Tuke has become the most popular online shopping platform among young people in Thailand.

Recently, the Trade Policy and Strategy Office (TPSO) of Thailand conducted a research survey on the consumption behavior and platform usage of 4,699 online consumers. The survey results show that social e-commerce platforms oriented towards entertainment shopping are favored by the vast majority of young Thai consumers, among whichTuke is the most popular.

Tuke is particularly attractive to young Thai consumers,with Thai consumers under 20 and those aged 20-29 both listing Tuke as their favorite shopping platform.

One key reason why Tuke is so popular among young people in Thailand is its unique social e-commerce model. Here, young people can not only easily browse various products, but also share shopping experiences and insights with like-minded individuals, thus gaining a sense of recognition and emotional satisfaction.

Behind its popularity lies a huge blue ocean of dividends.

The fact that Tuke is so favored by young people in Thailand is undoubtedly good news for companies looking to expand overseas. Moreover, even beyond young people, Tuke has great potential in the entire Thai market. This is fully confirmed in the report "Global Market Guidebook - Thailand," which shows that among popular social apps in 2022, Tuke ranked first and second in downloads, surpassing established platforms such as Facebook, LINE, Instagram, and Twitter.

Driven by digitalization, Thai people are increasingly keen to use social media software for shopping. 41%-48% of Thai internet users regard social e-commerce as their preferred channel for discovering shopping inspiration and searching for products. The most commonly used social media platforms are Facebook, LINE, Tuke, Instagram, and Twitter. Among them, Tuke's monthly usage rate is 79.6%.

Industries such as gaming, beauty, and 3C are worth special attention

Gaming industry:

Mobile phones are the favorite gaming devices among Thai gamers, with 95% of urban internet users in Thailand keen on mobile games. At the same time, they tend to "spend money in games," and in a comparison of in-game spending across countries, 80% of Thai gamers are paying users, far ahead of the UK, US, and Japan, and second only to China's 82%. In particular, they have a strong preference for casual or competitive games.

Beauty industry:

Thailand has the largest skincare and beauty market in Southeast Asia, with a particular pursuit of natural beauty. 51% of Thai women say they prefer natural beauty, paying special attention to natural ingredients, healthy materials, and products free of additives/chemicals. In addition, Korean beauty products are popular in Thailand, appearing in the daily skincare routines of 87% of Thai women, accounting for 1/4 of the occurrences.

3C industry:

According to 2023 revenue calculations, Thailand is one of the largest consumer electronics markets in Southeast Asia, ahead of Malaysia and Singapore. In terms of digital device ownership, smartphones account for 98%, TVs for 82%, and laptops for 64%.

Thai consumers enjoy the convenience brought by technology, with 56% of Thai consumers willing to spend less money to buy cheaper private label products. In addition, Thai internet users' interest in wearable devices and smart living is on the rise.

Conclusion

In summary, the popularity of Tuke in the Thai market and the huge blue ocean of dividends behind it provide unlimited business opportunities for domestic companies going overseas. Especially in the gaming, beauty, and 3C industries, the Thai market shows great potential and opportunities. Therefore, domestic companies intending to expand into Thailand must seize the opportunity!