Thai online shoppers more value-conscious

Smart and seamless shopping experiences with peace of mind matter as much as price

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The Thai e-commerce market has been growing rapidly, with a high usage rate among Thais, but platforms still need to close the satisfaction gap for buyers, a survey by the market research firm Milieu Insight has found.

The report highlights five missions that e-commerce platforms must dynamically adapt to, and which Thai consumers and businesses should closely monitor for future developments.

Currently, Thailand's e-commerce market is shaped by a competitive three-platform landscape: Shopee, which 89% of respondents say they have used at least once; TikTok Shop (71%) and Lazada (66%). The study shows that 87% of Thai consumers shop online weekly or monthly, reinforcing that online retail is not simply a convenience but a fundamental element in how Thais browse, compare and buy.

Discounts (73%) and free or low-cost shipping (73%) continue to anchor purchase decisions for consumers on e-commerce platforms. However, these price factors are no longer decisive. Consumers today also place increasing importance on wide product selection (45%) and trusted customer reviews (39%), which reinforce buyer confidence.

This behaviour indicates that the Thai e-commerce market has shifted from being purely price-driven to value-driven, where consumers are no longer willing to trade trust or reliability for lower prices.

There are two emerging consumer archetypes that shape the Thai e-commerce landscape:

Bargain seekers: Respond strongly to flash deals, limited-time promotions and shipping subsidies.

Value optimisers: Prioritise transparency, reliability and service to achieve maximum overall value, even at a slightly higher price.