Thai consumers are more influenced by platforms and communities as their shopping behaviour evolves based on content, according to recent research conducted by TikTok and Accenture.
"Shoppertainment" is expected to dominate a large portion of the e-commerce market in Thailand and Asia-Pacific, reflecting the trend of merging entertainment with online shopping.
Cholticha Ngamkamollert, head of client partnership at TikTok Thailand, said the study "Shoppertainment 2024: The future of consumer and commerce" found growth is based on the evolution of content presented to consumers, which can be divided into four stages.
The process began with content dissemination and one-way communication through traditional media such as print, then moved into information searches via search engines, followed by social networking, with the final stage the "golden age of content", noted the study.
This current age allows everyone to participate by recommending products and services on platforms such as TikTok, reflecting the evolution of content presentation and customisation to suit individual preferences, said Ms Cholticha.
The report indicates a shift in consumer preferences and behaviour in the Thai market, emphasising less interest in traditional sales-focused content.
Some 79% of consumers in Asia-Pacific prefer content that does not promote sales, ranging from 12% in South Korea and Thailand to 27% in Japan and 41% in Indonesia, noted the study.
Brands in Thailand need to adapt their marketing strategies to resonate with this trend, she said.
The emphasis on emotional connections with brands suggests Thai consumers value authentic relationships and experiences with brands, which should be prioritised in marketing efforts, according to the report.
Changing behaviour
Sunard Thanasanaksorn, managing director at Accenture Song, said there are three significant changes in consumer behaviour: consider, consume and connect.
Buyers tend to consider products intuitively, relying more on their senses rather than making rushed decisions, noted the study.
A survey found 88% of Thai consumers are influenced by and make their purchasing decisions based on content that does not promote sales, indicating it helps facilitate decision-making on shopping platforms when people can see the value of products without needing to research on other channels.
Another trend is effortless browsing-to-buying, where consumers transition from watching product content to making purchases seamlessly on the same digital platform.
Some 97% of consumers wanted to search for product information to evaluate and make purchasing decisions on the same platform, favouring platforms driven by content and providing access to in-depth information about brands and products.
The final trend refers to consumers having the freedom to read information and participate in content creation communities, which leads to the growth of community creators and promotes relationships between consumers and brands.