Having surged by more than two thirds in 2020, e-commerce (goods) retail current value sales rose by another quarter in 2021. During 2020, the lockdown period over March-May encouraged consumers to order and purchase online across almost all product sectors.
Since the onset of the pandemic, Thais have become much more willing to shop for groceries online. This stems from a widespread desire to avoid crowded spaces in order to limit one’s risk of contagion.
E-commerce is a highly fragmented channel, with both pure online retailers and store-based retailers vying for customers through their online stores. Within this field Lazada has managed to establish itself as one of the standout performers.
E-commerce retail current value sales will continue to expand at a vigorous pace throughout the forecast period – more than doubling between 2021 and 2026. While consumers are expected to return to familiar, hectic lifestyles once the immediate threat from COVID-19 diminishes, the experiences of the pandemic are expected to provide a strong platform for the further development of e-commerce during the forecast period.
The pandemic has driven significant investment in e-commerce, with players improving delivery services and new retailers entering the channel to compensate for reduced sales through physical stores. There has been significant investment in logistics facilities, and competition among courier companies is intense.
Foreign players account for a significant proportion of e-commerce sales in Thailand and are expected to retain this leadership position during the forecast period because of their competitive pricing. The key e-marketplace players in Thailand, Lazada, Shopee and JD Central, come from foreign countries or joint ventures with companies from overseas.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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