With thousands of local shops selling crafts, clothes and gadgets exclusively on Instagram and Facebook, Thailand has the largest percentage of consumers who shop directly on social media.
Over 51 percent of online shoppers in Thailand said they bought products by interacting with merchants on social media, more than India (32 percent), Malaysia (31 percent) and China (27 percent), according to the annual Total Retail survey by PricewaterhouseCooper, a consultant firm.
The survey questioned some 23,000 online shoppers in 25 countries.
When asked why they shop online, most Thais cited convenience (51 percent) and lower prices (38 percent) while over 53 percent said reviews from other customers affect their decision while shopping.
Another interesting result is, 48 percent check for a better deal online while physically in a store.
“Social media affects the behavior of consumers more than ever before. With online tools, they can research about the products, compare prices and even send photos to their friends and families for comments,” said Sira Intarakumthornchai, chief executive officer for PwC Thailand.
The survey also shows that millennials (people between 18-34 years of age) are likely to have more interactions with their favourite brands on social media than older consumers.
Millennials also shop on mobile devices more than any other age groups.
However, many consumers still prefer to shop in an actual store for certain products such as groceries, jewellery, furniture and home appliances, the findings showed.
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