Beauty Pulse: Channel Trends in Thailand

Where and how are consumers buying? 

Through understanding beauty shoppers’ buying behaviour, brands can ensure they are present where their target audience wants them to be – with the right assortment, and the right experience. 

In this fourth report in our series investigating Thailand’s beauty sector, we uncover: 

• The channels consumers use to buy health and beauty products
• How ecommerce is evolving, and the key platforms – including TikTok
• The enduring importance of offline stores. 

Ecommerce is maturing in Thailand, with almost half of beauty shoppers from all generations now buying online – and growth is incremental. An excellent delivery experience is the factor most likely to encourage shoppers to buy online. 

However, physical stores remain crucial: offline shopper traffic is still eight times higher than online. In a trend that is unique to the Thai market, proximity stores – including corner shops and neighbour convenience stores – are emerging as a key channel for beauty buyers. 

Read our report to discover the channel landscape in Thailand’s beauty market, and how to turn shoppers’ needs and priorities into levers for increased penetration and spend.