e-commerce market in thailand
TRANSCRIPT
STUDY ABOUT E-COMMERCE MARKET
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)
Jun, 2017
1
SURVEY DESIGN
This survey was conducted to study about E-Commerce Market in Thailand
Methodology: Online survey
Fieldwork time: 5 days (12/06/2017 – 16/06/2017)
Sample size: N = 720
Geography: Nationwide
2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
Gender : Female and Male
Usage : Have shopped on E-commerce in last 3 months
3
KEY FINDINGS
1) Awareness and Usage
• Lazada (97%), Kaidee (75%), Weloveshopping (70%) are top 3 well-known e-commerce site in
Thailand
• Facebook ads (84%), Web/ forum ads (62%), See apps on the app store (45%) are top 3
channels to leverage brand awareness
• Concern about quality/ size, Prefer browsing price/ new fashion, Concern about return policy are
top 3 reasons for not shopping
2) Usage Behaviors
• Lazada (66%), Shopee (13%), Weloveshopping (3%) are top 3 E-commerce site most-shopped
frequently
• Personal care, Clothes & accessories, Cosmetics are top 3 items most-shopped on e-commerce
site
• Frequent promotion, Convenient/ save time and Convenient payment method are top 3 reasons
for buying on e-commerce site
• 58% use smartphone to access e-commerce site
• On average, consumers spent $20.05 on online shopping each time
• 59% use online payment when buying on e-commerce
3) Actual Satisfaction & Future Purchase Intention
• 92% are satisfied with their current e-commerce site (4.22 score out of 5)
• Difficult to exchange (55%), Poor quality (40%) and High shipping cost (34%) are 3 things
unsatisfied most
• 87% will recommend their current e-commerce site to others
4
VIETNAM, INDONESIA AND THAILAND E-COMMERCE MARKET
KEY FINDING VIETNAM 2016 INDONESIA 2016 THAILAND 2017
E-commerce
usage
94% online population 77% online population 89% online population
Most well-known
E-commerce site
Lazada.vn, Tiki.vn and
Sendo.vn
Lazada.co.id, Tokopedia.com
and Bukalapak.com
Lazada.co.th, Kaidee.com and
Weloveshopping.com
Market leaders Lazada (36% market
share)
Lazada (20% market share) Lazada (66% market size)
Brand
awareness
channels
Facebook ads and WOM Facebook ads and TV ads Facebook ads, Web/ forum
ads, See apps on the app store
Reason for
shopping online
Diversity of product types Frequent promotion and
Convenient payment method
Frequent promotion, Save time
and Convenient payment
method
Top bought
items
Clothes & accessories Clothes & accessories Personal care, Clothes &
accessories, Cosmetics
Satisfaction 79% satisfied 96% satisfied 92% are satisfied
Loyalty 12% are loyal with their
current E-commerce site
6% are loyal with their current
E-commerce site
8% are loyal with their current
E-commerce site
Spending 49% spend from $10 - $20 33% spend from $10 - $20 46% spend from $10 - $20
Payment method 85% cash on delivery 73% online payment 59% online payment
5
COMPARISON BETWEEN THAILAND IN 2015 AND 2017
KEY FINDING THAILAND 2015 THAILAND 2017
E-commerce usage 75% online population 89% online population
Most well-known E-
commerce site
Lazada.co.th, kaidee.com,
weloveshopping.com
Lazada.co.th, Kaidee.com and
Weloveshopping.com
Market leaders Lazada (45% market size) Lazada (66% market size)
Brand awareness
channels
Facebook ads, Web/ forum ads, TV ads Facebook ads, Web/ forum ads, See
apps on the app store
Reason for shopping
online
Frequent promotion, Save time, Diverse
product
Frequent promotion, Save time and
Convenient payment method
Top bought items Clothes & Accessories, Cosmetics,
Personal care
Personal care, Clothes & accessories,
Cosmetics
Satisfaction 85% are satisfied 92% are satisfied
Loyalty 7% are loyal with their current E-
commerce site
8% are loyal with their current E-
commerce site
Payment method 67% online payment 59% online payment
6
N = 720
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
23%
18%
25%
32%
3%
Over 35
31-35
26-30
18-25
Under 18
36%
64%
Female
Male
35%
1%
1%
2%
7%
54%
Other
Ubonrajthani
Nakoenrajsima
Khon Kaen
ChiangMai
Bangkok
10%
2%
5%
6%
7%
13%
20%
38%
Others
Factory Worker
Housewife
Engineer/Doctor/Teacher
Job seeker/Retired
Self-employed
Student
Office Worker
7
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT
8
LAZADA (97%), KAIDEE (75%), WELOVESHOPPING (70%) ARE TOP 3 WELL-
KNOWN E-COMMERCE SITE IN THAILAND
Do you know any e-commerce website listed below?
(Comparison by Age Group)
Shopee is not well popular in over 35 group comparing with younger groups
while 11street is more popular in above 30 group than in younger group
1%
18%
16%
22%
31%
35%
60%
64%
70%
75%
97%
0% 50% 100%
I don't know any of them
Others
cmart.co.th
th.aliexpress.com
ezbuy.co.th
tarad.com
11street.co.th
shopee.co.th
weloveshopping.com
kaidee.com
lazada.co.th
Total
1%
22%
13%
18%
35%
25%
54%
68%
65%
80%
95%
0% 50% 100%
Under 25
1%
15%
16%
27%
28%
29%
66%
77%
74%
64%
97%
0% 50% 100%
26-30
1%
13%
19%
27%
30%
48%
63%
64%
75%
77%
97%
0% 50% 100%
30- 35
0%
18%
20%
18%
27%
48%
60%
43%
72%
78%
99%
0% 50% 100%
Over 35
N = 810 N = 293 N = 194 N = 140 N = 183
9
Do you know any e-commerce website listed below?
(Comparison by Living Place)
N = 810 N = 434 N = 376
11street is more well-known in Bangkok than in other cities of Thailand
1%
18%
16%
22%
31%
35%
60%
64%
70%
75%
97%
0% 20% 40% 60% 80% 100%
I don't know any of them
Others
cmart.co.th
th.aliexpress.com
ezbuy.co.th
tarad.com
11street.co.th
shopee.co.th
weloveshopping.com
kaidee.com
lazada.co.th
Total
1%
14%
17%
23%
29%
38%
65%
66%
74%
73%
97%
0% 20% 40% 60% 80% 100%
Bangkok
1%
23%
15%
20%
32%
32%
55%
61%
66%
78%
96%
0% 20% 40% 60% 80% 100%
Others
LAZADA (97%), KAIDEE (75%), WELOVESHOPPING (70%) ARE TOP 3 WELL-
KNOWN E-COMMERCE SITE IN THAILAND
10
FACEBOOK ADS (84%), WEB/ FORUM ADS (62%), SEE APPS ON THE APP
STORE (45%) ARE TOP 3 CHANNELS TO LEVERAGE BRAND AWARENESS
How do you know these e-commerce websites?
(Comparison by Age Group)
N = 810 N = 293 N = 194 N = 140 N = 183
0%
8%
7%
21%
25%
27%
30%
35%
41%
45%
62%
84%
0% 50% 100%
I don't know any of them
Other
Newspaper/ Magazines
I know through other smartphone applications
Out of home ads
I know through SMS advertising messages
Friends/relatives' suggestion
I search and recommended by Google
TV ads
I see apps on smart phone's app stores
Web, forum ads
Facebook ads
Total
1%
13%
8%
27%
28%
29%
34%
40%
39%
58%
64%
86%
0% 50% 100%
Under 25
1%
5%
8%
20%
29%
26%
31%
30%
51%
40%
66%
85%
0% 50% 100%
26-30
0%
5%
6%
18%
26%
24%
31%
34%
46%
41%
62%
80%
0% 50% 100%
30- 35
0%
4%
3%
16%
15%
25%
22%
33%
33%
32%
56%
84%
0% 50% 100%
Over 35
11
How do you know these e-commerce websites?
(Comparison by Living Place)
N = 810 N = 434 N = 376
Bangkok know e-commerce throughout TV ads and Out of home ads more than other cities
0%
8%
7%
21%
25%
27%
30%
35%
41%
45%
62%
84%
0% 50% 100%
I don't know any of them
Other
Newspaper/ Magazines
I know through other smartphone applications
Out of home ads
I know through SMS advertising messages
Friends/relatives' suggestion
I search and recommended by Google
TV ads
I see apps on smart phone's app stores
Web, forum ads
Facebook ads
Total
0%
6%
7%
21%
30%
25%
33%
32%
47%
42%
62%
85%
0% 50% 100%
Bangkok
0%
9%
6%
22%
19%
28%
27%
39%
35%
49%
63%
83%
0% 50% 100%
Others
FACEBOOK ADS (84%), WEB/ FORUM ADS (62%), SEE APPS ON THE APP
STORE (45%) ARE TOP 3 CHANNELS TO LEVERAGE BRAND AWARENESS
12
11%15%
8% 7%11%
89%85%
92% 93%89%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 25 26-30 30- 35 Over 35
Yes No
89% HAVE PURCHASED GOODS ON E-COMMERCE OVER THE LAST 3 MONTHS
Over the last 3 months, have you purchased anything online?
(Comparison by Age Group)
N = 810 N = 293 N = 194 N = 140 N = 183
13
If not, why didn’t you shop online?
(Comparison by Living Place)
N = 90* N = 48 N = 42
17%
9%
12%
14%
22%
28%
49%
0% 50% 100%
Others
I may disclose my personal information ( bank account, mail,…)
I have never thought of buying thingsonline
High shipping cost
It is hard to exchange/ return products
I prefer browsing for prices and look fornew fashion
I am not sure about quality and size
Total
21%
7%
12%
14%
21%
24%
48%
0% 50% 100%
Others
13%
10%
13%
15%
23%
31%
50%
0% 50% 100%
Bangkok
CONCERN ABOUT QUALITY/ SIZE, PREFER BROWSING PRICE/ NEW FASHION,
CONCERN ABOUT RETURN POLICY ARE TOP 3 REASONS FOR NOT SHOPPING
* Who chose “No” in Q:” Over the last 3 months, have you purchased anything online?”
14
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT
15
LAZADA (66%), SHOPEE (13%), WELOVESHOPPING (3%) ARE TOP 3
E-COMMERCE SITE SHOPPED MOST FREQUENTLY
Which e-commerce website do you buy most frequently? (SR)
(Comparison by Age Group)
N = 720* N = 250 N = 178 N = 130 N = 162
10%
0%
1%
1%
2%
2%
3%
3%
13%
66%
0% 50% 100%
Others
tarad.com
cmart.co.th
ezbuy.co.th
11street.co.th
th.aliexpress.com
kaidee.com
weloveshopping.com
shopee.co.th
lazada.co.th
Total
12%
0%
1%
1%
0%
2%
3%
2%
24%
55%
0% 50% 100%
Under 25
7%
0%
0%
0%
3%
3%
2%
4%
12%
69%
0% 50% 100%
26-30
10%
0%
1%
2%
2%
2%
4%
5%
7%
68%
0% 50% 100%
31-35
8%
1%
1%
0%
4%
2%
1%
4%
2%
77%
0% 50% 100%
Over 35
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
16
N = 720* N = 386 N = 334
10%
0%
1%
1%
2%
2%
3%
3%
13%
66%
0% 50% 100%
Others
tarad.com
cmart.co.th
ezbuy.co.th
11street.co.th
th.aliexpress.com
kaidee.com
weloveshopping.com
shopee.co.th
lazada.co.th
Total
9%
0%
1%
1%
3%
3%
2%
2%
15%
65%
0% 50% 100%
Bangkok
10%
0%
1%
1%
1%
2%
3%
5%
11%
66%
0% 50% 100%
Others
Which e-commerce website do you buy most frequently? (SR)
(Comparison by Living Place)
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
LAZADA (66%), SHOPEE (13%), WELOVESHOPPING (3%) ARE TOP 3
E-COMMERCE SITE SHOPPED MOST FREQUENTLY
17
What did you buy at your current e-commerce website?
(Comparison by Age Group)
N = 720* N = 250 N = 178 N = 130 N = 162
13%
3%
4%
6%
7%
8%
8%
10%
12%
13%
14%
17%
18%
27%
42%
48%
49%
0% 50% 100%
Others
Car, motor
Vouchers
Furniture
Travel ( Tour, hotel rooms, air ticket,….)
Books, eBooks
Computer, Laptop
Sports/ Picnic equipments
Beauty services
Home appliances ( washing machine, refrigerator,…)
Mom& baby care
Food and Beverage
Mobile phones, tablets
High technology products ( TV, camera,…)
Cosmetics
Clothes & Accessories
Personal care
Total
13%
2%
2%
4%
7%
12%
10%
10%
14%
12%
9%
16%
14%
22%
38%
51%
43%
0% 50% 100%
Under 25
12%
3%
6%
9%
8%
7%
9%
9%
12%
12%
17%
17%
17%
25%
56%
55%
57%
0% 50% 100%
26-30
8%
2%
3%
6%
7%
7%
7%
10%
14%
11%
23%
18%
21%
29%
38%
47%
52%
0% 50% 100%
31-35
15%
4%
4%
6%
7%
5%
6%
11%
8%
14%
13%
17%
21%
34%
36%
36%
46%
0% 50% 100%
Over 35
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
PERSONAL CARE, CLOTHES & ACCESSORIES AND COSMETICS ARE TOP 3
ITEMS MOST-SHOPPED ON E-COMMERCE SITE
18
What did you buy at that e-commerce website? (chose in Q9)
(Comparison by Living Place)
N = 720* N = 386 N = 334
Bangkok people buy food & beverage more than other cities
13%
3%
4%
6%
7%
8%
8%
10%
12%
13%
14%
17%
18%
27%
42%
48%
49%
0% 50% 100%
Others
Car, motor
Vouchers
Furniture
Travel ( Tour, hotel rooms, air ticket,….)
Books, eBooks
Computer, Laptop
Sports/ Picnic equipments
Beauty services
Home appliances ( washing machine, refrigerator,…)
Mom& baby care
Food and Beverage
Mobile phones, tablets
High technology products ( TV, camera,…)
Cosmetics
Clothes & Accessories
Personal care
Total
11%
3%
5%
9%
8%
9%
9%
10%
13%
13%
15%
22%
18%
26%
48%
51%
52%
0% 50% 100%
Bangkok
14%
2%
2%
3%
7%
7%
8%
10%
11%
11%
14%
12%
18%
27%
35%
44%
45%
0% 50% 100%
Others
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
PERSONAL CARE, CLOTHES & ACCESSORIES, COSMETICS ARE TOP 3 ITEMS
MOST-SHOPPED ON E-COMMERCE SITE
19
What did you buy at that e-commerce website?
(Comparison by E-commerce site)
13%
3%
4%
6%
7%
8%
8%
10%
12%
13%
14%
17%
18%
27%
42%
48%
49%
0% 50% 100%
Others
Car, motor
Vouchers
Furniture
Travel ( Tour, hotel rooms, air ticket,….)
Books, eBooks
Computer, Laptop
Sports/ Picnic equipments
Beauty services
Home appliances ( washing machine, refrigerator,…)
Mom& baby care
Food and Beverage
Mobile phones, tablets
High technology products ( TV, camera,…)
Cosmetics
Clothes & Accessories
Personal care
Total
11%
3%
2%
7%
7%
6%
10%
10%
11%
14%
17%
17%
21%
29%
39%
43%
50%
0% 50% 100%
lazada
7%
2%
1%
4%
3%
7%
4%
5%
13%
4%
10%
18%
5%
15%
60%
71%
53%
0% 50% 100%
shopee
16%
0%
8%
4%
0%
4%
0%
4%
8%
0%
16%
12%
0%
20%
52%
76%
36%
0% 50% 100%
weloveshopping
N = 720* N = 472 N = 94 N = 25**
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
** Small sample size
PERSONAL CARE, CLOTHES & ACCESSORIES, COSMETICS ARE TOP 3 ITEMS
MOST-SHOPPED ON TOP E-COMMERCE SITES
20
FREQUENT PROMOTION, CONVENIENT/ SAVE TIME AND CONVENIENT
PAYMENT METHOD ARE TOP 3 REASONS FOR BUYING ON E-COMMERCE SITE
Why do you buy at your most used e-commerce website?
(Comparison by Age Group)
5%
9%
14%
16%
19%
31%
32%
33%
49%
50%
50%
68%
80%
0% 50% 100%
Others
Unique products
Competitive price
Good quality
Convenient to return/ exchange products
Easy to compare with other similar products ( prices, materials,…)
Good services
Trusted brands
Be diverse in product types
Quick delivery
Convenient payment method
Convenient/ Save time
Frequent promotion/ discount programs
Total
6%
11%
15%
19%
20%
34%
32%
32%
53%
48%
52%
72%
79%
0% 50% 100%
Under 25
2%
8%
14%
16%
17%
31%
30%
33%
47%
47%
45%
65%
85%
0% 50% 100%
26-30
4%
8%
12%
12%
16%
26%
30%
28%
51%
55%
46%
72%
78%
0% 50% 100%
31-35
8%
9%
14%
15%
20%
31%
34%
36%
46%
51%
54%
61%
76%
0% 50% 100%
Over 35
N = 720* N = 250 N = 178 N = 130 N = 162
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
21
Why do you buy at your most used e-commerce website?
(Comparison by Living Place)
N = 720* N = 386 N = 334
5%
9%
14%
16%
19%
31%
32%
33%
49%
50%
50%
68%
80%
0% 50% 100%
Others
Unique products
Competitive price
Good quality
Convenient to return/ exchange products
Easy to compare with other similar products ( prices, …
Good services
Trusted brands
Be diverse in product types
Quick delivery
Convenient payment method
Convenient/ Save time
Frequent promotion/ discount programs
Total
4%
9%
13%
14%
17%
31%
31%
31%
47%
49%
44%
66%
81%
0% 50% 100%
Bangkok
6%
10%
15%
18%
21%
32%
33%
35%
52%
51%
57%
71%
78%
0% 50% 100%
Others
FREQUENT PROMOTION, CONVENIENT/ SAVE TIME AND CONVENIENT
PAYMENT METHOD ARE TOP 3 REASONS FOR BUYING ON E-COMMERCE SITE
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
22
Why do you buy at your most used e-commerce website?
(Comparison by E-commerce site)
Lazada = Frequent Promotion + Save time + Quick delivery / Shopee = Frequent promotion + Save time + Diverse products /
Weloveshopping = Frequent promotion + Save time + Convenient in payment
5%
9%
14%
16%
19%
31%
32%
33%
49%
50%
50%
68%
80%
0% 50% 100%
Others
Unique products
Competitive price
Good quality
Convenient to return/ exchange products
Easy to compare with other similar products
Good services
Trusted brands
Be diverse in product types
Quick delivery
Convenient payment method
Convenient/ Save time
Frequent promotion/ discount programs
Total
4%
7%
14%
15%
21%
31%
34%
31%
49%
56%
50%
70%
80%
0% 50% 100%
lazada
3%
11%
15%
14%
19%
40%
35%
41%
59%
36%
55%
64%
90%
0% 50% 100%
shopee
0%
12%
20%
20%
16%
32%
20%
36%
48%
28%
48%
72%
68%
0% 50% 100%
weloveshopping
N = 720* N = 472 N = 94 N = 25**
FREQUENT PROMOTION, CONVENIENT/ SAVE TIME AND CONVENIENT
PAYMENT METHOD ARE TOP 3 REASONS FOR BUYING ON E-COMMERCE SITE
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
** Small sample size
23
3% 2% 4%
40% 43% 36%
58% 55%60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bangkok Others
Smartphone
Computer(PC)/ Laptop
Tablets
3% 3% 2% 2% 4%
40%
26%
47%42%
51%
58%
71%
51%56%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 25 26-30 31-35 Over 35
Smartphone
Computer(PC)/ Laptop
Tablets
58% USE SMARTPHONE TO ACCESS E-COMMERCE SITE
By which devices do you usually surf on e-commerce websites?
(Comparison by Age Group and Living Place)
Under 25 use smartphone to access E-commerce site more than other groups
N = 720* N = 162N = 130N = 250 N = 178 N = 720* N = 386 N = 334
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
24
22%
27%
27%
12%
12%
0% 50% 100%
2- 3 months/ time
Once/ month
2- 3 times/ month
Once/ week
More than once/ week
Total
24%
28%
26%
15%
7%
0% 50% 100%
Under 25
12%
23%
28%
11%
27%
0% 50% 100%
26-30
19%
28%
29%
16%
9%
0% 50% 100%
31-35
34%
29%
27%
6%
4%
0% 50% 100%
Over 35
How often do you buy online?
(Comparison by Age Group)
N = 720* N = 250 N = 178 N = 130 N = 162
54% OFTEN BUY ONLINE 1~3 TIMES/ MONTH
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
25
22%
27%
27%
12%
12%
0% 50% 100%
2- 3 months/ time
Once/ month
2- 3 times/ month
Once/ week
More than once/ week
Total
25%
26%
27%
9%
13%
0% 50% 100%
lazada
13%
29%
23%
20%
15%
0% 50% 100%
shopee
12%
24%
48%
16%
0%
0% 50% 100%
weloveshopping
How often do you buy online?
(Comparison by E-commerce site)
N = 720* N = 472 N = 94 N = 25**
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
** Small sample size
54% OFTEN BUY ONLINE 1~3 TIMES/ MONTH
26
ON AVERAGE, CONSUMERS SPENT $20.05 ON ONLINE SHOPPING EACH TIME
On average, how much money do you spend on online shopping every time?
(Comparison by Age Group)
Under 25 spent on shopping online less than older groups
9%
15%
7%
21%
25%
20%
4%
0% 50% 100%
Over $50
From $25 - $50
From $20 -$25
From $15 - $20
From $10 - $15
From $5 -$10
Under $5
Total
6%
11%
5%
17%
24%
32%
5%
0% 50% 100%
Under 25
11%
12%
7%
28%
22%
16%
3%
0% 50% 100%
26-30
7%
22%
9%
17%
28%
13%
5%
0% 50% 100%
31-35
13%
19%
8%
22%
25%
9%
3%
0% 50% 100%
Over 35
N = 720* N = 250 N = 178 N = 130 N = 162
WeightedAverage
Cost $20.05 $16.83 $20.66 $21.25 $23.36
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
27
On average, how much money do you spend on online shopping every time?
(Comparison by E-commerce site)
Shopee owns the least spending among top 3 E-commerce site
9%
15%
7%
21%
25%
20%
4%
0% 50% 100%
Over $50
From $25 - $50
From $20 -$25
From $15 - $20
From $10 - $15
From $5 -$10
Under $5
Total
10%
15%
7%
24%
24%
15%
4%
0% 50% 100%
lazada
3%
7%
6%
6%
31%
44%
2%
0% 50% 100%
shopee
8%
16%
16%
16%
36%
4%
4%
0% 50% 100%
weloveshopping
WeightedAverage
Cost
N = 720* N = 472 N = 94 N = 25**
$20.05 $21.15 $14.18 $21.40
ON AVERAGE, CONSUMERS SPENT $20.05 ON ONLINE SHOPPING EACH TIME
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
28
59% USE ONLINE PAYMENT WHEN BUYING ON E-COMMERCE
How do you pay for every time you buy online?
(Comparison by Age Group and Living Place)
Bangkok people use online payment more than other cities
3% 2% 3% 2% 5%
38%
30%
35%
48% 44%
59%
68%62%
50% 51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 25 26-30 31-35 Over 35
Online payment ( online transaction, ATM,…)
Cash on delivery
Others
3% 3% 2%
38%33%
43%
59%64%
54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bangkok Others
Online payment ( online transaction, ATM,…)
Cash on delivery
Others
N = 720* N = 162N = 130N = 250 N = 178 N = 720* N = 386 N = 334
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
29
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT
30
92% ARE SATISFIED WITH THEIR CURRENT E-COMMERCE SITE (4.22 SCORE
OUT OF 5)
Overall, how do you feel about that e-commerce website (choose in Q9)?
(Comparison by Age Group and Living Place)
7%9% 8%
5% 3%
62% 54%63% 68%
68%
30%35%
28% 26% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 25 26-30 31-35 Over 35
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totallydissatisfied
7% 8% 6%
62% 63% 61%
30% 29% 32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bangkok Others
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
N = 720* N = 250 N = 178 N = 130 N = 162 N = 720* N = 386 N = 334
WeightedAverage
Score
4.22 4.21 4.22WeightedAverage
Score
4.22 4.22 4.18 4.21 4.26
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
31
7% 5% 5% 4%
62% 63%57%
64%
30% 31%37%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total lazada shopee weloveshopping
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
WeightedAverage
Score4.22 4.25 4.32
N = 720* N = 472 N = 94
Shopee owns the highest ratio of total satisfaction
Overall, how do you feel about that e-commerce website?
(Comparison by E-commerce site)
4.28
N = 25**
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
** Small sample size
92% ARE SATISFIED WITH THEIR CURRENT E-COMMERCE SITE (4.22 SCORE
OUT OF 5)
32
DIFFICULT TO EXCHANGE (55%), POOR QUALITY (40%) AND HIGH SHIPPING
COST (34%) ARE 3 THINGS UNSATISFIED MOST
Is there anything make you feel unhappy about this e-commerce website?
(Comparison by Age Group)
12%
11%
18%
25%
28%
34%
40%
55%
0% 50% 100%
Others
Products are NOT diverse/fashionable
Expensive
Poor customer service
Delivery takes time
High shipping cost
Poor quality
Difficult to return/exchange
Total
14%
17%
21%
28%
30%
42%
43%
54%
0% 50% 100%
Under 25
10%
12%
18%
27%
33%
29%
35%
58%
0% 50% 100%
26-30
13%
6%
13%
20%
21%
23%
48%
45%
0% 50% 100%
31-35
10%
4%
15%
20%
24%
35%
36%
60%
0% 50% 100%
Over 35
N = 720* N = 250 N = 178 N = 130 N = 162
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
33
Is there anything make you feel unhappy about this e-commerce website?
(Comparison by Living Place)
12%
11%
18%
25%
28%
34%
40%
55%
0% 20% 40% 60% 80% 100%
Others
Products are NOT diverse/fashionable
Expensive
Poor customer service
Delivery takes time
High shipping cost
Poor quality
Difficult to return/ exchange
Total
11%
9%
15%
26%
24%
32%
40%
55%
0% 20% 40% 60% 80% 100%
Bangkok
13%
13%
20%
24%
32%
36%
41%
55%
0% 20% 40% 60% 80% 100%
Others
N = 720* N = 386 N = 334
DIFFICULT TO EXCHANGE (55%), POOR QUALITY (40%) AND HIGH SHIPPING
COST (34%) ARE 3 THINGS UNSATISFIED MOST
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
34
Is there anything make you feel unhappy about this e-commerce website?
(Comparison by E-commerce site)
12%
11%
18%
25%
28%
34%
40%
55%
0% 50% 100%
Others
Products are NOT diverse/fashionable
Expensive
Poor customer service
Delivery takes time
High shipping cost
Poor quality
Difficult to return/ exchange
Total
10%
10%
18%
23%
24%
26%
39%
56%
0% 50% 100%
lazada
14%
13%
18%
30%
33%
55%
43%
53%
0% 50% 100%
shopee
4%
8%
12%
8%
28%
52%
56%
64%
0% 50% 100%
weloveshopping
N = 720* N = 472 N = 94 N = 25**
DIFFICULT TO EXCHANGE (55%), POOR QUALITY (40%) AND HIGH SHIPPING
COST (34%) ARE 3 THINGS UNSATISFIED MOST
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
** Small sample size
35
6% 6%2% 5%
9%
17%22%
12%
15%
16%
33%
32%
33%28%
36%
37%32%
44% 42%
33%
8% 9% 8% 9%6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 25 26-30 31-35 Over 35
I will shop at this E-commerce site only
I will prioritize toshop at this E-commerce site
I will continue toshop at this site , butI will try other sites infuture
I will shop at this sitein parallel with othersites
I will switch to shopat other E-commercesite
8% ARE LOYAL TO THEIR CURRENT E-COMERCE SITE
What is your usage intention toward that e-commerce website?
(Comparison by Age Group and Living Place)
9% of over 35 groups will switch to shop at the other E-commerce site
6% 5% 6%
17%13%
22%
33%
31%
34%
37%44%
29%
8% 7% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bangkok Others
I will shop at this E-commerce site only
I will prioritize toshop at this E-commerce site
I will continue toshop at this site , butI will try other sites infuture
I will shop at this sitein parallel with othersites
I will switch to shopat other E-commercesite
N = 720* N = 250 N = 130 N = 162N = 178 N = 720* N = 386 N = 334
WeightedAverage
Score
3.25 3.33 3.15WeightedAverage
Score
3.25 3.16 3.43 3.35 3.09
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
36
6% 4% 3% 4%
17%15%
12%
20%
33%
29%46%
60%
37%
42%
37%
16%8% 10%
2% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total lazada shopee weloveshopping
I will shop at this E-commercesite only
I will prioritize to shop at thisE-commerce site
I will continue to shop at thissite , but I will try other sites infuture
I will shop at this site inparallel with other sites
I will switch to shop at otherE-commerce site
WeightedAverage
Score3.25 3.38 3.23
N = 720* N = 472 N = 94
2.88
N = 25**
What is your usage intention toward that e-commerce website?
(Comparison by E-commerce site)
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
** Small sample size
LAZADA OWNS THE HIGHEST RATIO OF LOYAL CONSUMER COMPARING WITH
OTHER COMPETITORS
37
What's your ability to recommend your current E-commerce site to others?
(Comparison by Age Group and Living Place)
12% 14%8% 9%
15%
57%48%
66%59%
58%
30%37%
24%31%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 25 26-30 31-35 Over 35
Will recommenddefinitely
Will recommend
Either recommendor not
Will not recommend
Will not recommenddefinitely 12% 12% 12%
57% 60%53%
30% 27%34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bangkok Others
Will recommenddefinitely
Will recommend
Either recommend ornot
Will not recommend
Will not recommenddefinitely
N = 720* N = 162N = 178 N = 130N = 250 N = 720* N = 386 N = 334
WeightedAverage
Score
4.17 4.22 4.13 4.20 4.11WeightedAverage
Score
4.17 4.14 4.20
87% WILL RECOMMEND THEIR CURRENT E-COMMERCE SITE TO OTHERS
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
38
12% 10% 9%16%
57% 60%
51%
64%
30% 30%
40%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total lazada shopee weloveshopping
Will recommend definitely
Will recommend
Either recommend or not
Will not recommend
Will not recommend definitely
WeightedAverage
Score4.17 4.19 4.32
N = 720* N = 472 N = 94
4.04
N = 25**
What's your ability to recommend your current E-commerce site to others?
(Comparison by E-commerce)
* Who chose “Yes” in Q:” Over the last 3 months, have you purchased anything online?”
** Small sample size
SHOPEE GAINS THE HIGHEST TOP BOX RECOMMENDATION LEVEL WITH 40%
COMPARING WITH OTHERS
39
FEEL FREE TO DROP US ANY QUESTION
• Japan & Taiwan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: [email protected]
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 (Country Manager)
o Email: [email protected]
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: [email protected]
o Contact number: +66 876 724 832
40
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: [email protected]
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: [email protected]
o Contact number: +65 9127 7654
FEEL FREE TO DROP US ANY QUESTION
41