Thailand falls for e-commerce through tablets

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Pawoot-Pongvitayapanu
Pawoot Pongvitayapanu, managing director and founder of Tarad

A new generation of Thais is increasingly being turned on to online shopping through the use of mobile tablets. No, not precocious primary school students, but those in a more senior bracket, the founder of Thailand’s largest e-commerce site has said.

“During the first quarter of 2013, our data showed that users over 41 years old made up the fastest growing segment at 10 per cent growth year on year,” managing director and founder of Tarad, Pawoot (Pom) Pongvitayapanu, told Inside Investor in an exclusive interview.

“Most of this age group is actually using tablets to access our site; they don’t use computers because they are too complicated, but tablets are much easier for them,” he continued.

In a country where the per capita income reaches over $5,000, according to 2012 IMF figures, much of the wealth is still locked away disproportionately in Bangkok, where saving rates remain high.

Tarad, a Thai- and Japanese-language e-commerce site, has become popular for its categories in fashion, food and electronics.

And in scouting out these products, older shoppers, who have considerably higher savings than younger generations, are helping to boost revenues made via mobile purchases.

“In the mobile segment, 60 per cent of revenue is coming from tablets, the largest of the segment for sales and the fastest growing,” Pom said.

Of the 200,000 visits that Tarad receives daily, about 30 per cent of which comes from mobile devices, which account for 11 per cent of total sales.

While the older age bracket makes up the fastest growing users, Pom also pointed that that – “surprisingly” – 60 per cent of Tarad users are male, aged between 31 and 35.

Tarad partners with SMEs in rural regions across Thailand to showcase goods that would have otherwise remained overshadowed by larger department stores.

After reaching its lofty position in Thailand, Tarad is working with Japanese partner Rakuten to assess cooperation in Malaysia, Indonesia and Taiwan.

 

 

 

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Reading Time: 2 minutes

Pawoot Pongvitayapanu, managing director and founder of Tarad

A new generation of Thais is increasingly being turned on to online shopping through the use of mobile tablets. No, not precocious primary school students, but those in a more senior bracket, the founder of Thailand’s largest e-commerce site has said.

Reading Time: 2 minutes

Pawoot-Pongvitayapanu
Pawoot Pongvitayapanu, managing director and founder of Tarad

A new generation of Thais is increasingly being turned on to online shopping through the use of mobile tablets. No, not precocious primary school students, but those in a more senior bracket, the founder of Thailand’s largest e-commerce site has said.

“During the first quarter of 2013, our data showed that users over 41 years old made up the fastest growing segment at 10 per cent growth year on year,” managing director and founder of Tarad, Pawoot (Pom) Pongvitayapanu, told Inside Investor in an exclusive interview.

“Most of this age group is actually using tablets to access our site; they don’t use computers because they are too complicated, but tablets are much easier for them,” he continued.

In a country where the per capita income reaches over $5,000, according to 2012 IMF figures, much of the wealth is still locked away disproportionately in Bangkok, where saving rates remain high.

Tarad, a Thai- and Japanese-language e-commerce site, has become popular for its categories in fashion, food and electronics.

And in scouting out these products, older shoppers, who have considerably higher savings than younger generations, are helping to boost revenues made via mobile purchases.

“In the mobile segment, 60 per cent of revenue is coming from tablets, the largest of the segment for sales and the fastest growing,” Pom said.

Of the 200,000 visits that Tarad receives daily, about 30 per cent of which comes from mobile devices, which account for 11 per cent of total sales.

While the older age bracket makes up the fastest growing users, Pom also pointed that that – “surprisingly” – 60 per cent of Tarad users are male, aged between 31 and 35.

Tarad partners with SMEs in rural regions across Thailand to showcase goods that would have otherwise remained overshadowed by larger department stores.

After reaching its lofty position in Thailand, Tarad is working with Japanese partner Rakuten to assess cooperation in Malaysia, Indonesia and Taiwan.

 

 

 

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