泰國電子商務(wù)市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

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TRENDSE-commerceinThailandCHAPTER

01OverviewTotalnumberofe-commerceusersofselectedcountriesinSoutheastAsiafrom2017to2022(inmillions)Numberofe-commerceusersSEA2017-2022,bycountryIndonesiaThailandPhlippinesVietnamMalaysiaSingapore158.620018016014012010080178.9138.145.6118.839.693.434.270.157.647.351.86043.338.939.236.634.633.730.74027.926.325.79.9232.588.415.63.514.43.313.13.111.9202.12.4302017201820192020202120224Description:In2022,Indonesiarecordedthehighestnumberofe-commerceusersamongtheselectedSoutheastAsianstateswitharound179millionusers.ReadmoreNote(s):Indonesia,Malaysia,Philippines,Singapore,Vietnam,Thailand;2017to2022Source(s):DigitalMarketInsightsE-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;SCBEconomicIntelligenceCenterRevenueofe-commercesegmentsinThailandin2022(inbillionU.S.dollars)Revenueofe-commercesegmentsinThailand2022RevenueinbiillionU.S.dollars2013456Electronics5.45Beauty,health,personalandhouseholdcare3.94Toys,hobbyanddiyFood1.581.41BeveragesFashion1.31.26Furniture0.280.14Media6Description:In2022,therevenueofe-commerceinThailandamountedtoaround15.4billionU.S.Dollars.Beauty,health,personalandhouseholdcaresectorledwiththehighestrevenueofapproximately5.5billionU.S.Dollars.

ReadmoreNote(s):Thailand;2022Source(s):Leadingpaymentmethodsfore-commerceinThailandin2023Breakdownofpaymentmethodsfore-commerceThailand2023Shareofpaymentmethods0%5%10%15%20%25%30%35%BanktransferCredit/debitcardse-Wallet32%22%22%Cash17%Other7%7Description:In2023,around32percentofthee-commerceusersinThailandpaidbybanktransfers.Incomparison,cashpaymentwaspreferredby17percentofusers.

ReadmoreNote(s):Thailand;asofJuly2023Source(s):AmarinTV;KrungthaiCompassMostpopulare-commercesitesinThailandasofthe1stquarterof2022,bymonthlywebvisits(inmillions)Most-visitedonlineshoppingsitesinThailand2022Numberofmonthlywebvisitsinmillions20

30010405060ShopeeThailandLazadaThailandCentralThailandJDCentral56.9736.852.532.08HomePro2.022.011.941.561.231.2AdvicePowerbuyJIBBananaStoreOfficemate8Description:Inthefirstquarterof2022,ShopeeThailandrankedfirstasthewebsitewiththehighestmonthlyvisitsofaround57million.ThiswasfollowedbyLazadaThailandwithapproximately36.9millionmonthlywebvisits.ReadmoreNote(s):Thailand;Q12022;figuresasofQ12022Source(s):iPriceGroup;SimilarWebShareofweeklye-commerceactivitiesamonginternetusersinThailandinthe3rdquarterof2022Shareofweeklye-commerceactivitiesamonginternetusersThailandQ32022Shareofinternetusers20%

30%0%10%40%50%60%70%80%PurchasedaproductorserviceonlineOrderedgroceriesviaanonlinestore66.8%45.2%UsedanonlinepricecomparisonserviceUsedaBuyNow,PayLaterservice25.8%24.3%Boughtasecond-handitemviaanonlinestore15.1%9Description:AccordingtoareportpublishedbyDataReportal,inthethirdquarterof2022,asurveyamonginternetusersinThailandshowedthat66.8percentofrespondentspurchasedaproductorserviceonlineaspartoftheirweeklye-commerceactivities.Incomparison,15.1percentofrespondentsboughtasecond-handitemviaanonlinestore.ReadmoreNote(s):Thailand;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

02KPIValueofe-commerceexpenditureonconsumergoodsinThailandin2022,bycategory(inbillionU.S.dollars)Valueofe-commerceexpenditureonconsumergoodsThailand2022,bycategoryValueinbillionU.S.dollars01234567ElectronicsPersonalandhouseholdcareBeverages5.774.14.07Fashion1.661.62Toys,hobby,diyFood1.46Furniture0.45Physicalmedia0.1411/statistics/1093215/thailand-e-commerce-spend-by-categoryAccordingtoareportpublishedbyDataReportal,Thaiconsumersspentthemostonelectronics,amountingtoaround5.8billionU.S.dollars.OtherleadingproductscategoriesamongconsumersinThailandwerepersonalandhouseholdcareproducts.ReadmoreNote(s):Thailand;2022;excludingB2BspendSource(s):DataReportal;Meltwater;DigitalMarketInsights;WeAreSocialAveragee-commercespendingperuserinThailandin2019withaforecastfor2023(inThaibaht)Averagee-commercespendingperuserThailand2019-202310,0009,0008,0007,0006,0005,0008,8404,0002,9703,0002,0001,00002019202312Description:In2023,itwasestimatedthatuserswouldspendaround8.8thousandThaibahtone-commerceplatforms.Thiswasaconsiderablegrowthcomparedtothefigurefrom2019.

ReadmoreNote(s):Thailand;2019toJune2023Source(s):KrungthaiCompass;ThansettakijMultimediaMarketshareofleadinge-commercesegmentsinThailandin2022Marketshareofleadinge-commercesegmentsThailand2022Marketshareofe-commercesegments0%5%10%15%20%25%30%35%40%Food&personalcareElectronics&mediaToys,hobby&DIYFashion35%31%20%9%Furniture&appliances5%13Description:AccordingtoareportpublishedbyPPRO,thefoodandpersonalcaresegmentaccountedfor35percentofThailand'se-commercemarketin2022.Thiswasfollowedbyelectronicsandmediawitha31percentmarketshare.

ReadmoreNote(s):Thailand;2022Source(s):PPROMarketshareofe-commerceinThailandin2022,bystoretypeBreakdownofe-commercestoresThailand2022Marketshare0%10%20%30%40%50%60%70%Marketplace(Shopee,Lazada,etc.)ApparelandfootwearGrocery65%7%6%HealthandbeautyHomeproducts5%4%Other13%14Description:In2022,MarketplacesuchasShopeeandLazadadominatedthee-commercebusinessesinThailand,accountingfor65percentofthemarketshare.Thiswasfollowedbyonlineapparelandfootwearstores.

ReadmoreNote(s):Thailand;*Forecastedvalue.OneThaibahtequals0.028U.S.dollarsand0.026eurosasofOctober2023.Thefigureshavebeenrounded.

ReadmoreSource(s):Euromonitor;SCBEconomicIntelligenceCenterForecastedgrowthrateforretaile-commercesalesinThailandfrom2019to2023Growthratepredictionforretaile-commercesalesThailand2019-202320%18.1%17.6%18%16%14%12%10%8%16.3%15.7%14.3%6%4%2%0%2019202020212022202315Description:In2023,retaile-commercesalesinThailandwasforecastedtogrowby14.3percent,indicatingaslightincreaseofabout1.4percentcomparedto2022.Accordingtothesource,thevalueofonlineretailsalesinThailandwasapproximately2.32millionU.S.dollarsin2018.ReadmoreNote(s):Thailand;June2019Source(s):Austrade;AustraliaUnlimited;eMarketerMarketshareofe-walletprovidersinThailandin2023MobilewalletmarketshareThailand2023Other8.1%GrabPay4%mPAY4.9%ShopeePay5.7%TrueMoney52.0%RabbitLINEPay24.7%16Description:In2022,TrueMoneyWalletledthee-walletmarketinThailandwithnearly53percentofthemarketshare.ThiswasfollowedbyRabbitLinePay,withashareofaround25percent.ReadmoreNote(s):Thailand;asofMay4,2023Source(s):TNNThailandCHAPTER

03LeadingplatformsRevenueofShopeeThailandfrom2020to2022(inmillionThaibaht)ShopeeThailand-revenue2020-202225,00021,70920,00015,00013,32210,0005,00005,81220202021202218Description:In2022,ShopeeThailandearnedaround21.7billionThaibahtinrevenue.Inthesameyear,thecompanysuccessfullyturnedaprofitafteradecadeofbeingpresentintheThaimarket.

ReadmoreNote(s):Thailand;2020to2022Source(s):CredenData;PrachachatBusinessNewspaperProfitofShopeeThailandfrom2020to2022(inmillionThaibaht)ShopeeThailand-profit2020-20223,0002,3802,0001,0000-1,000-2,000-3,000-4,000-5,000-6,000-4,1702020-4,9722021202219Description:In2022,ShopeeThailandturnedaprofitofaround5.8billionThaibahtafteradecadeofbeingpresentintheThaimarket.Inthesameyear,thecompanyearnedapproximately21.7billionThaibahtinrevenue.

ReadmoreNote(s):Thailand;2020to2022Source(s):CredenData;PrachachatBusinessNewspaperRevenueshareofShopeeThailandinSeptember2023,bycategoryBreakdownofShopeeThailandrevenueshareSeptember2023,bycategoryRevenueshare0%5%10%15%20%25%30%35%40%ElectronicsandaccessoriesHealthandbeautyApparelandfashionHobbyandtoysHomeandfurnitureMomandkidsGroceries36.5%14.8%14.1%12.2%6.6%6%5.9%Auto2.1%2%Other20Description:InSeptember2023,itwasestimatedthatelectronicsandaccessoriesgeneratedthehighestrevenueshare,amountingto37percentofShopeeThailand'srevenue.Thiswasfollowedbyhealthandbeautyatapproximately15percent.

ReadmoreNote(s):Thailand;September2023Source(s):TMOGroupRevenueofLazadaThailandfrom2020to2022(inmillionThaibaht)LazadaThailand-revenue2020-202225,00020,67520,00014,67515,00010,0005,000010,01120202021202221Description:In2022,LazadaThailandearnedapproximately20.7billionThaibahtinrevenue.Inthesameyear,thecompanygainedprofitsofaround413millionThaibahtinitseleventhyearintheThaimarket.ReadmoreNote(s):Thailand;2020to2022Source(s):CredenData;PrachachatBusinessNewspaperProfitofLazadaThailandfrom2020to2022(inmillionThaibaht)LazadaThailand-profit2020-20221,0004135000226-500-1,000-1,500-2,000-2,500-3,000-3,500-4,000-4,500-3,89920202021202222Description:In2022,LazadaThailandmadeaprofitofaround413millionThaibahtinitseleventhyearintheThaimarket.Inthesameyear,thecompanyearnedapproximately20.7billionThaibahtinrevenue.LazadaThailandwasthefirste-commerceplatformtoturnaprofitin2021.ReadmoreNote(s):Thailand;2020to2022Source(s):CredenData;PrachachatBusinessNewspaperRevenueshareofLazadaThailandinSeptember2023,bycategoryBreakdownofLazadaThailandrevenueshareSeptember2023,bycategoryRevenueshare0%5%10%15%20%25%23.6%TVandhomeappliancesBabiesandtoys13.8%Homeandlifestyle11.4%Healthandbeauty8.6%7.9%ElectronicaccessoriesElectronicdevices6.8%6.7%AutomotiveandmotorcyclesSportsandtravel6.4%5.5%GroceriesandpetsWomen'sfashionandaccessoriesMen'sfashionandaccessoriesKid'sfashionandaccessories3.8%3.7%1.7%23Description:InSeptember2023,itwasestimatedthataround24percentofLazadaThailand'srevenuewenttoTVandhomeappliances.Thiswasfollowedbybabiesandtoysatapproximately14percent.

ReadmoreNote(s):Thailand;September2023Source(s):TMOGroupRevenueofGrabThailandfrom2020to2022(inmillionThaibaht)GrabThailand:revenue2020-202216,00014,00012,00010,0008,0006,0004,0002,000015,19711,3577,21520202021202224Description:In2022,GrabThailandearnedapproximately15.2billionThaibahtinrevenue.Inthesameyear,thecompanyturnedaprofitofaround576millionThaibahtinitstenthyearintheThaimarket.GrabThailandoffersGrabMart,whichisanon-demandgoodsdeliveryserviceinlimitedcitiesinThailand.Thaiscanpurchaseproductsrangingfromgroceriesandbeautyitemstopharmaceuticalproducts.Theproductsareusuallydeliveredwithinanhour.

ReadmoreNote(s):Thailand;2020to2022Source(s):CredenData;PrachachatBusinessNewspaperProfitofGrabThailandfrom2020to2022(inmillionThaibaht)GrabThailand:profit2020-20228005766004002000-200-400-284-32520202021202225Description:In2022,GrabThailandturnedaprofitofaround576millionThaibahtinitstenthyearintheThaimarket.Inthesameyear,thecompanyearnedapproximately15.2billionThaibahtinrevenue.GrabThailandoffersGrabMart,whichisanon-demandgoodsdeliveryserviceinlimitedcitiesinThailand.Thaiscanpurchaseproductsrangingfromgroceriesandbeautyitemstopharmaceuticalproducts.Theproductsareusuallydeliveredwithinanhour.

ReadmoreNote(s):Thailand;2020to2022Source(s):CredenData;PrachachatBusinessNewspaperCHAPTER

04SocialcommerceRevenueofsocialcommerceinThailandfrom2018to2022withaforecastuntil2027(inmillionU.S.dollars)RevenueofsocialcommerceinThailand2018-20271,4001,2001,0008001,1761,002864.6715.3601.3600420.72022400277.82000149.1202093.67201960.83201820212023202420252026202727Description:In2022,therevenueofsocialcommerceinThailandamountedtoaround421millionU.S.Dollars.ItwasestimatedthatthenumbercouldreachmorethanonebillionU.S.Dollarin2026.ReadmoreNote(s):Thailand;2018toMarch2023Source(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%2020202120222023202420252026202728Description:In2022,thepenetrationrateofsocialcommerceinThailandstoodat16.5percent.Itwasestimatedthatthenumbercouldincreasetonearly20percentin2027.ReadmoreNote(s):Thailand;2020toMarch2023Source(s):NumberofsocialcommerceusersinThailandfrom2020to2022withaforecastuntil2027(inmillions)NumberofsocialcommerceusersinThailand2020-20271614.213.913.61413.212.811.81210810.17.564202020202120222023202420252026202729Description:In2022,thenumberofsocialcommerceusersinThailandamountedtoaround11.8million.Itwasestimatedthatthenumbercouldreachover14millionin2027.ReadmoreNote(s):Thailand;2020toMarch2023Source(s):CHAPTER

05OnlinepaymentPenetrationrateofthedigitalpaymentsmarketinThailandfrom2018to2027PenetrationrateofdigitalpaymentsinThailand2018-20277065.4963.8662.2460.6359.036056.2952.5948.465040302010044.3337.09201820192020202120222023202420252026202731Description:Thepenetrationrateinthe'DigitalPayments'segmentofthefintechmarketinThailandwasforecasttocontinuouslyincreasebetween2023and2027byintotal6.5percentagepoints.Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach65.49percentandthereforeanewpeakin2027.Notably,thepenetrationrateofthe'DigitalPayments'segmentofthefintechmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Thailand;2018to2027Source(s):Transactionvolumeofe-walletsinThailandfrom2018to2022(inmillions)MobilewallettransactionvolumeThailand2018-20224,0003,5003,0002,5002,0001,5001,0005003,352.32,537.52,136.41,966.61,51120180201920202021202232Description:In2022,thetransactionvolumeofe-walletsinThailandamountedtoaround3.4billion.Themobilewallettransactionvolumeinthecountryhascontinuedtoincreaseovertheexaminedperiod.ReadmoreNote(s):Thailand;2018to2022Source(s):TNNThailandRevenueshareofe-commercepaymenttypesinThailandin2022Revenueshareofthee-commercepaymenttypesinThailand2022Revenueshare0%5%10%15%20%25%30%35%BanktransferCards31%22%E-wallet21%CashondeliveryDirectdebitsE-invoice18%4%2%2%Other33Description:In2022,Banktransferwasthemostpopularpaymenttypefore-commercepurchasesinThailand.Thiswasfollowedbycardpaymentswitharound22percentofthemarketshare.

ReadmoreNote(s):Thailand;2022Source(s):Distributionofcardschemesine-commercetransactionsinThailand2022,bytypeCardschemedistributiononlineshoppingThailand2022,bytypeOther1%AMEX1%Localschemes12%Mastercard23%Visa63%34Description:AccordingtothedataprovidedbyPPRO,moste-commercetransactionsin2022inThailandweresettledwithVisacards,accountingfor63percent.ThiswasfollowedbyMastercardwhichaccountedfor23percentofe-commercetransactions.

ReadmoreNote(s):Thailand;2022;basedone-commercetransactionvolumeSource(s):PPROCHAPTER

06ConsumerbehaviorShareofe-commerceusersinThailandasofJune2023,byageBreakdownofe-commerceusersinThailand2023,byageShareofe-commerceusers0%5%10%15%20%25%18to24yearsold25to34yearsold35to44yearsold45to54yearsold55to64yearsold15.7%23.8%23.3%22.7%14.5%36Description:AsofJune2023,individualsaged25to34yearsoldwerethemajorityofe-commerceusersinThailand,accountingforaround24percent.Thiswasfollowedcloselybythe35to44yearsoldagegroup.

ReadmoreNote(s):Thailand;asofJune2023Source(s):PreferredonlinesellingchannelsinThailandin2022PreferredonlinesellingchannelsThailand2022Shareofrespondents0%10%20%30%40%50%60%70%80%Facebooke-Marketplace*Line66.76%55.18%32.05%Website26.67%InstagramTwitter19.91%9.9%37Description:In2022,themostpreferredonlinesellingchannelforproductsandservicesamonginternetusersinThailandwasFacebook,whichwaspreferredbyapproximately66.76percentofrespondents.E-MarketplaceslikeShopeeorLazadawerethesecondmostpreferredsellingchannel,followedbyLine.ReadmoreNote(s):Thailand;ApriltoJuly2022;46,348respondents;amongThaiinternetuserswhosoldonline;*e-MarketplaceslikeShopee,Lazada,Kaidee.ReadmoreSource(s):ETDA;MinistryofDigitalEconomyandSociety(Thailand)PreferredonlineshoppingchannelsinThailandin2022PreferredplatformsforonlineshoppingThailand2022Shareofusers0%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%38Description:In2022,themostpreferredplatformsforonlineshoppinginThailandweree-marketplacessuchasShopee,Lazada,andJDCentral,amountingtoaround76percentofthesurveyedThaiinternetusers.Facebookcamesecondwithapproximately61.5percent.ReadmoreNote(s):Thailand;2022Source(s):ETDAMostpopulare-commerceproductcategoriesamongconsumersinThailandin2023Mostpopulare-commerceproductcategoriesThailand2023Shareofrespondents20%

30%0%Fashion(clothes,footwear)10%40%50%60%70%70.13%80%BeautyandpersonalcareproductsFoodandbeverage49.73%40.8%37.34%FurnitureandhomeappliancesConsumerelectronics(phone,laptop,camera,etc.)Travel(accommodation,planetickets)Entertainment(concerts,sportingevents)31.51%15.3%4.92%3.46%5.46%LuxurygoodsOther39Description:Accordingtoasurveyone-commerceandonlineshoppinginThailandasofJanuary2023,around70percentoftherespondentsprefertoshopfashionproductsonline.Thiswasfollowedbybeautyandpersonalcareproductswitharound49.7percentofthesurveyparticipants.ReadmoreNote(s):Thailand;January2023Source(s):StandardInsightsPreferencesforbuyingdifferentproductsonlineinThailandasofJanuary2023,bygenderPreferencesforbuyingproductsonlineThailand2023,bygenderShareofrespondentsFemale

Male20%0%10%30%40%50%60%52.89%70%69.33%80%Fashion(e.g.clothes,footwear)60.44%Beautyandpersonalcareproducts29.93%30.63%39.56%Foodandbeverage13.78%Consumerelectronics(e.g.phone,laptop,andcamera)41.9%19.11%Furnitureandhomeappliances20.42%20.44%LuxurygoodsTravel15.14%7.11%10.21%5.33%EntertainmentOther7.75%4.89%10.92%40Description:AccordingtoasurveyononlineshoppingpreferencesinThailandasofJanuary2023,fashionproductsreceivedthehighestamountofvotesbybothmaleandfemalerespondentsataround53percentand69percent,respectively.Incontrast,theproductcategorythatwasleastpopularamongthesurveyparticipantswasentertainment.ReadmoreNote(s):Thailand;January2023;1,032respondents;18yearsandolderSource(s):StandardInsightsLeadingfactorstoencourageonlinepurchasesa