In Thailand, online shopping has become the new normal, with consumers having higher expectations, according to a survey by Wunderman Thompson. The study found that Thai customers are willing to spend more online if they receive faster delivery and other factors. Traditional marketplaces are still the top choice for shopping inspiration, but consumers are increasingly turning to comparison platforms, brands’ websites, and physical stores due to concerns about counterfeit products and unreliable reviews on marketplace platforms. Brand websites are now almost as popular as social media platforms for gathering information. The survey also revealed a fragmentation in consumers’ spending across online platforms, with a significant increase in the number of people spending over 90% of their total expenditure online. The younger millennial and Gen X age groups were found to have a higher comfort threshold for significant online spending. The survey highlighted the growth of retail websites over social media platforms, with tangible benefits, comprehensive information, and trustworthy product descriptions being cited as reasons for this shift. While social media platforms like Facebook and TikTok saw growth as purchase channels, live shopping events on these platforms did not guarantee customer loyalty. Consumers have high expectations for online shopping, including free or discounted shipping, quick delivery times, multiple payment options, and an innovative and entertaining shopping experience. Brands and retailers are urged to offer a seamless shopping experience across all sources, including marketplaces, social media, search engines, and in-store shopping.
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