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New e-commerce trend popular in Thailand

Shoppertainment, where content and commerce converge on a platform, has become the next era of online commerce, expected to be worth 1 trillion USD across Asia-Pacific by 2025, said Sirinit Virayasiri, head of business marketing for Thailand TikTok.
New e-commerce trend popular in Thailand ảnh 1Illustrative image (Photo: AFP)

Bangkok (VNA) - Shoppertainment, wherecontent and commerce converge on a platform, has become the next era of onlinecommerce, expected to be worth 1 trillion USD across Asia-Pacific by 2025, said Sirinit Virayasiri, head of business marketingfor Thailand TikTok.

According to a survey by Toluna, 97% of Thai usersof short video platform TikTok responded during the sales season after watchingadvertising on TikTok. The research found TikTok users are 3.5 timesmore willing to spend 10,000 to 17,600 THB during the mega-sales seasoncompared with non-TikTok users.

Sirinit said 80% of TikTok users in Thailandshopped in TikTok shops during the mega sales seasons in 2022. The top three categories are fashion andaccessories, beauty and personal care, and food and beverages.

The top drivers that fuelconsumer purchases during mega sales are free delivery, coupons and discounts,and the ability to pay with cash on delivery, she added.

According to the "2022 Future ofCommerce" study by TikTok and Boston Consulting Group (BCG), with TikTokshop's seamless integration, consumers do not have to leave the platform tocomplete their purchase, a clear and easier alternative for 85% of consumerswho switch apps during a purchase journey online.

Sirinit said the company has more than 325million people on the platform every month and it is empowering more than 15million businesses across Southeast Asia./.

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