TikTok is top online shopping choice for Thai youth while older shoppers prefer Facebook, Shopee, and Lazada for trust and quality.
TikTok: The Leading Online Shopping Platform for Thai Youth
A recent survey by the Trade Policy and Strategy Office (TPSO) revealed that TikTok has emerged as the top choice for online shopping among Thais aged up to 29. The survey, which included 4,699 respondents from across the country, highlighted the platform’s growing popularity among the youth demographic.
TikTok, the popular video-sharing app, has become a major platform for e-commerce in Thailand, especially among young consumers. According to a recent survey by Kantar, a market research firm, 44% of Thai TikTok users aged 15 to 24 have bought something they saw on the app in the past month. That’s higher than any other social media platform, including Facebook, Instagram and YouTube.
TikTok’s success can be attributed to its unique approach to online commerce, known as “Shoppertainment”. By combining entertainment and shopping through live streams and user-generated videos, TikTok has created a fun and engaging shopping experience for its users and influencers, leading to increased adoption among young shoppers.
What makes TikTok so appealing for online shopping? One reason is its algorithm, which tailors the content to each user’s preferences and interests. Another reason is its creative and engaging format, which allows sellers to showcase their products in short videos that can go viral. TikTok also has various features that facilitate e-commerce, such as live-streaming, shoppable ads and mini-programs.
Preferences of Different Age Groups
According to TPSO director Poonpong Naiyanapakorn, older shoppers aged between 50 and 59 still prefer shopping on Facebook due to familiarity with the platform and competitive pricing offered by vendors. On the other hand, younger shoppers tend to gravitate towards original e-commerce channels like Shopee and Lazada, which are known for their robust shop and product management systems, as well as reliable payment and refund processes that build trust between buyers and sellers.
TikTok’s influence on online shopping is not limited to Thailand. The app has been expanding its e-commerce capabilities in other markets, such as the US, Europe and India. As more people turn to TikTok for entertainment and inspiration, the app is likely to become a dominant force in the global digital economy.
