In 2014, Asia-Pacific is expected to claim more than 46 per cent of global digital
buyers, spend more on e-commerce purchases than those in North America, and the
potential to grow remains huge as Internet users currently account for only 16.9 per cent
of the region's population. In comparison, in North America and Western Europe, a
majority of residents make purchases via digital channels.48 Growth will come primarily
from the rapidly expanding online and mobile user, advancing shipping and payment
options and the push into new international markets by major brands.
In Thailand, for example, e-commerce is booming, especially in m-commerce, thanks
to the 131 percent mobile penetration rate and about 52 million internet users in the
country.49 E-commerce is expected to grow by 30% in 2013.50 This boom was boosted by
“social e-commerce”. Thailand has 24 million Facebook users who take advantage of the
crowded social network for things other than sharing. F-commerce sellers often focus on
women’s products, ranging from accessories to clothes, skincare products to make-up.
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This new trend, which is across Asia, not just Thailand, also provides a chance for
startups to offer services dedicated to building solutions for F-commerce vendor