Survey reveals that an astounding 96.2% of Thai internet users indulge in online shopping every week, making Thailand the undisputed champion of virtual carts and digital checkout lines. (Photo: 123RF)
Touted as a global frontrunner for online shopping and a leader in weekly grocery purchases made via the magic of the Internet, Thailand has squeezed itself into the upper echelons of mobile app expenditure, according to the illustrious “Digital 2025” report composed by the creative digital tsars We Are Social and the ever-vigilant media monitors at Meltwater. But alas, even seasoned leaders have their Achilles’ heel, and for Thailand, it’s the ever-elusive prowess in data privacy.
With a whopping 99.5 million mobile connections fueling the digital bonfire and an Internet-savvy crowd of 65.4 million, with 51 million exercising their thumbs on social media, out of a population of 71.6 million, Thailand is decisively in the digital fast lane. A rollicking 96.2% of those surveyed, brandishing birthdates later than ’16, hit the virtual ‘buy now’ button each week, putting Thailand at the pinnacle of online purchasing prowess. Trailing behind in this digital marathon are South Korea, the UAE, Malaysia, and China with their commendable scores of 64%, 63.6%, 62.9%, and 62.5%, while the global scene scrapes by at an average 55.8%.
Diving into the land of digits and dollars for 2024, Thailand’s e-commerce average revenue per user (ARPU) nestled at $1,183. Although it sits shy of the global average of $1,620, it’s a savvy endeavor nonetheless. Contrasting this, digital behemoths like the US, Italy, and the Netherlands showcased ARPUs of $4,470, $3,290, and $3,190, respectively.
Setting the stage for the mobile menu, a significant 68.3% of Thai folks prefer tapping their way through purchases on mobile devices, leaving 31.7% faithful to their trusty desktops. When it comes to standard items like milk and carrots, Thailand claims its slice of online grocery pie with 45% of respondents filling their e-carts weekly, only to be nudged slightly by Korea at 43% and the UAE following at 39%.
The global ARPU for online grocery feasts in 2024 stood at $450, with keen shoppers from the US, Hong Kong, and Australia leading at $1,740, $1,360, and $1,092. Thailand’s figure of $188 sails below this average, but who could complain when convenience reigns supreme?
Dishing out on digital media subscriptions and downloads, the previous year saw Thailand dancing slightly below the world’s tunes with an ARPU of $89, against a global cadence of $93. In the realm of virtual rides, Thai wallets thinned to the tune of $94, surpassing the worldwide $93.5 bar. Here the US, Singapore, and Switzerland reign, flaunting their $590, $366, and $339 spending prowess.
In the social media frenzy, Thais dedicate an average of 2.23 hours a day to their online presence, slightly above the globe’s 2.21-hour benchmark. When it comes to YouTube consumption, Thais clock in at 42.1 hours each month, just a whisper behind South Korea’s 43.3-hour reign.
For those deeply invested in Facebook on Android, Thais linger for 16.23 hours a month, falling short of the 17.17-hour global romp. Though they sit ninth for Facebook aficionados with a hefty 50.9 million followers, Thai enthusiasm for TikTok is palpable, ranking them in the top 15 globally with 34 million raving fans. Leading the charge in TikTok fandom, we find the US, Indonesia, and Brazil at 135 million, 107 million, and 91 million-strong, respectively.
This tropical Internet oasis also boasts some of the most affordable fixed data packages at an enticing $11.60 per month, rivaling the swiftest of web surfers with a lightning-fast median download of 239 megabits per second. Not to rest on their laurels, Thais made a cool $356 million splash in mobile app enthusiasm between September and November 2024, claiming the 14th spot globally.
With a chatty populace, Thailand slides into 10th place globally for online chatting services, captivating 98% of Internet aficionados. Yet lurking in the dark corner of digital bliss is the specter of data privacy worries—where 25.8% of Thai respondents harbor concerns about their personal information in the wild world of ones and zeroes. While that’s less than the worldwide 29.9% average, Spain, Portugal, and Brazil lead the worry-wart pack with figures of 51.5%, 50.8%, and 48.3%.
It’s impressive how Thailand is leading in online shopping. But I wonder how their data privacy issues affect their e-commerce growth.
You’re right, Joe. Data privacy is a big concern. Companies should invest more in security to protect consumer information.
Absolutely, Anna. Without consumer trust, no market leader can sustain its position for long.
Data privacy isn’t as big a deal as people make it out to be. The convenience of online shopping outweighs the risks for most people.
Thailand’s ARPU is below global average, which might mean lower quality products or less trust from shoppers.
I think the lower ARPU simply reflects affordability. They might focus on low-cost products that everyone can access.
Agreed! Better to make affordable goods available to a larger population than cater to just the wealthy few.
Exactly, Cathy. Sustainable growth involves inclusivity.
I find it fascinating how social media consumption is slightly higher in Thailand. Makes me wonder about the cultural differences influencing this trend.
Social media seems like a waste of time. People should focus on more productive activities.
Thailand’s rapid mobile app spending is a good sign for tech investors. There’s definitely a market growing there.
Online groceries in Thailand are lower compared to US. It’s probably because people there still trust local markets for fresh produce.
True, Sara. Local markets have a charm that online platforms can’t simulate.
The mobile vs. desktop shopping ratio is interesting. Shows clear indications of where the market’s heading.
Desktops are becoming obsolete for shopping, John. It’s all about apps and mobile convenience now.
For sure, Miles. But there’s still a segment that values full-screen browsing before making big purchases.
Thailand’s low-cost data packages are really enticing. Maybe that’s a reason for their booming digital consumption.
I wish my country had such cheap internet! Costs an arm and leg to stay connected here.
Same here! Internet should be more accessible everywhere.
Data privacy is a global issue, not just Thailand’s problem. It’s time we press for better regulations everywhere.
Thailand’s place in the TikTok rankings is pretty impressive. Social media is a complicated space, and they’ve found a niche.
I just hope they start becoming more competitive in ARPU growth, especially compared to countries like the US.
Might take time, Kim. But if they continue leading in consumption, growth will follow soon after.
All this digital consumption makes me worry about increasing e-waste. Are these countries doing enough to counter this threat?
E-waste is indeed an issue. As more people go digital, there needs to be a sustainable management plan in place.