Quality, Service, and Trust Shape Thai Moms’ Online Shopping Decisions

Product quality and price attract, but strong service keeps Thai moms loyal in an evolving digital shopping landscape.

Bangkok, October 30, 2024 – A new survey by theAsianparent Thailand highlights how Thai moms’ online shopping habits hinge on product quality, price, and, most critically, service.

While loyalty is often driven by product value and affordability—with 79% of moms returning to brands for these reasons—service quality strongly influences brand retention. If service disappoints, 43% of moms are likely to consider alternatives, regardless of previous loyalty.

The Digital Mom Survey 2024 shows that baby care products lead online purchases, favored by 48% of moms, particularly for items supporting children’s health and hygiene. Household items and electronics follow at 24%, with clothing at 14%, and beauty products at 9%.

Thai moms, on average, spend 1,500–3,000 THB monthly on online shopping. Shipping fees also impact decisions, as free shipping and bundled discounts often sway choices.

When selecting products, Thai moms focus primarily on discounts and pricing (54%), followed by quality, reviews, and free shipping (14% each). Expert advice ranks high as an influence (87%), while input from friends and family, product demonstrations, and other moms’ online experiences also play substantial roles. However, influencers and KOL endorsements are less significant at 47%.

Thai moms particularly value quality (87%) and competitive pricing (67%), with service quality a decisive loyalty factor. Only 36% of moms remain loyal with satisfactory service, but up to 43% will switch brands if service falters, especially if prices increase. Environmentally conscious moms also lean towards organic or eco-friendly options, enhancing loyalty.

Shopee remains the top shopping platform for Thai moms, with 57% frequenting it weekly and spending around 1,500–5,000 THB monthly. TikTok Shop is also growing, attracting 22% of moms, though with smaller average purchases than on Shopee.

To learn about products, moms rely on websites (65%), community groups (30%), and apps (20%), with nutrition, screen time, and social media as top topics. Social platforms like Facebook and TikTok are primary sources for brands to connect with moms, with 90% emphasizing multi-channel brand communication as essential for building engagement and influencing decisions.

Trust remains paramount, with 63% of moms valuing other moms’ product feedback, followed by expert recommendations (59%), product details (58%), and demonstration videos (34%). Expert opinions (87%) and peer feedback (69%) continue to shape buying decisions.

Despite economic challenges, Thai moms remain focused on quality, affordability, and service satisfaction, establishing these factors as core expectations that brands need to meet for effective engagement.