TikTok has become the favorite online shopping platform for young people here!

According to a report released by the Thai E-Commerce Association, the total value of Thailand's e-commerce market reached US$26.5 billion in 2023 and is expected to expand to US$32 billion in 2025. The potential of Thailand's e-commerce market is gaining more and more attention.

The Thai Trade Policy and Strategy Office ( TPSO) recently conducted an online shopping behavior survey on 4,699 consumers of different ages in the country. The survey found that TikTok has become the favorite online shopping platform for Thai young people under the age of 29.

TikTok's winning formula is to make shopping entertaining, namely Shoppertainment . It allows users and influencers to live broadcast and create videos, thus combining entertainment and shopping. The shopping characteristics of young Thai people are that they like to shop happily through social shopping channels.

The survey showed that these young people shop frequently, but they care more about "having fun" than expensive goods . This is in stark contrast to older shoppers, who pay more attention to the value and quality of goods and services.

A recent survey by market research firm Kantar also showed that among Thai TikTok users aged 15-24 , 44% had purchased products they had seen and wanted on the platform within a month. This proportion exceeded all other social platforms, including Facebook, Instagram and YouTube.

Some industry insiders believe that one of the reasons why TikTok's online shopping function is so attractive is the platform's algorithm, which can customize content according to each user's preferences and interests.

The survey results also show that older shoppers aged 50 to 59 are still more inclined to make online purchases on Facebook , partly because they are more familiar with the platform and partly because the prices offered by suppliers are very competitive.

In addition, they also prefer to shop through traditional e-commerce channels such as Shopee and Lazada because these platforms have strong management and payment and refund systems. TPSO Director Poonpong Naiyanapakorn believes that these features of the platform increase trust between buyers and sellers.

It is worth mentioning that Thanawat Malabuppha, CEO of Priceza and honorary president of the Thai E-Commerce Association, mentioned in a previous meeting that driven by Thailand's good e-commerce market conditions, the GMV of TikTok Shop Thailand currently accounts for more than 16% of its global GMV, second only to the Indonesian market's 42% GMV contribution.

TikTok

young people

Online shopping platform