A survey by Milieu Insight
indicates that the rapidly growing Thai e-commerce market, which sees $87\%$ of
consumers shopping online monthly or weekly, has undergone a fundamental shift
from being purely price-driven to value-driven. While price factors like
discounts and free shipping remain important, consumers are now increasingly
prioritizing factors that build trust and reliability, such as wide product
selection and credible customer reviews, and are unwilling to trade confidence
for lower prices. This shift means the new "battleground is
confidence," with 84% of consumers willing to pay more for reliable
delivery, and 45% having switched platforms due to perceived unfair treatment.
To close this satisfaction gap, the top platforms—led by Shopee, TikTok Shop,
and Lazada—must focus on five key missions: making delivery reliability
non-negotiable (as 79% reported issues), eliminating hidden costs,
strengthening buyer protection to address consumer feeling that platforms favor
sellers, investing in convenience innovations like Buy Now, Pay Later, and
rewarding good service over mere sales volume to build buyer confidence for sustainable
growth.
Read more: Click!
January 05, 2026
