Totem2025泰国网红营销研究报告英文版

TH口IL口ND

INFLUENCERMARKETINGMINI-REPORT

THAILAND

INFLUENCERS&SOCIALCOMMERCE

Thailandboastshighinternetpenetration(85.3%)andover8hoursofaveragedailyonlineactivity.

Socialcommerceandinfluencer

engagementarehighlydeveloped,

especiallyonTikTok,Facebook,Shopee,andLINE.

Influencersarecentraltoproductdiscovery,withlivestreamsellingembracedby86%ofconsumers.

Consumersrespondwelltoentertaining,community-driven,andpoliticallyawarecontent.Whilemega-influencersdrive

reach,microandmid-tierinfluencersbuildtrustandconversion.

Thedigitalmarketingenvironmentis

evolving,withadspendshiftingfromTVtoonline.Socialplatformsoftenserveasbothdiscoveryandtransactionchannels.

BANGKOK

THAILAND

71.6MILLION

PopulationJAPAN

91%

AREINTERNETUSERS

51Million

SocialMediaUsers

#27RANKED

GLOBALECONOMY

JAPAN

CHINA

SOUTH

KOREA

INDIA

THAILAND

TAIWAN

HONGKONG

PHILIPPINESVIETNAM

MALAYSIA

SINGAPORE

INDONESIA

ENTHUSIASM

ENTHUSIASM

LOWWebsitesMarketplacesSocialChannelsMessengerSocialP2PSellingLiveCommerceHIGH

MorePragmatic,SOCIALCOMMERCEMoreFun,

MoreStaticCHANNELS/ACTIVITIESMoreStatusSeeking

SOCIALCOMMERCE(INFLUENCER)ENTHUSIASM

EnthusiasmforsocialcommerceandinfluencersvarieswidelyacrossAsia.Wefindsomemarketsandcategorieswhicharecenteredaroundmorebasicchannels,whileothersembraceawiderangeofactivitiesandmixthoseactivitiesinnovel,innovativeways.Thevaryinglevelsofenthusiasmintheregionarearesultof;(1)consumer

habits,routinesandculture,(2)sophisticationofmarketingtactics,and(3)thechannelsavailablepermarket.

TikTokisamajordriverofenthusiasmatacountry/marketlevel.InmarketswhereTikTokisestablishedandfullyfunctional(has“shops”),enthusiasmishigher.InmarketswhereTikTokislimited(Japan&S.Korea)orbanned(India),socialandinfluencerenthusiasmisnotablylower.

AutoTravelGamingSportsGearMovies,MusicElectronicsF&BBeautyFashion

CATEGORIES

4#

JAPANS.KOREAINDIATHAILANDPHILIPPINESINDONESIACHINA

TikTokJsrevolutionaryapproachtobundlinginfluencers,livecommerce,

contentandshopsispushingsocialcommerceforward-mostnotablyin

marketswhereitisfullyfunctional.

THAILAND

ranksfourthinoursocialcommerceenthusiasmindexforAsia.

MARKETS

TikTokShop

pausedin2023

Re-enteredthru

Tokopedia

Douyin(2016)

isthetemplate

forgrowth.

TikTokShoptolaunchin2025

TikTokShoptolaunchin2025

TikTokbannedin2020

TikTokShopsince2022

TikTokShopsince2022

AVE.

THAILAND

Thailand’se-commerceenthusiasmischaracterizedbyhigh

engagementwithsocialcommerceandaffiliateselling,reflectingacultureoftrustinonlinepersonalitiesandopennesstodiscovery-ledbuying.Whilefamilyandfriendsareimportantinfluence,

influencers&othersocialmediausersplayakeyroleinshaping

purchasedecisions.Themarketisevolving,withgrowingfamiliarityacrossmultipleplatforms.Peopleshoponlineforconvenienceandareenjoyingitasafunexperience.

TikTokhasbeenactiveinThailandsince2016,with‘Shops’functionavailablesince

2022.TikTok’ssuccessinThailandisamajorcontributortoitsabove-averagelevels

ofsocialcommerceenthusiasm.

KEYDIGITALCHANNELS

(Influencer&SocialCommerceFocused)

EXPERIENCEWITHONLINESHOPPING

Brand’swebsiteSpecialitySites/AppsSocialMediachannelsMessagingapps

OnlineMarketplace SoldbyInfluencersUseAffiliate(discount)codeLive-streamSelling

Sellingasaffiliatemyself

ThailandAsia

ThailandAsia

HOWTHEYFEELABOUTONLINESHOPPING

FunExperience KillTime ExcitementConvenience

DealsMoreproducts

Moreinfomation

TOPINFLUENCEFORPURCHASEDECISIONS

FriendsFamilymembers

lnfluencer/CelebritiesOtherusersonSocialmedia

News/Media ClosedSocialGroupslndustryAnalysts&Experts

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,Thailand:n=546)

SOCIALCOMMERCEENTHUSIASM

Index

30

28

THAILAND

HIGH

LOW

Average

lNFLUENCERPROFlLE&lMPACT-THAlLAND

CELEBRITIESHOLDSIGNIFICANTPOSITIVEIMPACTONPURCHASEDECISIONS,WHILEINFLUENCERSAREMODERATE.

HOWEVER,INFLUENCERSHAVE

PUNCHYCONVERSIONPOWERANDCONSISTENTHIGHIMPACTACROSSALLPURCHASINGSTAGES.

INFLUENCERS’IMPACTONPURCHASEJOURNEY

Ratedasahigh-impactactivity

ThailandAsia

Consideration

Purchase

Discovery

INFLUENCERS’IMPACTONPURCHASEDECISION

“Pleaseratetheimpacteachtypeofinfluencershaveonyourpurchasedecisions”

CONSUMERS

Celebrities

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Nanolnfluencers

%ofnegative%ofneutral%ofpositive

RakutenInsightGlobalxTotemSurvey,JunJ25(Asia:n=3,813,Thailand:n=546)

REASONSTOBUYFROMINFLUENCERS-THAILAND

REASONSTOBUYFROMINFLUENCERS

“PleaseselecttheTop3reasonswhyyouwouldBUYorNOTBUYsomethingfromaninfluencer/affiliate?”

PRODUCTQUALITY,EASEOF

TRANSACTIONANDPRIVACYAREKEYINDRIVINGPURCHASES.

DealsarelessofadriverorconcernforThaitobuyfrominfluencers,buthavinglessstepsandnative

paymentsystemcanhelpremovesignificantbarrierstomakepurchasefrominfluencers.

Theyover-indexon“givesmecred”comparingtoAsiaaverage,indicatingthevaluepeer

acknowledgementforThai.

Makesmefeelclosertotheinfluencerthemselves

TrustthemtopresentqualityproductsGottoseetheproductdemonstration(and/orseeitmodeled)

MakesmefeelmoreapartofacommunityGivesmeagoodstoryforfriends

Givesmeícred’

HelpsmefiltertheproductsthatareclosertomyinterestTrusttheyareo仟eringagooddeal

ThailandAsia

REASONSNOTTOBUYFROMINFLUENCERS

No“native”paymentsystem

CONSUMERS

Toomanystepstocompletepurchase

Don’ttrustthequalityofproductstheyo仟er WouldwanttosearcharoundtogetthebestpossibledealsConcernedaboutthesafetyorprivacyofmyinformationprovided

Noloyaltyprogram(points/membership)

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,Thailand:n=546)

Source:TotemMedia“Brand”SurveyonInfluencersn=54

WHATSIZEOFINFLUENCERDOYOUUSEPERCHANNEL?

THEBRAND-SIDEVIEW

Micro-Influencers(KOC)Mid-SizedKOLsLargeKOLsCelebrities

From

BRAND&MARKETING

MANAGERS

TikTokandFacebookdominate,withLazadaand

ShopeeasthekeycommercerailsandInstagram

roundingoutthemix.

Mid-sizedinfluencersaretopusage,followedbyMicro/KOCsandLargeKOLs;celebritiesaremoreusedone-commercedominantchannelslikeLazada&Shoppethansocialchannels—brandsscalewithmanysmallercreatorsandaddbiggernamesforkeybeats.

TikTokandFacebookdotheheavyliftingfor

discoveryandconsideration;LazadaandShopee

focusonconversionandpost-purchase(deals,

bundles,reviews);Instagramsupportsconsideration

withlifestyleandcreatorcuration.Goalsarepresent

acrossthefullfunnelinthesurvey.

TikTok21

Facebook19

Lazada17

Shopee16

Instagram15

Totalsreflectthenumberoftoprankedvotesgivenforinfluencertype,perchannel.Respondentsonlygaverankingsonchannelstheyuseinfluencerswith/for.

TOPRANKEDGOALFORINFLUENCERS,BYCHANNEL

Awareness(Discovery)Consideration(Image)Conversion(Sales)Post-Purchase

TikTok21

Facebook19

Lazada17

Shopee16

Instagram15

REGIONALANALYSIS-THAILAND

“PleaseselecttheTop3channelswhereyouconsumeinfluencercontentforeachcategory.”

CONSUMERS

TOPPLATFORMSFORINFLUENCERCONTENTFacebookYouTubeTikTokInstagramXPinterestWhatsApp

TikTokisthemostpopularplatforminmanylifestylecategories,leadinginFashion,Beauty,andmatchingYouTubeinFood&Beverage.YouTubedominateslong-formandinformation-heavyareassuchasMovies&OtherOnlineContent,Travel,andElectronics&Appliances.Facebookremainsstrongacrossallcategories,withusageabove50%,particularlyinFashion,

SportsGear,andCars.Instagramplaysasmallerrole,peakinginFashionandBeauty,whileX,Pinterest,andWhatsAppshowminimalengagement.Overall,TikTok,YouTube,andFacebookarethedominantchannels.

ECOMSPEND (USD)

2023-24CHANGE

$2.09B

+56%

Fashion

$3.78B

+200%

Beauty

$3.38B

-6.4%

Eletronics&Appliances

$5.51B

+62.5%

Food&Beverage

$0.86B

+10%

SportsGear

$1.10B

+10%

VideoGames

$0.88B

+12.8%

OnlineContent

$7.72B

+9.3%

Travel

Cars(Auto)

RakutenInsightGlobalxTotemSurvey,Jun’25(Thailand,n=546)EcommerceSpend:WeAreSocial/Meltwater

LIVESTREAMING

TOPLIVESALESCHANNELS

THAILAND

86%

OFCONSUMERSIN

THAILANDHAVE

WATCHEDAND/OR

BOUGHTFROMA

BRANDLIVESTREAM.

COMPAREDTOTHE

ASIAAVERAGEOF

84%

MOSTVIEWEDLIVESSALESCHANNELS

“Wherehaveyouwatchedlivesaleinthelast12months?”

ShopeeLive LazadaLiveTikTokShop BigXShowYouTubeLive

None

EXPERIENCEWITHLIVESTREAMCOMMERCE

“Haveyouwatchedlivestreamsinthepast12months?”

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Brands

Celebrities

NotWatchedorBoughtWatched,notboughtWatched&Bought

RakutenInsightGlobalxTotemSurvey,Jun’25(Thailand,n=546)

SURVEY&RESEARCH

ABOUTTHE

RESEARCH&REPORTS

ASIAINFLUENCERSURVEYS

METHODOLOGY

WithanticipatedincreasesinsocialcommerceandinfluencermarketingacrossAsiafor

2025/26,Totemsoughttobetterunderstandcurrentperceptionsandusageacrosskey

marketsintheregion(andinThailand).ThehighlightofthisreportisthecomprehensivereviewofconsumersacrossAsia(n=3,813)-surveyresultsprovidedbyRakutenInsightGlobal.

BRANDSURVEYCONSUMERSURVEY

(THAILAND)N=21(THAILAND)N=546

ThebrandsurveywasconductedinJuly2025byTotem:

TotalSampleSize(n=):54

Theprofileofbrand-siderespondentisthatofasenior(MarketingDirector,CMO),covering

multipleregions/countriesacrosstheregion.

Therespondentscoveredarangeofindustries

including;fashion,beauty,gaming,travel,autoandelectronics.

3,3

TheconsumersurveywasconductedinJuly2025byRakutenInsightGlobal,coveringthefollowinggroupsacrossAsia:

TotalSampleSize(n=):3,813

SevenCountriesCovered:China,Japan,S.Korea,Indonesia,Philippines,Thailand,India

GenderAim50:50:1,848female,1,965male

GenZ(16-28yrs)=25%

Millennials(29-44yrs)=25%GenX(45-60yrs)=25%

Boomers(61-79yrs)=25%

SurveyDataBy:

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AsapartofourresearchonInfluencersinAsia,Totemhascreatedaseriesofreports,goingintogreaterdetailforspecificmarkets,countriesandindustries.

Getthemainreportoninfluencers

inAsia,coveringregionaldata,

insightsandtrendsforChina,Japan,

SouthKorea,Philippines,Thailand,

IndonesiaandIndia.

Haveaspecificquestionrelatedtoanindustry,marketoraudiencesegment,reachouttoourteam.

Email:

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INDUSTRYREPORTONINFLUENCERSINFASHION

COUNTRYREPORTONINFLUENCERSININDIA

INDUSTRYREPORTONINFLUENCERSINFASHION

TOTEM

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CONTACTUS

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COMPREHENSIVEPLANNINGANDGROWTHFRAMEWORKSFORBRAND

SUCCESSINCHINA.

EVALUATINGTHERISEOFSOCIALCOMMERCEINNORTHAMERICA-

WITHFOCUSONGENZ,TIKTOKANDOTHERAGENTSOFCHANGE.

INSIGHTS,ANALYSISANDGROWTHFRAMEWORKSFORDIRECT-TO-

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/asia-insights

CHRISBAKER

BUSINESSSTRATEGY-ASIA

DAVEWONG

BRANDCREATIVE-ASIA

KARENLEE

BRANDPLANNING-CHINA

GARFIELDWANG

CREATIVESTRATEGY-ASIA

SUMMERFENG

INSIGHTS&PLANNING-ASIA

JONATHANLIU

AI&AUTOMATION-ASIA

LESTERNG

BRANDSTRATEGY-ASIA

MOONYWU

INSIGHTS&PLANNING-CHINA

RONWARDLE

COMMERCESTRATEGY-ASIA

PAIGENI

CREATIVE(ART/DESIGN)

OURWORKATTOTEM

TotemworkswitharangeofbrandsinAsia,ChinaandGlobally.

Projectsforourclientsaddresscriticalmarketingandgrowthissuesincluding;

-Brandstrategy,positioning,categorydesign

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co-creationofbrandedcontent,events

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-Channelstrategies,audits,digitalcapabilities/innovation

Totem’sclientsrangeacrossindustries,including;retail,fashion,beauty,travel,entertainmentandfinance.

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ABOUTRAKUTENINSIGHTGLOBAL

Forover25years,RakutenInsightGlobalhasbeenattheforefrontof

consumermarketresearchdatacollection.Bycombiningourfirst-partydatawiththehighestlevelsofqualityassuranceprocesses,RakutenInsightGlobalhasremainedourclients’trustedresearchpartnerforAsia,US&Beyond.

Ourproprietary,doubleopt-inonlinepanelshavebeendeveloped

throughout12majorAsianmarkets&theUS.Allofthepanelsaremanagedbydedicatedlocalsupportteamsandmeetthehighestindustrystandards.TheRakutenInsightGlobalteamoffers24-hourcoveragefrom1