The Business Mind Ep.9 | Social Commerce in Thailand : Why Traditional MarTech is Failing
The Business Mind
In this episode of The Business Mind, I explore the intriguing landscape of social commerce in Thailand and why traditional MarTech is struggling to keep up. Thailand leads ASEAN in social commerce, with over 60% of online sales influenced by social media. Platforms like Line and TikTok dominate, leveraging personal networks and live selling to create a unique shopping experience. I delve into the cultural emphasis on trust and personal interaction, which drives the success of chat commerce and AI chatbots. Traditional tools like email marketing falter due to low engagement, highlighting the need for a mobile-first, social-first approach. Discover how global brands must adapt their strategies to thrive in this dynamic market and what lessons can be learned for the future of online retail.
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