Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

E-commerce usage in Thailand

Lazada the giant of E-commerce industry in South East Asia.

Find more at:
https://www.di-onlinesurvey.com/

E-commerce usage in Thailand

  1. 1. November 2015 STUDY ABOUT ONLINE SHOPPING BEHAVIOR IN THAILAND BY DI-MARKETING (www.di-onlinesurvey.com)
  2. 2. 1 SCOPE OF WORK  The survey was conducted to study about E-commerce industry and online shopping behavior of Thai.  Methodology: Online survey  Fieldwork time: 10 days (20/10/2015 to 29/10/2015)  Sample size: N = 350  Gender: Male and Female, have shopped online in past 3 months  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • 75% Thai internet population are shopping online • Doubt about the real quality and size is the main reason that prevents people from shopping online • Lazada and Kaidee are most well-known E-commerce sites in Thailand • Facebook ads and online ads are main sources of brand awareness • Lazada dominates the E-commerce industry with 45% market share • Clothes & accessories, cosmetics and personal care are top bought products • Discount/promotions are the main triggers for shopping online • Lazada gains highest consumers’ satisfaction as well as loyalty • A half of Thai internet population shop online once/week • Over 70% spend under $90/shopping time • 67% prefer online payment method
  4. 4. 3 VIETNAM VS. THAILAND • 67% are shopping online • Most well-known brand: Lazada • Leader of market: Lazada • Main sources of brand awareness: Facebook and online ads • Main reason for purchasing online: promotions • Top bought product: clothes and accessories • 1/3 shop online 2-3 times/month • Payment method: cash on delivery • 75% are shopping online • Most well-known brand: Lazada • Leader of market: Lazada • Main sources of brand awareness: Facebook and online ads • Main reason for purchasing online: promotions • Top bought product: clothes and accessories • 1/2 shop online once/week • Payment method: online
  5. 5. 4 Age Gender Living places Occupation N= 350 12% 30% 18% 16% 24% Under 18 18-25 26-29 30- 35 Over 35 50% 50% Female Male 43% 57% Others Bangkok 10% 1% 3% 3% 7% 8% 30% 39% Others Factory Worker Housewife Job seeker/Retired Engineer/Doctor/Teacher Self-employed Student Officer
  6. 6. 5 11% 26% 46% 52% 65% 65% 74% 90% th.aliexpress.com cdiscount.co.th tarad.com amazon.com zalora.co.th weloveshopping.com kaidee.com lazada.co.th Total LAZADA AND KAIDEE ARE THE MOST WELL-KNOWN E-COMMERCE SITES IN THAILAND N= 350 Do you know any E-commerce website listed below? 11% 26% 48% 53% 68% 64% 73% 91% Bangkok 10% 25% 44% 51% 60% 65% 75% 89% Others
  7. 7. 6 AGAIN, LAZADA AND KAIDEE ARE MOST RECOGNIZED E-COMMERCE SITES ACROSS ALL AGE GROUPS N = 350 Do you know any E-commerce website listed below? 11% 26% 46% 52% 65% 65% 74% 90% th.aliexpress.com cdiscount.co.th tarad.com amazon.com zalora.co.th weloveshopping.com kaidee.com lazada.co.th Total 17% 7% 17% 39% 39% 49% 61% 85% Under 18 12% 25% 42% 56% 68% 63% 81% 89% 18-25 6% 27% 56% 59% 73% 78% 72% 91% 26-29 13% 32% 52% 59% 66% 79% 75% 95% 30- 35 8% 31% 53% 45% 65% 54% 73% 91% Over 35
  8. 8. 7 27% 21% 22% 24% 28% 29% 29% 42% 46% 62% 68% Others Friends/relatives' suggestion Through other smartphone apps (viber…) Out of home ads Newspaper/maganize ads SMS/Email marketing Applications on app. stores Search engine TV ads Web, forum ads Facebook ads Total FACEBOOK AND ONLINE CHANNELS ARE EFFECTIVE SOURCES TO LEVERAGE BRAND AWARENESS N = 350 How do you know those E-commerce websites? 27% 27% 17% 24% 22% 37% 39% 44% 51% 51% 54% Under 18 30% 16% 27% 27% 32% 34% 32% 43% 51% 65% 65% 18-25 28% 19% 27% 31% 33% 25% 31% 53% 47% 59% 66% 26-29 27% 16% 18% 21% 25% 30% 25% 36% 45% 68% 80% 30- 35 21% 27% 19% 15% 26% 21% 22% 36% 36% 60% 71% Over 35
  9. 9. 8 75% THAI INTERNET POPULATION ARE SHOPPING ONLINE N = 350 Have you purchased anything online in the past 3 months? 25% 54% 24% 22% 13% 25% 75% 46% 76% 78% 88% 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-29 30- 35 Over 35 Yes No
  10. 10. 9 9% 12% 19% 21% 33% 42% 49% Others I may disclose my personal information High shipping cost I have never thought of buying things online It is hard to exchange/ return products I prefer browsing for prices and look for new fashion I am not sure about quality and size If not, why didn’t you shop online? N= 89 49% ARE DOUBTFUL ABOUT QUALITY AND SIZE OF PRODUCTS THAT ARE SOLD ONLINE
  11. 11. 10 23% 0% 2% 3% 3% 3% 10% 10% 45% Others th.aliexpress.com amazon.com tarad.com cdiscount.co.th kaidee.com zalora.co.th weloveshopping.com lazada.co.th Total Which E-commerce website do you buy most frequently? (By region) N = 261 LAZADA IS DOMINATING THAI E-COMMERCE INDUSTRY WITH 45% MARKET SHARE 29% 1% 2% 3% 3% 1% 14% 9% 39% Bangkok 15% 0% 3% 3% 5% 7% 4% 11% 54% Others
  12. 12. 11 Which E-commerce website do you buy most frequently? (By age group) N = 261 AGAIN, LAZADA IS THE TOP CHOICE E-COMMERCE SITE OF ALL AGE GROUPS 23% 0% 2% 3% 3% 3% 10% 10% 45% Others th.aliexpress.com amazon.com tarad.com cdiscount.co.th kaidee.com zalora.co.th weloveshopping.com lazada.co.th Total 27% 0% 1% 2% 2% 3% 6% 13% 46% Under 18-25 22% 0% 4% 2% 2% 4% 14% 14% 38% 26-29 22% 2% 0% 4% 6% 2% 8% 6% 49% 30- 35 17% 0% 5% 3% 5% 5% 13% 6% 47% Over 35
  13. 13. 12 Do you know any E-commerce website listed below? Which E-commerce website do you buy most frequently? N = 350 LAZADA GAINS THE HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE IN THAI MARKET 90% 74% 65% 65% 52% 46% 26% 11% 45% 3% 10% 10% 2% 3% 3% 0% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Usage
  14. 14. 13 Lazada Kaidee Weloveshopping AmazonTaradCdiscount Aliexpress -10% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N = 350 Do you know any E-commerce website listed below? Which E-commerce website do you buy most frequently? THERE IS A HUGE GAP AMONG LAZADA AND OTHER PLAYERS IN THAI MARKET IN TERM OF BRAND AWARENESS AND SHARE Awareness Usage High HighLow Low Zalora
  15. 15. 14 12% 3% 4% 5% 6% 7% 8% 9% 12% 12% 14% 15% 16% 31% 34% 42% Others Car, motor Sports/ Picnic equipments Mom& baby care Furniture Travel Computer, Laptop Books, eBooks Home appliances Food and Beverage Mobile phones, tablets High-tech products Beauty services Personal care Cosmetics Clothes & Accessories Total 14% 3% 3% 1% 7% 4% 6% 13% 7% 5% 17% 18% 18% 29% 38% 41% Under 18-25 8% 4% 4% 8% 8% 6% 6% 8% 6% 12% 10% 12% 20% 24% 38% 52% 26-29 14% 0% 2% 8% 2% 6% 4% 4% 8% 20% 6% 8% 12% 33% 27% 37% 30- 35 11% 5% 6% 6% 5% 14% 16% 6% 28% 17% 17% 17% 13% 39% 30% 41% Over 35 N = 261 What did you buy at those E-commerce websites? CLOTHES & ACCESSORIES, COSMETICS AND PERSONAL CARE ARE TOP BOUGHT PRODUCTS 30-35 group purchases food and beverage online more than other groups while over 35 group buys home appliances more What did you buy at those E-commerce websites?
  16. 16. 15 5% 13% 14% 14% 14% 19% 29% 29% 30% 37% 39% 54% 61% Others Competitive price Convenient to return/ exchange products Good quality Unique products Easy to compare with other similar products ( prices, materials,…) Quick delivery Good services Trusted brands Convenient payment method Be diverse in product types Convenient/ Save time Frequent promotion/ discount programs Total N = 261 PROMOTIONS/DISCOUNT ARE THE MAIN TRIGGERS FOR SHOPPING ONLINE Why do you buy at this E-commerce website?
  17. 17. 16 3% 15% 13% 13% 13% 18% 33% 33% 30% 41% 35% 56% 62% Others Competitive price Convenient to return/ exchange products Good quality Unique products Easy to compare with other similar products ( prices, materials,…) Quick delivery Good services Trusted brands Convenient payment method Be diverse in product types Convenient/ Save time Frequent promotion/ discount programs Lazada N = 117 LAZADA IS CHOSEN FOR GOOD PROMOTIONS AND SHOPPING CONVENIENCE Why do you buy at this E-commerce website?
  18. 18. 17 0% 12% 12% 19% 15% 27% 12% 12% 19% 31% 69% 62% 58% Others Competitive price Convenient to return/ exchange products Good quality Unique products Easy to compare with other similar products ( prices, materials,…) Quick delivery Good services Trusted brands Convenient payment method Be diverse in product types Convenient/ Save time Frequent promotion/ discount programs Weloveshopping N = 26 WELOVESHOPPING IS APPRECIATED FOR DIVERSE IN PRODUCT TYPES AND CONVENIENCE Why do you buy at this E-commerce website?
  19. 19. 18 0% 16% 20% 16% 16% 16% 52% 48% 56% 40% 44% 44% 84% Others Competitive price Convenient to return/ exchange products Good quality Unique products Easy to compare with other similar products ( prices, materials,…) Quick delivery Good services Trusted brands Convenient payment method Be diverse in product types Convenient/ Save time Frequent promotion/ discount programs Zalora Why do you buy at this E-commerce website? N = 25 ZALORA IS CHOSEN FOR FREQUENTLY OFFERING GOOD PROMOTIONS, TRUSTED BRAND AND QUICK DELIVERY
  20. 20. 19 2% 1% 2% 3% 13% 19% 16% 13% 3% 62% 50% 62% 77% 69% 23% 30% 20% 10% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-29 30- 35 Over 35 N = 261 Overall, how do you feel about the E-commerce site that you shop the most? 85% CUSTOMERS ARE SATISFIED WITH SERVICES OF E-COMMERCE SITE THEY USED THE MOST Lazada has the highest top box satisfaction rate 2% 8% 3% 13% 15% 8% 12% 16% 62% 57% 69% 64% 67% 27% 23% 16% 14% Totally satisfied Satisfied Neutral Dissatisfied Totally dissatisfied 23%
  21. 21. 20 N = 261 Is there anything make you feel unhappy about this E-commerce website? A HALF OF ONLINE SHOPPERS REPORTED THAT THEY FEEL DIFFICULT IN RETURNING/EXCHANGING PRODUCT Zalora considered to be expensive in shipping cost 15% 8% 22% 27% 27% 29% 42% 49% Others Products are NOT diverse/ fashionable Expensive Delivery takes time Poor customer service Poor quality High shipping cost Difficult to return/ exchange Total 14% 8% 15% 30% 29% 30% 33% 47% Lazada 19% 8% 12% 23% 15% 27% 38% 58% weloveshopping 12% 12% 28% 16% 28% 36% 64% 52% Zalora 20% 0% 27% 25% 29% 27% 51% 51% Others
  22. 22. 21 8% 8% 12% 8% 6% 23% 26% 22% 25% 17% 39% 42% 38% 38% 34% 24% 16% 22% 27% 33% 7% 7% 6% 2% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-29 30- 35 Over 35 9% 5% 4% 16% 12% 23% 19% 27% 24% 28% 39% 41% 50% 28% 50% 24% 26% 15% 28% 7% 9% 4% 4% 3% I will shop at this E- commerce site only I will prioritize to shop at this E- commerce site I will continue to shop at this site , but I will try other sites in future I will shop at this site in parallel with other sites I will switch to shop at other E- commerce site What is your usage intention toward E-commerce site that you shop the most? N = 261 7% SHOPPERS ARE LOYAL WITH THEIR CURRENT E-COMMERCE SITE 7% Lazada has the highest consumers’ loyalty While Zalora is prioritized for shopping the most
  23. 23. 22 17% 21% 12% 8% 20% 53% 49% 44% 76% 47% 29% 29% 42% 14% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 30- 35 Over 35 2% 12% 0% 0% 2% 17% 8% 16% 23% 24% 53% 48% 55% 50% 53% 29% 32% 29% 27% 22% Will recommend definitely Will recommend Either recommend or not Will not recommend Will not recommend definitely What’s your ability to recommend this E-commerce website to others? N = 261 82% ARE WILLING TO RECOMMEND THE BRAND THEY USED MOSTLY TO OTHERS Zalora gains the highest top box recommendation ratio
  24. 24. 23 79% 76% 78% 80% 83% 62% 69% 60% 55% 56% 13% 10% 10% 16% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Under 18-25 26-29 30- 35 Over 35 Computer( PC)/ Laptop Smartphone Tablets By which devices do you usually surf on E-commerce websites? N = 261 THE RATIO OF SHOPPERS BY SMARTPHONE ARE NEARLY EQUAL TO PC/LAPTOP, TABLET REMAINS LOW
  25. 25. 24 7% 3% 8% 13% 6% 4% 3% 4% 7% 3% 32% 33% 32% 24% 37% 50% 55% 52% 51% 42% 6% 5% 4% 4% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 26-29 30- 35 Over 35 More than once/ week Once/ week 2- 3 time/Months 1-3 months/time Over 3 months/time How often do you buy online? N= 261 A HALF SHOP ONLINE ONCE/WEEK times/month
  26. 26. 25 N= 261 On average, how much money do you spend on online shopping every time? ($) 77% ONLINE SHOPPERS SPEND UNDER $90/ SHOPPING TIME 0% 0% 2% 0% 0% 6% 2% 6% 4% 11% 15% 14% 14% 9% 24% 77% 83% 76% 87% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-29 30- 35 Over 35 Under 90 USD 90 USD -150 USD 151 USD -300 USD 301 USD - 601 USD Over 600
  27. 27. 26 How do you pay for every time you buy online? N= 261 67% USE ONLINE PAYMENT METHOD 67% 69% 66% 60% 69% 30% 28% 30% 31% 31% 3% 3% 4% 8% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-29 30- 35 Over 35 Others Cash on delivery Online payment ( online transaction, ATM,…)
  28. 28. 27 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
  29. 29. 28 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
  30. 30. 29

×