Spotlight on the Street Markets
and Online Shopping: Tap into a ready
consumer base for online and mobile
shopping by offering the price, selection,
and ease of shopping consumers seek.
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: THAILAND
Consumers in Thailand spent
$10.2 billion on clothing in
2018, marking a third year of
growth since experiencing a
downturn in 2008. This steady
progress is expected to
continue for an 81% growth in
the apparel market by 2030.
Pair optimized digital platforms
with price-conscious casual
clothing to reach this robust
consumer market.
APPAREL SPENDING
What They Shop: Offer
cotton-rich clothing made for
comfort in casual designs to
meet the needs of active Thai
consumers.
FINANCIAL
OUTLOOK
43% 56%
OPTIMISTIC
How They Shop: Inspire an increasingly
connected consumer base with engaging
mobile platforms and window displays for
the impulse shopper.
US
$338.9
+56% growth
CHINA
$277.2
+193% growth
EU
$374.5
+52% growth
THAILAND
$10.2
¹
+81%
growth
PESSIMISTIC
Thailand Global
4% 11 %
Thailand Global
*”Neither Optimistic/Pessimistic”
not shown
HOW THEY SHOP
Thai consumers enjoy shopping for clothing (69%) both online and in-store. Though just 41% of the
population uses the internet regularly (at least once per week)¹, 59% of consumers have shopped for
clothing online. Digital purchases are expected to grow to 37% of all consumer spending by 2022, with
particularly strong growth in mobile shopping. While many browse online, Thai consumers are more likely
to frequent street markets and small, independent stores.
67% 81% 90% 88%
clothing research pre-purchase questions purchase repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
STREET MARKETS
84%
62%
38%
32%
12%
HYPERMARKETS
DEPARTMENT
INDEPENDENT
ONLINE ONLY
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
70%
2008
70%
2010
77%
2 014
68%
2016
77%
2018
SOURCES FOR CLOTHING IDEAS
Window
Shopping
51%
33%
Shop online at
least once per month.
Other
People
77%
Traditional
Media
37%
Store
Publications
15%
Brand & Retailer
Digital Resources
14 %
Social
Media
22%
Consumers who prefer shopping in-store vs. online
62%
2012
41%
Regulate Body
Temperature
34%
Illuminate
When Needed
Casual Shirts
31%
Monitor
Perspiration
BABYWEAR
79%
WHAT THEY SHOP
Thai consumers prefer casual clothing that provides comfort, fit, durability, and quality. They own an
average of 14 T-shirts and 8 casual slacks compared to fewer dress shirts (5), dress pants (2), or skirts (4).
Emphasizing comfort, nine in ten consumers (89%) say their most-worn clothing is made of cotton and a
similar proportion (86%) say cotton-rich fabrics are best suited for today’s fashions. Meet Thai consumers’
needs with high quality, comfortable casual wear that moves with them throughout their days.
TOP ITEMS OWNED
COTTON AS PREFERRED FIBER
PAY MORE FOR BETTER QUALITY
PERFORMANCE APPAREL
T-shirts Bras Casual Pants
1014
8
5
PRIMARY PURCHASE DRIVERS
COMFORT 95%
FIT 94%
DURABILITY 93%
QUALITY 92%
2008
41%
2010
49%
2 012
49%
2014
57%
2016
40%
2018
60%
Likely to Purchase
HOME TEXTILES
82%
89%
prefer cotton or
cotton blends
for their
most-worn
clothing
39%
Relieve
Stress
INTIMATES
79%
PANTS & JEANS
86%
Average Number Owned
SHIRTS
72%
Consumers would like to know prior to purchase
32%
Manage
Mood/Emotions
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a
biennial consumer research study. In the 2018 survey approximately 10,000 consumers (i.e. 1,000
consumers in 10 countries) were surveyed. External Source: ¹Euromonitor International
STREET MARKETS &
ONLINE SHOPPING
SPOT
LIGHT
Street markets are a staple of the Thai economy and culture and a popular destination for shopping, as 84%
of consumers use them to shop for clothes and nearly two in three (62%) buy most of their clothes at these
venues. At the same time, online shopping is rapidly growing in Thailand, particularly on mobile devices.
The features sought by street market shoppers - price, selection, and convenience – are the same that draw
global consumers to online marketplaces. Build on this growing digital market by reaching out to a ready
consumer base looking for affordable clothing in a wide variety with an easy retail process.
PERCENTAGE EVER SHOPPED ONLINE
2 012
11 %
2014
19%
2016
21%
2018
59%
GROWTH OF MOBILE SHOPPING
¹
Percentage of Online Purchases
Completed on Mobile Device
BARRIERS TO ONLINE SHOPPING
Street Market Shoppers
2014
27%
2016
45%
2018
48%
2020
54%
2022
58%
LIKE MOST ABOUT
STREET MARKETS
84%
68%
63%
57%
PRICE
SELECTION
EASE OF
SHOPPING
CONVENIENT
LOCATION
LIKE MOST ABOUT
ONLINE ONLY STORES (Global)
PRICE
34%
SELECTION
19%
EASE OF
SHOPPING
18 %
CLOTHING
QUALITY
7%
*
projected
UNCERTAINTY
ABOUT
PRODUCT
74%
LACK OF
TRUST
50%
CONCERN ABOUT
EXPERIENCE
37%
UNFAMILIARITY
30%
ACCESS
23%