泰国社会商业行业市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSSocialcommerceinThailandCHAPTER

01OverviewCountrieswiththehighestandlowestpercentageofconsumersintendingtoshopmorethroughsocialcommercein2022Countrieswithhighestandlowestsocialcommerceengagement2022HighestengagementLowestengagement90%80%70%60%50%40%30%20%10%0%85%80%77%24%24%23%ThailandIndiaChinaGermanyFranceUnitedKingdom3Description:Accordingtoastudy,roughly85percentofThaiconsumersintendedtospendmorethroughsocialcommerceinthefuture.Amongthesurveyedcountries,Thailandalsohadthehighestamountofsocialbuyersin2022.Moreover,theUnitedKingdom(UK)hadtheworstsocialcommerceengagement.Only23percentofonlineshoppersfromtheUnitedKingdomplannedtospendmoreonpurchasesviasocialplatforms.GermanyandFrancefollowedcloselywith24percentofconsumers.

ReadmoreNote(s):Worldwide;March25toApril7,2022;16yearsandolderSource(s):Censuswide;WundermanThompsonCommerceFrequencyofusingsocialcommerceinAsiain2023,bycountrySocialcommerceusagefrequencyAsia2023,bycountryShareofrespondentsIregularlyshoponsocialmedia(morethan6timesinthelast12months)Ihavesometimesshoppedonsocialmedia(3-6timesinthelast12months)Irarelyshoppedonsocialmedia(1-3timesinthelast12months)Inevershoponsocialmedia0%20%13%40%60%80%100%120%JapanSouthKoreaSingaporeIndia12%13%62%27%27%24%25%16%34%27%21%38%42%35%37%37%40%26%21%27%26%30%16%18%21%20%19%TaiwanHongKongMalaysiaPhilippinesIndonesiaThailandVietnam17%15%11%9%6%4%4%21%22%32%19%58%58%24%28%12%9%9%China70%17%4/statistics/1375208/asia-social-commerce-usage-frequency-by-countryAccordingtoasurveyconductedbyRakutenInsightinFebruary2023,70percentofrespondentsfromChinaregularlyshoppedonsocialmedia.Incomparison,62percentofrespondentsinJapannevershoppedonsocialmediaasofFebruary2023.

ReadmoreNote(s):Asia;February9to28,2023;120,338respondents;16yearsandolderSource(s):RakutenInsightE-commercemarketvalueinThailandfrom2015to2022,withaforecastfor2023and2024(inbillionThaibaht)E-commercemarketvalueThailand2015-20241,000900800700600900820740660500400400300200100024060201520192020202120222023*2024*5Description:In2023,thee-commercemarketvalueinThailandwasforecastedtoreacharound900billionThaibaht,whichwasacontinualincreasecomparedtothemarketvaluesince2019.Thisincreasegoeshandinhandwiththecountry'srisingnumberofe-commerceusers.ReadmoreNote(s):Thailand;2015to2022;*Forecastedvalue.OneThaibahtequals0.028U.S.dollarsand0.026eurosasofOctober2023.Thefigureshavebeenrounded.

ReadmoreSource(s):Euromonitor;SCBEconomicIntelligenceCenterShareofsocialcommerceshoppersintheAsia-Pacificregionin2022,byselectedcountryShareofsocialcommerceshoppersAPAC2022,bycountryOverallOn-platform100%88%90%80%70%60%50%40%30%20%10%0%86%84%79%62%53%52%50%42%35%27%16%ThailandIndiaChinaIndonesiaAustraliaJapan6Description:Accordingtoa2022surveyamongonlineshoppersintheAsia-Pacificregion,88percentoftherespondentsinThailandhaveshoppedonsocialmedia,ofwhich62percenthavecompletedtheirtransactionsontheplatform.Incomparison,35percentoftherespondentsinJapanshoppedonsocialmediaplatforms,including16percentthatusedon-platformpaymentsasof2022.ReadmoreNote(s):Asia,APAC;March25toApril7,2022;10,000respondents*;shopperswhoshoponlineatleastonceamonth;*2,000respondentsfromChina,Japan,Australia,andIndiaeach;and1,000fromThailandandIndonesiaeach.

ReadmoreSource(s):WundermanThompsonCommerceShareoflivestreamcommerceshoppersintheAsia-Pacificregionin2022,byselectedcountryShareoflivestreamcommerceshoppersAPAC2022,bycountry90%77%80%70%60%50%40%30%20%10%0%75%72%69%32%22%ChinaIndiaThailandIndonesiaJapanAustralia7Description:Accordingtoa2022surveyamongonlineshoppersintheAsia-Pacificregion,77percentoftherespondentsinChinahavepurchasedproductsusinglivestreamcommerce.Incomparison,22percentoftherespondentsinAustraliausedlivestreamcommerceasof2022.ReadmoreNote(s):Asia,APAC;March25toApril7,2022;10,000respondents*;shopperswhoshoponlineatleastonceamonth;*2,000respondentsfromChina,Japan,Australia,andIndiaeach;and1,000fromThailandandIndonesiaeach.

ReadmoreSource(s):WundermanThompsonCommerceCHAPTER

02KeyperformanceindicatorsRevenueofsocialcommerceinThailandfrom2018to2022withaforecastuntil2027(inmillionU.S.dollars)RevenueofsocialcommerceinThailand2018-20271,4001,2001,0008001,1761,002864.6715.3601.3600420.72022400277.82000149.1202093.67201960.8320182021202320242025202620279Description:In2022,therevenueofsocialcommerceinThailandamountedtoaround421millionU.S.Dollars.ItwasestimatedthatthenumbercouldreachmorethanonebillionU.S.Dollarin2026.ReadmoreNote(s):Thailand;2018toMarch2023Source(s):NumberofsocialcommerceusersinThailandfrom2020to2022withaforecastuntil2027(inmillions)NumberofsocialcommerceusersinThailand2020-20271614.213.913.61413.212.811.81210810.17.564202020202120222023202420252026202710Description:In2022,thenumberofsocialcommerceusersinThailandamountedtoaround11.8million.Itwasestimatedthatthenumbercouldreachover14millionin2027.ReadmoreNote(s):Thailand;2020toMarch2023Source(s):PenetrationrateofsocialcommerceinThailandfrom2020to2022withaforecastuntil2027(inmillions)PenetrationrateofsocialcommerceinThailand2020-202725%19.8%19.4%20%18.8%18.4%17.8%16.5%15%10%5%14.1%10.5%0%2020202120222023202420252026202711Description:In2022,thepenetrationrateofsocialcommerceinThailandstoodat16.5percent.Itwasestimatedthatthenumbercouldincreasetonearly20percentin2027.ReadmoreNote(s):Thailand;2020toMarch2023Source(s):ReasonsforpurchasingproductsonsocialcommerceamongconsumersinThailandasofFebruary2023LeadingreasonsforbuyingproductsonsocialmediaThailand2023Shareofrespondents0%

10%

20%30%40%50%60%70%80%90%ItwasconvenienttopurchaseitemTherewasasale/promotioncodefortheitemifpurchasedonsocialmediaItwasbeingpromotedbyaninfluencerorcelebrityIfollowTheadvertisingonsocialmediawasveryconvincingOther78.4%63.21%27.15%11.51%4.1%12Description:AccordingtoaRakutenInsightsurveyconductedinThailandonreasonsforpurchasingitemsviasocialcommerceinFebruary2023,themajorityoftherespondentsstatedthatitwasduetotheeaseofpurchase.Incomparison,12percentindicatedthattheadvertisementonsocialmediawasconvincing.ReadmoreNote(s):Thailand;February9to28,2023;11,095respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

03SocialcommerceplatformsPenetrationofleadingsocialnetworksinThailandasof3rdquarter2022SocialnetworkpenetrationThailandQ32022Shareofpopulation0%10%20%30%40%50%60%70%80%90%100%FacebookLINE91%90.7%FacebookMessengerTiktok80.8%78.2%InstagramTwitter66.4%51.2%PinterestTelegramIMessageWhatsappDiscord27.1%15.3%14.7%12.8%11.9%9.8%LinkedInSkypeWeChat9.6%8.9%Snapchat8.5%14Description:AccordingtoareportpublishedbyDataReportal,thesocialmediaplatformFacebookrankedfirstamongtheleadingsocialmedianetworksinThailandasofQ32022,withthepenetrationrateofaround91percent.ThenumberofFacebookusersinThailandreachedaround51.87millionin2022.ThailandcanbecountedamongtheleadingsocialmediacountriesinSoutheastAsia.NotonlyFacebookiswidespreadinThailand,butalsotheJapaneseinstantmessagingserviceLinethatthe[...]

ReadmoreNote(s):Thailand;Q32022;16to64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialPreferredonlineshoppingchannelsinThailandin2022PreferredplatformsforonlineshoppingThailand2022Shareofusers0%10%20%30%40%50%60%70%80%e-Marketplace(Shopee,Lazada,JDCentral)75.99%FacebookWebsiteLINE61.51%39.7%31.04%InstagramTwitter12.95%3.81%15Description:In2022,themostpreferredplatformsforonlineshoppinginThailandweree-marketplacessuchasShopee,Lazada,andJDCentral,amountingtoaround76percentofthesurveyedThaiinternetusers.Facebookcamesecondwithapproximately61.5percent.ReadmoreNote(s):Thailand;2022Source(s):ETDAPreferredonlinesellingchannelsinThailandin2022PreferredonlinesellingchannelsThailand2022Shareofrespondents0%10%20%30%40%50%60%70%80%Facebooke-Marketplace*Line66.76%55.18%32.05%Website26.67%InstagramTwitter19.91%9.9%16Description:In2022,themostpreferredonlinesellingchannelforproductsandservicesamonginternetusersinThailandwasFacebook,whichwaspreferredbyapproximately66.76percentofrespondents.E-MarketplaceslikeShopeeorLazadawerethesecondmostpreferredsellingchannel,followedbyLine.ReadmoreNote(s):Thailand;ApriltoJuly2022;46,348respondents;amongThaiinternetuserswhosoldonline;*e-MarketplaceslikeShopee,Lazada,Kaidee.ReadmoreSource(s):ETDA;MinistryofDigitalEconomyandSociety(Thailand)Mostusedsocialmediaplatformsformakingpurchasesduringthelast12monthsinThailandasofFebruary2023LeadingsocialmediaplatformsforsocialcommerceThailand2023Shareofrespondents30%0%10%20%40%50%60%70%FacebookTikTok62.92%51.75%InstagramLINE30.72%28.28%YouTubeTwitterOther16.33%10.36%18.59%17Description:AccordingtoaRakutenInsightsurveyconductedinThailandinFebruary2023,Facebookwasthemostpopularsocialcommerceplatformwhenshoppingonlineatarespondentsshareofcloseto63percent.TikTokfollowed,with52percentofrespondentsusingitforonlineshopping.ReadmoreNote(s):Thailand;February9to28,2023;11,095respondents;16yearsandolder;amongrespondentswhomadeapurchaseonsocialmediaSource(s):RakutenInsightCHAPTER

04InfluencermarketingTypeofinfluencersthatconsumerspurchasedinfluencer-endorsedproductsinThailandasofMay2023InfluencertypethatconsumerspurchasedendorsedproductsThailand2023Shareofrespondents0%10%20%30%40%50%60%56.55%53.9%YouTuberActor/Reality-tvstarSinger/Musician39.14%Instagraminfluencer35.15%Restaurateur/baker/foodindustrycelebrityInternetinfluencer22.39%18.85%Fashiondesigner/Make-upartistPetinfluencer16.8%16.35%Others6.74%19Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,around56.6percentofThairespondentswhohadpurchasedanitemorproductendorsedbyaninfluencerstatedthattheypurchasedtheitemendorsedbyYouTubers.Thesamesurveyshowedthatthemajorityoftherespondentsinthecountryhadbuyingexperienceoftheitemendorsedbytheinfluencer.ReadmoreNote(s):Thailand;May11to31,2023;14266respondents;16yearsandolderSource(s):RakutenInsightShareofpeoplewhohavepurchasedaproductendorsedbyaninfluencerinThailandasofMay2023ImpactofsocialmediainfluencersonpurchasingThailand2023Shareofrespondents30%

40%0%10%20%50%60%70%80%90%YesNo80.94%18.31%Idonotknowwhatthismeans0.75%20Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,around81percentofThairespondentsstatedthattheyhavepurchasedanitemorproductbecauseitwasendorsedbyaninfluencer.Thesamesurveyfoundthataround36percentoftherespondentsinthecountrywantedtopurchasetheproduct,regardlessofthepromoters.ReadmoreNote(s):Thailand;May11to31,2023;17621respondents;16yearsandolderSource(s):RakutenInsightReasonsforpurchasingaproductendorsedbyaninfluencerinThailandasofMay2023ReasonsforbuyingaproductendorsedbyaninfluencerThailand2023Shareofrespondents0%

5%10%15%20%25%30%35%40%Iwantedtobuyitanyway,regardlessofwhowaspromotingitIwasconvincedbythepromotionfromtheinfluencerIlikeandtrusttheinfluencerandwouldpurchasewhateverhe/shepromotesOthers36.35%29.31%29.92%4.42%21Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,around36percentofThairespondentswhohavepurchasedanitemorproductendorsedbyaninfluencerstatedthattheywantedtobuysuchproductanyway,regardlessofwhowaspromotingit.Thesamesurveyrevealedthataround82percentoftherespondentsinthecountryfollowedatleastoneinfluenceronsocialmedia.

ReadmoreNote(s):Thailand;May11to31,2023;14266respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerwillingtobuyabrandproductcollaboratedwithaninfluencerinThailandasofMay2023WillingnesstobuyacollaborationproductwithaninfluencerThailand2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%Yes81.47%No18.53%22Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,around81percentofThairespondentsstatedthattheywerewillingtobuyaninfluencercollaborationproduct.Thesamesurveyfoundthatmajorityoftherespondentsinthecountrywiththispurchaseintentionansweredthattheywouldbuysuchcollaborationproductswiththesamepriceasasimilarproductwhichdoesnothavetheinfluencer'snameonit.ReadmoreNote(s):Thailand;May11to31,2023;17611respondents;16yearsandolderSource(s):RakutenInsightReasonsfornotpurchasingaproductendorsedbyaninfluencerinThailandasofMay2023ReasonsfornotbuyingaproductendorsedbyaninfluencerThailand2023Shareofrespondents0%

10%20%30%40%50%60%TherewasnothingthattheywereendorsingthatIneeded55.13%Idonottrustthequalityofproductsthathavetobeendorsedbyaninfluencer14.34%IdonottrusttheinfluencerOthers5.93%24.6%23Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,around55percentofThairespondentsstatedthattheyhadnotpurchasedanitemorproductendorsedbyaninfluencerbecausetherewasnothingtheywereendorsing.Thesamesurveyshowedthatthemajorityoftherespondentsinthecountryfollowedatleastoneinfluenceronsocialmedia.ReadmoreNote(s):Thailand;May11to31,2023;3236respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

05ConsumerbehaviorLeadingsourcesofinspirationforonlineshoppersintheAsia-Pacificregionin2022,byselectedcountryLeadingsourcesofinspirationforonlineshoppersAPAC2022,bycountrySocialmediachannelsMarketplaces*YouTubeSearchenginesAmazonTmallRetailers'sites160%140%120%100%80%60%40%20%0%ThailandIndonesiaChinaAustraliaIndiaJapan25Description:Accordingtoa2022surveyamongonlineshoppersintheAsia-Pacificregion,socialmediachannelswereapopularsourceofinspirationamongshoppersinThailand,Indonesia,China,Australia,andIndia.MarketplaceswerealsoleadingsourcesofinspirationforshoppersinThailandandIndonesia,as54percentoftherespondentsselecteditastheirsourceofinspirationin2022.ReadmoreNote(s):Asia,APAC;March25toApril7,2022;10,000respondents**;shopperswhoshoponlineatleastonceamonth;*IncludesvariousonlinemarketplacesfordifferentcountriessuchasJD,Pinduoduo,andDouyininChina;Rakuten,Lohaco,[...]

ReadmoreSource(s):WundermanThompsonCommerceLeadingonlineactivitiesinThailandin2022LeadingonlineactivitiesThailand2022Shareofactivities0%10%20%30%40%50%60%70%80%90%100%92.21%CommunicationPaymentservices83.8%83.47%OnlineshoppingNews77.48%77%AccessonlinegovernmentservicesAccessonlinehealthservicesEntertainment75.99%72.63%69.89%WorkrelatedEducationalservicesTourismandtravelserivcesCreatecontent62.68%59.84%49.85%26Description:In2022,communicationwastheleadingonlineactivitiesinThailand,accountingfor92.21percent.Thiswasfollowedbypaymentservicesandonlineshopping.ReadmoreNote(s):Thailand;ApriltoJuly2022;46348respondentsSource(s):ETDA;MinistryofDigitalEconomyandSociety(Thailand)ShareofinternetusersinThailandwhoareonlinebuyersandsellersasofJuly2022,byagegroupOnlinebuyerandsellerpenetrationThailand2022,byagegroupShareofactivities20%0%5%10%15%25%30%35%40%45%GenBabyBoomersGenX9.27%23.85%GenY40.61%GenZ29.56%27Description:AccordingtoasurveyoninternetuserbehaviorinThailand,in2022,GenYledamongotheragegroupswiththehighestshareofrespondentswhobuyandsellproductsandservicesonline,atapproximately40.6percent.ThiswasfollowedbyGenZwitharound29.6percentofthesurveyrespondents.ReadmoreNote(s):Thailand;ApriltoJuly2022;46,348respondentsSource(s):ETDA;MinistryofDigitalEconomyandSociety(Thailand)MainproductspurchasedonsocialmediaamongconsumersinThailandasofFebruary2023,bygenderLeadingproductsboughtonsocialcommerceThailand2023,bygenderShareofrespondentsMale0%Female10%20%30%40%50%60%70%80%55.24%Clothing73.06%26.17%CosmeticsandbeautyproductsBagsandshoes64.52%45.14%45.7%55.86%54.28%31.61%Fashionaccessories(e.g.jewellery,watches,etc)Householdanddecorativeitems37.47%42.64%28.03%Food,snacks,andnonalcoholicbeveragesConsumerelectronics(e.g.smartphones,smartwatches,headp