E-Commerce Market in Thailand

STUDY ABOUT E-COMMERCE MARKET

IN THAILAND

BY DI-MARKETING (www.di-onlinesurvey.com)

Jun, 2017

1

SURVEY DESIGN

This survey was conducted to study about E-Commerce Market in Thailand

Methodology: Online survey

Fieldwork time: 5 days (12/06/2017 – 16/06/2017)

Sample size: N = 720

Geography: Nationwide

2

RESPONDENTS SELECTION

Respondents of this survey had to be qualified below criteria

Gender : Female and Male

Usage : Have shopped on E-commerce in last 3 months

3

KEY FINDINGS

1) Awareness and Usage

• Lazada (97%), Kaidee (75%), Weloveshopping (70%) are top 3 well-known e-commerce site in

Thailand

• Facebook ads (84%), Web/ forum ads (62%), See apps on the app store (45%) are top 3

channels to leverage brand awareness

• Concern about quality/ size, Prefer browsing price/ new fashion, Concern about return policy are

top 3 reasons for not shopping

2) Usage Behaviors

• Lazada (66%), Shopee (13%), Weloveshopping (3%) are top 3 E-commerce site most-shopped

frequently

• Personal care, Clothes & accessories, Cosmetics are top 3 items most-shopped on e-commerce

site

• Frequent promotion, Convenient/ save time and Convenient payment method are top 3 reasons

for buying on e-commerce site

• 58% use smartphone to access e-commerce site

• On average, consumers spent $20.05 on online shopping each time

• 59% use online payment when buying on e-commerce

3) Actual Satisfaction & Future Purchase Intention

• 92% are satisfied with their current e-commerce site (4.22 score out of 5)

• Difficult to exchange (55%), Poor quality (40%) and High shipping cost (34%) are 3 things

unsatisfied most

• 87% will recommend their current e-commerce site to others

4

VIETNAM, INDONESIA AND THAILAND E-COMMERCE MARKET

KEY FINDING VIETNAM 2016 INDONESIA 2016 THAILAND 2017

E-commerce

usage

94% online population 77% online population 89% online population

Most well-known

E-commerce site

Lazada.vn, Tiki.vn and

Sendo.vn

Lazada.co.id, Tokopedia.com

and Bukalapak.com

Lazada.co.th, Kaidee.com and

Weloveshopping.com

Market leaders Lazada (36% market

share)

Lazada (20% market share) Lazada (66% market size)

Brand

awareness

channels

Facebook ads and WOM Facebook ads and TV ads Facebook ads, Web/ forum

ads, See apps on the app store

Reason for

shopping online

Diversity of product types Frequent promotion and

Convenient payment method

Frequent promotion, Save time

and Convenient payment

method

Top bought

items

Clothes & accessories Clothes & accessories Personal care, Clothes &

accessories, Cosmetics

Satisfaction 79% satisfied 96% satisfied 92% are satisfied

Loyalty 12% are loyal with their

current E-commerce site

6% are loyal with their current

E-commerce site

8% are loyal with their current

E-commerce site

Spending 49% spend from $10 - $20 33% spend from $10 - $20 46% spend from $10 - $20

Payment method 85% cash on delivery 73% online payment 59% online payment

5

COMPARISON BETWEEN THAILAND IN 2015 AND 2017

KEY FINDING THAILAND 2015 THAILAND 2017

E-commerce usage 75% online population 89% online population

Most well-known E-

commerce site

Lazada.co.th, kaidee.com,

weloveshopping.com

Lazada.co.th, Kaidee.com and

Weloveshopping.com

Market leaders Lazada (45% market size) Lazada (66% market size)

Brand awareness

channels

Facebook ads, Web/ forum ads, TV ads Facebook ads, Web/ forum ads, See

apps on the app store

Reason for shopping

online

Frequent promotion, Save time, Diverse

product

Frequent promotion, Save time and


Top bought items Clothes & Accessories, Cosmetics,

Personal care

Personal care, Clothes & accessories,

Cosmetics

Satisfaction 85% are satisfied 92% are satisfied

Loyalty 7% are loyal with their current E-

commerce site

8% are loyal with their current E-

commerce site

Payment method 67% online payment 59% online payment

6

N = 720

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

23%

18%

25%

32%

3%

Over 35

31-35

26-30

18-25

Under 18

36%

64%

Female

Male

35%

1%

1%

2%

7%

54%

Other

Ubonrajthani

Nakoenrajsima

Khon Kaen

ChiangMai

Bangkok

10%

2%

5%

6%

7%

13%

20%

38%

Others

Factory Worker

Housewife

Engineer/Doctor/Teacher

Job seeker/Retired

Self-employed

Student

Office Worker

7


2) Usage Behaviors


CONTENT

8

LAZADA (97%), KAIDEE (75%), WELOVESHOPPING (70%) ARE TOP 3 WELL-

KNOWN E-COMMERCE SITE IN THAILAND

Do you know any e-commerce website listed below?

(Comparison by Age Group)

Shopee is not well popular in over 35 group comparing with younger groups

while 11street is more popular in above 30 group than in younger group

1%

18%

16%

22%

31%

35%

60%

64%

70%

75%

97%

0% 50% 100%

I don't know any of them

Others

cmart.co.th

th.aliexpress.com

ezbuy.co.th

tarad.com

11street.co.th

shopee.co.th

weloveshopping.com

kaidee.com

lazada.co.th

Total

1%

22%

13%

18%

35%

25%

54%

68%

65%

80%

95%

0% 50% 100%

Under 25

1%

15%

16%

27%

28%

29%

66%

77%

74%

64%

97%

0% 50% 100%

26-30

1%

13%

19%

27%

30%

48%

63%

64%

75%

77%

97%

0% 50% 100%

30- 35

0%

18%

20%

18%

27%

48%

60%

43%

72%

78%

99%

0% 50% 100%

Over 35

N = 810 N = 293 N = 194 N = 140 N = 183

9

Do you know any e-commerce website listed below?

(Comparison by Living Place)

N = 810 N = 434 N = 376

11street is more well-known in Bangkok than in other cities of Thailand

1%

18%

16%

22%

31%

35%

60%

64%

70%

75%

97%

0% 20% 40% 60% 80% 100%


Others

cmart.co.th

th.aliexpress.com

ezbuy.co.th

tarad.com

11street.co.th

shopee.co.th

weloveshopping.com

kaidee.com

lazada.co.th

Total

1%

14%

17%

23%

29%

38%

65%

66%

74%

73%

97%

0% 20% 40% 60% 80% 100%

Bangkok

1%

23%

15%

20%

32%

32%

55%

61%

66%

78%

96%

0% 20% 40% 60% 80% 100%

Others

LAZADA (97%), KAIDEE (75%), WELOVESHOPPING (70%) ARE TOP 3 WELL-

KNOWN E-COMMERCE SITE IN THAILAND

10

FACEBOOK ADS (84%), WEB/ FORUM ADS (62%), SEE APPS ON THE APP

STORE (45%) ARE TOP 3 CHANNELS TO LEVERAGE BRAND AWARENESS

How do you know these e-commerce websites?


N = 810 N = 293 N = 194 N = 140 N = 183

0%

8%

7%

21%

25%

27%

30%

35%

41%

45%

62%

84%

0% 50% 100%


Other

Newspaper/ Magazines

I know through other smartphone applications

Out of home ads

I know through SMS advertising messages

Friends/relatives' suggestion

I search and recommended by Google

TV ads

I see apps on smart phone's app stores

Web, forum ads

Facebook ads

Total

1%

13%

8%

27%

28%

29%

34%

40%

39%

58%

64%

86%

0% 50% 100%

Under 25

1%

5%

8%

20%

29%

26%

31%

30%

51%

40%

66%

85%

0% 50% 100%

26-30

0%

5%

6%

18%

26%

24%

31%

34%

46%

41%

62%

80%

0% 50% 100%

30- 35

0%

4%

3%

16%

15%

25%

22%

33%

33%

32%

56%

84%

0% 50% 100%

Over 35

11

How do you know these e-commerce websites?


N = 810 N = 434 N = 376

Bangkok know e-commerce throughout TV ads and Out of home ads more than other cities

0%

8%

7%

21%

25%

27%

30%

35%

41%

45%

62%

84%

0% 50% 100%


Other

Newspaper/ Magazines

I know through other smartphone applications

Out of home ads

I know through SMS advertising messages

Friends/relatives' suggestion

I search and recommended by Google

TV ads

I see apps on smart phone's app stores

Web, forum ads

Facebook ads

Total

0%

6%

7%

21%

30%

25%

33%

32%

47%

42%

62%

85%

0% 50% 100%

Bangkok

0%

9%

6%

22%

19%

28%

27%

39%

35%

49%

63%

83%

0% 50% 100%

Others

FACEBOOK ADS (84%), WEB/ FORUM ADS (62%), SEE APPS ON THE APP

STORE (45%) ARE TOP 3 CHANNELS TO LEVERAGE BRAND AWARENESS

12

11%15%

8% 7%11%

89%85%

92% 93%89%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Under 25 26-30 30- 35 Over 35

Yes No

89% HAVE PURCHASED GOODS ON E-COMMERCE OVER THE LAST 3 MONTHS

Over the last 3 months, have you purchased anything online?


N = 810 N = 293 N = 194 N = 140 N = 183

13

If not, why didn’t you shop online?


N = 90* N = 48 N = 42

17%

9%

12%

14%

22%

28%

49%

0% 50% 100%

Others

I may disclose my personal information ( bank account, mail,…)

I have never thought of buying thingsonline

High shipping cost

It is hard to exchange/ return products

I prefer browsing for prices and look fornew fashion

I am not sure about quality and size

Total

21%

7%

12%

14%

21%

24%

48%

0% 50% 100%

Others

13%

10%

13%

15%

23%

31%

50%

0% 50% 100%

Bangkok

CONCERN ABOUT QUALITY/ SIZE, PREFER BROWSING PRICE/ NEW FASHION,

CONCERN ABOUT RETURN POLICY ARE TOP 3 REASONS FOR NOT SHOPPING

* Who chose “No” in Q:” Over the last 3 months, have you purchased anything online?”

14


2) Usage Behaviors


CONTENT

15

LAZADA (66%), SHOPEE (13%), WELOVESHOPPING (3%) ARE TOP 3

E-COMMERCE SITE SHOPPED MOST FREQUENTLY

Which e-commerce website do you buy most frequently? (SR)


N = 720* N = 250 N = 178 N = 130 N = 162

10%

0%

1%

1%

2%

2%

3%

3%

13%

66%

0% 50% 100%

Others

tarad.com

cmart.co.th

ezbuy.co.th

11street.co.th

th.aliexpress.com

kaidee.com

weloveshopping.com

shopee.co.th

lazada.co.th

Total

12%

0%

1%

1%

0%

2%

3%

2%

24%

55%

0% 50% 100%

Under 25

7%

0%

0%

0%

3%

3%

2%

4%

12%

69%

0% 50% 100%

26-30

10%

0%

1%

2%

2%

2%

4%

5%

7%

68%

0% 50% 100%

31-35

8%

1%

1%

0%

4%

2%

1%

4%

2%

77%

0% 50% 100%

Over 35

* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”

16

N = 720* N = 386 N = 334

10%

0%

1%

1%

2%

2%

3%

3%

13%

66%

0% 50% 100%

Others

tarad.com

cmart.co.th

ezbuy.co.th

11street.co.th

th.aliexpress.com

kaidee.com

weloveshopping.com

shopee.co.th

lazada.co.th

Total

9%

0%

1%

1%

3%

3%

2%

2%

15%

65%

0% 50% 100%

Bangkok

10%

0%

1%

1%

1%

2%

3%

5%

11%

66%

0% 50% 100%

Others

Which e-commerce website do you buy most frequently? (SR)



LAZADA (66%), SHOPEE (13%), WELOVESHOPPING (3%) ARE TOP 3

E-COMMERCE SITE SHOPPED MOST FREQUENTLY

17

What did you buy at your current e-commerce website?


N = 720* N = 250 N = 178 N = 130 N = 162

13%

3%

4%

6%

7%

8%

8%

10%

12%

13%

14%

17%

18%

27%

42%

48%

49%

0% 50% 100%

Others

Car, motor

Vouchers

Furniture

Travel ( Tour, hotel rooms, air ticket,….)

Books, eBooks

Computer, Laptop

Sports/ Picnic equipments

Beauty services

Home appliances ( washing machine, refrigerator,…)

Mom& baby care

Food and Beverage

Mobile phones, tablets

High technology products ( TV, camera,…)

Cosmetics

Clothes & Accessories

Personal care

Total

13%

2%

2%

4%

7%

12%

10%

10%

14%

12%

9%

16%

14%

22%

38%

51%

43%

0% 50% 100%

Under 25

12%

3%

6%

9%

8%

7%

9%

9%

12%

12%

17%

17%

17%

25%

56%

55%

57%

0% 50% 100%

26-30

8%

2%

3%

6%

7%

7%

7%

10%

14%

11%

23%

18%

21%

29%

38%

47%

52%

0% 50% 100%

31-35

15%

4%

4%

6%

7%

5%

6%

11%

8%

14%

13%

17%

21%

34%

36%

36%

46%

0% 50% 100%

Over 35


PERSONAL CARE, CLOTHES & ACCESSORIES AND COSMETICS ARE TOP 3

ITEMS MOST-SHOPPED ON E-COMMERCE SITE

18

What did you buy at that e-commerce website? (chose in Q9)


N = 720* N = 386 N = 334

Bangkok people buy food & beverage more than other cities

13%

3%

4%

6%

7%

8%

8%

10%

12%

13%

14%

17%

18%

27%

42%

48%

49%

0% 50% 100%

Others

Car, motor

Vouchers

Furniture


Books, eBooks

Computer, Laptop


Beauty services


Mom& baby care

Food and Beverage



Cosmetics


Personal care

Total

11%

3%

5%

9%

8%

9%

9%

10%

13%

13%

15%

22%

18%

26%

48%

51%

52%

0% 50% 100%

Bangkok

14%

2%

2%

3%

7%

7%

8%

10%

11%

11%

14%

12%

18%

27%

35%

44%

45%

0% 50% 100%

Others


PERSONAL CARE, CLOTHES & ACCESSORIES, COSMETICS ARE TOP 3 ITEMS

MOST-SHOPPED ON E-COMMERCE SITE

19

What did you buy at that e-commerce website?

(Comparison by E-commerce site)

13%

3%

4%

6%

7%

8%

8%

10%

12%

13%

14%

17%

18%

27%

42%

48%

49%

0% 50% 100%

Others

Car, motor

Vouchers

Furniture


Books, eBooks

Computer, Laptop


Beauty services


Mom& baby care

Food and Beverage



Cosmetics


Personal care

Total

11%

3%

2%

7%

7%

6%

10%

10%

11%

14%

17%

17%

21%

29%

39%

43%

50%

0% 50% 100%

lazada

7%

2%

1%

4%

3%

7%

4%

5%

13%

4%

10%

18%

5%

15%

60%

71%

53%

0% 50% 100%

shopee

16%

0%

8%

4%

0%

4%

0%

4%

8%

0%

16%

12%

0%

20%

52%

76%

36%

0% 50% 100%

weloveshopping

N = 720* N = 472 N = 94 N = 25**


** Small sample size

PERSONAL CARE, CLOTHES & ACCESSORIES, COSMETICS ARE TOP 3 ITEMS

MOST-SHOPPED ON TOP E-COMMERCE SITES

20

FREQUENT PROMOTION, CONVENIENT/ SAVE TIME AND CONVENIENT

PAYMENT METHOD ARE TOP 3 REASONS FOR BUYING ON E-COMMERCE SITE

Why do you buy at your most used e-commerce website?


5%

9%

14%

16%

19%

31%

32%

33%

49%

50%

50%

68%

80%

0% 50% 100%

Others

Unique products

Competitive price

Good quality

Convenient to return/ exchange products

Easy to compare with other similar products ( prices, materials,…)

Good services

Trusted brands

Be diverse in product types

Quick delivery


Convenient/ Save time

Frequent promotion/ discount programs

Total

6%

11%

15%

19%

20%

34%

32%

32%

53%

48%

52%

72%

79%

0% 50% 100%

Under 25

2%

8%

14%

16%

17%

31%

30%

33%

47%

47%

45%

65%

85%

0% 50% 100%

26-30

4%

8%

12%

12%

16%

26%

30%

28%

51%

55%

46%

72%

78%

0% 50% 100%

31-35

8%

9%

14%

15%

20%

31%

34%

36%

46%

51%

54%

61%

76%

0% 50% 100%

Over 35

N = 720* N = 250 N = 178 N = 130 N = 162


21



N = 720* N = 386 N = 334

5%

9%

14%

16%

19%

31%

32%

33%

49%

50%

50%

68%

80%

0% 50% 100%

Others

Unique products

Competitive price

Good quality


Easy to compare with other similar products ( prices, …

Good services

Trusted brands


Quick delivery




Total

4%

9%

13%

14%

17%

31%

31%

31%

47%

49%

44%

66%

81%

0% 50% 100%

Bangkok

6%

10%

15%

18%

21%

32%

33%

35%

52%

51%

57%

71%

78%

0% 50% 100%

Others




22



Lazada = Frequent Promotion + Save time + Quick delivery / Shopee = Frequent promotion + Save time + Diverse products /

Weloveshopping = Frequent promotion + Save time + Convenient in payment

5%

9%

14%

16%

19%

31%

32%

33%

49%

50%

50%

68%

80%

0% 50% 100%

Others

Unique products

Competitive price

Good quality


Easy to compare with other similar products

Good services

Trusted brands


Quick delivery




Total

4%

7%

14%

15%

21%

31%

34%

31%

49%

56%

50%

70%

80%

0% 50% 100%

lazada

3%

11%

15%

14%

19%

40%

35%

41%

59%

36%

55%

64%

90%

0% 50% 100%

shopee

0%

12%

20%

20%

16%

32%

20%

36%

48%

28%

48%

72%

68%

0% 50% 100%

weloveshopping

N = 720* N = 472 N = 94 N = 25**





23

3% 2% 4%

40% 43% 36%

58% 55%60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Bangkok Others

Smartphone

Computer(PC)/ Laptop

Tablets

3% 3% 2% 2% 4%

40%

26%

47%42%

51%

58%

71%

51%56%

44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Under 25 26-30 31-35 Over 35

Smartphone

Computer(PC)/ Laptop

Tablets

58% USE SMARTPHONE TO ACCESS E-COMMERCE SITE

By which devices do you usually surf on e-commerce websites?

(Comparison by Age Group and Living Place)

Under 25 use smartphone to access E-commerce site more than other groups

N = 720* N = 162N = 130N = 250 N = 178 N = 720* N = 386 N = 334


24

22%

27%

27%

12%

12%

0% 50% 100%

2- 3 months/ time

Once/ month

2- 3 times/ month

Once/ week

More than once/ week

Total

24%

28%

26%

15%

7%

0% 50% 100%

Under 25

12%

23%

28%

11%

27%

0% 50% 100%

26-30

19%

28%

29%

16%

9%

0% 50% 100%

31-35

34%

29%

27%

6%

4%

0% 50% 100%

Over 35

How often do you buy online?


N = 720* N = 250 N = 178 N = 130 N = 162

54% OFTEN BUY ONLINE 1~3 TIMES/ MONTH


25

22%

27%

27%

12%

12%

0% 50% 100%

2- 3 months/ time

Once/ month

2- 3 times/ month

Once/ week

More than once/ week

Total

25%

26%

27%

9%

13%

0% 50% 100%

lazada

13%

29%

23%

20%

15%

0% 50% 100%

shopee

12%

24%

48%

16%

0%

0% 50% 100%

weloveshopping

How often do you buy online?


N = 720* N = 472 N = 94 N = 25**



54% OFTEN BUY ONLINE 1~3 TIMES/ MONTH

26

ON AVERAGE, CONSUMERS SPENT $20.05 ON ONLINE SHOPPING EACH TIME

On average, how much money do you spend on online shopping every time?


Under 25 spent on shopping online less than older groups

9%

15%

7%

21%

25%

20%

4%

0% 50% 100%

Over $50

From $25 - $50

From $20 -$25

From $15 - $20

From $10 - $15

From $5 -$10

Under $5

Total

6%

11%

5%

17%

24%

32%

5%

0% 50% 100%

Under 25

11%

12%

7%

28%

22%

16%

3%

0% 50% 100%

26-30

7%

22%

9%

17%

28%

13%

5%

0% 50% 100%

31-35

13%

19%

8%

22%

25%

9%

3%

0% 50% 100%

Over 35

N = 720* N = 250 N = 178 N = 130 N = 162

WeightedAverage

Cost $20.05 $16.83 $20.66 $21.25 $23.36


27

On average, how much money do you spend on online shopping every time?


Shopee owns the least spending among top 3 E-commerce site

9%

15%

7%

21%

25%

20%

4%

0% 50% 100%

Over $50

From $25 - $50

From $20 -$25

From $15 - $20

From $10 - $15

From $5 -$10

Under $5

Total

10%

15%

7%

24%

24%

15%

4%

0% 50% 100%

lazada

3%

7%

6%

6%

31%

44%

2%

0% 50% 100%

shopee

8%

16%

16%

16%

36%

4%

4%

0% 50% 100%

weloveshopping

WeightedAverage

Cost

N = 720* N = 472 N = 94 N = 25**

$20.05 $21.15 $14.18 $21.40

ON AVERAGE, CONSUMERS SPENT $20.05 ON ONLINE SHOPPING EACH TIME


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59% USE ONLINE PAYMENT WHEN BUYING ON E-COMMERCE

How do you pay for every time you buy online?


Bangkok people use online payment more than other cities

3% 2% 3% 2% 5%

38%

30%

35%

48% 44%

59%

68%62%

50% 51%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Online payment ( online transaction, ATM,…)

Cash on delivery

Others

3% 3% 2%

38%33%

43%

59%64%

54%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Online payment ( online transaction, ATM,…)

Cash on delivery

Others

N = 720* N = 162N = 130N = 250 N = 178 N = 720* N = 386 N = 334


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2) Usage Behaviors


CONTENT

30

92% ARE SATISFIED WITH THEIR CURRENT E-COMMERCE SITE (4.22 SCORE

OUT OF 5)

Overall, how do you feel about that e-commerce website (choose in Q9)?


7%9% 8%

5% 3%

62% 54%63% 68%

68%

30%35%

28% 26% 29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Totally satisfied

Satisfied

Neutral

Dissatisfied

Totallydissatisfied

7% 8% 6%

62% 63% 61%

30% 29% 32%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Totally satisfied

Satisfied

Neutral

Dissatisfied

Totally dissatisfied

N = 720* N = 250 N = 178 N = 130 N = 162 N = 720* N = 386 N = 334

WeightedAverage

Score

4.22 4.21 4.22WeightedAverage

Score

4.22 4.22 4.18 4.21 4.26


31

7% 5% 5% 4%

62% 63%57%

64%

30% 31%37%

32%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total lazada shopee weloveshopping

Totally satisfied

Satisfied

Neutral

Dissatisfied

Totally dissatisfied

WeightedAverage

Score4.22 4.25 4.32

N = 720* N = 472 N = 94

Shopee owns the highest ratio of total satisfaction

Overall, how do you feel about that e-commerce website?


4.28

N = 25**



92% ARE SATISFIED WITH THEIR CURRENT E-COMMERCE SITE (4.22 SCORE

OUT OF 5)

32

DIFFICULT TO EXCHANGE (55%), POOR QUALITY (40%) AND HIGH SHIPPING

COST (34%) ARE 3 THINGS UNSATISFIED MOST

Is there anything make you feel unhappy about this e-commerce website?


12%

11%

18%

25%

28%

34%

40%

55%

0% 50% 100%

Others

Products are NOT diverse/fashionable

Expensive

Poor customer service

Delivery takes time

High shipping cost

Poor quality

Difficult to return/exchange

Total

14%

17%

21%

28%

30%

42%

43%

54%

0% 50% 100%

Under 25

10%

12%

18%

27%

33%

29%

35%

58%

0% 50% 100%

26-30

13%

6%

13%

20%

21%

23%

48%

45%

0% 50% 100%

31-35

10%

4%

15%

20%

24%

35%

36%

60%

0% 50% 100%

Over 35

N = 720* N = 250 N = 178 N = 130 N = 162


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12%

11%

18%

25%

28%

34%

40%

55%

0% 20% 40% 60% 80% 100%

Others


Expensive


Delivery takes time

High shipping cost

Poor quality

Difficult to return/ exchange

Total

11%

9%

15%

26%

24%

32%

40%

55%

0% 20% 40% 60% 80% 100%

Bangkok

13%

13%

20%

24%

32%

36%

41%

55%

0% 20% 40% 60% 80% 100%

Others

N = 720* N = 386 N = 334




34



12%

11%

18%

25%

28%

34%

40%

55%

0% 50% 100%

Others


Expensive


Delivery takes time

High shipping cost

Poor quality

Difficult to return/ exchange

Total

10%

10%

18%

23%

24%

26%

39%

56%

0% 50% 100%

lazada

14%

13%

18%

30%

33%

55%

43%

53%

0% 50% 100%

shopee

4%

8%

12%

8%

28%

52%

56%

64%

0% 50% 100%

weloveshopping

N = 720* N = 472 N = 94 N = 25**





35

6% 6%2% 5%

9%

17%22%

12%

15%

16%

33%

32%

33%28%

36%

37%32%

44% 42%

33%

8% 9% 8% 9%6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I will shop at this E-commerce site only

I will prioritize toshop at this E-commerce site

I will continue toshop at this site , butI will try other sites infuture

I will shop at this sitein parallel with othersites

I will switch to shopat other E-commercesite

8% ARE LOYAL TO THEIR CURRENT E-COMERCE SITE

What is your usage intention toward that e-commerce website?


9% of over 35 groups will switch to shop at the other E-commerce site

6% 5% 6%

17%13%

22%

33%

31%

34%

37%44%

29%

8% 7% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I will shop at this E-commerce site only

I will prioritize toshop at this E-commerce site

I will continue toshop at this site , butI will try other sites infuture

I will shop at this sitein parallel with othersites

I will switch to shopat other E-commercesite

N = 720* N = 250 N = 130 N = 162N = 178 N = 720* N = 386 N = 334

WeightedAverage

Score

3.25 3.33 3.15WeightedAverage

Score

3.25 3.16 3.43 3.35 3.09


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6% 4% 3% 4%

17%15%

12%

20%

33%

29%46%

60%

37%

42%

37%

16%8% 10%

2% 0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I will shop at this E-commercesite only

I will prioritize to shop at thisE-commerce site

I will continue to shop at thissite , but I will try other sites infuture

I will shop at this site inparallel with other sites

I will switch to shop at otherE-commerce site

WeightedAverage

Score3.25 3.38 3.23

N = 720* N = 472 N = 94

2.88

N = 25**

What is your usage intention toward that e-commerce website?




LAZADA OWNS THE HIGHEST RATIO OF LOYAL CONSUMER COMPARING WITH

OTHER COMPETITORS

37

What's your ability to recommend your current E-commerce site to others?


12% 14%8% 9%

15%

57%48%

66%59%

58%

30%37%

24%31%

27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Will recommenddefinitely

Will recommend

Either recommendor not

Will not recommend

Will not recommenddefinitely 12% 12% 12%

57% 60%53%

30% 27%34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Will recommenddefinitely

Will recommend

Either recommend ornot

Will not recommend

Will not recommenddefinitely

N = 720* N = 162N = 178 N = 130N = 250 N = 720* N = 386 N = 334

WeightedAverage

Score

4.17 4.22 4.13 4.20 4.11WeightedAverage

Score

4.17 4.14 4.20

87% WILL RECOMMEND THEIR CURRENT E-COMMERCE SITE TO OTHERS


38

12% 10% 9%16%

57% 60%

51%

64%

30% 30%

40%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Will recommend definitely

Will recommend

Either recommend or not

Will not recommend

Will not recommend definitely

WeightedAverage

Score4.17 4.19 4.32

N = 720* N = 472 N = 94

4.04

N = 25**

What's your ability to recommend your current E-commerce site to others?

(Comparison by E-commerce)



SHOPEE GAINS THE HIGHEST TOP BOX RECOMMENDATION LEVEL WITH 40%

COMPARING WITH OTHERS

39

FEEL FREE TO DROP US ANY QUESTION

• Japan & Taiwan

o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan

o Contact person: Mr. Hideyuki Kato (CEO)

o Email: [email protected]

o Contact number: +81 3-5532-3200

• Vietnam

o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,

Ho Chi Minh City, Vietnam

o Contact person: Mr. Ho Hai Dang (Country Manager)


o Contact number: +84 902-73-9944

• Thailand

o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailand

o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)


o Contact number: +66 876 724 832

40

• Indonesia

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia

o Contact person: Mr. Hendry Pratama (Country Manager)


o Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India

o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903

o Contact person: Mr. Sujit Kunte (Regional representative)


o Contact number: +65 9127 7654

FEEL FREE TO DROP US ANY QUESTION

E-Commerce Market in Thailand

Retail

Transcript of E-Commerce Market in Thailand