Importing into Thailand has always been difficult because Vietnamese goods have difficulty accessing distributors and retailers in this country. However, in recent years, Thailand has had an increasingly expanding e-commerce industry, and sales through social networking platforms have also been very active. Thanks to that, the opportunity for Vietnamese goods to penetrate the Thai market has become easier and more convenient. With more optimal costs, this opportunity is not only for large enterprises but also suitable for small enterprises.
E-commerce has grown, the rate of people buying online is high
Thailand has the most developed e-commerce in Southeast Asia. Most people are familiar with online shopping. Along with that, Thailand has a very convenient logistics network, covering the whole country with same-day or next-day delivery standards. Unlike most other Southeast Asian countries, with a mature e-commerce industry, Thai people prioritize convenience and quality products over price. In addition, Thailand is a hot spot for social commerce trends in Southeast Asia thanks to the popularity of platforms such as Facebook, Instagram and LINE with 93% of the population using these applications.
Thai people especially love shopping through social media channels, unlike Vietnam, which still prioritizes e-commerce platforms such as Shopee, Lazada, etc. Direct sales via Facebook Live, TikTok Shop, Live, Instagram are popular in this country, with a total value of goods reaching nearly 6 billion USD. In particular, livestream sales activities with KOLs are booming. Thailand is the country with the most developed influencer marketing industry in Southeast Asia.
Many Vietnamese Products are Loved by Thai Consumers
Thai consumers appreciate unique, reasonably priced products from around the world. They are open to new and different things. 30% of the total value of e-commerce goods in Thailand is cross-border, with 50% of consumers having ordered from overseas. Goods from Southeast Asia are increasingly popular due to their good quality and reasonable prices.
Vietnam and Thailand share similar agricultural products like durian and tropical fruits. However, different processing methods create unique culinary experiences, which is a key attraction of Vietnamese food. Many Vietnamese products are popular among Thais, but they haven’t yet established strong online sales channels. Products like mooncakes, salted roasted cashews, lotus seeds, and shrimp salt are particularly popular among young Thais. Paul Srivorakul, co-founder and CEO of aCommerce, shares, “Thai consumers now often wait for the Vietnamese lychee season to enjoy this fruit, which has the best quality in the world.”
Vietnamese coffee, instant noodles, pho, and bun are already known in Thailand. Our fruit teas also have great potential as people are shifting towards healthier lifestyles. Besides major brands, there’s still plenty of room for smaller brands in these categories to enter the Thai market.
Furthermore, Thais enjoy investing in personal experiences. They have a strong appreciation for culture and the arts, with a love for music and performing arts. They care about their appearance and invest in clothing and cosmetics. Environmentally friendly fashion and handicraft products from Vietnam hold great potential in this art-loving country.
Moreover, Thailand has not yet implemented trade defense policies against Vietnam because they have a large trade surplus with our country. Vietnamese goods haven’t been exported to Thailand in quantities that threaten local production, so Thailand hasn’t needed to activate any protective measures.
The SEA Commerce Program
With experience in implementing influencer marketing projects in Thailand, SKYPERRY has developed a deep understanding of the market and a network of thousands of influencers across various fields. While Thailand has a high level of development, diverse goods, and good quality, Vietnamese goods are becoming increasingly competitive in terms of quality and design, and are fully capable of entering the market. The popularity of e-commerce in Thailand presents an opportunity for Vietnamese goods to penetrate this market more easily and affordably.
Recognizing this, SKYPERRY launched the SEAcommerce program to connect goods from Vietnamese manufacturers directly to consumers in Thailand. The program offers a seamless suite of services, including import-export, comprehensive marketing, sales through a network of KOLs in Thailand, and order processing within the country. This allows goods to reach consumers at a better price. To learn more about the SEAcommerce program, please contact us here.
