In mid-June, the video sharing platform TikTok announced plans to scale up its e-commerce business – TikTok Shop – as it looks to invest billions of dollars into markets across Southeast Asia over the next few years.
The growth of TikTok Shop is likely to be closely watched by established e-commerce players, such as Shopee, Lazada, Kaidee, AliExpress and Amazon, as a potential challenger in the mobile commerce / m-commerce space.
But how popular is online shopping via mobile in Thailand currently? How does usage of different mobile shopping channels (e-commerce platform apps, retail brands own mobile apps, social media e-shops and mobile web browsers) vary? And what products are Thailand’s mobile shoppers most likely to purchase across different age groups?
How popular are various mobile commerce channels in Thailand?
Latest research from YouGov Surveys – using an online representative sample of ~2000 Thai residents – show that more than nine in ten (95%) consumers say they use their smartphone to shop online.
This proportion is largely similar across Gen Z, Millennials and Gen X, while among Baby Boomers this dips to over four in five (83%).
