Market research firm Milieu Insight revealed consumer behavior from a sample of 500 people, finding that 87% regularly shop online weekly or monthly, emphasizing that
the e-commerce market is not just a convenience option but has become one of the main spending channels for Thai people amid competition among three major platforms: Shopee, TikTok Shop, and Lazada.
The top motivation for consumers deciding to buy online remains “discounts,” but this is no longer the sole factor. Some 39% of consumers also value “trustworthy reviews,” which confirm quality and build confidence before ordering. This divides Thai e-commerce consumers into two main groups:
Bargain Seekers, who focus on limited-time special promotions such as Flash Deals.
Value Optimizers, who prioritize transparency, reliability, and service quality to gain the best value, even if it means paying a bit more.
This trend reflects that the Thai e-commerce market is moving beyond price wars to an era where the one who offers greater “value” wins the consumers’ hearts.
In an era where Thai consumers no longer decide based on price alone, e-commerce platforms face a new kind of competition measured by buyer convenience.
Here are four key areas platforms must develop:
1. Delivery, which indicates service quality.
About 79% of consumers have experienced delivery issues, with the most common being longer than expected delivery times, which affects their decision to repurchase.
Moreover, 84% of consumers are willing to pay extra shipping fees for better delivery performance. The courier company’s name is less important than consumers’ expectations that e-commerce platforms set and enforce comprehensive delivery standards.
2. Transparent and fair ordering processes.
Hidden costs and fees not displayed on the order page directly influence purchase decisions.
Besides transparency in fees, 34% of consumers hesitate to buy if return policies are unclear.
3. Protection for both buyers and sellers.
As a “middleman,” platforms must ensure fairness between buyers and sellers. Over 96% of buyers have used return services, and unclear return conditions immediately affect purchase decisions. Likewise, sellers deserve fair treatment; since customers often avoid stores without reviews, platforms have a duty to support small shops by providing them sales opportunities.
4. Investing in innovations to enhance the experience.
Convenience features within applications are gaining popularity and improve the shopping experience, such as:
Buy Now, Pay Later (BNPL).
One-click Checkout payment processes.
Self-service Returns.
Livestream Commerce.
Understanding consumer behavior is crucial for developing e-commerce platforms that truly meet customer needs. More than half of Thai consumers trust platforms that can recommend products matching their personal preferences (Personalisation), a key strategy for building long-term brand loyalty.
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