A competitive e-commerce landscape is shifting beyond price, with consumers demanding value, relevance, and content that speaks directly to their lives. The Thailand E-Commerce Trends 2025 projection points to a market around 1.07 trillion baht by 2025, marking a steady year-over-year rise of about 7%. At the same time, Generation Z represents roughly one-fifth of the population, fueling a digital economy that thrives on fast, engaging, and highly shareable content. The central challenge for brands is no longer simply deciding what to sell to Gen Z; it is shaping strategies that build lasting loyalty in a decision-making process that weighs more than price alone. A new study from Kantar, “From Watching to Buying: Why Gen Z Are Embracing Content-Driven Shopping,” delves into online shopping trends among Gen Z consumers aged 18–24, offering a nuanced map of how content influences purchasing behavior in Thailand. The insights are designed to help brands and marketers adapt their communication strategies to fit the lifestyle, expectations, and media habits of the next generation of shoppers. The findings underscore the importance of content-driven engagement, format versatility, and platform-aware messaging as central pillars for future success in Thailand’s booming e-commerce landscape.
MULTI-FORMAT CONTENT STRATEGY FOR GEN Z
Gen Z’s consumption pattern is built around speed, accessibility, and interactivity. They favor content that can be accessed quickly, shared easily, and discussed among peers and creators. This reality positions short, vertical video as a dominant format in the content mix, with a striking 71% of Gen Z respondents indicating a preference for brief, concise, and easily digestible content. It aligns with a mobile-first mindset, where the goal is quick viewing and rapid understanding. The preference for short-form content does not eliminate the value of longer, more substantial media. A majority—56%—still opt for longer videos, including tutorials, vlogs, and documentaries that provide deeper information and context. This dual appetite creates a compelling case for brands to design content architectures that weave short clips into longer storytelling sequences, creating a cohesive journey from discovery to education to conversion.
In addition to pre-recorded formats, live experiences remain part of Gen Z’s content ecosystem, although livestreams show a slightly lower share than might be anticipated: 32%. This suggests that while live broadcasts can be powerful in aligning with lifestyle interests, Gen Z gravitates toward content that fits into their on-demand routines rather than fixed, real-time broadcasts. Rather than choosing one format over another, Gen Z appears to rely on a hybrid strategy: short videos grab attention and introduce products, while longer videos deliver depth and credibility, and live formats serve as a way to reinforce authenticity and facilitate direct interaction when appropriate. For marketers, the key takeaway is to build content calendars that balance these formats in an intentional way. Each format should serve a purpose within the customer journey, and timing should be calibrated to maximize impact as viewers move from discovery to consideration to purchase.
The study highlights a flexible consumption pattern where Gen Z shifts between formats depending on their needs and the context of the moment. Short videos are effective for initial attraction and quick demonstrations, while long-form pieces can unpack product specifications, use cases, and real-world applications. The emerging standard is a model in which short content acts as a gateway, leading to longer content that sustains engagement and trust. Marketers must design content ecosystems that allow audiences to flow seamlessly between formats—without friction—so that a single brand narrative can be experienced in multiple ways, across multiple devices, and across multiple moments in time. This approach requires careful planning of content sequencing, cross-promotion, and a deep understanding of where audiences spend their time.
Platform strategy sits at the center of this content approach. YouTube stands out as the leading platform that accommodates both short and long formats, with about 78% of Gen Z indicating a preference for it. This dual-format flexibility makes YouTube uniquely suited to support the full range of content types—from bite-sized clips to in-depth tutorials and behind-the-scenes explorations. Following YouTube are platforms such as TikTok, Instagram, and Facebook, each contributing distinct strengths to the content mix. The preference for YouTube is not simply about format availability; it also reflects Gen Z’s trust in layered content that combines expert explanations with peer perspectives. Credible creators and authentic reviews carry outsized influence—an insight reinforced by the finding that a striking 97% of Gen Z consumers consider credible content creators to be central to their purchasing decisions. The credibility factor is closely tied to the perceived authenticity of the reviewer, the transparency of sponsorship disclosures, and the consistency of messaging across channels. A brand’s choice of its spokespersons and ambassadors becomes a strategic lever, because the right creator relationship can amplify trust and conversation around products in ways paid advertising cannot replicate.
For marketers, this means constructing a content architecture that prioritizes credibility, relevance, and resonance. The content must be designed to reflect the realities of Gen Z life—rapidly consumable formats that still offer depth when needed, created by credible voices whose opinions users trust. The question of “What should we sell to Gen Z?” gives way to a more nuanced inquiry: “What content, in which formats, and through which voices, will resonate with Gen Z and guide them along a path from awareness to consideration to purchase?” The strategic answer is to develop a balanced content ecosystem that leverages the strengths of each format while ensuring consistency in brand storytelling and value proposition. This involves not only content production but also content distribution, performance measurement, and ongoing optimization based on audience feedback and engagement metrics.
In applying these insights, brands should implement a content strategy that emphasizes accessibility, shareability, and education. Short-form content should be crafted with strong hooks, clear value propositions, and calls to action that propel viewers toward longer-form assets for deeper engagement. Long-form content should be structured to deliver practical information, demonstration of product utility, and transparent, experience-based narratives that build trust. Livestream initiatives can be integrated as scheduled, theme-based events that showcase product applicability in real time, while ensuring they are aligned with the broader content ecosystem and do not disrupt the on-demand rhythm that Gen Z expects. Additionally, an emphasis on creator partnerships should guide brand collaborations, with careful attention given to the selection of credible voices who can authentically represent the brand and speak in a way that resonates with Gen Z’s values and lifestyle.
The insights also point to a broader strategic implication: content is not merely a marketing tactic but a core vehicle for shaping consumer perception, building loyalty, and driving repeat engagement. Brands should view content as a persistent asset that continues to yield value well beyond a single campaign. This requires disciplined editorial planning, clear guidelines for tone and messaging, and a robust process for testing and iterating different content formats, topics, and narratives. The long-term payoff is a suite of content assets that can be repurposed across channels, sustain relevance over time, and support scalable growth in Thailand’s dynamic e-commerce environment. As marketers implement these multi-format strategies, they should also monitor shifts in audience preferences and platform features, staying adaptable so their content remains timely, credible, and valuable to Gen Z shoppers.
PLATFORM LANDSCAPE AND CREDIBILITY
Understanding where Gen Z consumes content and how they evaluate sources is essential for building a credible, resonant brand presence. YouTube stands as the dominant platform that seamlessly accommodates both short-form and long-form content, aligning with Gen Z’s preference for formats that can be consumed in a variety of contexts and timeframes. Among Gen Z consumers, 78% express a strong preference for YouTube, underscoring the platform’s capacity to host comprehensive product explanations, expert commentary, and in-depth demonstrations. This makes YouTube a pivotal channel for brands seeking to deliver detailed information in a way that remains accessible and engaging. The platform’s strength lies not only in its versatility but also in the ecosystem of creators who can provide authoritative perspectives, reviews, and tutorials that help shoppers make well-informed decisions.
Following YouTube in the platform hierarchy are TikTok, Instagram, and Facebook, each contributing unique attributes to Gen Z’s media consumption. TikTok’s short-form, highly engaging content is instrumental for discovery and initial interest, while Instagram offers visual storytelling, lifestyle alignment, and influencer-led advocacy that can translate into brand affinity. Facebook, with its broad reach and community-building potential, remains a component of a comprehensive multi-platform strategy, particularly for certain audience segments and use cases. The crucial finding across platforms is that Gen Z places significant weight on the credibility of the information they encounter. A staggering 97% of Gen Z respondents indicated that credible content creators are a key factor in their purchasing decisions, illustrating that the quality and trustworthiness of the source can be as influential as the product itself. This underscores the imperative for brands to partner with creators who bring authenticity, transparency, and demonstrable expertise to product discussions.
Credibility is not merely about choosing the right platform or the right creator; it is also about how brands present themselves in reviews and user-generated content. The study emphasizes that credible reviews grounded in genuine user experience strongly influence Gen Z’s perceptions and decisions. As a result, brands should invest in genuine, experience-based content rather than relying solely on glossy promotional messaging. The choice of spokespersons and brand representatives can be a determining factor in perceived credibility, and marketers are encouraged to scrutinize potential ambassadors for alignment with audience values, transparency in sponsorships, and consistency in messaging across channels. A credible presence translates into higher engagement, more meaningful interactions, and greater likelihood of conversion as Gen Z navigates a marketplace where trust plays a decisive role.
Another dimension of platform strategy concerns how content is distributed and discovered. Gen Z’s behavior indicates that discovery often precedes purchase decisions, with platforms like Shopee, TikTok Shop, and Lazada serving as important venues for idea discovery and shopping intent. Although Shopee is highlighted as the number one platform for both discovery and purchase, it is not the only path to conversion. The presence of multiple platforms allows brands to meet Gen Z where they are most comfortable at different moments in their decision journey. This multi-platform approach requires a coordinated content and product strategy that recognizes the strengths and user expectations of each channel. For example, Shopee’s interface and marketplace features can optimize time-to-purchase and leverage in-app promotions, while YouTube can deliver the depth and trust-building content that supports higher-consideration decisions.
From a brand management perspective, the credibility imperative translates into practical actions. Brands should define clear criteria for choosing partners and creators, ensuring alignment with product category, audience demographics, and brand values. Transparent communication about sponsorships, authentic reviews, and consistent messaging across channels helps preserve trust. The role of creators as brand representatives should be approached with a rigorous vetting process, including assessments of engagement quality, audience overlap, and historical alignment with audience expectations. In addition, a robust content governance framework can help maintain consistency, monitor misinformation, and safeguard the brand’s reputation in a fast-moving social and video landscape. By prioritizing credibility and ensuring a cohesive cross-channel experience, marketers can strengthen Gen Z’s confidence in the brand and support sustained engagement over time.
At a practical level, marketers should implement a creator strategy that balances reach, relevance, and trust. This involves identifying creators whose audiences closely align with the target Gen Z cohort, establishing transparent collaboration terms, and developing content briefs that enable authentic storytelling while preserving the creator’s voice. Brands should also cultivate a pipeline of creator partners to maintain portfolio breadth and mitigate risk from any single partnership. In doing so, brands can build a credible ecosystem where audiences encounter consistent, reliable, and informative content across platforms, reinforcing the product’s value proposition through trusted voices. The combination of platform versatility, credible creators, and transparent communications forms the backbone of a Gen Z engagement strategy that can drive meaningful awareness, consideration, and ultimately, conversion.
As the Thai e-commerce market continues to evolve, the platform landscape will directly influence what brands sell and how they present those products. YouTube’s dominance for both short and long formats supports a strategy that educates and persuades through depth, while TikTok and Instagram deliver the social and lifestyle cues that drive initial interest and ongoing engagement. The credibility emphasis means brands must invest in authentic voices and transparent practices, ensuring that reviews, testimonials, and influencer content reflect real user experiences. The end result is a more trustworthy shopping environment where Gen Z can confidently explore, compare, and purchase products that align with their identities and lifestyles.
Credibility in Action: Selecting Brand Representatives
A critical subtopic within platform credibility concerns who represents the brand in reviews and recommendations. Marketers should adopt a deliberate process to identify and onboard credible figures who can articulate product benefits with authority and honesty. This involves evaluating potential ambassadors for expertise pertinent to the product category, track record of honest reviews, and alignment with Gen Z’s values, such as inclusivity, sustainability, social responsibility, and authentic storytelling. It also includes establishing clear guidelines for disclosure and transparency regarding sponsorships, ensuring that audiences understand when content is sponsored and when it is genuinely independent. By prioritizing credibility in the selection of brand representatives, marketers can foster trust, reduce skepticism, and enhance the likelihood that Gen Z audiences will act on the information presented.
GEN Z PRODUCT INTEREST AND DISCOVERY BEHAVIOR
Gen Z shoppers exhibit clear preferences for specific product categories, with personal-care items, food and beverages, women’s fashion, beauty, and fashion accessories among their strongest interests. Within this matrix, female Gen Z consumers display more diverse purchasing patterns than their male counterparts. They are more likely to purchase in categories related to personal care, beauty, and fashion accessories, reflecting how women often use product choices to convey identity and self-expression. In contrast, male Gen Z consumers tend to favour products in men’s fashion and electronic accessories, indicating a more targeted approach to categories that align with male identity narratives and practical use cases.
This segmentation into product interest has concrete implications for how brands position, package, and promote products to Gen Z. For women Gen Z buyers, brands may benefit from emphasizing identity expression, lifestyle compatibility, and social signaling. Messaging that highlights empowerment, trend alignment, and aesthetic versatility can resonate deeply with this audience. For men Gen Z buyers, brands might emphasize functionality, durability, performance, and tech-friendly features that align with a tech-forward and pragmatic purchasing mindset. Across both groups, brands should ensure that product storytelling goes beyond features to articulate benefits in the context of daily life—how a product fits into routines, enhances confidence, or simplifies tasks.
The purchase journey for Gen Z also reflects a distinct preference for discovering products across digital channels before making a decision. The study identifies Shopee as the top platform for both ideation and purchasing decisions among Gen Z buyers, underscoring the importance of a strong marketplace presence and compelling discovery experiences. TikTok Shop and Lazada follow, illustrating a multi-channel discovery path where social content and marketplace listings work in tandem to guide choices. This multi-channel discovery behavior implies that brands must optimize searchability, product listings, and content that introduces products in an engaging way across platforms. Creating helpful content that answers common questions, demonstrates use cases, and highlights value can help Gen Z viewers move from awareness to consideration and, ultimately, to purchase on their preferred platforms.
Understanding Gen Z’s intention to search before buying can also shape how brands allocate marketing resources. The emphasis on discovery channels suggests a need for robust content that answers questions early in the funnel, along with persuasive, evidence-backed content that can tip the decision toward a purchase. Brands should consider developing dynamic content strategies that educate and persuade across the consumer’s decision process, ensuring that content is discoverable where Gen Z spends time and that it aligns with their expectations for authentic, helpful information. In practice, this means tailoring content themes, formats, and calls to action to the stages of the Gen Z journey, and ensuring consistent messaging across Shopee, TikTok Shop, Lazada, and other relevant platforms.
Ultimately, the Gen Z approach to product discovery and purchasing emphasizes value, trust, and relevance. The content that informs and persuades must help Gen Z see not only the practical benefits of a product but also how it fits into their lifestyle, values, and daily routines. Brands should be deliberate about aligning product categories with the identity and lifestyle narratives Gen Z seeks to project, using content and creators who reflect those narratives with authenticity. The end goal is a shopping experience that feels seamless, informative, and personally meaningful—where discovery naturally leads to purchase on the platform that best fits the consumer’s needs at that moment.
Presenting Products in a “Search Before Buying” World
Gen Z’s tendency to research before making a purchase means brands must be prepared to meet them where they search, learn, and decide. The research findings indicate that Gen Z consumers are driven by content that helps them make informed choices, and they favor channels that provide quick access to credible information. When Gen Z is aware of their preferences, they actively seek out the most appropriate channels to complete purchases, using discovery as a gateway to buying decisions. Marketers should design product pages, educational videos, and review content in ways that answer common questions, compare options, and demonstrate real-world value. Content should be structured to address search intent, providing clear, succinct, and actionable information that can assist Gen Z at multiple touchpoints.
The prominence of Shopee as the top platform for idea discovery and purchase decisions suggests that brand presence on Shopee is essential for capturing Gen Z’s attention early in the process. Optimizing product listings for discovery—through clear titles, informative descriptions, high-quality imagery, and persuasive social proof—can improve visibility and trust. In this framework, TikTok Shop and Lazada also play important roles in guiding Gen Z from discovery to consideration, reinforcing the idea that a multi-platform approach improves overall reach and conversion potential. Brands should therefore cultivate a presence that takes advantage of each platform’s strengths: fast, engaging content on TikTok and Instagram; informative, in-depth explanations on YouTube; and seamless shopping experiences on Shopee and Lazada.
The practical strategy for presenting products to Gen Z should thus prioritize a combination of content formats and touchpoints that align with search behavior and platform preferences. For example, short, teaser videos can spark interest and drive viewers to longer, more informative content that answers questions and provides comparisons. Reviews and testimonials from credible creators should be woven into the content sequence to bolster trust and credibility, particularly for products that require a higher level of consideration. Pricing, promotions, and value propositions should be clearly communicated, given that Gen Z’s decision-making process weighs these factors in conjunction with perceived quality and utility. The ultimate objective is to create a coherent, cross-platform journey that educates, persuades, and converts, while maintaining authenticity and alignment with Gen Z values.
GEN Z VALUE-DRIVEN DECISION MAKING AND CHANNEL STRATEGY
Even amid tight economic conditions, Gen Z purchases are increasingly guided by a sense of value rather than price alone. The top drivers of online shopping for Gen Z are free shipping (40%), compelling promotions (29%), and meaningful discounts (28%). These factors reveal a nuanced understanding of value: while price is relevant, the total shopping experience—shipping speed, reliability, and post-purchase benefits—often carries greater weight in the decision-making process. This insight suggests that competing solely on the basis of the lowest price is insufficient in a Gen Z marketplace that values convenience, transparency, and added benefits. Instead, marketers should emphasize the overall experience: seamless navigation, fast delivery, clear product information, and generous but transparent promotions that provide genuine value.
Gen Z shoppers navigate across both social commerce and traditional e-commerce platforms, illustrating their comfort with cross-channel shopping that caters to different experiences. Shopee remains the most favored platform, cited by 52% of Gen Z respondents for its user-friendly interface, attractive discounts and promotions, and reliable delivery. Lazada accounts for about 22% of Gen Z preference, followed by TikTok Shop at 16% and Facebook at 8%. The distribution underscores the importance of a well-rounded channel strategy that covers marketplace dynamics, social commerce, and platform-specific shopping experiences. A strong Shopee presence, complemented by activity on Lazada, TikTok Shop, and Facebook, can maximize exposure and conversion opportunities for Gen Z.
From a broader strategic perspective, the findings reinforce that Gen Z’s shopping behavior is not solely price-driven. Brands should design experiences that deliver tangible value throughout the customer journey. This includes free or accelerated shipping options, promotions that feel meaningful and not deceptive, and discounts that add genuine value without eroding the brand’s perceived quality. Marketing efficiency can be improved by aligning pricing strategies with delivery promises and by crafting promotions that reflect real savings and benefits. In practice, this means creating value-forward campaigns that tie together product quality, functional benefits, and the experiential elements of shopping across channels. It also implies investing in a robust logistics and fulfillment capability to ensure the promised value—especially fast, reliable shipping—meets customer expectations consistently.
A balanced mix of channels is essential to capture Gen Z’s evolving shopping preferences. While Shopee remains a favorite, the broader ecosystem—Lazada, TikTok Shop, and Facebook—plays a critical role in sustaining reach and engagement. Brands should design cross-channel campaigns that leverage the strengths of each platform: discoverability on marketplace feeds, short-form content on social video platforms, and educational long-form content on video and streaming channels. This multi-platform approach helps ensure that Gen Z can find, evaluate, and purchase products in ways that feel natural and convenient, reinforcing the perception of value at each step of their journey.
To optimize value-driven buying, marketers should emphasize clear value propositions in every touchpoint. This includes transparent shipping policies, visible promotions, and easy-to-understand discounts that customers can trust. It also means presenting the product’s benefits in contexts that matter to Gen Z—such as how a product integrates into daily routines, enhances self-expression, or supports a lifestyle aspiration. By delivering consistent value across platforms and formats, brands can foster stronger engagement and higher conversion rates among Gen Z shoppers.
Marketing teams should also consider how Gen Z’s platform preferences intersect with content strategies to reinforce value. For example, content that explains how a product saves time or improves convenience can justify higher perceived value, especially when paired with promotional offers or free shipping. Reviews and testimonials from credible creators should be framed as evidence of real-world value, providing concrete examples of how products meet customer needs. In this way, brands can build a compelling value narrative that resonates across Shopee, Lazada, TikTok Shop, and beyond, supporting sustained growth in Thailand’s vibrant e-commerce market.
Value-Driven Campaigns: Practical Steps
- Map the customer journey for Gen Z across platforms, identifying key moments where value messaging is most impactful.
- Craft shipping and promotion policies that are transparent, accessible, and truly beneficial to the consumer.
- Align product storytelling with everyday needs, focusing on time-saving benefits, practical utility, and lifestyle relevance.
- Select credible creators who can authentically demonstrate product value and share genuine user experiences.
- Develop cross-channel content that reinforces a consistent value proposition, while adapting to each platform’s strengths.
- Monitor performance and adjust offers to maintain a balance between value and perceived quality.
Gen Z’s growing influence on the Thai economy means brands cannot rely on low prices alone. They must deliver value through a compelling, well-rounded experience, start conversations with credible voices, and place products in environments where Gen Z spends time, learns, and shops. The right combination of content formats, platform strategy, and value-driven incentives will determine which brands capture Gen Z’s attention, earn their trust, and secure their loyalty in the increasingly competitive e-commerce landscape.
Shopee, Lazada, and the Road Ahead
Shopee’s position as the top platform for discovery and purchasing among Gen Z users points to a practical axis for strategic planning. The platform’s user-friendly interface, robust discounting mechanisms, and reliable delivery create a strong value proposition that resonates with price-conscious yet value-seeking shoppers. Lazada’s share reflects its own strengths—curated product assortments, trusted seller networks, and a familiar shopping environment—that complement Shopee’s advantages. TikTok Shop and Facebook offer additional discovery channels that emphasize social engagement, influencer-driven storytelling, and community-based purchasing, all of which can enhance the breadth of a brand’s reach.
As Gen Z shoppers continue to blend social content with traditional e-commerce, brands should design experiences that are adaptable and scalable across these platforms. The value proposition should remain centered on practical benefits, reliability, and a sense of trust that is reinforced through credible content creators. A forward-looking approach involves investing in data-driven optimization, ensuring that content and promotions remain relevant to evolving consumer preferences, and maintaining a customer-centric focus that prioritizes the overall shopping experience.
Gen Z is a powerful driver of economic activity, and brands that recognize the full spectrum of their purchasing behaviors will be better positioned to succeed. This means embracing a content-led, value-focused strategy that leverages multiple platforms, authentic creator partnerships, and thoughtful promotional design. By aligning product development, content creation, and channel strategy with Gen Z’s expectations, brands can build durable relationships, accelerate growth, and navigate Thailand’s fast-moving e-commerce landscape with confidence.
Conclusion
The Thailand E-Commerce Trends 2025 outlook indicates substantial momentum for a market that is increasingly driven by content, credibility, and value. Gen Z’s influence on purchasing decisions—shaped by a preference for diverse content formats, platform versatility, and trusted voices—has become a defining factor for brand strategy. The evidence from Kantar’s study shows that effective engagement hinges on delivering more than competitive pricing: it requires a holistic shopping experience anchored in credible information, seamless pathways to purchase, and promotions that offer genuine value.
To succeed in this environment, brands must embrace a multi-format content approach that fuses short-form and long-form content, anchored by verified creators whose voices resonate with Gen Z. They should optimize for platform-specific strengths, especially YouTube’s dual-format capabilities, while leveraging TikTok, Instagram, Shopee, Lazada, and other channels to maximize discovery, education, and conversion. The value proposition must be tangible and clearly communicated, emphasizing free shipping, meaningful promotions, and credible discounts, all delivered within a frictionless shopping journey. This strategy requires disciplined content planning, consistent messaging, and a commitment to transparency and authenticity across all touchpoints.
By integrating these elements—content diversity, platform credibility, consumer insights, and value-driven incentives—brands can build lasting resonance with Gen Z in Thailand. The result is not only higher initial conversions but also stronger loyalty, repeat purchases, and sustained growth as the e-commerce market continues its upward trajectory. As marketers adapt to this evolving landscape, they should remain agile, data-informed, and audience-centered, continually refining their approaches to align with Gen Z’s evolving preferences and the dynamic Thai digital economy.
