Thai online shoppers are researching purchases ahead of major sales events and using faster delivery services, according to findings from TikTok and Shopee that highlight competition across the shopping process.
TikTok’s research shows how content, search and product comparisons influence buying decisions, while Shopee’s 9.9 campaign results highlight demand for quick delivery and opportunities for sellers to reach new customers.
A TikTok-commissioned Ipsos study found that 94% of surveyed TikTok shoppers bought during mega sales, while two-thirds returned across multiple campaigns, including payday promotions.
Six in 10 respondents said their baskets were larger during these events than during regular online shopping periods.
However, shoppers began planning purchases an average of 2.8 days before completing a transaction.
Six in 10 searched for products or promotions two to three times before buying.
Some 83% used TikTok to search during mega sales, with the Shop tab, livestreams and short videos among their shopping touchpoints.
The findings suggest sellers need to provide product information before campaign dates, as consumers repeatedly research and compare their options.
“Thai consumers are increasingly intentional about where and how they spend,” said Thanyavut Vongsoonthorn, general manager of TikTok for Business Thailand.
TikTok’s internal data shows that top-performing sellers maintaining activity across several peak days generated 2.3 times their business-as-usual gross merchandise value.
Beauty buyers responded to reviews, tutorials and demonstrations, while electronics shoppers focused on product comparisons, features and value.
Fashion shoppers sought styling ideas, while food and beverage discovery was influenced by trending products, recipes and seasonal occasions, according to TikTok.
FASTER DELIVERY
Shopee reported that more than 1 million orders from Thai sellers were delivered through Express and Instant Delivery during its 9.9 campaign.
Food and beverages, home and living, and beauty and personal care were among the categories with the highest use of fast delivery.
The company recorded a five-minute Instant Delivery on Sept 9, which it described as a new speed record. That figure represents a record delivery time rather than a typical delivery time.
Thanyathorn Laowachara, director of commercial at Shopee Thailand, said that consumers continue to seek product variety and value, alongside higher expectations for convenience.
More than 170,000 Thai sellers reached new customers during the campaign, while nearly 10,000 new sellers received their first order. More than 30,000 sellers recorded their highest sales, according to Shopee.
The company also said that Thai sellers used its international sales programmes to reach markets including Singapore, the Philippines and Malaysia.