thailand e commerce survey 2015

2558 Value of E-Commerce Survey in Thailand 2015

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ISBN ISBN 978-974-9765-71-5

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2,000

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6 2558 Value of E-Commerce Survey in Thailand 2015

E-Commerce 2556 2557 2.03 2558

E-Commerce B2C 1 . E-Commerce

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Electronic Transactions Development Agency (Public Organization)


E-Commerce SMEs E-Commerce

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()

/ E-Commerce

. E-Commerce 2558 E-Commerce E-Commerce

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E-Commerce

E-Commerce E-Commerce

E-Commerce () .

E-Commerce

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()

2015 E-Commerce 4G, Hi Speed Internet , Social Network

E-Commerce

ETDA E-Commerce E-Commerce

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Miss Diana KorkaAssociate Economic Affairs Officer

ICT Analysis Section, Science, Technology and ICT Branch Division on Technology and Logistics of UNCTAD

Thailand is one of few developing economies that compile official statistics on E-Commerce. At a global level the volume of E-Commerce transitions is expanding fast, with developing economies gaining prominence.

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( )

()

580

E-Commerce

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(Digital Economy)

(Information Technology) (E-Commerce)

. 2550 2558 () . . . E-Commerce

E-Commerce UNCTAD (United Nations Conference on Trade and Development) , E-Commerce

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E-Commerce E-Commerce E-Commerce 2557 E-Commerce 2558 E-Commerce 502,676 , (DBD)

.

() 2558

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25 ()


.......................................................................................... 20

........................................................................... 26

.......................................................................... 30

................................................................ 23

1. E-Commerce 2556 2558 ................................... 39

2. E-Commerce .......... 51

3. E-Commerce ............ 56

4. E-Commerce E-Commerce .................................... 65

5. E-Commerce ............................................... 74

6. : E-Commerce ............... 81

................................................................................... 86

.................................................................................................................... 87 ......................................................................................................... 91

................................................................................................100

...................................................................................................120

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1 E-Commerce 2556 - 2558 ................................. 39

2 E-Commerce 2557 2558 (e-Auction) ................................................. 41

3 E-Commerce B2C 2557 ....................... 42

4 E-Commerce B2C 2557 .......................................................................... 44

5 E-Commerce 2557 .......................................... 46

6 E-Commerce 2557 ........................................................ 47

7 E-Commerce 2557 / .................................................. 49

8 E-Commerce 2557 2558 ( e-Auction) ..................................................... 51

9 E-Commerce 2557 2558 ................................................................ 52

10 E-Commerce 2557 2558 ( e-Auction) ................................ 56

11 E-Commerce 2557 2558 ( e-Auction) ................................. 58

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12 E-Commerce 2557 2558 ............................................................ 61

13 E-Commerce 2557 2558 ............................................................ 63

14 E-Commerce 2557 2558 E-Commerce ( e-Auction) ..................................................................................... 65

15 E-Commerce 2557 E-Commerce ( e-Auction) ..................................................................................... 68

16 E-Commerce 2558 E-Commerce ( e-Auction) ..................................................................................... 69

17 E-Commerce 2557 ............. 74

18 E-Commerce 2557 .............................. 75

19 ............................................ 97

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- (Digital Economy)

2558 () (.) ETDA (Digital Economy)

E-Commerce

31 ()


E-Commerce

E-Commerce 502,676 , (DBD) E-Commerce 3,000

E-Commerce 2557 E-Commerce 2558 E-Commerce B2B, B2C B2G B2G 2 e-Auction . E-Commerce E-Commerce 2 E-Commerce 50 E-Commerce 50 E-Commerce ISIC Rev.4 (International Standard Industrial Classification of All Economic Activities, Rev.4) 8 , , , , , , (.) (.)

2557 2558


E-Commerce 2557

2557 E-Commerce 2,033,493.36 1.74 1 E-Commerce B2B 1,234,226.18 ( 60.69) E-Commerce B2C 411,715.41 ( 20.25) E-Commerce B2G 387,551.76 ( 19.06)

E-Commerce B2G 2 E-Commerce e-Auction 7,496.30 ( 0.37) (e-Auction) 380,055.46 ( 18.69)

E-Commerce 2557 1,653,437.89 ( e-Auction) 8 ( e-Auction) E-Commerce E-Commerce 630,159.13 ( 38.11) E-Commerce 440,614.78 ( 26.65), E-Commerce 264,863.87 ( 16.02), E-Commerce 252,627.31 ( 15.28), E-Commerce 49,668.12 ( 3.00), E-Commerce 9,352.78 ( 0.57), E-Commerce 3,697.99 ( 0.22) E-Commerce 2,453.91 ( 0.15) 1 Online Offline (Online Survey E-Commerce (Face to Face Interview)

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E-Commerce 2558

2558 E-Commerce 2,107,692.88 1.69 2557 3.65 E-Commerce B2B 1,230,160.23 ( 58.37) 2557 0.34 E-Commerce B2C 474,648.91 ( 22.52) 2557 15.29 E-Commerce B2G 402,883.74 ( 19.11) 2557 3.96

E-Commerce B2G 2558 2 E-Commerce e-Auction 9,942.90 ( 0.47) (e-Auction) 392,940.84 ( 18.69)

E-Commerce 2558 1,714,752.04 ( e-Auction) E-Commerce E-Commerce 658,909.76 ( 38.43) E-Commerce 350,286.83 ( 20.43), E-Commerce 325,077.48 ( 18.96), E-Commerce 303,111.48 ( 17.68), E-Commerce 59,572.42 ( 3.47), E-Commerce 11,694.22 ( 0.68), E-Commerce


4,348.23 ( 0.25) E-Commerce 1,751.62 ( 0.10)

E-Commerce E-Commerce E-Commerce E-Commerce E-Commerce () (Outsource)

E-Commerce E-Commerce E-Commerce , E-Commerce One Stop Services E-Commerce

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E-Commerce E-Commerce E-Commerce

37 ()


39 ()


1. E-Commerce 2556 - 2558

1 E-Commerce 2556 - 2558

1 2557 E-Commerce e-Auction 2,033,493.36 1.74 2556 164.77 E-Commerce 2557 E-Commerce 502,676 2556 E-Commerce E-Commerce 50 E-Commerce E-Commerce 2558 e-Auction


2,107,692.88 1.69 2557 3.65

E-Commerce 4 E-Commerce E-Commerce E-Commerce (.) (.)

E-Commerce 2555 E-Commerce 2556 3G E-Commerce M-Commerce Mobile Commerce 19,386,154 2557 8 22 2558 (International Telecommunication Union : ITU and World Bank, 2558) E-Commerce E-Commerce 167.44 2557 2556 ( E-Commerce e-Auction) M-Commerce 12 E-Commerce (Global Web Index, 2557)

41 ()


(Digital Economy) 3G 4G 2558 E-Commerce E-Commerce

2 E-Commerce 2557 2558

(e-Auction)

2 E-Commerce 2557 E-Commerce 8 1,653,437.89 e-Auction 380,055.46 81.31 18.69 E-Commerce 2557


E-Commerce 8 2558 1,714,752.04 81.36 E-Commerce 2558 2557 3.71 e-Auction 2558 392,940.84 18.64 E-Commerce 2558 e-Auction 2557 3.39 E-Commerce

3 E-Commerce B2C 2557

: http://data.worldbank.org , http://www.statista.com, http://www.ekosglobal.com

2558 .

3 E-Commerce B2C , , , E-Commerce B2C ,

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, E-Commerce B2C 359.3, 322.1, 118.6 25.4 E-Commerce E-Commerce B2C E-Commerce B2C 11.7 (9.6 ), (3.45 ), (2.97 ), (2.6 ) (2.3 )

E-Commerce 3G 4G E-Commerce 30 2 E-Commerce

5 3 E-Commerce (Cash on delivery: COD)

2 : Bangkokbiznews3 (Board of Investment: BOI), http://www.boi.go.th


E-Commerce

4 E-Commerce B2C 2557

: http://data.worldbank.org , http://www.statista.com, http://www.ekosglobal.com

2558 .

4 E-Commerce B2C 2557 , , , , , , , E-Commerce B2C 172.76 (32.73 ), (23.20 ) (10.22 )

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99.14 254.45 E-Commerce B2C 4 E-Commerce 2557 2558

E-Commerce B2C E-Commerce B2C 5 29.90 37.82 E-Commerce B2C (321.06 ) (172.76 ) E-Commerce B2C 50.42 17.30 E-Commerce B2C (503.74 ) 3

E-Commerce B2C 1,400 E-Commerce B2C , ,

E-Commerce (Blueprint) Platform E-Commerce64 E-Commerce 2014 in Asia Nielson, http://ir.nielsen.com/files/doc_financials/Niel sen-Global-E-Commerce-Report-August-2014.pdf5 http://www.ecommercemilo.com6 : Forbes (Beginning of Amazon and ebay)


5 E-Commerce 2557

5 97.67

2.33 E-Commerce E-Commerce

47 ()


() (Supply Chain) E-Commerce

(Demand Side) E-Commerce

6 E-Commerce 2557


E-Commerce 2557

6 ( 65)

E-Commerce 50 86.47 69.13 17.34 13.53 5.36, 3.87 4.31

E-Commerce 50

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43.88 ( 24.63) 10.88, 10.35 10.26

E-Commerce

7 E-Commerce 2557 /

2557 E-Commerce 78.36 21.64 7

51 ()


2. E-Commerce

8 E-Commerce 2557 2558 ( e-Auction)

B2B :

B2C :

B2G :


9 E-Commerce 2557 2558

E-Commerce7 8 9 2557 E-Commerce E-Commerce B2B 1,234,226.18 60.69 E-Commerce 2557 ( e-Auction)

7 E-Commerce 3 E-Commerce B2B, B2C B2G B2G 2 (a) (e-Auction) (b) e-Auction

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E-Commerce B2C 411,715.41 ( 20.25) E-Commerce B2G 387,551.76 ( 19.06) (e-Auction) 380,055.46 e-Auction E-Commerce B2B, B2C B2G 2557 74.65, 24.90 0.45 E-Commerce

E-Commerce B2B 2558 1,230,160.23 58.37 E-Commerce 2558 ( e-Auction) E-Commerce B2C 474,648.91 ( 22.52) E-Commerce B2G 402,883.74 ( 19.11) (e-Auction) 392,940.84 e-Auction E-Commerce B2B, B2C B2G 2558 71.64, 27.68 0.58 E-Commerce E-Commerce B2B, B2C B2G 2557 - 2558 -0.33, 15.29 3.96

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3. E-Commerce


10 E-Commerce 2557 e-Auction E-Commerce 3 1 E-Commerce 630,159.13 ( 38.11) 2 E-Commerce 440,614.78 ( 26.65) 3 E-Commerce 264,863.87 ( 16.02)

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E-Commerce 2558 e-Auction E-Commerce 3 1 E-Commerce 658,909.76 ( 38.43) 2 E-Commerce 350,286.83 ( 20.43) 3 E-Commerce 325,077.48 ( 18.96)



11 E-Commerce (, 2557) (Rising Middle Class) 2557

59 ()


2 (1 3 ) 2573 5 (OECD, 2557) (UNWTO, 2557)

(Rising of Low Cost Airline)

(Social Media) Facebook, Instagram, Twitter Pinterest 1.8 () (UNWTO, 2557)

(Value Chain)

2558 3 28.68 25.03 19.94


30 8 E-Commerce 2558 28.62 20.50

8 Truehits

61 ()


12

E-

Commer

ce

255

7

255

8

(

e

-Auc

tion)


12 2 12 13 2557 E-Commerce 3 1 64,821.52 ( 25.66) 2 61,682.50 ( 24.42) 3 43,619.19 ( 17.27)

1,563.21 2558 47.8 2543 2558 1,267.6 (Internet World Stat, 2558) (Smartphone) E-Commerce

2558 E-Commerce 1 143.36 2 66.55 3 29.53 10.39

63 ()


13 E-Commerce 2557 2558

( e-Auction )

Entertainment , e-movie,


E-Commerce 13 2557 E-Commerce 3,660.99 e-movie 2,721.87

E-Commerce 2558 e-movie 40.03 , e-book, 29.34

65 ()


4. E-Commerce E-Commerce9

14 E-Commerce 2557 2558 E-Commerce

( e-Auction)

9 E-Commerce E-Commerce 2 E-Commerce 50 E-Commerce 50


E-Commerce E-Commerce 14 E-Commerce 2557 E-Commerce 50 698,979.02 ( 68.27) E-Commerce E-Commerce 50 324,824.26 ( 31.73)

2558 E-Commerce E-Commerce 50 791,499.61 ( 74.81) 2557 13.24 E-Commerce E-Commerce 50 266,516.16 2557 17.95

67 ()



15 E-Commerce 2557 10 E-Commerce

( e-Auction)

10 E-Commerce 2557 6 ` E-Commerce

69 ()


16 E-Commerce 2558 E-Commerce

( e-Auction)

15 2557 E-Commerce E-Commerce 50 439,360 EDI 11 B2B 2 168,250 , 3

11 EDI EDI


49,400 , 32,930

E-Commerce 50 E-Commerce 219,700 2 96,610

E-Commerce 2558 16 E-Commerce E-Commerce 50 348,850 , 2 303,080 3 2557 68,420 4 59,280 E-Commerce 50 E-Commerce 256,660

71 ()


73 ()



5. E-Commerce

17 E-Commerce 2557

75 ()


18 E-Commerce 2557

17 93.27

18 1 e-banking Internet Banking, Mobile Banking ATM ( 54.25), 2 ( 22.39) 3 Mobile Payment Aggregator M-Pay, True Money, Paysbuy, 2C2P ( 14.53)

E-Commerce 50


DHL, FedEx (Third-party logistics)

E-Commerce 50 1 DHL, FedEx (Third-party logistics), 2 (Thailand Post), 3 (Own Transportation) 4 , 7-eleven, Big C, Lotus, Family Mart

77 ()


79 ()


81 ()


6. : E-Commerce

E-Commerce 2558 E-Commerce E-Commerce 3 ,


6.1.

E-Commerce 50 E-Commerce


E-Commerce 5 (BOI) E-Commerce

E-Commerce 50 E-Commerce 1 3

83 ()


6.2.

E-Commerce 50 E-Commerce E-Commerce

E-Commerce 50 E-Commerce , ,


6.3.

E-Commerce 50 E-Commerce (IT Developer) (Digital Marketing) E-Commerce E-Commerce (Salary war) E-Commerce E-Commerce

E-Commerce 50 Call Center E-Commerce, E-Commerce, E-Commerce (Data Center) E-Commerce

85 ()


87 ()


Electronic Data Interchange (EDI)

/

B2G (Business to Government)


B2B (Business to Business) E-Commerce Platforms

B2C (Business to Consumer) E-Commerce

89 ()


C2C (Consumer to Consumer) E-Commerce

91 ()


E-Commerce 2558

() (Electronic Transactions Development Agency (Public Organization): ETDA) E-Commerce E-Commerce 2558 E-Commerce 2557 E-Commerce 2558 E-Commerce E-Commerce (Organization for Economic Co-Operation and Development: OECD)

1.

E-Commerce (ISIC TSIC) E-Commerce E-Commerce 8 (1) (Manufacturing), (2) (Retail & Wholesale), (3) (Transport & Storage), (4) (Accommodation), (5) (Information & Communication),


(6) (Insurance), (7) (Art, Entertainment & Recreation) (8) (Other services) 8 21 E-Commerce

2.

E-Commerce 2558 (Online Questionnaire) (Face to Face Interview) 300% 2555

2.1 6 ( 82)

2.2 (Face to Face Interview) 3 ( 102)

93 ()


3.

E-Commerce 2558 3

3 3

E-Commerce 2558 Yamane (1973 : 1088)

n =

N =

e =

8 95% 3,000

N= N1+Ne2


4.

E-Commerce 2557 E-Commerce 2558 3

4.1 E-Commerce B2B, B2C B2G B2G 2 (1) (2) e-Auction

4.2 E-Commerce E-Commerce 2557 2 (1) E-Commerce 50 (2) E-Commerce 50

4.3 E-Commerce ISIC Rev.4 8 (1) (2) (3) (4) (5) (6) (7) (8)

6 (1), (2), (3), (5), (7) (8) (.) 2

95 ()


5.

E-Commerce E-Commerce ISIC TSIC (ISIC TSIC)

E-Commerce E-Commerce C2C Social Media Seller (Facebook, Instagram ) Platforms ( eBay Amazon) , , , , E-Commerce C2C


E-Commerce E-Commerce

E-Commerce E-Commerce Platforms

6.


97 ()


19

ISIC TSIC

UNCTAD

/

Leading Industry & Payment Issuers

99 ()



50

2558

50

2558

(E-Commerce) (OECD) ( e-Mail) Internet application , Extranet EDI , Minitel ( )

101 ()


1:

1)

(Pure Internet Company) (Click and Mortar Company)

2) ( )

-9 -15 -25 -30 -50 -200 201

3) (E-Commerce) ( 1 )

1: (Manufacturing)


_________________

2: (Retail & Wholesale)

_________________________________

3: (Transport) ________________________________

4: (Accommodation)

________________________________

103 ()


5: (Information & Communication)

, , , Software Integrator, System Integrator, Hardware & Software system web hosting & cloud computing

________________________________

6: (Financial & Insurance)

________________________________

7: (Art, Entertainment and Recreation)

e-movie ________________________________

8: (Other Services) : _______________________ : ________________________________


2: (Total Sales)

4) 2557 2558 4.1) 2557 / ()

2558 / ()

______________ /*

1 . %

2558 // ()

______________ *

105 ()


4.2) 2557 /

______________ % ______________ %

/

. %

. %

. %

. %

. %

= 1 0 0 0 %

/: 3

1. _____________________ 2. _____________________ 3. _____________________


4.3) /

B2B . % ________________

B2C . % ________________

C2C . %

________________

B2G . %

________________

= 1 0 0 . 0 %

107 ()


1) B2B (Business to Business)

2) B2C (Business to Consumer)

3) C2C (Consumer to Consumer)

4) B2G (Business to Government)


5) / / (Desktop Site)

. %

/ (Mobile Site/Application)

. %

EDI ( ) . %

Social Media . %

_____________________ . %

= 1 0 0 . 0 %

3:

109 ()


6) 2557

* . %

** . %

= 1 0 0 . 0 %

* ( Website, Google Adwords, Social Media Facebook, Instagram, Line)

** (, , , , SMS)


7)

* . %

** . %

= 1 0 0 . 0 % 3 1

/ (Payment Gateway: Debit and Credit cards) PayPal e-banking ( Internet Banking, ATM, Telephone

Banking) Mobile Payment ( m-Pay, True Money ) FEDI (

)

111 ()


7-11, Tesco Lotus,

Big C

8)

-Marketplaces : _____________________________ ( lazada, weloveshopping, Cdiscount, Line Shop, Tarad, LnwShop, ThaiTrade, Pantavanij ) (Social Media)

cebook : ______________

Platforms

: ______________


9)

Stocking . %

Cross-docking . %

Pre-order . % = 1 0 0 . 0 %

4: /

1) Stocking

2) Cross-docking

3) Pre-order

113 ()


10) / ( 1 )

(Thailand Post)

(Carriers/Logistic: DHL, Fed Ex, Kerry, CJ, TNT, UPS)

( , 7-eleven, Big C, Family Mart)

Electronic Transferred ()

(Own Transportation)

: ____________________________


5:

11) 11.1) ( 1 3 1 = 3 = ) ( 1 ) 11.2) ( 1 3 1 = 3 = ) ( ) ( ) ( )

115 ()


11.3) ( 1 3 1 = 3 = ) Call Center (IT Developer) (Digital Marketing) Data Center (AEC) ________________________________________


12)

6: /

: ___________________________________________ : ____________________________________________ : _______________________________________________ :__________________: _______________________

117 ()


119 ()



50

2558 Value of E-Commerce Survey in Thailand 2015

(E-Commerce)

----------------------------------------------------------------------------------------

1 : E-Commerce

1) E-Commerce

E-Commerce

121 ()


2) ( 5 )

( 5 ) 5

3)

E-Commerce Outsource (Out-source)


E-Commerce

4.) E-Commerce

5)

(Offline) (Online)

6) (Supply chain management)

2 :

7) 1 (Average Basket Size)

123 ()


8) 2558 2557

( )

( )

9) (awareness) E-Commerce 2558

(Offline) (Online)

(Digital Marketing)


10)

( )

3

11) AEC AEC

12) (Opportunity) (Competition) AEC

3: E-Commerce

13) E-Commerce

125 ()


Data Center

14) E-Commerce

127 ()


e-Travel Marketing .

. 2558