The Omni-Shopper Revolution
How embracing e-commerce
is driving FMCG growth in Thailand
October 2023
Kantar's new report – The Omni-Shopper Revolution – reveals how, by understanding omni-shoppers’ behaviour and embracing e-commerce, they can secure their place in the hearts and wallets of Thai consumers.
Introduction
The current state of play in FMCG
The challenges
– and the
winning channels
The future of FMCG and e-commerce
Food for Thought
Contact us
In Thailand’s highly competitive FMCG landscape, manufacturers, brands and retailers are working tirelessly to capture their share of consumers' spend. Understanding the behaviour of the country’s omnichannel shoppers is crucial for success.
Online channels have become increasingly popular among Thai consumers, prompting offline stores to establish their own platforms. At the same time, a decline in purchasing power in the market has led to reduced spending and a decrease in in-home consumption. Retailers must understand the pressure shoppers are experiencing, while navigating the abundance of selling channels to avoid cannibalisation and attract new customers.
Thailand's e-commerce potential is significant, although the percentage of consumers purchasing FMCG products online lags behind developed countries. This presents an opportunity for e-commerce to flourish, leveraging fast purchasing cycles and high repeat rates.
Through collaboration and innovation, manufacturers, marketers, trade marketers, and retailers can overcome the challenges and seize the opportunities in the dynamic FMCG landscape. By understanding consumer behaviour and embracing e-commerce, they can secure their place in the hearts and wallets of Thai consumers.
Howard ChangManaging DirectorWorldpanel Division | Kantar
