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ABSTRACT

Thailand is the second largest economy of Southeast Asia and one of the region’s highest internet users. The growing internet user base makes Thailand an ideal growth environment for e-commerce businesses. E-commerce in Thailand is currently experiencing unprecedented growth. Up to 51 % of Thai online shoppers have purchased goods via social media, which has turned Thailand into the world’s biggest social commerce market, especially on Facebook.

The purpose of this research is to investigate the factors that boost the popularity of social media such as Facebook in Thailand e-commerce channels. The study starts by providing related information of social commerce, updated features of Facebook and online consumer buying behavior in Thailand. Later on, there are interviews with the business owner who has online shop and people who work related to social commerce, to support the answer of the research question.

In brief, social commerce on Facebook has a high chance to replace
e-marketplace in Thailand if e-marketplace does not improve their sites to meet Thais’ needs or incorporate new features that create excitement for the market. Reach more people, more flexible, has more features and never stop improving its platform are the factors that increase popularity of Facebook as social commerce platform in Thailand.

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