Omni-channel: the sustainable e-commerce trend in Thailand.

Abstract

This study shows the big image of Thailand E-commerce sustainability by many factors from past until today. Thai people are familiar with online shopping by understanding the concept of online shopping, delivery service and payment. The government have supported local community to face with digital edge by Thailand 4.0 policy. There is not only online shopping, but also offline shopping which means retail store are such important part to make Thai consumers complete purchasing process. Omni-channel should be the success key for Thai shoppers in the long term orientation. As there are many reasons for high E-commerce and Retail success stories in Thailand, some are barriers or benefit factors. This has led to the sustainable trend for Thai consumers.