Lazada the giant of E-commerce industry in South East Asia. Find more at: https://www.di-onlinesurvey.com/

1. November 2015
STUDY ABOUT ONLINE SHOPPING
BEHAVIOR IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about E-commerce industry and
online shopping behavior of Thai.
 Methodology: Online survey
 Fieldwork time: 10 days (20/10/2015 to 29/10/2015)
 Sample size: N = 350
 Gender: Male and Female, have shopped online in past 3 months
 Geography: Nationwide

3. 2
KEY FINDINGS
• 75% Thai internet population are shopping online
• Doubt about the real quality and size is the main reason that prevents people
from shopping online
• Lazada and Kaidee are most well-known E-commerce sites in Thailand
• Facebook ads and online ads are main sources of brand awareness
• Lazada dominates the E-commerce industry with 45% market share
• Clothes & accessories, cosmetics and personal care are top bought products
• Discount/promotions are the main triggers for shopping online
• Lazada gains highest consumers’ satisfaction as well as loyalty
• A half of Thai internet population shop online once/week
• Over 70% spend under $90/shopping time
• 67% prefer online payment method

4. 3
VIETNAM VS. THAILAND
• 67% are shopping online
• Most well-known brand: Lazada
• Leader of market: Lazada
• Main sources of brand awareness:
Facebook and online ads
• Main reason for purchasing online:
promotions
• Top bought product: clothes and
accessories
• 1/3 shop online 2-3 times/month
• Payment method: cash on delivery
• 75% are shopping online
• Most well-known brand: Lazada
• Leader of market: Lazada
• Main sources of brand awareness:
Facebook and online ads
• Main reason for purchasing online:
promotions
• Top bought product: clothes and
accessories
• 1/2 shop online once/week
• Payment method: online

5. 4
Age Gender
Living places Occupation
N= 350
12%
30%
18%
16%
24%
Under 18
18-25
26-29
30- 35
Over 35
50%
50%
Female
Male
43%
57%
Others
Bangkok
10%
1%
3%
3%
7%
8%
30%
39%
Others
Factory Worker
Housewife
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Student
Officer

6. 5
11%
26%
46%
52%
65%
65%
74%
90%
th.aliexpress.com
cdiscount.co.th
tarad.com
amazon.com
zalora.co.th
weloveshopping.com
kaidee.com
lazada.co.th
Total
LAZADA AND KAIDEE ARE THE MOST
WELL-KNOWN E-COMMERCE SITES IN THAILAND
N= 350
Do you know any E-commerce website listed below?
11%
26%
48%
53%
68%
64%
73%
91%
Bangkok
10%
25%
44%
51%
60%
65%
75%
89%
Others

7. 6
AGAIN, LAZADA AND KAIDEE ARE MOST RECOGNIZED
E-COMMERCE SITES ACROSS ALL AGE GROUPS
N = 350
Do you know any E-commerce website listed below?
11%
26%
46%
52%
65%
65%
74%
90%
th.aliexpress.com
cdiscount.co.th
tarad.com
amazon.com
zalora.co.th
weloveshopping.com
kaidee.com
lazada.co.th
Total
17%
7%
17%
39%
39%
49%
61%
85%
Under 18
12%
25%
42%
56%
68%
63%
81%
89%
18-25
6%
27%
56%
59%
73%
78%
72%
91%
26-29
13%
32%
52%
59%
66%
79%
75%
95%
30- 35
8%
31%
53%
45%
65%
54%
73%
91%
Over 35

8. 7
27%
21%
22%
24%
28%
29%
29%
42%
46%
62%
68%
Others
Friends/relatives'
suggestion
Through other smartphone
apps (viber…)
Out of home ads
Newspaper/maganize ads
SMS/Email marketing
Applications on app. stores
Search engine
TV ads
Web, forum ads
Facebook ads
Total
FACEBOOK AND ONLINE CHANNELS ARE EFFECTIVE SOURCES TO
LEVERAGE BRAND AWARENESS
N = 350
How do you know those E-commerce websites?
27%
27%
17%
24%
22%
37%
39%
44%
51%
51%
54%
Under 18
30%
16%
27%
27%
32%
34%
32%
43%
51%
65%
65%
18-25
28%
19%
27%
31%
33%
25%
31%
53%
47%
59%
66%
26-29
27%
16%
18%
21%
25%
30%
25%
36%
45%
68%
80%
30- 35
21%
27%
19%
15%
26%
21%
22%
36%
36%
60%
71%
Over 35

9. 8
75% THAI INTERNET POPULATION ARE SHOPPING ONLINE
N = 350
Have you purchased anything online in the past 3 months?
25%
54%
24% 22%
13%
25%
75%
46%
76% 78%
88%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-29 30- 35 Over 35
Yes
No

10. 9
9%
12%
19%
21%
33%
42%
49%
Others
I may disclose my personal information
High shipping cost
I have never thought of buying things online
It is hard to exchange/ return products
I prefer browsing for prices and look for new fashion
I am not sure about quality and size
If not, why didn’t you shop online?
N= 89
49% ARE DOUBTFUL ABOUT QUALITY AND SIZE
OF PRODUCTS THAT ARE SOLD ONLINE

11. 10
23%
0%
2%
3%
3%
3%
10%
10%
45%
Others
th.aliexpress.com
amazon.com
tarad.com
cdiscount.co.th
kaidee.com
zalora.co.th
weloveshopping.com
lazada.co.th
Total
Which E-commerce website do you buy most frequently? (By region)
N = 261
LAZADA IS DOMINATING THAI E-COMMERCE INDUSTRY
WITH 45% MARKET SHARE
29%
1%
2%
3%
3%
1%
14%
9%
39%
Bangkok
15%
0%
3%
3%
5%
7%
4%
11%
54%
Others

12. 11
Which E-commerce website do you buy most frequently? (By age group)
N = 261
AGAIN, LAZADA IS THE TOP CHOICE E-COMMERCE SITE
OF ALL AGE GROUPS
23%
0%
2%
3%
3%
3%
10%
10%
45%
Others
th.aliexpress.com
amazon.com
tarad.com
cdiscount.co.th
kaidee.com
zalora.co.th
weloveshopping.com
lazada.co.th
Total
27%
0%
1%
2%
2%
3%
6%
13%
46%
Under 18-25
22%
0%
4%
2%
2%
4%
14%
14%
38%
26-29
22%
2%
0%
4%
6%
2%
8%
6%
49%
30- 35
17%
0%
5%
3%
5%
5%
13%
6%
47%
Over 35

13. 12
Do you know any E-commerce website listed below?
Which E-commerce website do you buy most frequently?
N = 350
LAZADA GAINS THE HIGHEST BRAND AWARENESS AS WELL AS
MARKET SHARE IN THAI MARKET
90%
74%
65% 65%
52%
46%
26%
11%
45%
3%
10% 10%
2% 3% 3%
0%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage

14. 13
Lazada
Kaidee
Weloveshopping
AmazonTaradCdiscount
Aliexpress
-10%
0%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
N = 350
Do you know any E-commerce website listed below?
Which E-commerce website do you buy most frequently?
THERE IS A HUGE GAP AMONG LAZADA AND OTHER PLAYERS IN
THAI MARKET IN TERM OF BRAND AWARENESS AND SHARE
Awareness
Usage
High
HighLow
Low
Zalora

15. 14
12%
3%
4%
5%
6%
7%
8%
9%
12%
12%
14%
15%
16%
31%
34%
42%
Others
Car, motor
Sports/ Picnic equipments
Mom& baby care
Furniture
Travel
Computer, Laptop
Books, eBooks
Home appliances
Food and Beverage
Mobile phones, tablets
High-tech products
Beauty services
Personal care
Cosmetics
Clothes & Accessories
Total
14%
3%
3%
1%
7%
4%
6%
13%
7%
5%
17%
18%
18%
29%
38%
41%
Under 18-25
8%
4%
4%
8%
8%
6%
6%
8%
6%
12%
10%
12%
20%
24%
38%
52%
26-29
14%
0%
2%
8%
2%
6%
4%
4%
8%
20%
6%
8%
12%
33%
27%
37%
30- 35
11%
5%
6%
6%
5%
14%
16%
6%
28%
17%
17%
17%
13%
39%
30%
41%
Over 35
N = 261
What did you buy at those E-commerce websites?
CLOTHES & ACCESSORIES, COSMETICS AND PERSONAL CARE
ARE TOP BOUGHT PRODUCTS
30-35 group purchases food and beverage online more than other groups
while over 35 group buys home appliances more
What did you buy at those E-commerce websites?

16. 15
5%
13%
14%
14%
14%
19%
29%
29%
30%
37%
39%
54%
61%
Others
Competitive price
Convenient to return/ exchange products
Good quality
Unique products
Easy to compare with other similar products ( prices,
materials,…)
Quick delivery
Good services
Trusted brands
Convenient payment method
Be diverse in product types
Convenient/ Save time
Frequent promotion/ discount programs
Total
N = 261
PROMOTIONS/DISCOUNT ARE THE MAIN TRIGGERS
FOR SHOPPING ONLINE
Why do you buy at this E-commerce website?

17. 16
3%
15%
13%
13%
13%
18%
33%
33%
30%
41%
35%
56%
62%
Others
Competitive price
Convenient to return/ exchange products
Good quality
Unique products
Easy to compare with other similar products ( prices,
materials,…)
Quick delivery
Good services
Trusted brands
Convenient payment method
Be diverse in product types
Convenient/ Save time
Frequent promotion/ discount programs
Lazada
N = 117
LAZADA IS CHOSEN FOR GOOD PROMOTIONS AND SHOPPING
CONVENIENCE
Why do you buy at this E-commerce website?

18. 17
0%
12%
12%
19%
15%
27%
12%
12%
19%
31%
69%
62%
58%
Others
Competitive price
Convenient to return/ exchange products
Good quality
Unique products
Easy to compare with other similar products ( prices,
materials,…)
Quick delivery
Good services
Trusted brands
Convenient payment method
Be diverse in product types
Convenient/ Save time
Frequent promotion/ discount programs
Weloveshopping
N = 26
WELOVESHOPPING IS APPRECIATED FOR
DIVERSE IN PRODUCT TYPES AND CONVENIENCE
Why do you buy at this E-commerce website?

19. 18
0%
16%
20%
16%
16%
16%
52%
48%
56%
40%
44%
44%
84%
Others
Competitive price
Convenient to return/ exchange products
Good quality
Unique products
Easy to compare with other similar products ( prices,
materials,…)
Quick delivery
Good services
Trusted brands
Convenient payment method
Be diverse in product types
Convenient/ Save time
Frequent promotion/ discount programs
Zalora
Why do you buy at this E-commerce website?
N = 25
ZALORA IS CHOSEN FOR FREQUENTLY OFFERING
GOOD PROMOTIONS, TRUSTED BRAND AND QUICK DELIVERY

20. 19
2% 1% 2%
3%
13%
19% 16%
13% 3%
62% 50%
62%
77%
69%
23%
30%
20%
10%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-29 30- 35 Over 35
N = 261
Overall, how do you feel about the E-commerce site that you shop the most?
85% CUSTOMERS ARE SATISFIED WITH SERVICES OF
E-COMMERCE SITE THEY USED THE MOST
Lazada has the highest top box satisfaction rate
2%
8%
3%
13% 15%
8%
12%
16%
62%
57% 69%
64% 67%
27%
23%
16% 14%
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
23%

21. 20
N = 261
Is there anything make you feel unhappy about this E-commerce website?
A HALF OF ONLINE SHOPPERS REPORTED THAT THEY FEEL
DIFFICULT IN RETURNING/EXCHANGING PRODUCT
Zalora considered to be expensive in shipping cost
15%
8%
22%
27%
27%
29%
42%
49%
Others
Products are NOT
diverse/ fashionable
Expensive
Delivery takes time
Poor customer
service
Poor quality
High shipping cost
Difficult to return/
exchange
Total
14%
8%
15%
30%
29%
30%
33%
47%
Lazada
19%
8%
12%
23%
15%
27%
38%
58%
weloveshopping
12%
12%
28%
16%
28%
36%
64%
52%
Zalora
20%
0%
27%
25%
29%
27%
51%
51%
Others

22. 21
8% 8%
12% 8% 6%
23% 26%
22%
25%
17%
39%
42%
38% 38%
34%
24%
16% 22% 27%
33%
7% 7% 6%
2%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-29 30- 35 Over 35
9% 5% 4%
16%
12%
23%
19%
27%
24%
28%
39%
41%
50% 28%
50%
24%
26%
15%
28%
7%
9%
4% 4% 3%
I will shop at this E-
commerce site only
I will prioritize to
shop at this E-
commerce site
I will continue to
shop at this site ,
but I will try other
sites in future
I will shop at this
site in parallel with
other sites
I will switch to shop
at other E-
commerce site
What is your usage intention toward E-commerce site that you shop the most?
N = 261
7% SHOPPERS ARE LOYAL WITH THEIR CURRENT
E-COMMERCE SITE
7%
Lazada has the highest consumers’ loyalty
While Zalora is prioritized for shopping the most

23. 22
17% 21%
12%
8%
20%
53%
49%
44%
76%
47%
29% 29%
42%
14%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30- 35 Over 35
2%
12%
0% 0% 2%
17%
8%
16%
23%
24%
53% 48% 55%
50%
53%
29% 32% 29% 27%
22%
Will recommend
definitely
Will recommend
Either
recommend or
not
Will not
recommend
Will not
recommend
definitely
What’s your ability to recommend this E-commerce website to others?
N = 261
82% ARE WILLING TO RECOMMEND THE BRAND THEY
USED MOSTLY TO OTHERS
Zalora gains the highest top box recommendation ratio

24. 23
79%
76%
78%
80%
83%
62%
69%
60%
55% 56%
13%
10% 10%
16% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Under 18-25 26-29 30- 35 Over 35
Computer( PC)/
Laptop
Smartphone
Tablets
By which devices do you usually surf on E-commerce websites?
N = 261
THE RATIO OF SHOPPERS BY SMARTPHONE ARE NEARLY EQUAL
TO PC/LAPTOP, TABLET REMAINS LOW

25. 24
7%
3%
8%
13%
6%
4%
3%
4%
7%
3%
32%
33%
32%
24%
37%
50% 55%
52% 51%
42%
6% 5% 4% 4%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 26-29 30- 35 Over 35
More than once/ week
Once/ week
2- 3 time/Months
1-3 months/time
Over 3 months/time
How often do you buy online?
N= 261
A HALF SHOP ONLINE ONCE/WEEK
times/month

26. 25
N= 261
On average, how much money do you spend on online shopping every time? ($)
77% ONLINE SHOPPERS SPEND UNDER $90/ SHOPPING TIME
0% 0% 2% 0% 0%
6%
2%
6%
4%
11%
15%
14%
14%
9%
24%
77%
83%
76%
87%
63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-29 30- 35 Over 35
Under 90 USD
90 USD -150 USD
151 USD -300 USD
301 USD - 601 USD
Over 600

27. 26
How do you pay for every time you buy online?
N= 261
67% USE ONLINE PAYMENT METHOD
67% 69% 66%
60%
69%
30% 28%
30%
31%
31%
3% 3% 4%
8%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-29 30- 35 Over 35
Others
Cash on delivery
Online payment ( online
transaction, ATM,…)

28. 27
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

29. 28
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

30. 29