Although internet retailing is becoming more popular among younger generations, its presence is still limited in Thailand. Young people’s lack of access to credit cards is hampering growth. The products that are most frequently purchased via the online channel are apparel and cosmetics. The purchasing of consumer electronics products is less common. Many people use websites to find information or product specifications, then make a purchase at a bricks-and-mortar retailer. This is advantageous for chained consumer electronics retailers, which have branches all over Thailand. Although the purchasing of consumer electronics products is not popular in the online channel, accessories and gadgets related to consumer electronics products, such as smartphone stands and cases, HDMI cables, etc, are widely purchased on online channel.
Online retailing is more popular in urban areas. In the rural areas, independent consumer electronics retailers is the most popular channel. Independent retailers have built up relationships with consumers in upcountry areas, offering good service and modern store formats. This has helped independent retailers to survive in the consumer electronics market despite the fragile economy.
Smartphones have become popular for office worker to shop via internet retailing. For example, Itruemart online retailing (http://www.itruemart.com/) is offered by True Move, which is a major telecom provider in Thailand, and is trusted by consumers to guarantee the safety of shipping.