In today’s digital landscape, every online platform is rapidly evolving into a commerce platform—one that seamlessly connects platforms, content, creators, and influencers to deliver frictionless buying experiences. This concept, known as Platform–Enabler Commerce, means that every digital touchpoint can become the starting point for product discovery and purchase—not merely a channel for information.
Modern consumers may discover new products while scrolling through social feeds, watching videos, or even chatting with brands—and complete their purchase instantly within the same platform. As a result, businesses must adapt to these behaviors and fully leverage the unique strengths of each platform to stay competitive.
TikTok stands out with its “Shoppertainment” strategy, seamlessly blending entertainment with shopping. Short-form, engaging videos create strong emotional connections between consumers and brands, subtly stimulating purchase intent without feeling like traditional advertising.
Research shows that 84% of TikTok users feel an immediate urge to buy after watching brand videos, while 79% are willing to try new brands instead of sticking to familiar ones after discovering them on TikTok. These figures highlight TikTok’s powerful role in driving product discovery and impulse purchases.
Shopping on TikTok has become both fun and rewarding, giving rise to viral hashtags such as #TikTokMadeMeBuyIt, which has garnered billions of views. Brands targeting younger audiences should capitalize on this trend by creating entertaining, story-driven product videos or hosting interactive live streams—strategies that significantly increase conversion opportunities and customer acquisition.
YouTube has evolved into a digital storefront and a trusted information hub for modern consumers. Many Thai consumers use YouTube to seek inspiration and research products or services before making purchasing decisions.
The platform’s key strength lies in its creators, who produce honest unboxing videos, tutorials, and experience-based reviews. Their authentic storytelling builds trust, making viewers feel as if recommendations come from a reliable friend. As a result, 91% of Thai consumers consider YouTube creator recommendations credible, and YouTube significantly influences their purchasing behavior.
Businesses can leverage this by collaborating with YouTubers for authentic product reviews or by building their own brand channels to share valuable and entertaining content. YouTube has also introduced in-video shopping features such as call-to-action buttons and integrated product listings, enabling viewers to explore and purchase products instantly without leaving the platform. This approach not only boosts short-term sales but also strengthens long-term brand relationships through shareable, high-value content.
Meta, the parent company of Facebook and Instagram, is strengthening its e-commerce ecosystem through Generative AI. Advanced AI tools are now designed to support advertisers and sellers in creating more effective and efficient campaigns.
Behind the scenes, features such as Meta Advantage+ and AI-powered creative tools automate key processes—from intelligent audience targeting and real-time budget optimization to AI-generated ad creatives. Meta’s latest generative AI capabilities can automatically create product images, write ad copy, and design visuals with text overlays simply from short prompts.
These tools significantly reduce creative workload—especially for businesses without large marketing teams—while improving ad performance. Brands can test multiple ad variations, identify what works best, and allocate budgets more effectively to maximize conversions. In this sense, Meta’s AI acts as a smart back-end assistant, driving efficiency and enhancing digital marketing capabilities.
In Thailand, LINE is more than a messaging app—it has become one of the most popular online sales channels. LINE has expanded this capability with LINE MyShop, an integrated online store connected directly to a brand’s LINE Official Account (LINE OA).
MyShop centralizes the entire sales process in one place: product listings, shopping carts, payments, and one-on-one customer chats—all within the familiar LINE chat interface. Customers can browse and pay without leaving the app, while sellers can easily manage inventory, orders, and automated notifications.
This streamlined experience makes chat-based selling faster and more effective, allowing brands to build closer relationships through personalized, one-on-one interactions. Designed to solve common pain points—such as address management, payment follow-ups, and shipping notifications—LINE MyShop offers significant value, especially for SMEs with existing LINE audiences. It enables businesses to upgrade their sales channels with minimal investment while delivering fast, friendly, and convenient service.
Enabler Commerce reflects the reality of modern digital trade—where every platform can function as a storefront. Businesses should view each platform as a unique opportunity to reach customers and drive sales in different ways:
By integrating strategies across multiple platforms, brands can guide customers through the entire journey—from awareness and interest to conversion—seamlessly. Businesses that fully embrace the potential of Enabler Commerce are better positioned to achieve short-term sales growth while building sustainable, long-term customer relationships.
Reference : WP. (2025). 2026 Trends: Consumers, Media, Commerce, and Technology—Winning Both Sales and Long-Term Growth in Modern Marketing. Retrieved from https://www.marketingoops.com/reports/consumer-media-commerce-technology-trends-2026/
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