Leading Innovation to Help Thai Home shopping Market Expand: Ken Research


Thailand is the second-largest economy in Southeast Asia after Indonesia. Bangkok, which is its capital city, also happens to be the country’s most populous city and is an Asian commercial hub with a flourishing retail market offered to both Thai domestic residents and visitors from other countries. It is thus natural that Thailand has attracted many multinational retailers and has seen high level of penetration among local brands as well. Its retail market has evolved to adapt with the changing lifestyles of the internet-savvy consumers. The home shopping market has also emerged as a promising retail network and is set on a high growth path.

According to the report titled “Home shopping in Thailand”, digital TV is creating a lot of opportunities for home shopping to grow and expand with more strength and while previous versions of Thai TV broadcast have comprised of six free channels, the new and improved digital TV provides over 40 channels as recorded in the year 2016, thus bringing ample opportunities for growth for both local and international brands to emerge and compete aggressively. It thus comes as no surprise that Japanese, Korean and Taiwanese home shopping investors have partnered with local providers for home shopping. TV’s increasing penetration due to lower prices will contribute to the popularity of this particular category of retailing in the coming years, supported by increasingly busy lifestyles of consumers.

The report offers insight into key trends and developments driving the industry and examines the various retail channels such as hypermarkets, discounters, supermarkets, convenience stores, health and beauty retailers, mixed retailers, clothing and footwear retailers, furniture and furnishing stores, durable goods retailers, DIY and hardware stores, personal goods and leisure retailers.

The products covered in the report include home shopping of apparel and footwear, consumer appliances, beauty and personal care, consumer electronics, consumer healthcare, food and drink, home care, home improvement and gardening, house wares and home furnishings home shopping, media products, etc. It also includes other home shopping’s for say personal accessories and eyewear, pet care, traditional toys and games, video games and hardware.

Among competitors, Thailand’s “Friday from Better Way” has maintained its position as a leader in the home shopping segment in 2016. Another strong brand is “Mistine” which has been hugely popular and successful among both urban and non-urban women and continues to be advertised aggressively via billboards and TV commercials featuring A-List celebrities as its brand ambassadors. It has been targeting low-to-mid-income consumers and launches product innovations in line with the changing demand e.g. “Yes It’s Lip Tint Maker and Smoother” which is a launch of Mistine Lip and has two sides – one designed to give a tint, whereas the other to give smoother lips. Such products are becoming popular in the country because women in Thailand like to mix-and-match lip colors and use multiple lip products at the same time to get unique colours.

Home shopping is expected to continue viewing a positive value of growth, thanks to over 40 digital TV channels which will continue to bring new entrants into home shopping, especially from Asian market of Taiwan, Korea, Japan etc. and it is foreseen that even players from China would become a part of the same in the coming years. Chinese products would clearly have an advantage as they would be price-competitive and boast of variety.

However, in the medium to long term; home shopping is projected to benefit from evolving internet retailing, which would generate big sales from urban and non-urban consumers both owing to flexibility in payment options such as either online or offline payment, “pay on delivery”, “pay at counter services”, “pay at convenience stores” or “pay by ATM transfer”.

Key Factors Considered in the Report

Thailand Home Shopping Market Research Report

Thailand Home Shopping Market Trends

Thailand Beauty and Personal Care Industry Analysis

Thailand Consumer Electronics Market Demand

Thailand Home Furnishing Market Revenue

Thailand Home shopping Market analysis

Thailand Television Shopping Industry Future Outlook

Thailand Grocery Home Shopping Market Growth Opportunities

Global Home Shopping Market Research Report

Thailand Online Shopping Market Growth Prospects

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Ken Research

Ankur Gupta, Head Marketing & Communications




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