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.

ABSTRACT…………………………………………………………………I
ACKNOWLEDGEMENTS………………………………………………………II
TABLE OF CONTENTS……………………………………………………III
LIST OF FIGURES…………………………………………………………V
CHAPTER 1 – INTRODUCTION………………………………………………1
1.1 Research Background and Motivation………………………1
1.2 Research Objective……………………………………………2
1.3 Research Question……………………………………………2
CHAPTER 2 – LITERATURE REVIEW………………………………………3
2.1 E-Commerce Definition and Situation in Thailand……3
2.2 Social Commerce Definition and Situation in Thailand……6
2.3 A Big Market on Facebook Platform………………………………7
2.4 Facebook Features That Support for E-Commerce………………8
2.4.1 Facebook Messenger………………………………………………8
2.4.2 Facebook Content Format….……………………………………9
2.4.3 Facebook Advertising……………………………………………11
2.4.4 Facebook Marketplace……………………………………………12
2.4.5 Facebook Messenger Payment Service…………………………14
2.4.6 Facebook Live Stream VDO Shopping……………………………16
2.5 The Seamless Buying Experience on Facebook Platform……20
2.6 Attitude Towards Online Shopping of Thai Consumers……23
2.7 The Unique of How Thais’ Discover Goods in Online Channel…25
CHAPTER 3 – RESEARCH METHODOLOGY…………………………………26
3.1 Research Methodology………………………………………26
3.2 Data Collection………………………………………………26
3.3 Research Scope and Limitation……………………………27
CHAPTER 4 – DATA ANALYSIS AND FINDINGS…………………………28
CHAPTER 5 - CONCLUSION AND RECOMMENDATIONS……………………31
REFERENCES ………………………………………………………………33

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