers spent the most on electronics, amounting to around 5.8 billion U.S. dollars. Other leading products categories among consumers in Thailand were personal and household care
products. Read more
Note(s): Thailand; 2022; excluding B2B spend
Source(s): DataReportal; Meltwater; Statista Digital Market Insights; We Are Social
 Average e-commerce spending per user in Thailand in 2019 with a forecast for
2023 (in Thai baht)
Average e-commerce spending per user Thailand 2019-2023

10,000

8,840
9,000

8,000
Spending per user in Thai baht

7,000

6,000

5,000

4,000
2,970
3,000

2,000

1,000

0
2019 2023

12 Description: In 2023, it was estimated that users would spend around 8.8 thousand Thai baht on e-commerce platforms. This was a considerable growth compared to the figure from 2019. Read more
Note(s): Thailand; 2019 to June 2023
Source(s): Krungthai Compass; Thansettakij Multimedia
 Market share of leading e-commerce segments in Thailand in 2022
Market share of leading e-commerce segments Thailand 2022

Market share of e-commerce segments

0% 5% 10% 15% 20% 25% 30% 35% 40%

Food & personal care 35%

Electronics & media 31%

Toys, hobby & DIY 20%

Fashion 9%

Furniture & appliances 5%

13 Description: According to a report published by PPRO, the food and personal care segment accounted for 35 percent of Thailand's e-commerce market in 2022. This was followed by electronics and media with a 31 percent market share. Read more
Note(s): Thailand; 2022
Source(s): PPRO
 Market share of e-commerce in Thailand in 2022, by store type
Breakdown of e-commerce stores Thailand 2022

Market share
0% 10% 20% 30% 40% 50% 60% 70%

Marketplace (Shopee, Lazada, etc.) 65%

Apparel and footwear 7%

Grocery 6%

Health and beauty 5%

Home products 4%

Other 13%

14 Description: In 2022, Marketplace such as Shopee and Lazada dominated the e-commerce businesses in Thailand, accounting for 65 percent of the market share. This was followed by online apparel and footwear stores. Read more
Note(s): Thailand; * Forecasted value. One Thai baht equals 0.028 U.S. dollars and 0.026 euros as of October 2023. The figures have been rounded. Read more
Source(s): Euromonitor; SCB Economic Intelligence Center
 Forecasted growth rate for retail e-commerce sales in Thailand from 2019 to 2023
Growth rate prediction for retail e-commerce sales Thailand 2019-2023

20%
18.1%
18% 17.6%
16.3%
15.7%
16%
14.3%
14%

12%
Growth rate

10%

8%

6%

4%

2%

0%
2019 2020 2021 2022 2023

15 Description: In 2023, retail e-commerce sales in Thailand was forecasted to grow by 14.3 percent, indicating a slight increase of about 1.4 percent compared to 2022. According to the source, the value of online retail sales in Thailand was approximately 2.32 million
U.S. dollars in 2018. Read more
Note(s): Thailand; June 2019
Source(s): Austrade; Australia Unlimited; eMarketer
 Market share of leading mobile wallet apps in Thailand as of May 2023
Market share of mobile wallets Thailand 2023

Other 8.1%

Grab Pay 4%

mPAY 4.9%

ShopeePay 5.7%

TrueMoney 52.6%
Rabbit LINE Pay 24.7%

16 Description: As of May 2023, True Money Wallet led the e-wallet market in Thailand with nearly 53 percent of the market share. This was followed by Rabbit Line Pay, with a share of around 25 percent. Read more
Note(s): Thailand; as of May 4, 2023
Source(s): TNN Thailand
CHAPTER 03

Leading platforms
 Revenue of Shopee Thailand from 2020 to 2022 (in million Thai baht)
Shopee Thailand - revenue 2020-2022

25,000

21,709

20,000
Revenue in million Thai baht

15,000
13,322

10,000

5,812
5,000

0
2020 2021 2022

18 Description: In 2022, Shopee Thailand earned around 21.7 billion Thai baht in revenue. In the same year, the company successfully turned a profit after a decade of being present in the Thai market. Read more
Note(s): Thailand; 2020 to 2022
Source(s): CredenData; Prachachat Business Newspaper
 Profit of Shopee Thailand from 2020 to 2022 (in million Thai baht)
Shopee Thailand - profit 2020-2022

3,000
2,380

2,000

1,000
Profit in million Thai baht

-1,000

-2,000

-3,000

-4,000
-4,170
-5,000
-4,972

-6,000
2020 2021 2022

19 Description: In 2022, Shopee Thailand turned a profit of around 5.8 billion Thai baht after a decade of being present in the Thai market. In the same year, the company earned approximately 21.7 billion Thai baht in revenue. Read more
Note(s): Thailand; 2020 to 2022
Source(s): CredenData; Prachachat Business Newspaper
 Revenue share of Shopee Thailand in September 2023, by category
Breakdown of Shopee Thailand revenue share September 2023, by category

Revenue share
0% 5% 10% 15% 20% 25% 30% 35% 40%

Electronics and accessories 36.5%

Health and beauty 14.8%

Apparel and fashion 14.1%

Hobby and toys 12.2%

Home and furniture 6.6%

Mom and kids 6%

Groceries 5.9%

Auto 2.1%

Other 2%

20 Description: In September 2023, it was estimated that electronics and accessories generated the highest revenue share, amounting to 37 percent of Shopee Thailand's revenue. This was followed by health and beauty at approximately 15 percent. Read more
Note(s): Thailand; September 2023
Source(s): TMO Group
 Revenue of Lazada Thailand from 2020 to 2022 (in million Thai baht)
Lazada Thailand - revenue 2020-2022

25,000

20,675
20,000
Revenue in million Thai baht

14,675
15,000

10,011
10,000

5,000

0
2020 2021 2022

21 Description: In 2022, Lazada Thailand earned approximately 20.7 billion Thai baht in revenue. In the same year, the company gained profits of around 413 million Thai baht in its eleventh year in the Thai market. Read more
Note(s): Thailand; 2020 to 2022
Source(s): CredenData; Prachachat Business Newspaper
 Profit of Lazada Thailand from 2020 to 2022 (in million Thai baht)
Lazada Thailand - profit 2020-2022

1,000
413
226
0
Profit in million Thai baht

-1,000

-2,000

-3,000

-4,000
-3,899

-5,000
2020 2021 2022

22 Description: In 2022, Lazada Thailand made a profit of around 413 million Thai baht in its eleventh year in the Thai market. In the same year, the company earned approximately 20.7 billion Thai baht in revenue. Lazada Thailand was the first e-commerce platform
to turn a profit in 2021. Read more
Note(s): Thailand; 2020 to 2022
Source(s): CredenData; Prachachat Business Newspaper
 Revenue share of Lazada Thailand in September 2023, by category
Breakdown of Lazada Thailand revenue share September 2023, by category

Revenue share
0% 5% 10% 15% 20% 25%
TV and home appliances 23.6%

Babies and toys 13.8%

Home and lifestyle 11.4%

Health and beauty 8.6%

Electronic accessories 7.9%

Electronic devices 6.8%

Automotive and motorcycles 6.7%

Sports and travel 6.4%

Groceries and pets 5.5%

Women's fashion and accessories 3.8%

Men's fashion and accessories 3.7%

Kid's fashion and accessories 1.7%

23 Description: In September 2023, it was estimated that around 24 percent of Lazada Thailand's revenue came from TV and home appliances. This was followed by babies and toys at approximately 14 percent. Read more
Note(s): Thailand; September 2023
Source(s): TMO Group
 Revenue of Grab Thailand from 2020 to 2022 (in million Thai baht)
Grab Thailand: revenue 2020-2022

16,000 15,197

14,000

12,000 11,357
Revenue in million Thai baht

10,000

8,000 7,215

6,000

4,000

2,000

0
2020 2021 2022

24 Description: In 2022, Grab Thailand earned approximately 15.2 billion Thai baht in revenue. In the same year, the company turned a profit of around 576 million Thai baht in its tenth year in the Thai market. Grab Thailand offers GrabMart, which is an on-demand
goods delivery service in limited cities in Thailand. Thais can purchase products ranging from groceries and beauty items to pharmaceutical products. The products are usually delivered within an hour. Read more
Note(s): Thailand; 2020 to 2022
Source(s): CredenData; Prachachat Business Newspaper
 Profit of Grab Thailand from 2020 to 2022 (in million Thai baht)
Grab Thailand: profit 2020-2022

800

600 576
Profit in million Thai baht

400

200

-200

-284
-325
-400
2020 2021 2022

25 Description: In 2022, Grab Thailand turned a profit of around 576 million Thai baht in its tenth year in the Thai market. In the same year, the company earned approximately 15.2 billion Thai baht in revenue. Grab Thailand offers GrabMart, which is an on-demand
goods delivery service in limited cities in Thailand. Thais can purchase products ranging from groceries and beauty items to pharmaceutical products. The products are usually delivered within an hour. Read more
Note(s): Thailand; 2020 to 2022
Source(s): CredenData; Prachachat Business Newspaper
CHAPTER 04

Social commerce
 Revenue of social commerce in Thailand from 2018 to 2022 with a forecast until
2027 (in million U.S. dollars)
Revenue of social commerce in Thailand 2018-2027

1,400

1,200 1,176
Transaction value in miillion U.S. dollars

1,002
1,000
864.6

800
715.3

601.3
600

420.7
400
277.8

200 149.1
93.67
60.83

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

27 Description: In 2022, the revenue of social commerce in Thailand amounted to around 421 million U.S. Dollars. It was estimated that the number could reach more than one billion U.S. Dollar in 2026. Read more
Note(s): Thailand; 2018 to March 2023
Source(s): Statista
 Penetration rate of social commerce in Thailand from 2020 to 2022 with a forecast
until 2027 (in millions)
Penetration rate of social commerce in Thailand 2020-2027

25%

19.4% 19.8%
20% 18.8%
18.4%
17.8%
16.5%

15% 14.1%
Penetration rate

10.5%
10%

5%

0%
2020 2021 2022 2023 2024 2025 2026 2027

28 Description: In 2022, the penetration rate of social commerce in Thailand stood at 16.5 percent. It was estimated that the number could increase to nearly 20 percent in 2027. Read more
Note(s): Thailand; 2020 to March 2023
Source(s): Statista
 Number of social commerce users in Thailand from 2020 to 2022 with a forecast
until 2027 (in millions)
Number of social commerce users in Thailand 2020-2027

16

13.9 14.2
14 13.6
13.2
12.8
11.8
12
Number of user in millions

10.1
10

8 7.5

0
2020 2021 2022 2023 2024 2025 2026 2027

29 Description: In 2022, the number of social commerce users in Thailand amounted to around 11.8 million. It was estimated that the number could reach over 14 million in 2027. Read more
Note(s): Thailand; 2020 to March 2023
Source(s): Statista
CHAPTER 05

Online payment
 Penetration rate of the digital payments market in Thailand from 2019 to 2028
Penetration rate of digital payments in Thailand 2019-2028

70%
62.42%
60% 58.74%
55%
51.54%
50% 47.79%
43.89%
39.9%
Penetration rate

40%
35.73%
31.51%
30% 27.4%

20%

10%

0%
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

31 Description: The penetration rate in the 'Digital Payments' segment of the fintech market in Thailand was forecast to continuously increase between 2024 and 2028 by in total 14.6 percentage points. After the ninth consecutive increasing year, the indicator is
estimated to reach 62.42 percent and therefore a new peak in 2028. Notably, the penetration rate of the 'Digital Payments' segment of the fintech market was continuously increasing over the past years. Read more
Note(s): Thailand; 2019 to 2028
Source(s): Statista
 Transaction volume of e-wallets in Thailand from 2018 to 2022 (in millions)
Mobile wallet transaction volume Thailand 2018-2022

4,000

3,500 3,352.3

3,000
Transaction volume in millions

2,537.5
2,500
2,136.4
1,966.6
2,000

1,511
1,500

1,000

500

0
2018 2019 2020 2021 2022

32 Description: In 2022, the transaction volume of e-wallets in Thailand amounted to around 3.4 billion. The mobile wallet transaction volume in the country has continued to increase over the examined period. Read more
Note(s): Thailand; 2018 to 2022
Source(s): TNN Thailand
 Revenue share of e-commerce payment types in Thailand in 2022
Revenue share of the e-commerce payment types in Thailand 2022

Revenue share
0% 5% 10% 15% 20% 25% 30% 35%

Bank transfer 31%

Cards 22%

E-wallet 21%

Cash on delivery 18%

Direct debits 4%

E-invoice 2%

Other 2%

33 Description: In 2022, Bank transfer was the most popular payment type for e-commerce purchases in Thailand. This was followed by card payments with around 22 percent of the market share. Read more
Note(s): Thailand; 2022
Source(s): Statista
 Distribution of card schemes in e-commerce transactions in Thailand 2022, by type
Card scheme distribution online shopping Thailand 2022, by type

AMEX 1% Other 1%
Local schemes 12%

Mastercard 23%

Visa 63%

34 Description: According to the data provided by PPRO, most e-commerce transactions in 2022 in Thailand were settled with Visa cards, accounting for 63 percent. This was followed by Mastercard which accounted for 23 percent of e-commerce transactions.
Read more
Note(s): Thailand; 2022; based on e-commerce transaction volume
Source(s): PPRO
CHAPTER 06

Consumer behavior
 Share of e-commerce users in Thailand as of June 2023, by age
Breakdown of e-commerce users in Thailand 2023, by age

Share of e-commerce users

0% 5% 10% 15% 20% 25%

18 to 24 years old 15.7%

25 to 34 years old 23.8%

35 to 44 years old 23.3%

45 to 54 years old 22.7%

55 to 64 years old 14.5%

36 Description: As of June 2023, individuals aged 25 to 34 years old were the majority of e-commerce users in Thailand, accounting for around 24 percent. This was followed closely by the 35 to 44 years old age group. Read more
Note(s): Thailand; as of June 2023
Source(s): Statista
 Preferred online selling channels in Thailand in 2022
Preferred online selling channels Thailand 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Facebook 66.76%

e-Marketplace* 55.18%

Line 32.05%

Website 26.67%

Instagram 19.91%

Twitter 9.9%

37 Description: In 2022, the most preferred online selling channel for products and services among internet users in Thailand was Facebook, which was preferred by approximately 66.76 percent of respondents. E-Marketplaces like Shopee or Lazada were the second
most preferred selling channel, followed by Line. Read more
Note(s): Thailand; April to July 2022; 46,348 respondents; among Thai internet users who sold online; *e-Marketplaces like Shopee, Lazada, Kaidee. Read more
Source(s): ETDA; Ministry of Digital Economy and Society (Thailand)
 Preferred online shopping channels in Thailand in 2022
Preferred platforms for online shopping Thailand 2022

Share of users
0% 10% 20% 30% 40% 50% 60% 70% 80%

e-Marketplace (Shopee, Lazada, JD Central) 75.99%

Facebook 61.51%

Website 39.7%

LINE 31.04%

Instagram 12.95%

Twitter 3.81%

38 Description: In 2022, the most preferred platforms for online shopping in Thailand were e-marketplaces such as Shopee, Lazada, and JD Central, amounting to around 76 percent of the surveyed Thai internet users. Facebook came second with approximately 61.5
percent. Read more
Note(s): Thailand; 2022
Source(s): ETDA
 Most popular e-commerce product categories among consumers in Thailand in
2023
Most popular e-commerce product categories Thailand 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Fashion (clothes, footwear) 70.13%

Beauty and personal care products 49.73%

Food and beverage 40.8%

Furniture and home appliances 37.34%

Consumer electronics (phone, laptop, camera, etc.) 31.51%

Travel (accommodation, plane tickets) 15.3%

Entertainment (concerts, sporting events) 4.92%

Luxury goods 3.46%

Other 5.46%

39 Description: According to a survey on e-commerce and online shopping in Thailand as of January 2023, around 70 percent of the respondents prefer to shop fashion products online. This was followed by beauty and personal care products with around 49.7
percent of the survey participants. Read more
Note(s): Thailand; January 2023
Source(s): Standard Insights
 Preferences for buying different products online in Thailand as of January 2023, by
gender
Preferences for buying products online Thailand 2023, by gender

Share of respondents

Male Female

0% 10% 20% 30% 40% 50% 60% 70% 80%

69.33%
Fashion (e.g. clothes, footwear)
52.89%
60.44%
Beauty and personal care products
29.93%
39.56%
Food and beverage
30.63%
13.78%
Consumer electronics (e.g. phone, laptop, and camera)
41.9%
19.11%
Furniture and home appliances
20.42%
20.44%
Luxury goods
15.14%
7.11%
Travel
10.21%
5.33%
Entertainment
7.75%
4.89%
Other
10.92%

40 Description: According to a survey on online shopping preferences in Thailand as of January 2023, fashion products received the highest amount of votes by both male and female respondents at around 53 percent and 69 percent, respectively. In contrast, the
product category that was least popular among the survey participants was entertainment. Read more
Note(s): Thailand; January 2023; 1,032 respondents; 18 years and older
Source(s): Standard Insights
 Leading factors to encourage online purchases among internet users in Thailand in
3rd quarter 2022
Leading factors to encourage online purchases Thailand Q3 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60%
Free delivery 54.7%

Coupons and discounts 49%

Ability to pay cash on delivery 36.1%

Reviews from other customers 30.4%

"Likes" or good comments on social 29.7%

Easy returns policy 26.8%

Next-day delivery 26.2%

Entry into competitions 19.6%

Loyalty points 18.7%

Live-chat box 18.5%

Fast, easy online checkout 18.5%

Product or company is eco-friendly 18.4%

Interest-free payments 15.9%

Social media "buy" button 14.2%

Click and collect 13.1%

41 Description: According to a report published by DataReportal, as of the third quarter of 2022, free delivery options was the leading factor that encouraged Thai internet users to purchase online. Other leading factors also include providing coupons and discounts
as well as providing cash on delivery options. Read more
Note(s): Thailand; Q3 2022; 16-64 years
Source(s): DataReportal; GWI; Meltwater; We Are Social
 Major challenges for online shopping in Thailand as of January 2023
Leading barriers for online shopping Thailand 2023

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Trust in payment 39.29%

Deceptive advertising 38.9%

No guarantee of product quality 33.2%

After-sale service (e.g. exchange, return, refund policy) 29.67%

High delivery fees 25.93%

Safety and security concerns 25.74%

Delayed or slow delivery 24.36%

Lack of customer protection policy 16.31%

Personal data breach 5.5%

Limited product range 3.73%

Other 1.77%

42 Description: According to a survey on e-commerce and online shopping in Thailand as of January 2023, the leading challenge for online shopping was trust in payment with a share of over 39 percent of the respondents. This was followed closely by deceptive
advertising at almost 39 percent. Read more
Note(s): Thailand; January 2023; 1,032 respondents; 18 years and older
Source(s): Standard Insights
 Sources

Amarin TV TNN Thailand

Austrade We Are Social
Australia Unlimited
CredenData
DataReportal
eMarketer
ETDA
Euromonitor
GWI
iPrice Group
Krungthai Compass
Meltwater
Ministry of Digital Economy and Society (Thailand)
PPRO
Prachachat Business Newspaper
SCB Economic Intelligence Center
SimilarWeb
Standard Insights
Statista
Statista Digital Market Insights
Thansettakij Multimedia
TMO Group

43