A USD 1 trillion opportunity for the Asia-Pacific region by 2025

Thailand’s creative industry is estimated to be worth around 1.1 trillion baht, accounting for 6.81% of the country’s GDP in 2022. The number of people engaged in this industry has increased to 963,549, reflecting the development of the creative industry that contributes to economic expansion of the country.

Major e-commerce players such as Shopee and Lazada mainly focus on the “live selling feature”. Shopee reports that 77 percent Generation Z buyers prefer e-commerce platforms that offer entertainment. They support lively and immersive shopping experiences through live streams and short videos, enabling shoppers to follow and watch their favorite creators.

LazadaMeanwhile, it is focusing on creating fun and interactive experiences through games, believing that “gamification” will play an increasingly important role in the future of e-commerce business.

Both ICT Tok and Accenture found that content has a significant impact on changing consumer behavior in Thailand and the Asia-Pacific region. Research has shown that 88% of Thai consumers consider non-sales promotional content before making a purchase decision.

In an era characterized by ever-changing consumer behavior and economic uncertainty, content has become a key driver of decision-making.

The golden age of content allows everyone to participate in product and service recommendations, making shoppertainment a long-term trend rather than a short-term phenomenon.