Optimise interactive features for a better customer journey, appeal to consumers aged 60+, and build online communities to foster trust.
Wilasinee Siriboonpipattana (Kaimook), Senior Research Analyst – Lifestyle, Thailand
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EXECUTIVE SUMMARY
- Key issues covered in this Report
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KEY TRENDS AND MARKET FACTORS
- Rise of mobile commerce
- Graph 1: consumers* who use a smartphone for ecommerce activities, 2023
- Thailand is becoming a super-aged society
- Add-on values beyond cost-effectiveness
- Graph 2: agreement that ecommerce platforms should automatically offer discounts/voucher codes for use online rather than having consumers search for them, 2023
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WHAT CONSUMERS WANT AND WHY
- Leverage advanced technology and gamification
- Graph 3: consumers who have shopped online in the past six months, by generation, 2023
- Graph 4: consumers who are likely to shop online more in the next six months compared to the last six months, by product category, 2023
- Graph 5: consumers who are likely to shop online less in the next six months compared to the last six months, by product category, 2023
- Graph 6: agreement with select statements showing that consumers like to engage with online brands, 2023
- Target older consumers
- Graph 7: consumers who are likely to shop online more in the next six months compared to the last six months, by generation 2023
- Graph 8: consumers who do research about products online before buying, by generation, 2023
- Graph 9: concerns when shopping online, by generation, 2023
- Graph 10: agreement that brands should reassure consumers that their personal data will be protected, by generation. 2022
- Build an online community for a sense of belonging
- Graph 11: consumers who are encouraged to shop online based on friend and/or family reviews, 2023
- Graph 12: consumer concerns when shopping online, 2023
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APPENDIX
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