Understanding Customer Behavior in Thailand’s Retail Market

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Thailand’s Retail Landscape

Thailand, one of the economic powerhouses of Southeast Asia, boasts a vibrant and dynamic retail industry that has captured the attention of both domestic and international consumers. The epicenter of this bustling retail scene is none other than its capital city, Bangkok. Renowned for its diverse range of products and services, Bangkok is a magnet for tourists seeking shopping experiences that transcend borders.

The retail sector in Thailand is marked by two significant driving forces: tourism and e-commerce. While tourists flock to the country in search of retail delights, the ever-expanding world of e-commerce has left an indelible mark on Thai consumer behavior. In this digital age, the internet has played a pivotal role in shaping consumer lifestyles and, consequently, their demands. However, it is important to note that this burgeoning industry has not been without its challenges, with the COVID-19 pandemic causing substantial fluctuations in retail sales. Thailand’s retail sector was seen to be on the path to recovery, experiencing approximately 7.5 percent growth.


The Digital Era and Thai Consumer Behavior

In an era where consumer behavior is characterized by rapid shifts and constant evolution, understanding where customers are, what they are searching for, and how they are searching for it has become indispensable information for businesses looking to thrive. The ability to discern the right channels, locations, and timing can significantly enhance a company’s chances of making successful sales. One way to gain insight into this critical aspect of retail is to examine the behavior of Thai consumers in the digital realm.

According to research conducted by WeAreSocial and Hootsuite, during the first quarter of 2020, a staggering 75 percent of Thailand’s population had access to the internet. This figure not only illustrates the nation’s connectedness but also highlights its digital prowess. In comparison, the global average stood at 59 percent, underlining Thailand’s keen embrace of the online world. Furthermore, Thai residents were found to spend an impressive 9.01 hours per day surfing the internet, ranking them fourth in the world, trailing only the Philippines, South Africa, Brazil, and Colombia. Moreover, the average Thai citizen dedicated nearly five hours each day to browsing the internet via their smartphones.

With such a substantial portion of the population active online, it is only natural that businesses have ventured into the digital space to tap into this vast consumer base. To gain a deeper understanding of Thai consumer behavior, it is essential to examine their online search patterns on platforms like Google and YouTube.


2020 Consumer Trends: Searching on Google and YouTube

The way consumers search for information and products online can provide valuable insights into their preferences and needs. In 2020, Thai consumers demonstrated specific trends in their online searches, shedding light on their priorities and interests.

Google, the world’s leading search engine, remains a go-to platform for Thai consumers seeking information and products. Searches on Google revealed a multitude of interests, including travel, entertainment, and education. This indicates that consumers in Thailand are not only looking for retail products but also exploring a wide range of topics and services.

YouTube, another Google-owned platform, has also captured the attention of Thai consumers. The surge in YouTube searches suggests a growing interest in video content, such as product reviews, tutorials, and entertainment. This trend underscores the importance of visual and multimedia content in reaching and engaging Thai consumers.

In conclusion, the retail landscape in Thailand is a dynamic and multifaceted arena influenced by both traditional and digital forces. Thai consumers’ behavior is increasingly shaped by their digital interactions, with internet access, online searches, and digital content consumption playing pivotal roles. Businesses looking to succeed in this vibrant market must adapt to these changing dynamics and leverage the power of the internet to connect with Thai consumers effectively. By understanding where and how Thai consumers search online, businesses can tailor their strategies to meet the evolving demands of this tech-savvy and digitally engaged market.

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